CHINA�SOCIAL, DIGITAL�AND MOBILE IN�
DECEMBER 2011 �we are social�
we are social�
we are social
FOR MORE INFO ON THIS REPORT, PLEASE �CONTACT SIMON KEMP AT WE ARE SOCIAL:�
@WEARESOCIALSG �
+65 9146 5356 �
DJESKI�
HTTP://WEARESOCIAL.SG �
we are social�
CHINA�
536,000,000�
916,500,000 �MOBILE SUBSCRIBERS�
485,000,000 �INTERNET USERS�
1,339,724,852�TOTAL POPULATION�
INTERNET PENETRATION�
MOBILE PENETRATION�
67%�
40%�
36%�
USERS ON TOP SOCIAL NETWORK� SOCIAL NETWORK PENETRATION�
URBAN�
50%� 50%�
RURAL �
SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011; �LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011 �
we are social�
THE NUMBER OF INTERNET USERS IN CHINA IS GREATER �THAN THE TOTAL POPULATION OF WESTERN EUROPE �
INTERNET USERS IN CHINA�485,000,000 � 412,787,000�
TOTAL POPULATION OF EUROPE �
VS�
SOURCE: INTERNET WORLD STATS ACCESSED NOVEMBER 2011 COMPARED TO UN DATA, JUNE 2011 �
we are social�
10,000,000 �NEW INTERNET USERS IN CHINA�
THERE ARE AROUND �
SOURCE: CHINA INTERNET WATCH �
EVERY MONTH �
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130,000,000 �NUMBER OF RURAL INTERNET USERS IN CHINA�
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE �
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CHINESE NETIZENS BELIEVE THE INTERNET�IS THE MOST ENGAGING MEDIUM –�
EVEN MORE ENGAGING THAN TV�
SOURCE: SYNOVATE, AS CITED IN PENN OLSON�
we are social�
58%�OF CHINESE NETIZENS �SPEND 3 HOURS EACH �DAY ON THE INTERNET�
17% �OF CHINESE NETIZENS �SPEND 3 HOURS EACH �
DAY WATCHING TV�
SOURCE: MILLWARD BROWN DYNAMIC LOGIC �
VS�
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77% �ENGAGEMENT SCORE OF�
THE INTERNET AS A MEDIUM AMONGST CHINESE NETIZENS �
73%�ENGAGEMENT SCORE OF
TELEVISION AS A MEDIUM AMONGST CHINESE NETIZENS �
SOURCE: SYNOVATE, AS CITED IN PENN OLSON�
VS�
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150 MINUTES �ONLINE EVERY DAY �
CHINESE NETIZENS�SPEND AN AVERAGE OF�
SOURCE: CHINA INTERNET WATCH �
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CHINESE PEOPLE AGED 18 - 27 SPEND ALMOST�
5 HOURS PER DAY �USING EMAIL AND THE WEB�
SOURCE: BERGSTRÖM TRENDS�
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87%�OF CHINESE INTERNET USERS ACCESS THE �
INTERNET AND WATCH TV AT THE SAME TIME �
SOURCE: MILLWARD BROWN DYNAMIC LOGIC �
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41%�OF THEIR ONLINE TIME �ON SOCIAL NETWORKS�
CHINA’S NETIZENS SPEND �
SOURCE: DCCI, AS CITED IN THE NEXT WEB�
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77% �OF CHINESE WEB USERS BELIEVE A SOCIAL MEDIA�
PRESENCE MAKES A BRAND MORE ATTRACTIVE �
SOURCE: MILLWARD BROWN DYNAMIC LOGIC �
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TOP SOCIAL NETWORKS IN CHINA BY USER NUMBERS�
SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS, NOVEMBER 2011 �
RENREN�SINA�WEIBO�
137 M �
250 M �
KAIXIN�
116 M �
QZONE �
536 M �
TENCENT�WEIBO�
310 M �
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AGE BREAKDOWN OF USERS ON CHINESE SOCIAL NETWORKS �
QZONE � RENREN� KAIXIN� DOUBAN� PENGYOU� 51.COM �
50+ �
40-49 �
35-39 �
30-34 �
25-29 �
20-24 �
15-19 �
<14 �7%�
29%�
17% �
32%�
8%�5%�
1%�
1%�
6%�
29%�
13%�
38%�
5%�6%�
1%�
1%�
4%�
28%�
23%�
29%�
10%�4%�
<1%�
2%�
6%�
30%�
16% �
34%�
7%�6%�
1%�
1%�
6%�
33%�
13%�
37%�
7%�3%�
1%�
1%�
4%�
26%�
17% �
29%�
15% �
7%�
1%�
2%�
SOURCE: ENFODESK, AS CITED IN CHINA INTERNET WATCH �
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2.78 �SOCIAL MEDIA PROFILES�
THE AVERAGE CHINESE �SOCIAL MEDIA USER HAS�
SOURCE: CHINA INTERNET WATCH �
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530,000,000 �ACTIVE USER ACCOUNTS�
QZONE HAS MORE THAN �
SOURCE: SITE-REPORTED FIGURES, AS CITED IN CHINA INTERNET WATCH �
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…THAT’S 3 TIMES GREATER THAN THE TOTAL USER �BASE OF FACEBOOK ACROSS THE WHOLE OF ASIA�
SOURCE: BASED ON LATEST SITE-REPORTED FIGURES �
530 M �ACTIVE QZONE �
USERS IN CHINA�
172 M �ACTIVE FACEBOOK�
USERS ACROSS ASIA�
VS�
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OF THE NUMBER �OF QZONE USERS�
THE NUMBER OF FACEBOOK�USERS IN CHINA IS LESS THAN�
1%�
SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS, NOVEMBER 2011 �
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…BUT CHINA STILL HAS MORE �FACEBOOK USERS THAN ESTONIA�
FACEBOOK USERS IN CHINA�493,460 � 436,240�
FACEBOOK USERS IN ESTONIA�
VS�
SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS, NOVEMBER 2011 �
we are social� SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011 �
18-24:�38%�
13-17:�11%�
25-34:�35%�
35--44:�11%�
45-54:�3%�
65+:�2%�
55-64:�1%�
MALE:�59%�
FEMALE:�41%�
FACEBOOK DEMOGRAPHICS IN CHINA�
SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011 �we are social�
# � BRAND PAGE � LIKES� GROWTH �1 � PCCW CUSTOMER SERVICES (OFFICIAL) � 6,669 � 0.00%�2 � FLYING BLUE CLUB CHINA� 5,183 � 8.84%�3 � SUNTEKSTORE � 4,208 � 21.35%�4 � WHOLESALE-DRESS.NET� 1,382 � 0.00%�
TOP FACEBOOK PAGES IN CHINA�
we are social�
GROWTH IN THE �NUMBER OF PEOPLE USING �
‘WEIBOS’ IN THE FIRST HALF OF 2011:�
209%�
SOURCE: PENN OLSON�
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MORE PEOPLE USE WEIBOS�IN CHINA THAN LIVE IN THE �
WHOLE OF THE UNITED STATES �
SOURCE: BASED ON SITE-REPORTED FIGURES AND UN DATA, JUNE 2011 �
(! )!
we are social�
DAILY ACTIVE USERS OF�CHINA’S BIGGEST MICROBLOGS:�
SOURCE: SITE-REPORTED FIGURES AS CITED ON CHINA INTERNET WATCH �
SINA�WEIBO�
TENCENT WEIBO�
25 M �50 M �VS�
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910,000 �PEOPLE IN CHINA STILL VISIT�TWITTER.COM EVERY MONTH �
TWITTER IS USUALLY �BLOCKED IN CHINA, BUT�
SOURCE: GOOGLE AD PLANNER �
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1,500,000 �NUMBER OF USERS ON JIEPANG, CHINA’S�
HOTTEST LOCATION-BASED SOCIAL NETWORK:�
SOURCE: SITE-REPORTED NUMBERS, AS CITED IN BUSINESS WIRE �
we are social�
8,000,000 �NUMBER OF USERS ON CHINA’S�
TIANJI PROFESSIONAL SOCIAL NETWORK:�
SOURCE: SITE-REPORTED NUMBERS, AS CITED IN PENN OLSON�
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1,854,000 �NUMBER OF LINKEDIN USERS IN CHINA:�
SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011 �
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700,000,000 �REGISTERED USERS�
QQ, CHINA’S LARGEST INSTANT�MESSENGER PLATFORM, HAS MORE THAN�
SOURCE: LATEST SITE-REPORTED FIGURES AS AT NOVEMBER 2011 �
we are social�
QQ’S ‘POPULATION’ IS MORE THAN�DOUBLE THE POPULATION OF THE USA�
SOURCE: BASED ON LATEST SITE-REPORTED FIGURES AS AT NOVEMBER 2011 AND UN DATA, JUNE 2011 �
we are social�
$ �US$ 760,000,000 �IN THE THIRD QUARTER OF 2011 ALONE �
QQ’S OWNERS – TENCENT – MADE MORE THAN�
SOURCE: SITE-REPORTED FIGURES �
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$5,737 �PER MINUTE �
THAT’S ABOUT�
SOURCE: SITE-REPORTED FIGURES �
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465,000,000 �ONLINE VIDEO VIEWERS IN CHINA IN 2011:�
SOURCE: CHINA INTERNET WATCH �
we are social�
26,449,000 �DAILY VISITORS TO YOUKU.COM, �
CHINA’S EQUIVALENT OF YOUTUBE: �
SOURCE: CHINA INTERNET WATCH �
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THAT’S MORE THAN THE �POPULATION OF AUSTRALIA�
SOURCE: UN, JUNE 2011 �
(! )!
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40%�OF CHINESE NETIZENS ARE ‘CONTENT CREATORS’�
(THAT’S MORE THAN TWICE THE RATE IN THE USA) �
SOURCE: FORRESTER �
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77.5 BILLION�WEB SEARCHES IN Q3 2011 ALONE �
CHINESE NETIZENS CONDUCTED MORE THAN�
SOURCE: CHINA INTERNET WATCH �
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10,000 �EVERY SECOND �
THAT’S ALMOST�
SOURCE: CHINA INTERNET WATCH �
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173,000,000 �ONLINE SHOPPERS IN CHINA:�
SOURCE: CHINA INTERNET WATCH �
we are social�
US$ 26,750,000,000 �VALUE OF CHINESE E-COMMERCE IN Q2 2011: �
SOURCE: CHINA INTERNET WATCH �
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ON AN ANNUALISED BASIS, THAT’S�MORE THAN THE GDP OF VIETNAM �
SOURCE: WIKIPEDIA�
(! )!
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US$ 600 �PER PERSON PER YEAR �
ONLINE SHOPPERS IN CHINA�SPEND AN AVERAGE OF�
SOURCE: PROJECTED FROM DATA FROM CHINA INTERNET WATCH �
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5 HOURS PER WEEK�SHOPPING ON THE INTERNET�
CHINESE NETIZENS SPEND AN AVERAGE OF�
SOURCE: TNS DIGITAL LIFE �
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48,000 �AVERAGE NUMBER OF ITEMS SOLD �EVERY MINUTE ON TAOBAO.COM:�
SOURCE: ALIBABA�
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US$ 817,000,000 �VALUE OF TRANSACTIONS ON TAOBAO�
ON 11 NOVEMBER 2011 ALONE: �
SOURCE: TAOBAO FIGURES AS CITED IN CHINA INTERNET WATCH �
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$9,456 �EVERY SECOND �
THAT’S ABOUT�
SOURCE: TAOBAO FIGURES AS CITED IN CHINA INTERNET WATCH �
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42,000,000 �NUMBER OF PEOPLE USING �
GROUP BUYING SITES IN CHINA:�
SOURCE: CHINA DAILY �
we are social�
81%�OF CHINESE YOUTH CHECK ONLINE COMMENTS�
BEFORE MAKING A PURCHASE DECISION�
SOURCE: SLIDESHARE.NET/JARRAHBEAR �
we are social�
66%�OF CHINESE INTERNET USERS �ACCESS VIA MOBILE DEVICES�
SOURCE: CHINA INTERNET WATCH �
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PEOPLE IN CHINA CAN USE THEIR MOBILE PHONES TO:�
SOURCE: ENOVATE �
BUY STARBUCKS COFFEE �
BUY SUBWAY TICKETS�
DO THEIR BANKING �
DO THEIR SHOPPING �
BUY LOTTERY TICKETS�
¥€$ �
88 �
we are social�
70%�OF CHINESE PEOPLE SAY THEY �
CAN’T LIVE WITHOUT THEIR PHONE �
SOURCE: SYNOVATE �
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MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS: HTTP://WEARESOCIAL.SG �
we are social�
SIMON KEMP �MANAGING DIRECTOR �
@ESKIMON�[email protected] �
HTTP://WEARESOCIAL.SG �
LAM CAI YU�ACCOUNT EXECUTIVE �@HICAIS�[email protected] �HTTP://WEARESOCIAL.SG �
