UNDERSTANDING DIGITAL CHINA

Dr. Mathew McDougall…

Telling my Story

•  Founder & CEO – Digital Jungle •  Author – Chinese Social Media Universe •  Blogger – Digital Marketing Inner Circle •  Speaker – Adtech, PATA, SES… many more •  China - 9+ years experience living/working •  Partner supporting Emakina in Asia

Chinese Internet at a Glance Get ready for some BIG numbers

Chinese Population – 1, 343, 240, 000

Chinese Internet Users – 564, 000, 000

that’s roughly

(42%) Penetration

Source: CNNIC, Jan 2013

There are more internet users in China than people living in all of

Western Europe

50,900,000 New internet users in China

2012

Source: CNNIC, Jan 2013

Chinese access the Internet at home (91.7%); only 22.4% use the Internet in cafés or bars.

23.7% of the rural population uses the Internet, compared to 59.1% in urban areas.

80% of Chinese internet users are under 40 years old

The average user is

Years old

25 Source: Tech in Asia, Oct 2012

(56%) of Chinese internet users are male

Source: CNNIC, Jan 2013

420,000,000  

398,000,000  

Mobile internet users in China

VS.

PC-based internet users in China

Source: CNNIC, Jan 2013

Mobile users outnumbers PC users

A Changing China

In the Social Media Universe, we have already defined parallel universes - the Western and Chinese Web.

Where there is Facebook, Twitter, YouTube, etc. in the West

We have Renren, Weibo, Youku, etc. in China

The Chinese Internet landscape

450 Million broadband users

25.8% growth in e-commerce

167 Million Simultaneous Users on QQ

420 Million smart phone users

Of mobiles in China are used for internet

(75%) Source: CNNIC, Jan 2013

Chinese internet users to overtake English language users by 2015

Source: UN Broadband Commission

Online Banking - The fastest growing internet activity

2012

(43%) Of China’s internet users take part in

online shopping

Source: CNNIC, Jan 2013

China has the largest number of online shoppers in the world

China’s eBay, TaoBao generates 50,000 sales

per minute

Source: Boston Consulting Group, May 2012

Of shoppers aged between 25 and 35

(59%) Source: China Internet Watch, Dec 2012

Revenue in China's e-commerce sector amounts to 1.76 trillion RMB (US$278.89 billion) at present, and grew by 25.8 percent from the previous year; the plan set forth by authorities is for that to hit 2.8 trillion RMB ($443.68 billion) by 2015.

80% of the country’s social media users say they use these sites to search for information about products and brands

(38%) Of China’s internet users refer to friends’

SNS comments when making

shopping decisions Source: China Internet Watch, Nov 2012

91%  

67%  

Visit social media in China

VS.

In USA

Source: McKinsey, April 2012

China’s social media users spend an average of 46 minutes every

single day accessing social media sites; added together, this means social media users spent at least 167 billion hours – some 19 million years of human time – on social media activities in 2012.

Students tend to use social media sites while graduates

tend to use micro blogs

Source: Nielson, May 2012

More than 90% of online shoppers buy books music and films,and clothing and footwear online.

Source: PwC,Dec 2011

Tencent accounts for 56% of China’s SM users through its QZone, Tencent Weibo, and Pengyou sites

Source: Tencent Financial Report, Aug 2012

(66%) Of China’s internet users follow brands

Source: Insites Consulting, Sept 2012

66% of Chinese Social Media Users follow Brands.

On average each of China’s

social media users follow

8 brands Source: DCCI, Sept 2012

of Chinese netizens care about commercial information on social

networking sites

(80%) Source: China Internet Watch, Nov 2012

(60%) In the 1st half of 2012, social sharing in

China increased by

Source: China Internet Watch, Sept 2012

With so much social sharing, online reputation maybe an issue

China’s Top SNS’s By Registered Users

712 M

507M

400 M

Qzone

Tencent Weibo

Sina Weibo

259 M Pengyou

172 M Renren

1,104,000,000 Mobile subscribers in China

Source: Ministry and of industry and mobile technology of the people’s republic of China, Dec 2012

10,000,000 New subscribers per month

in 2012

Source: Ministry and of industry and mobile technology of the people’s republic of China, Dec 2012

Smart phone penetration is

(22%) Source: Chinese National Bureau of Statistics, Sept 2012

(62%) Of mobile-internet users are younger than 30

Source: Chinese National Bureau of Statistics, Sept 2012

475,000,000 Unique visitors of online video in Youku

and Tudou each month

Source: China Scope Financial, Sept 2012

human years spent each year streaming web videos in China

5,600,000

The Chinese Search Market is shifting and fragmenting.. Google who!

Search Optimization

SEO and SEM are powerful Digital strategies, but in China both require local insight, planning and implementation to succeed

Vs.

@digitaljunglecn

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