Social, Digital and Mobile in China

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It's a general review of social, digital and mobile in China. January 2013 by we are social.

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  • 1.SOCIAL, DIGITALAND MOBILE INCHINAJANUARY 2013we are social

2. FOR FURTHER INFORMATION AND OTHER REPORTS IN THE #SDMW SERIES, PLEASECONTACT SIMON KEMP AT WE ARE SOCIAL: SAYHELLO@WEARESOCIAL.SG @WEARESOCIALSG +65 9146 5356 WEARESOCIAL.SG 3 3. JAN2013 CHINA1,343,240,000 51%49% TOTAL POPULATION URBAN RURAL564,000,000 42%INTERNET USERSINTERNET PENETRATION 597,600,00044% USERS ON TOP SOCIAL NETWORKSOCIAL NETWORKING PENETRATION 1,104,000,000 82%MOBILE SUBSCRIBERSMOBILE PENETRATIONCOMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: US CENSUS BUREAU (JAN 2013) INTERNET: CHINA INTERNET3NETWORK INFORMATION CENTRE (JAN 2013); SOCIAL NETWORKS: TENCENT (AUG 2012) COMPARED TO OTHER SITE-REPORTED FIGURES; MOBILE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY (DEC 2012) 4. CHINASPOPULATION 4 5. CURRENT POPULATION OF CHINA:1,343,240,000SOURCE: US CENSUS BUREAU (ACCESSED JAN 2013) 5 6. IF YOU TOOK JUST 1 SECOND TOSAY HELLO TO EVERY PERSON IN CHINA, IT WOULD TAKE MORE THAN 42 YEARSTO GREET THE WHOLE COUNTRYSOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) 6 7. CHINAS POPULATION GREW BY6,710,000PEOPLE IN 2012 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) 7 8. CHINAS POPULATION IS GROWING BY 1 PERSONEVERY 5 SECONDSSOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) 8 9. 41%OF CHINAS POPULATIONIS UNDER THE AGE OF 30SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (JAN 2013) 9 10. MEDIAN AGE OFCHINAS POPULATION:36SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (JAN 2013) 10 11. PEOPLE AGED 43 MAKE UP THE LARGESTSINGLE AGE GROUP IN CHINA SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (JAN 2013) 11 12. 51%OF CHINAS POPULATION LIVES IN URBAN AREASSOURCE: CHINESE NATIONAL BUREAU OF STATISTICS (ACCESSED SEP 2012) 12 13. 18,500,000CHINESE PEOPLE WILL MOVE FROMRURAL AREAS TO LIVE IN CITIES IN 2013SOURCES: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) AND THE UNITED NATIONS, AS CITED IN WIKIPEDIA (ACCESSED JAN 2013) 13 14. CHINAS ECONOMIC SPECTRUM1,000,000 150,000,000 US-DOLLARPEOPLE LIVINGMILLIONAIRES ON US$1 PER DAY SOURCE: BBC (NOV 2012) 14 15. THE INTERNETIN CHINA 15 16. NUMBER OF INTERNET USERS IN CHINA: 564,000,000 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 16 17. CHINA HAS THE LARGEST INTERNET POPULATION IN THE WORLDSOURCES: BASED ON DATA FROM CHINA INTERNET NETWORK INFORMATION CENTRE (AUG 2012); AND INTERNETWORLDSTATS 17 18. (! )!THERE ARE MORE INTERNET USERS IN CHINA THAN THERE ARE PEOPLE LIVING IN ALL OF WESTERN EUROPESOURCES: BASED ON DATA FROM CHINA INTERNET NETWORK INFORMATION CENTRE (AUG 2012); AND THE US CENSUS BUREAU (NOV 2012) 18 19. INTERNET PENETRATION IN CHINA:42%SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 19 20. IN 2012, CHINA ADDED50,900,000 NEW INTERNET USERS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 20 21. (! THATS LIKE ADDING TWICE THE POPULATION OF AUSTRALIA)!SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 21 22. AND IS EQUAL TO ADDING 1.6NEW INTERNET USERS EVERY SECONDSOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 22 23. AVERAGE TIME CHINESE NETIZENS SPEND ONLINE EACH WEEK: 21 HOURS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 23 24. 56%OF CHINESE INTERNETUSERS ARE MALESOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 24 25. 28%OF CHINESE INTERNET USERSARE FROM RURAL AREAS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 25 26. HOWEVER, PEOPLE FROMRURAL AREAS ACCOUNTED FOR 52%OF THE GROWTH IN INTERNET USERSIN CHINA IN THE FIRST HALF OF 2012SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 26 27. THE AVERAGE CHINESEINTERNET USER IS25YEARS OLDSOURCE: TECH IN ASIA (OCT 2012) 27 28. 80%OF CHINESE INTERNET USERS AREBETWEEN THE AGES OF 10 AND 40 SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 28 29. STUDENTS REPRESENT 25%OF CHINAS ONLINE POPULATIONSOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 29 30. MOBILE INTERNET USERS OUTNUMBERPC-BASED INTERNET USERS IN CHINAVS420,000,000398,000,000 MOBILE INTERNET USERS! PC-BASED INTERNET USERS! SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 30 31. DEVICES THAT CHINESE NETIZENS USE TO GO ONLINE75% 71%46%MOBILESDESKTOPS LAPTOPSSOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 31 32. WHERE DO CHINAS NETIZENS ACCESS THE INTERNET FROM?92% 32%22%16%HOMEOFFICECYBERCAF SCHOOLSOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 32 33. NUMBER OF INTERNET USERS IN SHENZHEN: 8,000,000SOURCE: SHENZHEN INTERNET DEVELOPMENT RESEARCH REPORT, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 33 34. INTERNET PENETRATION BY CHINESE CITY 77% 73%70% 66%SHENZHEN GUANGZHOUBEIJINGSHANGHAI SOURCE: SHENZHEN INTERNET DEVELOPMENT RESEARCH REPORT, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 34 35. 72% OF CHINESE NETIZENS HAVEBROADBAND INTERNET ACCESSSOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2012) 35 36. BROADBAND IS AVAILABLE IN 88% OF CHINAS VILLAGESSOURCE: SINA, AS CITED IN TECHINASIA (JAN 2013) 36 37. 60%OF CHINAS NEW RURAL NETIZENS ACCESS THE INTERNET VIA MOBILE DEVICESSOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 37 38. TOP ONLINE ACTIVITIES IN CHINA 83%80%77% 66%66% INSTANTSEARCHONLINEBLOGS ANDONLINEMESSAGING ENGINEMUSICSOCIAL MEDIAVIDEOSSOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 38 39. FASTEST GROWING ONLINE ACTIVITIES IN CHINA+33%+32% +29%+25%+24% ONLINEONLINEGROUPONLINEWEIBO &BANKING PAYMENTS BUYINGSHOPPINGMICROBLOG SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 39 40. TOP BAIDU SEARCHES IN 2012PC-BASED SEARCHESMOBILE SEARCHES1. TAOBAO 6. NBA1. NOVELS 6. BEAUTIES2. QZONE7. WEIBO2. TAOBAO 7. JOKES3. 4399.COM 8. 360BUY.COM 3. WECHAT 8. MILITARY NEWS4. YOUKU9. ROCKING THE UNIVERSE 4. NEWS 9. VOICE OF CHINA5. MARUTO 10.QVOD PLAYER5. DIAOYU ISLAND10.GANGNAM STYLESOURCE: BAIDU, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 40 41. SOCIAL MEDIAIN CHINA 41 42. THERE ARE AT LEAST 597,600,000USERS OF SOCIAL MEDIA IN CHINASOURCES: BASED ON DATA FROM TENCENT (AUG 2012) AND DATA FROM OTHER SOCIAL NETWORKS 42 43. SOCIAL MEDIA PENETRATION IN CHINA:44%SOURCES: BASED ON DATA FROM TENCENT (AUG 2012), AND THE US CENSUS BUREAU (ACCESSED JAN 2013) 43 44. 91%OF CHINAS NETIZENSVISIT SOCIAL MEDIA SITES SOURCE: MCKINSEY (APR 2012) 44 45. THE SAME STATISTICFOR THE USA IS ONLY67%SOURCE: MCKINSEY (APR 2012) 45 46. 88%OF CHINESE SOCIALMEDIA USERS ARE ACTIVE SOURCE: MCKINSEY (APR 2012) 46 47. NETIZENS IN CHINA SPEND AN AVERAGE OF46 MINUTES EACH DAY VISITINGSOCIAL MEDIA SITES SOURCE: MCKINSEY (APR 2012) 47 48. THIS SUGGESTS THAT CHINAS SOCIALMEDIA USERS SPENT A COMBINED TOTAL OF19,000,000YEARS ON SOCIAL NETWORKINGACTIVITIES IN 2012SOURCES: BASED ON DATA FROM TENCENT (AUG 2012), AND MCKINSEY (APR 2012) 48 49. JAN2013 CHINAS TOP SNS BY REGISTERED USERS QZONE712 MTENCENT WEIBO507M SINA WEIBO400 M PENGYOU 259 M RENREN172 MSOURCES: TENCENT Q3 FINANCIAL REPORT; SINA Q3 FINANCIAL REPORT, AS CITED IN NEWS.CNAD.COM; AND RENREN.COM (NOV 2012). FIGURES FOR PENGYU REPRESENT ACTIVE USERS. 49 50. JAN2013 CHINAS SNS BY ACTIVE USERS QZONE598 M SINA WEIBO287 MTENCENT WEIBO 277 M PENGYOU259 M RENREN48 M SOURCES: TENCENT (JUN & AUG 2012); SINA (OCT 2012); RENREN 50 51. TENCENT ACCOUNTS FOR 56%OF CHINAS SOCIAL MEDIA USERS THROUGH ITSQZONE, TENCENT WEIBO, AND PENGYOU SITESSOURCE: TENCENT FINANCIAL REPORT (AUG 2012) 51 52. APR2012CHINAS FAVOURITE SOCIAL NETWORKS 44% 19% 19% 8% 7%QZONE SINARENREN TENCENT KAIXINWEIBO WEIBO SOURCE: MCKINSEY (APR 2012) 52 53. 4 IN 5OF THE TOP SOCIAL NETWORKSIN ASIA ARE FROM CHINASOURCES: BASED ON DATA FROM TENCENT; SINA; FACEBOOK AND TECHINASIA (2012) 53 54. IN CHINA, THERE ARE OVER467,750,000USERS OF INSTANT MESSAGING SERVICESSOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 54 55. THESE USERS MAINTAIN MORE THAN 1,200,000,000ACTIVE INSTANT MESSAGING ACCOUNTS SOURCE: ENFODESK, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 55 56. QQS INSTANTMESSAGING PLATFORM HAS784,000,000 ACTIVE ACCOUNTS EACH MONTH SOURCE: TENCENT (NOV 2012) 56 57. IN AUGUST 2012, QQ REGISTERED 167,000,000 PEOPLE USING ITS INSTANTMESSAGING SERVICE AT THE SAME TIME SOURCE: TENCENT (AUG 2012) 57 58. UNTIL RECENTLY, BARELY38%OF CHINAS NETIZENS REVEALED THEIRREAL NAMES ON SOCIAL NETWORKING SITES SOURCE: NIELSEN (MAY 2012) 58 59. 84% OF CHINAS NETIZENS HAVE AN OPENATTITUDE TOWARDS PERSONAL PRIVACY SOURCE: NIELSEN, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 59 60. 66%OF CHINESE SOCIAL MEDIA USERS FOLLOW BRANDSSOURCE: INSITES CONSULTING (SEP 2012) 60 61. ON AVERAGE, EACH OF CHINASSOCIAL MEDIA USERS FOLLOWS8 BRANDSSOURCE: DCCI (SEP 2012) 61 62. 80%OF CHINESE NETIZENS CARE ABOUT COMMERCIAL INFORMATION ON SOCIAL NETWORKING SITES SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 62 63. 43%OF CHINAS NETIZENS ARE INTERESTED IN PRODUCTSSHARED BY FRIENDS ON SOCIAL NETWORKING SITES SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 63 64. 38% OF CHINAS NETIZENS REFER TO FRIENDS SNSCOMMENTS WHEN MAKING SHOPPING DECISIONS SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 64 65. IN THE FIRST HALF OF 2012, THE VOLUME OFSOCIAL SHARING IN CHINA INCREASED BY 60% SOURCE: BAIDU INC, AS CITED IN CHINA INTERNET WATCH (SEP 2012) 65 66. SEP2012 SHARE OF SHARING BY SNS PLATFORM44% 12% 9% 7% QZONESINA TENCENTRENRENWEIBO WEIBO SOURCE: CHINA INTERNET WATCH (SEP 2012). FIGURES REPRESENT ACTIVITY FOR H1 2012 66 67. THE SOCIAL MEDIA PREFERENCES OFCHINAS NETIZENS BY LIFE STAGE VSSTUDENTS TEND TO USEGRADUATES TEND TOSOCIAL NETWORK SITESPREFER MICROBLOGS SOURCE: NIELSEN (MAY 2012) 67 68. USES OF DIFFERENT SOCIALMEDIA BY CHINAS NETIZENSVS MICROBLOGSSOCIAL NETWORKS LIKE WEIBO ARE USED FORARE USED FOR FINDING ANDFINDING AND SHARING INFORMATION INTERACTING WITH FRIENDS SOURCE: NIELSEN (MAY 2012) 68 69. 89%OF CHINESE NETIZENSUSE A WEIBO SERVICESOURCE: DCCI, AS CITED IN CHINA INTERNET WATCH (OCT 2012) 69 70. 97%OF SOCIAL MEDIA USERSIN CHINA ARE WEIBO USERS SOURCE: NIELSEN (MAY 2012) 70 71. ESTIMATED SIZE OF THE WEIBO MARKET IN CHINA IN 2012:US$79,820,000 SOURCE: IRESEARCH (SEP 2012) 71 72. 57%OF CHINAS WEIBO USERS ARE MALE SOURCE: DCCI, AS CITED IN RESONANCE CHINA (OCT 2012) 72 73. 62% OF CHINESE WEIBOUSERS ARE MARRIEDSOURCE: DCCI, AS CITED IN RESONANCE CHINA (OCT 2012) 73 74. 30% OF CHINAS WEIBO USERS HAVEMORE THAN ONE WEIBO ACCOUNT SOURCE: DCCI (SEP 2012) 74 75. OCT2012 THE DEMOGRAPHICS OF WEIBO USERS56-65:46-55: 3%6%41-45: 19-25: 9% 19%FEMALE:36-40:43% 12%MALE:57% 26-30: 31-35: 30%21%SOURCE: DCCI (SEP & OCT 2012) 75 76. COMPARING CHINAS TOP WEIBOS VSSINA TENCENTACTIVE USERS: 287 MACTIVE USERS: 277 M REGISTERED USERS: 400 MREGISTERED USERS: 507 MNETIZEN PENETRATION: 73% NETIZEN PENETRATION: 93%USER LOCATION: TIER 1 & 2 CITIES USER LOCATION: TIER 3 & 4 CITIESSOURCES: TENCENT Q3 FINANCIAL REPORT (NOV 2012); SINA Q3 FINANCIAL REPORT, AS CITED IN NEWS.CNAD.COM (NOV 2012); NIELSEN (MAY 2012) 76 77. SHENZHEN HAS THE HIGHEST RATE OF WEIBO PENETRATION IN CHINA, AT 59% SOURCE: SHENZHEN INTERNET DEVELOPMENT RESEARCH REPORT, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 77 78. ONLY5% OF CHINAS WEIBO USERSARE FROM RURAL REGIONSSOURCE: DCCI, AS CITED IN RESONANCE CHINA (OCT 2012) 78 79. MORE THAN 50%OF WEIBO USERS ACCESS E-COMMERCE SITES AFTERNOTICING RELEVANT INFORMATION ON WEIBOSOURCE: DCCI (SEP 2012) 79 80. WEIBOS INFLUENCE ON ONLINE SHOPPERSPURCHASE DECISIONS BY CATEGORY42% 37% 35%BOOKS, AUDIORESTAURANTS CLOTHES, SHOES AND VIDEO AND ENTERTAINMENT AND BAGS SOURCE: SINA WEIBO USERS REPORT (OCT 2012). FASHION ICONS C/O THE NOUN PROJECT. PURSE ICON BY MATHIAS VAGNI; SHOES ICON BY JULIA SODERBERG 80 81. 86%OF TRENDING TOPICS ON WEIBO IN CHINAORIGINATE FROM OPINION LEADERS SOURCE: INTERNET RESEARCH CENTER (JUL 2012) 81 82. 94% OF SINA WEIBO USERS IN CHINAHAVE USED ITS SEARCH FUNCTION SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (AUG 2012) 82 83. 28% OF SINA WEIBO USERS USE THE SITETO SEARCH FOR BRAND INFORMATIONSOURCE: CHINA INTERNET NETWORK INFORMATION CENTER, AS CITED IN RESONANCE CHINA (AUG 2012) 83 84. GLOBAL COMPARISON: TOP 5 USERS AVERAGE NUMBER OF FOLLOWERSVS28,538,00024,280,000TWITTER SINA WEIBO SOURCES: TWITTER.COM AND WEIBO.COM (ACCESSED NOV 2012) 84 85. THERE ARE MORE THAN 230,000COMPANIES WITH A PRESENCE ON SINA WEIBO SOURCE: SINA Q3 FINANCIAL REPORT, AS CITED IN NEWS.CNAD.COM (NOV 2012) 85 86. MORE THAN25%OF FORTUNE 500 COMPANIESHAVE A SINA WEIBO PRESENCE SOURCE: DCCI (SEP 2012) 86 87. THERE ARE OVER60,000GOVERNMENT ACCOUNTS ON SINA WEIBOSOURCE: SINA GOVERNMENT WEIBO REPORT (DEC 2012) 87 88. 55% OF SINA WEIBO USERSWERE BORN IN THE 1980S SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 88 89. 61% OF SINA WEIBO USERS HOLD ABACHELORS DEGREE OR HIGHERSOURCE: DCCI (SEP 2012) 89 90. ALTHOUGH THEY ACCOUNT FOR JUST 30% OF THEPOPULATION, SINA WEIBO USERS CONSUME 54% OF THE TOTAL GOODSAND SERVICES IN CHINASOURCE: SINA WEIBO USERS REPORT (OCT 2012) 90 91. 55%OF CHINAS SINAWEIBO USERS ARE SINGLE SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 91 92. PEOPLE ACCESSING SINA WEIBOFROM COMPUTERS IN CHINA SPEND20%MORE TIME ON THE INTERNET COMPAREDTO TWITTER USERS IN THE USASOURCE: SINA WEIBO USERS REPORT (OCT 2012) 92 93. PEOPLE ACCESSING SINA WEIBOFROM MOBILE DEVICES IN CHINA SPEND35%MORE TIME ON THE INTERNET COMPAREDTO TWITTER USERS IN THE USASOURCE: SINA WEIBO USERS REPORT (OCT 2012) 93 94. 76%OF SINA WEIBO USERS ARE OPENTO ADVERTISING ON MICROBLOGS SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 94 95. 72%OF SINA WEIBOS USERS ACCESSTHE SERVICE VIA MOBILE DEVICESSOURCE: SINA, AS CITED IN THE NEXT WEB (NOV 2012) 95 96. SMARTPHONE USERS WHO BROWSESOCIAL MEDIA SITES VIA THEIR PHONES: VS58%43% CHINAUNITED STATES SOURCE: MCKINSEY (APR 2012) 96 97. IN 2012, MOBILE WEIBO USERS IN CHINA INCREASED BY47%SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 97 98. MOBILE WEIBO USERSACCOUNT FOR89% OF ALL CHINESEMICROBLOG USERS SOURCE: DCCI (SEP 2012) 98 99. USERS OF TENCENTS WECHATMOBILE INSTANT MESSAGING APP:300,000,000SOURCE: TENCENT (JAN 2013) 99 100. 74% OF WECHAT USERS INCHINA ARE IN THEIR 20S SOURCE: DAMN DIGITAL (NOV 2012) 100 101. 63% OF WECHAT USERSIN CHINA ARE MALESOURCE: DAMN DIGITAL (NOV 2012) 101 102. MOBILE QQ AND WECHAT LOG OVER 700,000,000 LOCATION-BASED ACTIONS EVERY DAY IN CHINASOURCE: TENCENT, AS CITED IN THE NEXT WEB (SEP 2012) 102 103. THATS MORE THAN8,000LOCATION-BASED ACTIONSEVERY SECOND SOURCE: BASED ON DATA FROM TENCENT, AS CITED IN THE NEXT WEB (SEP 2012) 103 104. FACEBOOK USERS IN CHINA: 631,100 SOURCE: SOCIALBAKERS (JAN 2013) 104 105. CHINA RANKS 99TH ON THE LIST OFCOUNTRIES BY FACEBOOK USERS, WITHMORE USERS THAN OMAN AND ESTONIASOURCE: SOCIALBAKERS (JAN 2013) 105 106. SEP2012 FACEBOOK IN CHINA 55-64: 1%65+:45-54: 1% 4%13-17: 6% 35--44:12% 18-24:37% FEMALE:41% MALE:25-34: 59% 3...

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