social, digital & mobile in china 2014

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wearesocial.sg @wearesocialsg 1 We Are Social CHINA DIGITAL LANDSCAPE 2014 WE ARE SOCIAL’S SNAPSHOT OF KEY DIGITAL DATA & STATISTICS we are social

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This report offers a thorough, in-depth review of all the key stats for the Social, Digital and Mobile landscape in China in 2014. Packed with 95 slides covering platform preferences, behavioural usage and economic indicators, the deck presents stand-out infographics that are ready to copy-paste direct into your own presentations and blogs.

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Page 1: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 1 We Are Social

CHINA DIGITAL LANDSCAPE 2014

WE ARE SOCIAL’S SNAPSHOT OF KEY DIGITAL DATA & STATISTICS

we are social

Page 2: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 3 We Are Social

IF YOU’D LIKE HELP TRANSLATING THESE FINDINGS INTO A POWERFUL SOCIAL STRATEGY, CONTACT US:

[email protected]

@WEARESOCIALSG

+65 6423 1051

WEARESOCIAL.SG

Page 3: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 3 We Are Social

CHINA COUNTRY OVERVIEW

Page 4: Social, Digital & Mobile in China 2014

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TOTAL POPULATION

INTERNET USERS

MOBILE SUBSCRIBERS

INTERNET PENETRATION

URBAN

MOBILE PENETRATION

RURAL

ACTIVE QZONE USERS QZONE PENETRATION

CHINA: SNAPSHOT APR 2014

1,362,000,000

618,000,000

625,000,000

1,240,000,000

53% 47%

45%

46%

91%

• Sources: NBS of China, CNNIC, Tencent, MIIT of China. Qzone is China’s largest active SNS

Page 5: Social, Digital & Mobile in China 2014

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1,362,000,000 CURRENT POPULATION IN CHINA

• Source: NBS of China (accessed Apr 2014)

Page 6: Social, Digital & Mobile in China 2014

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51% OF THE POPULATION

IN CHINA IS MALE

• Source: NBS of China (accessed Mar 2014)

Page 7: Social, Digital & Mobile in China 2014

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53% OF THE POPULATION IN

CHINA LIVES IN URBAN AREAS

• Source: NBS of China (accessed Mar 2014)

Page 8: Social, Digital & Mobile in China 2014

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INTERNET USE IN CHINA

Page 9: Social, Digital & Mobile in China 2014

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618,000,000 INTERNET USERS IN CHINA

THERE ARE

• Source: CNNIC (Jan 2014)

Page 10: Social, Digital & Mobile in China 2014

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THAT’S NEARLY TWICE THE POPULATION OF THE USA

• Sources: CNNIC (Jan 2014), US Census Bureau (accessed Mar 2014)

Page 11: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 11 We Are Social

45%

CHINA HAS AN INTERNET PENETRATION OF

• Sources: CNNIC (Jan 2014), NBS of China (accessed Mar 2014)

Page 12: Social, Digital & Mobile in China 2014

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29% OF NETIZENS IN CHINA LIVE IN RURAL AREAS

ONLY

• Source: CNNIC (Jan 2014)

Page 13: Social, Digital & Mobile in China 2014

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14%

BUT IN 2013, RURAL INTERNET USERS IN CHINA INCREASED BY

• Source: CNNIC (Jan 2014)

Page 14: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 14 We Are Social

INTERNET PENETRATION IN CHINA BY REGION

BE!ING SHANGHAI

75% 71% GUANGDONG

66%

• Source: CNNIC (Jan 2014)

� � �

Page 15: Social, Digital & Mobile in China 2014

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25 HOURS ON THE INTERNET EVERY WEEK

THE AVERAGE CHINESE NETIZEN SPENDS

• Source: CNNIC (Jan 2014)

Page 16: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 16 We Are Social

3.45 MB/S

THE AVERAGE INTERNET CONNECTION SPEED IN CHINA IS

• Source: ChinaCache, as cited in Jinghua.cn (Feb 2014)

Page 17: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 17 We Are Social

SHANGHAI HAS THE FASTEST INTERNET IN CHINA

WITH A SPEED OF 5.4 MB/S,

• Source: ChinaCache, as cited in Jinghua.cn (Feb 2014)

Page 18: Social, Digital & Mobile in China 2014

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81% OF CHINESE NETIZENS ACCESS THE

INTERNET VIA A MOBILE DEVICE

• Source: CNNIC (Jan 2014)

Page 19: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 19 We Are Social

DEVICES THAT CHINESE NETIZENS USE TO GO ONLINE

MOBILES DESKTOPS

81% 70% LAPTOPS

44%

• Source: CNNIC (Jan 2014)

Page 20: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 20 We Are Social

TOP ONLINE ACTIVITIES IN CHINA

INSTANT MESSAGING

ONLINE NEWS

86% 80% SEARCH ENGINE

79% ONLINE MUSIC

73%

• Source: CNNIC (Jan 2014)

Page 21: Social, Digital & Mobile in China 2014

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532,000,000 UNIQUE USERS OF INSTANT

MESSAGING IN CHINA

THERE ARE AT LEAST

• Source: CNNIC (Jan 2014)

Page 22: Social, Digital & Mobile in China 2014

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808,000,000 ACTIVE ACCOUNTS AT

THE END OF 2013

QQ, CHINA’S TOP MESSAGING PLATFORM HAD

• Source: Tencent (Mar 2014)

Page 23: Social, Digital & Mobile in China 2014

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490,000,000 SEARCH ENGINE USERS IN CHINA

THERE ARE AT LEAST

• Source: CNNIC (Dec 2013)

Page 24: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 24 We Are Social

SEARCH ENGINE USAGE IN CHINA APR 2014

98%

43% 39% 35%

24%

SOGOU 360 BAIDU GOOGLE SOSO

• Source: CNNIC (Dec 2013)

Page 25: Social, Digital & Mobile in China 2014

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FASTEST GROWING ONLINE ACTIVITIES IN CHINA

GROUP BUYING

TRAVEL BOOKING

+69% +62% ONLINE

SHOPPING

+25% ONLINE

PAYMENT

+18%

• Source: CNNIC (Jan 2014)

Page 26: Social, Digital & Mobile in China 2014

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SOCIAL MEDIA USE IN CHINA

Page 27: Social, Digital & Mobile in China 2014

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625,000,000 MONTHLY ACTIVE USERS

QZONE, THE LARGEST SOCIAL NETWORK IN CHINA, HAS

• Source: Tencent (Mar 2014)

Page 28: Social, Digital & Mobile in China 2014

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THAT’S MORE THAN HALF OF FACEBOOK’S

GLOBAL MONTHLY ACTIVE USERS

• Sources: Tencent (Mar 2014), Facebook (Jan 2014)

Page 29: Social, Digital & Mobile in China 2014

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TOP SOCIAL NETWORKS IN CHINA APR 2014

600M 580M 556M

206M 160M

RENREN TENCENT WEIBO

WECHAT SINA WEIBO

KAIXIN

• Sources: CIC (Dec 2013), Tencent, Sina, Renren and Kaixin (accessed Apr 2014)

BY REGISTERED USERS

Page 30: Social, Digital & Mobile in China 2014

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TOP SOCIAL NETWORKS IN CHINA APR 2014

625M

355M

129M

RENREN WECHAT QZONE SINA WEIBO MOMO

45M 40M

• Sources: Tencent, Sina and Tech.qq.com (Mar 2014), Immomo.com (Feb 2014)

BY MONTHLY ACTIVE USERS

Page 31: Social, Digital & Mobile in China 2014

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37% OF CHINESE SOCIAL NETWORK USERS USE ALL OF WEIBO, WECHAT AND SNS

• Source: CNNIC (Nov 2013)

Page 32: Social, Digital & Mobile in China 2014

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46% OF CHINESE SOCIAL NETWORK USERS

USE BOTH WEIBO AND WECHAT

• Source: CNNIC (Nov 2013)

Page 33: Social, Digital & Mobile in China 2014

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355,000,000 MONTHLY ACTIVE USERS

WECHAT, THE POPULAR MESSAGING APP OWNED BY TENCENT, HAS

• Source: Tencent (Mar 2014)

Page 34: Social, Digital & Mobile in China 2014

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THAT'S 79% OF WHATSAPP’S TOTAL GLOBAL MONTHLY

ACTIVE USERS

• Sources: Tencent (Mar 2014), WhatsApp (Feb 2014)

Page 35: Social, Digital & Mobile in China 2014

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74% OF WECHAT USERS CHECK WECHAT AFTER THEIR MEAL

• Source: CNNIC (Nov 2013)

Page 36: Social, Digital & Mobile in China 2014

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TIMING OF WECHAT USAGE

AFTER MEAL

BEFORE SLEEP

74% 73% WHILE

COMMUTING

55% AT WORK OR STUDY

51%

• Source: CNNIC (Nov 2013)

Page 37: Social, Digital & Mobile in China 2014

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75% OF WECHAT USERS ARE USING

‘MOMENTS’, THE TIMELINE FEATURE

• Source: CNNIC (Nov 2013)

Page 38: Social, Digital & Mobile in China 2014

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TOP ACTIVITIES ON WECHAT

TEXT MESSAGING

VOICE MESSAGING

92% 90% USING

‘MOMENTS’

75% GROUP

CHATTING

62%

• Source: CNNIC (Nov 2013)

Page 39: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 39 We Are Social

129,000,000 MONTHLY ACTIVE USERS

SINA WEIBO HAS

• Source: Sina (Mar 2014)

Page 40: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 40 We Are Social • Source: Sina Weibo Data Center (Dec 2013)

MORE THAN HALF OF SINA WEIBO’S USERS

WERE BORN AFTER 1990

Page 41: Social, Digital & Mobile in China 2014

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73% OF SINA WEIBO USERS ACCESS

WEIBO FROM MOBILE

• Source: Sina Weibo Open Platform (accessed Apr 2013)

Page 42: Social, Digital & Mobile in China 2014

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TIMING OF WEIBO USAGE

AFTER MEAL

BEFORE SLEEP

65% 62% AT WORK OR STUDY

39% WHILE

COMMUTING

38%

• Source: CNNIC (Nov 2013)

Page 43: Social, Digital & Mobile in China 2014

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TOP ACTIVITIES ON WEIBO

SHARING INFORMATION

READING NEWS

70% 70% MAKING POSTS

65% ENJOYING

VIDEOS/MUSIC

52%

• Source: CNNIC (Nov 2013)

Page 44: Social, Digital & Mobile in China 2014

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企业版

404,000 CORPORATE WEIBO

ACCOUNTS ON SINA WEIBO

THERE ARE ALREADY

• Source: Sina Weibo Data Center (Dec 2013)

Page 45: Social, Digital & Mobile in China 2014

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$56,000,000

IN Q4 2013, SINA WEIBO GENERATED AN ADVERTISING REVENUE OF

• Source: Sina (Feb 2014)

Page 46: Social, Digital & Mobile in China 2014

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163%

IN Q4 2013, SINA WEIBO’S ADVERTISING REVENUE SAW Y-O-Y GROWTH OF

• Source: Sina (Feb 2014)

Page 47: Social, Digital & Mobile in China 2014

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820,000 USERS IN CHINA

FACEBOOK HAS AROUND

• Source: Facebook (accessed Mar 2014)

Page 48: Social, Digital & Mobile in China 2014

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4,000,000 USERS IN CHINA

LINKEDIN HAS OVER

• Source: LinkedIn (Feb 2014)

Page 49: Social, Digital & Mobile in China 2014

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DAJIE TIANJI 24 M 18 M

USERS ON TOP PROFESSIONAL SOCIAL NETWORKS IN CHINA

• Sources: Dajie.com (accessed Apr 2014), Tianji.com (accessed Apr 2014)

Page 50: Social, Digital & Mobile in China 2014

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豆 200,000,000 MONTHLY UNIQUE VISITORS

DOUBAN, A POPULAR INTEREST- BASED SNS IN CHINA HAS

• Source: Douban (accessed Mar 2014)

Page 51: Social, Digital & Mobile in China 2014

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豆 ONE THIRD OF MOVIE VIEWERS IN CHINA

ARE DOUBAN USERS

• Source: Douban (accessed Mar 2014)

Page 52: Social, Digital & Mobile in China 2014

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428,000,000 ONLINE VIDEO VIEWERS IN CHINA

THERE ARE AT LEAST

• Source: CNNIC (Jan 2014)

Page 53: Social, Digital & Mobile in China 2014

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400,000,000 UNIQUE VIEWERS EVERY MONTH

YOUKU AND TUDOU, THE TOP CHINESE ONLINE VIDEO SITES, ATTRACT

• Source: Youku Tudou Inc. (accessed Mar 2014)

Page 54: Social, Digital & Mobile in China 2014

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THAT’S 40% OF YOUTUBE’S

GLOBAL UNIQUE USERS

• Sources: Youku Tudou Inc. (accessed Mar 2014), YouTube (accessed Mar 2014)

Page 55: Social, Digital & Mobile in China 2014

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58% OF CHINESE ONLINE VIDEO USERS

WATCHED VIDEOS ON MOBILE IN 2013

• Source: CNNIC (Jan 2014)

Page 56: Social, Digital & Mobile in China 2014

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MOBILE PHONE USAGE IN CHINA

Page 57: Social, Digital & Mobile in China 2014

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1,240,000,000

THE NUMBER OF MOBILE PHONE SUBSCRIPTIONS IN CHINA IS

• Source: MIIT of China (Mar 2014)

Page 58: Social, Digital & Mobile in China 2014

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THAT’S MORE THAN 6 TIMES

THE POPULATION OF BRAZIL

• Sources: MIIT of China (Mar 2014), US Census Bureau (accessed Mar 2014)

Page 59: Social, Digital & Mobile in China 2014

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91%

CHINA HAS A MOBILE SUBSCRIPTION PENETRATION OF

• Sources: MIIT of China (Mar 2014), MBS of China (accessed Mar 2014)

Page 60: Social, Digital & Mobile in China 2014

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640,000,000 UNIQUE MOBILE PHONE

USERS IN CHINA

THERE ARE AROUND

• Source: GSMA Intelligence

Page 61: Social, Digital & Mobile in China 2014

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THE AVERAGE PHONE USER IN CHINA HAS 1.95 ACTIVE MOBILE

SUBSCRIPTIONS

• Sources: extrapolated from GSMA Intelligence and MIIT of China (Mar 2014)

Page 62: Social, Digital & Mobile in China 2014

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PERCENTAGE OF TOTAL MOBILE SUBSCRIPTIONS

THAT ARE PRE-PAID

PERCENTAGE OF TOTAL MOBILE SUBSCRIPTIONS

THAT ARE POST-PAID

PERCENTAGE OF MOBILE SUBSCRIPTIONS THAT

ARE 3G CONNECTIONS

• Source: GSMA Intelligence

APR 2014

3G

CHINA’S MOBILE CONTRACTS BY TYPE

79% 21% 34%

Page 63: Social, Digital & Mobile in China 2014

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700,000,000 ACTIVE SMART MOBILE DEVICES

IN CHINA, THERE ARE OVER

• Source: Umeng (Mar 2014)

Page 64: Social, Digital & Mobile in China 2014

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430,000,000 3G MOBILE SUBSCRIBERS

CHINA HAS ROUGHLY

• Source: MIIT of China (Mar 2014)

Page 65: Social, Digital & Mobile in China 2014

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500,000,000 MOBILE INTERNET USERS IN CHINA

THERE ARE OVER

• Source: CNNIC (Jan 2014)

Page 66: Social, Digital & Mobile in China 2014

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19%

IN 2013, CHINA’S MOBILE INTERNET USERS GREW BY

• Source: CNNIC (Jan 2014)

Page 67: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 67 We Are Social

TOP ONLINE ACTIVITIES OF MOBILE INTERNET USERS IN CHINA

INSTANT MESSAGING

ONLINE NEWS

86% 73% MOBILE SEARCH

73% ONLINE MUSIC

58%

• Source: CNNIC (Jan 2014)

Page 68: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 68 We Are Social

100,000,000 REGISTERED USERS

MOMO, A POPULAR LOCATION- BASED SOCIAL NETWORKING APP HAS

• Source: Immomo.com (Feb 2014)

Page 69: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 69 We Are Social

KUAIDI DIDI 14 M 9 M

NUMBER OF PEOPLE USING MOBILE TAXI BOOKING APPS EACH MONTH:

• Source: iResearch (Mar 2014)

TAXI%

Page 70: Social, Digital & Mobile in China 2014

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E-COMMERCE IN CHINA

Page 71: Social, Digital & Mobile in China 2014

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300,000,000 ONLINE SHOPPERS IN CHINA

THERE ARE MORE THAN

• Source: CNNIC (Jan 2014)

Page 72: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 72 We Are Social

500,000,000 REGISTERED USERS

TAOBAO, CHINA’S BIGGEST ONLINE RETAIL PLATFORM, HAS

• Source: Taobao.com (accessed Apr 2014)

Page 73: Social, Digital & Mobile in China 2014

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$296 BILLION

IN 2013, THE MARKET SIZE OF ONLINE SHOPPING IN CHINA REACHED

• Sources: based on data from iResearch (Jan 2014)

Page 74: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 74 We Are Social

$1,000 ON ONLINE SHOPPING

IN 2013, EACH CHINESE ONLINE SHOPPER SPENT ALMOST

• Sources: Based on data from iResearch (Mar 2014), CNNIC (Jan 2014)

Page 75: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 75 We Are Social

GROUP BUYING IS THE FASTEST GROWING ONLINE

ACTIVITY AMONGST CHINESE NETIZENS

• Source: CNNIC (Jan 2014)

Page 76: Social, Digital & Mobile in China 2014

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260,000,000 ONLINE PAYMENT USERS IN CHINA

THERE ARE AT LEAST

• Source: CNNIC (Jan 2014)

Page 77: Social, Digital & Mobile in China 2014

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$865 BILLION

IN 2013, THE TOTAL VOLUME OF THIRD-PARTY ONLINE PAYMENT REACHED

• Sources: based on data from iResearch (Jan 2014), CNNIC (Jan 2014)

Page 78: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 78 We Are Social

$3,327�VIA THIRD-PARTY ONLINE PAYMENT�

IN 2013, EACH CHINESE ONLINE PAYMENT USER SPENT�

• Source: Based on data from iResearch (Jan 2014)

Page 79: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 79 We Are Social

300,000,000 VERIFIED USERS AT THE END OF 2013

ALIPAY, THE TOP CHINESE THIRD-PARTY PAYMENT PLATFORM, HAD NEARLY

• Source: Alipay.com (accessed Mar 2014)

Page 80: Social, Digital & Mobile in China 2014

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THAT'S MORE THAN TWICE THE NUMBER OF GLOBALLY ACTIVE PAYPAL ACCOUNTS

• Sources: Tencent (Mar 2014), PayPal (Mar 2014)

Page 81: Social, Digital & Mobile in China 2014

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M-COMMERCE IN CHINA

Page 82: Social, Digital & Mobile in China 2014

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9% OF THE ONLINE SHOPPING MARKET IN CHINA IN 2013

MOBILE SHOPPING REPRESENTED�

• Source: Based on data from iResearch (Mar 2014)

Page 83: Social, Digital & Mobile in China 2014

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169%�

IN 2013, THE MARKET SIZE OF MOBILE SHOPPING IN CHINA INCREASED BY�

• Source: Based on data from iResearch (Mar 2014)

Page 84: Social, Digital & Mobile in China 2014

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48% OF ONLINE SHOPPERS IN CHINA

ARE ALSO MOBILE SHOPPERS

• Source: CNNIC (Jan 2014)

Page 85: Social, Digital & Mobile in China 2014

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160%

IN 2013, THE NUMBER OF MOBILE SHOPPERS IN CHINA INCREASED BY

• Source: CNNIC (Jan 2014)

Page 86: Social, Digital & Mobile in China 2014

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48% OF TOTAL ONLINE PAYMENT USERS

MOBILE PAYMENT USERS IN CHINA ACCOUNT FOR

• Source: CNNIC (Jan 2014)

Page 87: Social, Digital & Mobile in China 2014

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127%

IN 2013, THE NUMBER OF PEOPLE USING MOBILE PAYMENTS IN CHINA GREW BY

• Source: CNNIC (Jan 2014)

Page 88: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 88 We Are Social

2,780,000,000 MOBILE PAYMENTS WERE

MADE ON ALIPAY

IN 2013, A TOTAL OF

• Source: Alipay.com (accessed Mar 2014)

Page 89: Social, Digital & Mobile in China 2014

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THAT’S NEARLY 5,300 MOBILE PAYMENTS

EVERY MINUTE

• Source: Alipay.com (accessed Mar 2014)

Page 90: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 90 We Are Social

88% OF SINA WEIBO USERS ARE ALSO

USERS OF MOBILE PAYMENT

• Source: Sina Weibo Data Center (Dec 2013)

Page 91: Social, Digital & Mobile in China 2014

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3 IN 4 MOBILE PAYMENT USERS ON SINA

WEIBO HAVE USED ALIPAY

• Source: Sina Weibo Data Center (Dec 2013)

Page 92: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 92 We Are Social

18-22 YEARS OLD

NEARLY HALF OF MOBILE PAYMENT USERS ON SINA WEIBO ARE

• Source: Sina Weibo Data Center (Dec 2013)

Page 93: Social, Digital & Mobile in China 2014

wearesocial.sg • @wearesocialsg • 250 We Are Social

FIND OUT MORE AT WEARESOCIAL.SG

Page 94: Social, Digital & Mobile in China 2014

Making Friends & Influencing People • 45 We Are Social

WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.

WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.

WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER,

DIAGEO, NESTLÉ, HEINZ, AND LVMH.

IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL

US AT [email protected].

FIND OUT MORE AT WEARESOCIAL.SG.

Page 95: Social, Digital & Mobile in China 2014

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WE ARE SOCIAL SINGAPORE

TIANYU XU & SIMON KEMP

@WEARESOCIALSG

[email protected]

+65 6423 1051

HTTP://WEARESOCIAL.SG