We are social - Guide to social digital and mobile in china 2014

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  • wearesocial.sg @wearesocialsg 1 We Are Social

    CHINA DIGITAL LANDSCAPE 2014

    WE ARE SOCIALS SNAPSHOT OF KEY DIGITAL DATA & STATISTICS

    we are social

  • wearesocial.sg @wearesocialsg 3 We Are Social

    IF YOUD LIKE HELP TRANSLATING THESE FINDINGS INTO A POWERFUL SOCIAL STRATEGY, CONTACT US:

    SAYHELLO@WEARESOCIAL.SG

    @WEARESOCIALSG

    +65 6423 1051

    WEARESOCIAL.SG

  • wearesocial.sg @wearesocialsg 3 We Are Social

    CHINA COUNTRY OVERVIEW

  • wearesocial.sg @wearesocialsg 4 We Are Social

    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 Chinas largest active SNS

  • wearesocial.sg @wearesocialsg 5 We Are Social

    1,362,000,000 CURRENT POPULATION IN CHINA

    Source: NBS of China (accessed Apr 2014)

  • wearesocial.sg @wearesocialsg 6 We Are Social

    51% OF THE POPULATION

    IN CHINA IS MALE

    Source: NBS of China (accessed Mar 2014)

  • wearesocial.sg @wearesocialsg 7 We Are Social

    53% OF THE POPULATION IN

    CHINA LIVES IN URBAN AREAS

    Source: NBS of China (accessed Mar 2014)

  • wearesocial.sg @wearesocialsg 8 We Are Social

    INTERNET USE IN CHINA

  • wearesocial.sg @wearesocialsg 9 We Are Social

    618,000,000 INTERNET USERS IN CHINA

    THERE ARE

    Source: CNNIC (Jan 2014)

  • wearesocial.sg @wearesocialsg 10 We Are Social

    THATS NEARLY TWICE THE POPULATION OF THE USA

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

  • wearesocial.sg @wearesocialsg 12 We Are Social

    29% OF NETIZENS IN CHINA LIVE IN RURAL AREAS

    ONLY

    Source: CNNIC (Jan 2014)

  • wearesocial.sg @wearesocialsg 13 We Are Social

    14%

    BUT IN 2013, RURAL INTERNET USERS IN CHINA INCREASED BY

    Source: CNNIC (Jan 2014)

  • wearesocial.sg @wearesocialsg 14 We Are Social

    INTERNET PENETRATION IN CHINA BY REGION

    BEING SHANGHAI

    75% 71% GUANGDONG

    66%

    Source: CNNIC (Jan 2014)

  • wearesocial.sg @wearesocialsg 15 We Are Social

    25 HOURS ON THE INTERNET EVERY WEEK

    THE AVERAGE CHINESE NETIZEN SPENDS

    Source: CNNIC (Jan 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)

  • 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)

  • wearesocial.sg @wearesocialsg 18 We Are Social

    81% OF CHINESE NETIZENS ACCESS THE

    INTERNET VIA A MOBILE DEVICE

    Source: CNNIC (Jan 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)

  • 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)

  • wearesocial.sg @wearesocialsg 21 We Are Social

    532,000,000 UNIQUE USERS OF INSTANT

    MESSAGING IN CHINA

    THERE ARE AT LEAST

    Source: CNNIC (Jan 2014)

  • wearesocial.sg @wearesocialsg 22 We Are Social

    808,000,000 ACTIVE ACCOUNTS AT

    THE END OF 2013

    QQ, CHINAS TOP MESSAGING PLATFORM HAD

    Source: Tencent (Mar 2014)

  • wearesocial.sg @wearesocialsg 23 We Are Social

    490,000,000 SEARCH ENGINE USERS IN CHINA

    THERE ARE AT LEAST

    Source: CNNIC (Dec 2013)

  • 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)

  • wearesocial.sg @wearesocialsg 25 We Are Social

    FASTEST GROWING ONLINE ACTIVITIES IN CHINA

    GROUP BUYING

    TRAVEL BOOKING

    +69% +62% ONLINE

    SHOPPING

    +25% ONLINE

    PAYMENT

    +18%

    Source: CNNIC (Jan 2014)

  • wearesocial.sg @wearesocialsg 26 We Are Social

    SOCIAL MEDIA USE IN CHINA

  • wearesocial.sg @wearesocialsg 27 We Are Social

    625,000,000 MONTHLY ACTIVE USERS

    QZONE, THE LARGEST SOCIAL NETWORK IN CHINA, HAS

    Source: Tencent (Mar 2014)

  • wearesocial.sg @wearesocialsg 28 We Are Social

    THATS MORE THAN HALF OF FACEBOOKS

    GLOBAL MONTHLY ACTIVE USERS

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

  • wearesocial.sg @wearesocialsg 29 We Are Social

    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

  • wearesocial.sg @wearesocialsg 30 We Are Social

    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

  • wearesocial.sg @wearesocialsg 31 We Are Social

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

    Source: CNNIC (Nov 2013)

  • wearesocial.sg @wearesocialsg 32 We Are Social

    46% OF CHINESE SOCIAL NETWORK USERS

    USE BOTH WEIBO AND WECHAT

    Source: CNNIC (Nov 2013)

  • wearesocial.sg @wearesocialsg 33 We Are Social

    355,000,000 MONTHLY ACTIVE USERS

    WECHAT, THE POPULAR MESSAGING APP OWNED BY TENCENT, HAS

    Source: Tencent (Mar 2014)

  • wearesocial.sg @wearesocialsg 34 We Are Social

    THAT'S 79% OF WHATSAPPS TOTAL GLOBAL MONTHLY

    ACTIVE USERS

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

  • wearesocial.sg @wearesocialsg 35 We Are Social

    74% OF WECHAT USERS CHECK WECHAT AFTER THEIR MEAL

    Source: CNNIC (Nov 2013)

  • wearesocial.sg @wearesocialsg 36 We Are Social

    TIMING OF WECHAT USAGE

    AFTER MEAL

    BEFORE SLEEP

    74% 73% WHILE

    COMMUTING

    55% AT WORK OR STUDY

    51%

    Source: CNNIC (Nov 2013)

  • wearesocial.sg @wearesocialsg 37 We Are Social

    75% OF WECHAT USERS ARE USING

    MOMENTS, THE TIMELINE FEATURE

    Source: CNNIC (Nov 2013)

  • wearesocial.sg @wearesocialsg 38 We Are Social

    TOP ACTIVITIES ON WECHAT

    TEXT MESSAGING

    VOICE MESSAGING

    92% 90% USING

    MOMENTS

    75% GROUP

    CHATTING

    62%

    Source: CNNIC (Nov 2013)

  • wearesocial.sg @wearesocialsg 39 We Are Social

    129,000,000 MONTHLY ACTIVE USERS

    SINA WEIBO HAS

    Source: Sina (Mar 2014)

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

    MORE THAN HALF OF SINA WEIBOS USERS

    WERE BORN AFTER 1990

  • wearesocial.sg @wearesocialsg 41 We Are Social

    73% OF SINA WEIBO USERS ACCESS

    WEIBO FROM MOBILE

    Source: Sina Weibo Open Platform (accessed Apr 2013)

  • wearesocial.sg @wearesocialsg 42 We Are Social

    TIMING OF WEIBO USAGE

    AFTER MEAL

    BEFORE SLEEP

    65% 62% AT WORK OR STUDY

    39% WHILE

    COMMUTING

    38%

    Source: CNNIC (Nov 2013)

  • wearesocial.sg @wearesocialsg 43 We Are Social

    TOP ACTIVITIES ON WEIBO

    SHARING INFORMATION

    READING NEWS

    70% 70% MAKING POSTS

    65% ENJOYING

    VIDEOS/MUSIC

    52%

    Source: CNNIC (Nov 2013)

  • wearesocial.sg @wearesocialsg 44 We Are Social

    404,000 CORPORATE WEIBO

    ACCOUNTS ON SINA WEIBO

    THERE ARE ALREADY

    Source: Sina Weibo Data Center (Dec 2013)

  • wearesocial.sg @wearesocialsg 45 We Are Social

    $56,000,000

    IN Q4 2013, SINA WEIBO GENERATED AN ADVERTISING REVENUE OF

    Source: Sina (Feb 2014)

  • wearesocial.sg @wearesocialsg 46 We Are Social

    163%

    IN Q4 2013, SINA WEIBOS ADVERTISING REVENUE SAW Y-O-Y GROWTH OF

    Source: Sina (Feb 2014)

  • wearesocial.sg @wearesocialsg 47 We Are Social

    820,000 USERS IN CHINA

    FACEBOOK HAS AROUND

    Source: Facebook (accessed Mar 2014)

  • wearesocial.sg @wearesocialsg 48 We Are Social

    4,000,000 USERS IN CHINA

    LINKEDIN HAS OVER

    Source: LinkedIn (Feb 2014)

  • wearesocial.sg @wearesocialsg 49 We Are Social

    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)

  • wearesocial.sg @wearesocialsg 50 We Are Social

    200,000,000 MONTHLY UNIQUE VISITORS DOUBAN, A POPULAR INTEREST- BASED SNS IN CHINA HAS Source: Douban (accessed Mar 2014)

  • wearesocial.sg @wearesocialsg 51 We Are Social

    ONE THIRD

    OF MOVIE VIEWERS IN CHINA ARE DOUBAN USERS

    Source: Douban (accessed Mar 2014)

  • wearesocial.sg @wearesocialsg 52 We Are Social

    428,000,000 ONLINE VIDEO VIEWERS IN CHINA

    THERE ARE AT LEAST

    Source: CNNIC (Jan 2014)

  • wearesocial.sg @wearesocialsg 53 We Are Social

    400,000,000 UNIQUE VIEWERS EVERY MONTH

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

    Source: Youku Tudou Inc. (accessed Mar 2014)

  • wearesocial.sg @wearesocialsg 54 We Are Social

    THATS 40% OF YOUTUBES

    GLOBAL UNIQUE USERS

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

  • wearesocial.sg @wearesocialsg 55 We Are Social

    58% OF CHINESE ONLINE VIDEO USERS

    WATCHED VIDEOS ON MOBILE IN 2013

    Source: CNNIC (Jan 2014)

  • wearesocial.sg @wearesocialsg 56 We Are Social

    MOBILE PHONE USAGE IN CHINA

  • wearesocial.sg @wearesocialsg 57 We Are Social

    1,240,000,000

    THE NUMBER OF MOBILE PHONE SUBSCRIPTIONS IN CHINA IS

    Source: MIIT of China (Mar 2014)

  • wearesocial.sg @wearesocialsg 58 We Are Social

    THATS MORE THAN 6 TIMES

    THE POPULATION OF BRAZIL

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

  • wearesocial.sg @wearesocialsg 59 We Are Social

    91%

    CHINA HAS A MOBILE SUBSCRIPTION PENETRATION OF

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

  • wearesocial.sg @wearesocialsg 60 We Are Social

    640,000,000 UNIQUE MOBILE PHONE

    USERS IN CHINA

    THERE ARE AROUND

    Source: GSMA Intelligence

  • wearesocial.sg @wearesocialsg 61 We Are Social

    THE AVERAGE PHONE USER IN CHINA HAS 1.95 ACTIVE MOBILE

    SUBSCRIPTIONS

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

  • wearesocial.sg @wearesocialsg 62 We Are Social

    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

    CHINAS MOBILE CONTRACTS BY TYPE

    79% 21% 34%

  • wearesocial.sg @wearesocialsg 63 We Are Social

    700,000,000 ACTIVE SMART MOBILE DEVICES

    IN CHINA, THERE ARE OVER

    Source: Umeng (Mar 2014)

  • wearesocial.sg @wearesocialsg 64 We Are Social

    430,000,000 3G MOBILE SUBSCRIBERS

    CHINA HAS ROUGHLY

    Source: MIIT of China (Mar 2014)

  • wearesocial.sg @wearesocialsg 65 We Are Social

    500,000,000 MOBILE INTERNET USERS IN CHINA

    THERE ARE OVER

    Source: CNNIC (Jan 2014)

  • wearesocial.sg @wearesocialsg 66 We Are Social

    19%

    IN 2013, CHINAS MOBILE INTERNET USERS GREW BY

    Source: CNNIC (Jan 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)

  • 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)

  • 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%

  • wearesocial.sg @wearesocialsg 70 We Are Social

    E-COMMERCE IN CHINA

  • wearesocial.sg @wearesocialsg 71 We Are Social

    300,000,000 ONLINE SHOPPERS IN CHINA

    THERE ARE MORE THAN

    Source: CNNIC (Jan 2014)

  • wearesocial.sg @wearesocialsg 72 We Are Social

    500,000,000 REGISTERED USERS

    TAOBAO, CHINAS BIGGEST ONLINE RETAIL PLATFORM, HAS

    Source: Taobao.com (accessed Apr 2014)

  • wearesocial.sg @wearesocialsg 73 We Are Social

    $296 BILLION

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

    Sources: based on data from iResearch (Jan 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)

  • wearesocial.sg @wearesocialsg 75 We Are Social

    GROUP BUYING IS THE FASTEST GROWING ONLINE

    ACTIVITY AMONGST CHINESE NETIZENS

    Source: CNNIC (Jan 2014)

  • wearesocial.sg @wearesocialsg 76 We Are Social

    260,000,000 ONLINE PAYMENT USERS IN CHINA

    THERE ARE AT LEAST

    Source: CNNIC (Jan 2014)

  • wearesocial.sg @wearesocialsg 77 We Are Social

    $865 BILLION

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

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

  • wearesocial.sg @wearesocialsg 78 We Are Social

    $3,327VIA THIRD-PARTY ONLINE PAYMENT

    IN 2013, EACH CHINESE ONLINE PAYMENT USER SPENT

    Source: Based on data from iResearch (Jan 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)

  • wearesocial.sg @wearesocialsg 80 We Are Social

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

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

  • wearesocial.sg @wearesocialsg 81 We Are Social

    M-COMMERCE IN CHINA

  • wearesocial.sg @wearesocialsg 82 We Are Social

    9% OF THE ONLINE SHOPPING MARKET IN CHINA IN 2013

    MOBILE SHOPPING REPRESENTED

    Source: Based on data from iResearch (Mar 2014)

  • wearesocial.sg @wearesocialsg 83 We Are Social

    169%

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

    Source: Based on data from iResearch (Mar 2014)

  • wearesocial.sg @wearesocialsg 84 We Are Social

    48% OF ONLINE SHOPPERS IN CHINA

    ARE ALSO MOBILE SHOPPERS

    Source: CNNIC (Jan 2014)

  • wearesocial.sg @wearesocialsg 85 We Are Social

    160%

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

    Source: CNNIC (Jan 2014)

  • wearesocial.sg @wearesocialsg 86 We Are Social

    48% OF TOTAL ONLINE PAYMENT USERS

    MOBILE PAYMENT USERS IN CHINA ACCOUNT FOR

    Source: CNNIC (Jan 2014)

  • wearesocial.sg @wearesocialsg 87 We Are Social

    127%

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

    Source: CNNIC (Jan 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)

  • wearesocial.sg @wearesocialsg 89 We Are Social

    THATS NEARLY 5,300 MOBILE PAYMENTS

    EVERY MINUTE

    Source: Alipay.com (accessed Mar 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)

  • wearesocial.sg @wearesocialsg 91 We Are Social

    3 IN 4 MOBILE PAYMENT USERS ON SINA

    WEIBO HAVE USED ALIPAY

    Source: Sina Weibo Data Center (Dec 2013)

  • 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)

  • wearesocial.sg @wearesocialsg 250 We Are Social

    FIND OUT MORE AT WEARESOCIAL.SG

  • 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.

    WERE ALREADY HELPING MANY OF THE WORLDS TOP BRANDS, INCLUDING ADIDAS, UNILEVER,

    DIAGEO, NESTL, HEINZ, AND LVMH.

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

    US AT SAYHELLO@WEARESOCIAL.SG.

    FIND OUT MORE AT WEARESOCIAL.SG.

  • wearesocial.sg @wearesocialsg 95 We Are Social

    WE ARE SOCIAL SINGAPORE

    TIANYU XU & SIMON KEMP

    @WEARESOCIALSG

    SAYHELLO@WEARESOCIAL.SG

    +65 6423 1051

    HTTP://WEARESOCIAL.SG