Chapter 3 GSMM-China Hongkong Taiwan

8/22/2019 Chapter 3 GSMM-China Hongkong Taiwan

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Overview China, Hong Kong, Taiwan

Internet penetration of China, Hong Kong and Taiwan are 40%, 75% and 75% respectively. Although in

absolute terms of number of internet users, China leads with 538 million users, followed by Taiwan with

17 million users and lastly Hong Kong with 5 million users.

In terms of Internet users and in terms of internet penetration, the following figures give us a clearer

picture of previous statements.

Online

Populaiton

40%

Offline

Population

60%

Internet Penetration in China, 2012

Online

Populaito

n

75%

Offline

Populatio

n

25%

Internet Penetration in Hong Kong, 2012

Online

Populaiton

75%

Offline

Population

25%

Internet Penetration in Taiwan, 2012

Korea, South

Indonesia

Japan

India

China *

40,329,660

55,000,000

101,228,736

137,000,000

538,000,000

Top 5 countries in Asia in terms of Internet Users

Hong Kong *

Singapore

Taiwan

Brunei Darussalam

Japan

Korea, South

74.50%

75.00%

75.40%

78.00%

79.50%

82.50%

Top 6 countries in Asia in terms of Internet

Penetration


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As we can see, comparison between absolute number of internet users and internet penetration shows

very different picture in Asia, especially when considering China, Hong Kong and Taiwan.

The age demographics of internet users for these three countries is represented through the following

figures.

Growth in internet penetration and mobile penetration in China has been phenomenal. The growth

charts given below illustrate this over the years.

Internet penetration growth has been steady over the years, and there is no reason why the trend

would not continue. Even though internet penetration is less than 50%, China has the most number

internet users in the world.

Theuse of internet on mobile also has grown quickly with double digit growth registered in 2008 and

2009. Even though the growth rate has been comparatively slow in 2010 to 2012, it still is a healthy

growth. The figure below points out the major activities on mobile by Chinese mobile users.

Under 19

26%

20-29

31%

30-39

25%

40-49

12%

Above 50

6%

Internet User demographics in China

18-24

17%

25-34

28%

35-44

27%

45-54

20%

55-64

8%

Internet User demographics in Hong Kong

8.50%10.50%

16.00%

22.60%

28.90%

34.30%

38.30%

42.10%

2005 2006 2007 2008 2009 2010 2011 2012

Growth of internet penetration

24%

40%

61%

66%69%

75%

2007 2008 2009 2010 2011 2012

Use of internet on mobile among all mobile

users in China


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Clearly instant messaging is the major activity. This is the reason for success of many instant messaging

applications in China such as Wechat (known as Weixin in China), Line and similar other apps. Mobile

microblogging has always been very actively pursued by Chinses users. Even though previous

applications such as Fanfaou, Jiwai and Digu were shut down by the government, the new platform

Weibo has still attracted many users even with its censored design.

According to Boston consulting group (BCG) the internet users in China by 2015 will be more than 700

million, a figure almost twice the combined size of US and Japanese internet user population. The

average time spent by Chinese users on internet has also increased from 2.8 hours to 3.6 hours from

2008 to 2011. More than 50% of the internet users (most of which are students (63%) and young

professionals (70%)), trust internet as a more reliable source of information than television and

newspapers.

A comparison of use of internet between Chinese and US users is represented through the figure below.

Clearly, not only China has more internet users, it also has more active users than its western

counterparts.

The figure below highlights the major places where Chinese internet users access internet from.

Considering more than 90% of the Chinese internet users are accessing it from home, it is safe to

assume a successful internet infrastructure and possibly broadband infrastructure in China.

Mobile Online Shopping

Mobile search

Mobile phone network music

Mobile microblogging

Mobile instant messaging

43%

48%

51%

69%

84%

Top 5 activity of mobile users in China

Use of instant

messenger

Consumption of

online music

Reading E-Books

79.00% 79.00%

40.00%

21.00%

61.00%

7.00%

Use of Internet by Chinese and US consumers

China

U.S.A.


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While internet access at home is high, it is lowest in public places (13.3%). This probably highlights the

lack of wifi hotspots in China.

While internet may have come late for most Asian countries, internet on mobile did not. This is the

reason why we seen a higher rate of internet use in many Asian countries. It is useful to know the

mobile penetration in order to assess the actual internet coverage despite the lack of infrastructure. The

figure below gives the mobile penetration in Hong Kong, Taiwan and China.

With penetration of 214%, Hong Kong leads the pack of the three countries in consideration. It also has

the second highest mobile penetration in Asia led only by Macau. At 147% the next in line Singapore has

a lot of ground to cover. China has the lowest mobile penetration among the three at 78%, although

couple of things when considered show that it is not such a bad situation. China is the most populous

country in the world, which means 72% of Chinese account for much more than even 200% of some

countries in terms of number of users. Secondly, the Asian average stands at 82%, compared to which

China are not doing badly at all.

Growth of mobile internet in Hong Kong has been much faster than the growth of fixed line broadband.

The difference in growth between the two mediums of internet is illustrated with the help of the figure

below.

Home

Internet cafes

Unit

School

Public places

91.70%

22.40%

32.40%

15.70%

13.30%

Places of Internet Access

China

Taiwan

Hong Kong

Asia Average

78%

124%

214%

82%

Mobile Penetration in Hong Kong, Taiwan and China


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In 2007, the mobile internet and the fixed line broadband were almost at the same level. Since then

mobile broadband has outdone the growth of fixed line broadband by a fair margin. In 2011, mobile

broadband exceeded 100% penetration, while fixed line broadband was at 31.6%.

Another factor which explains the state of internet in these countries is the connection speed. Given

below is the average internet speed calculated by Netindex.

With 44.5 mbps, Hong Kong leads the pack and the world in terms of internet connection speed. Taiwan

also features in the top 5 countries with 32.97 mbps. China however, ranks 61 in the list of 182 countries

whose internet connection speed was tested.

In terms of internet activity the following figures display the internet activities of China, Hong Kong and

Taiwan.

Search/Navigation is the top online activity in both Hong Kong and Taiwan, and in China it is only

exceeded by instant messaging. Internet is also seen as a reliable source of news/information. It is one

of the two activities that lie in top 5 online activities, in all the three countries. Second common activity

is use of video/multimedia.

19.3%

28.9%

40.4%

54.6%

74.5%

104.4%

24.9%

26.7% 27.6% 29.1% 30.2%31.6%

2006 2007 2008 2009 2010 2011

Growth of mobile internet in Hong Kong

China

Taiwan

Hong Kong

9.31

32.97

44.5

Average connection speed in Hong Kong, Taiwan and China


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Social networking is more prevalent in Hong Kong as compared to China and Taiwan. Although in these

two countries, social networking does make it to the top 10 online activities list.

Social Media

Social media landscape is different in China than other countries. For example, there is no Facebook,

Twitter or YouTube. These platforms are all banned in China, and the country has its own version ofFacebook (RenRen), twitter (Weibo) and YouTube (YouKu).

Similar restrictions do not apply to Hong Kong and Taiwan. In fact, Facebook leads the social networking

sites in both Hong Kong and Taiwan. The figure given below displays the penetration of social networks

among internet users in China, Hong Kong and Taiwan.

Instant Messaging

Search

Music

News

Video

415.1

407.4

385.85

366.87

325.31

Top 5 online activities in China (users in mn)

E-mail

New/Information

Multimedia

Social NetworkingSearch/Navigation

67%

71%

72%

76%

85%

Top 5 internet activity of Hong Kong Internet Users

Blogs/Videos

Instant Messaging

New/Information

E-mail

Search/Navigation

61.1%

66.9%

67.6%

75.4%

87.0%

Top 5 internet activity of Taiwan Internet Users


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As we saw previously as well, Hong Kong is the more active country on social networks than China and

Taiwan, though the margin between Hong Kong and Taiwan is minimal. While social media may not look

big in China in terms of percentage penetration, in absolute numbers its a different story. The figure

below illustrates that effect.

With 552 million users, 41% social media penetration looks very promising. However, Chinese social

media landscape is very different. There is no Facebook, no Twitter, and no YouTube. Chinesegovernment exercises heavy control on the use of internet, especially social media. Even the Chinese

version of twitter, Weibo has more than a 1000 government supervisors tracking and handling social

media conversations.

Other than the regulations, Chinese social media landscape is different in the sense that different

platforms are focused on different specific needs. These needs are entertainment, connecting socially,

for news & updates and similar other genres. There is no universal all in one social networking website.

This difference is also region based. According to a Neilson report, lower tier cities would use different

social platforms as compared to higher tier cities.

While China has the lowest penetration in social media when compared with Hong Kong and Taiwan,

Chinese social media users are the more active ones. The figure below displays that effect by taking into

account the number of social media users among internet users. Then it looks into the percentage of

users who have updated their accounts at least once a month.

China

Taiwan

Hong Kong

Global Average

41%

54%

56%

23%

Social Media Penetration w.r.t. total population in Hong Kong, Taiwan

and China

China

Taiwan

Hong Kong

Asia Average

552

12.9

4

16.9

Social Media Users in Hong Kong, Taiwan and China (in mn)


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As we can see, 88% of Chinese internet users who have a social media account have updated their

accounts in the past month as compared to 75% and 63% of Taiwan and Hong Kong respectively.

Chinese social media users are clearly the most active of the lot.

Social networks used in China as compared to Hong Kong and Taiwan are very different. While global

players dominate the market in Hong Kong and Taiwan owing to the liberal internet policies, strict

regulations in China have seen many popular social networking sites such as Facebook, YouTube, and

twitter banned. The figure below compares the penetration of global giants of social networking

Facebook and Twitter in Hong Kong and Taiwan.

Facebook is the top social networking site in both countries. Twitter while still picking up in Hong Kong,

has done well in Taiwan. This could also be attributed to the low power distance of culture in Taiwan,

where even the smallest of news is shared and spreads like wildfire.

In China, Qzone, Sina Weibo and RenRen are the major social networks. Something one needs to take

into account in case of China is, that while popular global social networking sites may be absent from

China, it has their Chinese versions. This trend has been going on in China for quite some time and the

figure below courtesy Digital Jungle illustrates this trend.

China Taiwan Hong Kong

97% 96%92%88%

75%

63%

Active Social Media Users

Users with a Social Media Account

Users who have updated their

accounts in the past month

Taiwan Hong Kong

67% 59%

20%

6%

Facebook and Twitter penetration

Facebook

Twitter


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The Chinese versions of social networking sites have started making their mark outside the country as

well. For example, YouKu the Chinese version of YouTube has started catering in the west (U.K., U.S.A.)

and has started gaining attention as well.

China has at least two versions for every type of social networking sites. RenRen and Kaixin001 are social

networking sites similar to Facebook, Sina Weibo and Tencent Weibo are microblogging platforms.

These multiple competitors in the same genre survive because they have different focuses in terms of

geographical priorities, different strengths etc.

An example of this is illustrated with the help of the figure below. The figure compares major purpose ofuse for Sina Weibo and RenRen.

Clearly as we can see here, Sina Weibo is seen majorly as a source of information, while RenRen

primarily serves the purpose of sharing multimedia, communicating with friends and for other fun

activities.

Communication with a friendFor Fun

Sharing Videos

Sharing News

For Information

Sharing Photos

Learn about the product

Dining Information

For Work

67%

61%

48%

45%

44%

44%

25%

23%

15%

63%64%

45%

66%

66%

54%

41%

28%

21%

Social media activities on RenRen and Sina Weibo

Sina Weibo

RenRen


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All the three countries China, Taiwan and Hong Kong are very active in multimedia sharing. The figure

below displays the online video watched in the three countries.

Hong Kong has the most active online video users with 181 videos watched by an average internet user.Similarly in Taiwan the number of videos watched per user is 102. China even though has a low figure of

78 videos per internet user; the sheer number of internet users would make it one of the largest online

video consumers in the world.

The demographics of the Hong Kong and Taiwan social media users are represented through the figure

below.

In Hong Kong women are generally more active on social media across all age categories with one

exception. In the age category 15-24 men are slightly more active than women. The most active age

group is 25-34 with an average penetration of 95%. What are truly noteworthy though are the women in

45-54 age category where the penetration is almost 100% (99.6%). Undoubtedly the most active people

on social media are the women in this age category.

China

Taiwan

Hong Kong

Global Average

78

102

181

159

Online Videos Watched Per Netizen in Hong Kong, Taiwan and China

15-24

25-34

35-44

45-54

55+

93.6%

94.8%

90.8%

83.1%

83.2%

93.1%

95.2%

96.3%

99.6%

91.2%

Social Demographics of Hong Kong

Female

Male


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Social media penetration in Taiwan is much more than in Hong Kong. In the age group 15-34, thepenetration is approximately 99%. As we go further up in the age groups we notice that social media

penetration falls faster among men than women.

The figures below display the time spent on social networking across age categories in Hong Kong and

Taiwan.

The average user in the youngest age group spends the same amount of time (8 hours) in Hong Kong as

well as Taiwan. On an average Taiwanese social media users seem to spend more time on social media

than Hong Kong. It is only the age group 35-54 where social media users of Hong Kong (3.8 hours) spend

significantly more time than Taiwan (2.9 hours).

15-24

25-34

35-44

45-54

55+

98.8%

99.1%

89.4%

84.4%

80.3%

98.8%

99.0%

94.7%

93.7%

87.1%

Social Demographics of Taiwan

Female

Male

15-24

25-34

35-44

45-54

55+

8

5.1

2.9

3.3

3.4

Average Time spent by user in Taiwan

on social networking sites

15-24

25-34

35-44

45-54

55+

8

4.3

3.8

3.4

2.9

Average Time spent by user in

Hong Kong on social networking

sites


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Social Networking Sites in China

Qzone

Qzone is possibly the most popular social networking site in China. It provides the user various facilities

such as keeping blogs, diaries, sharing and using multimedia such as videos, photos and music. It also

has various customization options for the profile, and every Qzone user can create a unique individual

page by using the various accessories provided by the website. The downside of these privileges is that

these services are not free. Most services have to be paid for by using a canary diamond. The Canary

diamond works as currency for the website.

The total number of users in Qzone exceeded 500 million in 2012. The large number of users on Qzone

have attracted a lot of international attention. Because the numbers given are for QQ.com which

includes Qzone as well as the very popular instant messenger application QQ, it is difficult to gauge how

many of the above mentioned 500 million users are really on Qzone.

IM QQ

This is also a very popular social networking site. Services provided by IM QQ are instant messaging, and

online gaming. The company Tencent which owns many social networking sites such as Qzone, IM QQ,

Weibo, Weixin, uses IM QQ for promotions of services.

As of September 2012, there were 100 million active users at a time and a total of 784 million active

users. This website also has an international version which is operated in English. Originally developed

under the name of OICQ in 1999, the name was changed to QQ in 2003. While QQ temporarily stopped

free membership in 2003 it changed its decision because of competition from other instant messaging

services such as Windows Live Messenger and Sina UC. Currently a premium membership exists along

with the free membership.


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Above are the snapshots of the original Chinese version and the international version which was

launched in 2009.

Tencent Weibo

The Chinese version on Twitter, Tencent Weibo is a microblogging platform. This is also owned by

Tencent. It allows sharing of photos, videos and text, with a limit of 140 words on the text message. The

way # symbol is used in twitter for retweeting similarly @ symbol is used for reposting a comment on

Weibo. Unlike twitter, the focus of Weibo is creation of new messages rather than the same message

being posted multiple times. There is also an international version for this site, a snapshot of which is

given below.

While all the social networking sites so far mentioned here are owned by Tencent separate registration

is required for all these websites. For example, someone who has an account on QQ or Qzone, will have

to make a separate Weibo page. In order to do that they will have to register as if they were a new user.


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RenRen

This social networking site is the Chinese version of Facebook. The target demographics are university

level students and has approximately 140 million users. This social networking site was founded by

Joseph Chen in 2005 under the name Xiaonei. It changes its name to RenRen in 2009, as well as the

domain.

Renren went public through a US IPO aiming to raise $584 million. It had revenues of $76 million in

2010. The website offers typical services very similar to Facebook. Users have a profile page, add friends,

share and upload multimedia content. Users can customize their profile with moods and themes.

Applications for gaming are also very popular. What is unique about Renren is that it collaborates with

academic researchers to develop its communities. Some of the prominent studies involved creating an

anonymous history of users profiles and mapping their behavior when browsing through others

profiles. Another interesting study aimed at detection of fake profiles on Renren.

Facebook

Even though Facebook, Twitter and Youtube are banned in China, they are very popular in Hong Kong

and Taiwan. The specifics of Facebook for Hong Kong and Taiwan are given below.

As per social bakers, Facebook has 3,854,380 users in Hong Kong. The growth curve of Facebook from

May 2012 to April 2013 is represented via the following figure courtesy of social bakers


15/18

As we can see here, Facebook picked up heavily in the late 3rd quarter of 2012, remained steady through

the fourth quarter but has since declined in terms of number of users. It seems to be picking up though

in April 2013.

Taiwan has 13,205,960 users in April 2013. The growth curve of Facebook inn Taiwan is given below.

Facebook has shown steady progress in Taiwan from May 2012 to April 2013. Unlike Hong Kong, apart

from a small dip in the first quarter of 2013 it is doing well.

The demographics of users of Facebook in Hong Kong is given in the figure below.

Other Social Networking sites

Other popular social networking sites in Hong Kong and Taiwan are Twitter and YouTube. YouTube in

Hong Kong has 2,403,000 unique visitors which is twice the size off unique visitors on Facebook. Online

videos are accessed mainly via google sites than social networking sites such as Facebook. Skype is verypopular as well owing to the affinity of instant messaging in Hong Kong. After Facebook the most

popular social networking site in Taiwan in Wretch.cc. It hosts blogs, bulletin board systems and all

these services are provided free of cost. It is most popular blogging community in Taiwan.


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Social Media Monitoring

Some of the tools for social media monitoring in China, Hong Kong and Taiwan are given in the table

below.

Company Platform Media Type URL CountryMedia Monitors Brandtology All http://www.brandtology.com Hong Kong,China,Taiwan

Integrasco AS WoMPortal All Integrasco China

Some of the other social media monitoring tools than can used in the countries under review here are

given below.

Synthesio: A global social media monitoring solution, this provides tools to listen to the onlineconversations and also engage with the social media users. It offers three tools to serve thesocial media monitoring purposes. These are

Dashboards: The dashboards allow for various functions such as indepth data filtering. It also allows to map relevant communities

Syntheisorank for identifying and ranking websites, blogs, individualsrelevant to the brand.

Unity for engaging with the audience in social media channels. Alpha Outlook: This Company aims specifically Chinese social media. It has a product named

Techcrunch Disrupt which identifies and tracks social media conversation in China in real time

giving useful insights into the vibrant Chinese social media landscape.

K Matrix: This is a useful social media monitoring tool for the Hong Kong region. It is a digitalmarketing agency and developed an app. For monitoring Facebook which is very similar to social

bakers. The app. allows you to look at impressions, feedback rates, likes, comments. The most

noteworthy feature of this app. is that it allows you to also identify your competitor by giving an

insight into which companies are being followed by your users in the same vertical of business.

Social media monitoring is still developing in Asian countries. While not many local tools are available as

of now, the pace at which social media is growing and the potential still untapped, more and moredevelopers will focus on this region and we can expect to see many more tools in the future.
http://www.brandtology.com/http://www.integrasco.com/http://www.integrasco.com/http://www.brandtology.com/


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Tips for Social Marketers

The social media landscape of China, Hong Kong and Taiwan is very different from its western

counterparts. While even though the platforms may have changed especially in China, some of the

strategies would remain the same while some would need to adapt to best utilize social media in these

markets.

Use of local websites for social media marketing is very important especially inChina. What is furthermore important is to understand that these websites have

different focus and target different demographics. So marketers must match the

website with their target demographics in mind.

Several regulations are in place in China. This makes viral campaigning a littledifficult by posting of very informal content if it does not fall in line with the

guidelines. A good content strategy is of utmost importance in China.

While Hong Kong and Taiwan are much more liberal towards social media thanChina, local social networking sites still hold more importance here. The onlyexceptions to this being Facebook and YouTube.

Online gaming is a major activity in China, Hong Kong and Taiwan alike.Therefore creating campaign which run on the pages of these games are much

more likely to reach the target audience than on member based social

networking platforms.

While microblogging and instant messaging is very popular in China, Hong Kongand Taiwan, twitter still has not grown to be the best option. A social marketer

must focus on local versions of twitter and windows live messenger to run

campaign focused on microblogging platforms.

When one focuses on the top online activities of China, Hong Kong and Taiwanusers, one would observe that the focus increasingly is on blogging, instant

messaging and news & information. This tells us that users in these countries

have a high tolerance for text based information. This allows an opportunity to

create campaigns which are more informative in nature in the form of text,

while content which is focused towards entertainment should be video content.

This high tolerance of text based social media campaigns is not available in

western countries.

References

Taiwanese social media and internet fast facts

http://www.slideshare.net/digitaljungle/taiwanese-social-media-and-internet-fast-facts
http://www.slideshare.net/digitaljungle/taiwanese-social-media-and-internet-fast-factshttp://www.slideshare.net/digitaljungle/taiwanese-social-media-and-internet-fast-factshttp://www.slideshare.net/digitaljungle/taiwanese-social-media-and-internet-fast-facts


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Hong Kong social media internet facts

http://www.slideshare.net/digitaljungle/hong-kong-social-media-internet-facts

Social Bakers

http://www.socialbakers.com/

Alpha Outlook Launches New Technology to Simplify Social Media Monitoring in China

http://alphaoutlook.com/2011/10/alpha-outlook-launches-social-media-monitoring-solution-for-china-

at-techcrunch-disrupt-beijing/

AlphaOutlook Offers Social Media Monitoring In

Chinahttp://techcrunch.com/2011/10/31/alphaoutlook-offers-social-media-monitoring-in-china/

Hong Kong Social Media Monitoring Toolhttp://www.hongkongwebanalytics.com/2011/02/hong-kong-

social-media-monitoring-tool/

China's Social Network QZone Is Big, But Is It Really The Biggest?

http://techcrunch.com/2009/02/24/chinas-social-network-qzone-is-big-but-is-it-really-the-biggest/

6 Chinese social media superstars

http://money.cnn.com/gallery/technology/2012/09/10/china-social-media.fortune/2.html

New media trend watch

http://www.newmediatrendwatch.com

Hong Kong as an Information Society

http://www.statistics.gov.hk/pub/B11100062012AN12B0100.pdf

Top 10 Need-to-Knows About Social Networking and Where Its Headed

http://www.comscore.com/Insights/Presentations_and_Whitepapers/2011/it_is_a_social_world_top_1

0_need-to-knows_about_social_networking

A Wiki of Social Media Monitoring Solutions

http://wiki.kenburbary.com/

Social, Digital and Mobile in Asia

http://www.slideshare.net/wearesocialsg/we-are-socials-guide-to-social-digital-mobile-in-asia-oct-

2012?ref=http://wearesocial.net/blog/2012/10/social-digital-mobile-asia/
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Chapter 3 GSMM-China Hongkong Taiwan

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Transcript of Chapter 3 GSMM-China Hongkong Taiwan