Chinese social media landscape beyond the superlative statistics
Lift13 Event Presentation - The Chinese Digital Landscape
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UNDERSTANDING DIGITAL CHINA
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A presentation delivered to an Emakina event at the Lift13 Conference in Geneva, Switzerland. The presentation outlines the Digital China landscape and provides some interesting stats and numbers on Chinese Internet and Social Media usage
Transcript of Lift13 Event Presentation - The Chinese Digital Landscape
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
plus.google.com/digitaljungle
www.dmic.asia
slideshare.net/digitaljungle
weibo.com/digitaljungle
facebook.com/digitaljunglecn
pinterest.com/digitaljungle
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