The WeChat team Releases a Rare Stats Presentation Filled With Some Amazing Insights Into What Is Happening on WeChat

1. 2016 WECHAT DATA REPORT
WECHAT TEAM: DIRECTOR USER GROWTH
AND ENGAGEMENT, STEPHEN WANG 王传仁
ALL DATA: WECHAT TEAMTRANSLATION & SUPPLEMENTAL NOTES: MATTHEW BRENNAN
CHINACHANNEL.CO

2. 2016 WECHAT DATA REPORT
CHINACHANNEL.CO
THIS DATA IS TAKEN
FROM A PRESENTATION
MADE ON DEC 28TH 2016

3. 768,000,000
WECHAT’S DAILY LOGGED IN ACTIVE
USERS FOR SEPTEMBER 2016
CHINACHANNEL.CO
2016 WECHAT DATA REPORT

4. CHCH NOTES:
THIS IS ONLY THE 2ND TIME EVER THAT WECHAT HAS RELEASED THE DAILY NUMBER OF
ACTIVE USERS.
OVER 90% OF WECHAT’S MONTHLY ACTIVE USERS (846 MILLION) ARE ALSO DAILY ACTIVE
USERS. BASICALLY WECHAT IS AN INCREDIBLY STICKY AND ADDICTIVE APP.
THIS REPRESENTS A
35%.
YEAR ON YEAR INCREASE
CHINACHANNEL.CO
2016 WECHAT DATA REPORT

5. 50%
OF USERS SPEND
90 MINUTES
PER DAY IN WECHAT
CHINACHANNEL.CO
2016 WECHAT DATA REPORT

6. 14%
OF WECHAT MONTHLY ACTIVE
USERS ARE BETWEEN THE
AGES OF 17 & 21
(YOUTHS)
CHINACHANNEL.CO
2016 WECHAT DATA REPORT
1%
OF WECHAT MONTHLY ACTIVE
USERS ARE ABOVE THE
AGE OF 55+
(SENIORS)
CHCH NOTES:
THIS LAST STATISTIC IS AMAZING! IT CONFIRMS WHAT THOSE OF US ON THE GROUND IN
CHINA MAY HAVE OBSERVERED: PEOPLE ABOVE THE AGE OF 55 IN CHINA BASICALLY DON’T
USE SMARTPHONES.

7. 67%.INCREASE IN THE DAILY NUMBER OF MESSAGES
SENT ON WECHAT OVER THE LAST YEAR
CHINACHANNEL.CO
2016 WECHAT DATA REPORT

8. AVERAGE NUMBER OF MESSAGES
SENT PER DAY
81 74 44
YOUTHS TYPICAL
USERS
SENIORS
CHINACHANNEL.CO
2016 WECHAT DATA REPORT

9. VOICE MESSAGES AS A PROPORTION
OF ALL MESSAGES
13 16 22
YOUTHS TYPICAL
USERS
SENIORS
CHINACHANNEL.CO
2016 WECHAT DATA REPORT
CHCH NOTES:
OLDER USERS CLEARLY PREFER SENDING VOICE RATHER THAN TEXT. OLDER USERS ARE MORE
LIKELY TO BE ILLITERATE AND / OR UNFAMILIAR WITH ‘PINYIN’ PHONE CHARACTER INPUT
METHODS.

10. 100,000,000
DAILY WECHAT VOICE AND VIDEO CALLS
CONNECTED
CHINACHANNEL.CO
2016 WECHAT DATA REPORT

11. THIS REPRESENTS A
180%.
YEAR ON YEAR INCREASE
CHINACHANNEL.CO
2016 WECHAT DATA REPORT
CHCH NOTES:
LAST YEAR WECHAT MADE SIGNIFICANT IMPROVEMENTS TO VOICE & VIDEO CALL QUALITY,
GROUP VIDEO CALLS WERE ALSO INTRODUCED. THE ELDERLY IN CHINA PREFER THIS WAY OF
COMMUNICATION TO CONNECT WITH FAMILY AND FRIENDS (SEE NEXT CHART).

12. AVERAGE CALLS CONNECTED PER MONTH
8 8 9
YOUTHS TYPICAL USERS SENIORS
CHINACHANNEL.CO
2016 WECHAT DATA REPORT
AVERAGE MINUTES PER CALL
65 65 82
YOUTHS TYPICAL USERS SENIORS

13. PROPORTION OF MOMENTS
COMPRISED OF ORIGINAL CONTENT
CHINACHANNEL.CO
2016 WECHAT DATA REPORT
73% 65% 32%
YOUTHS TYPICAL
USERS
SENIORS
CHCH NOTES:
ORIGINAL CONTENT COMPRISES OF USER GENERATED PICTURES, TEXT OR VIDEO. TYPICAL
USERS LOVE TO SEND PICTURES IN MOMENTS. SENIOR CHINESE WECHAT USERS ARE
NOTORIOUS FOR THEIR OBSESSION WITH SENDING CHEESY HEART WARMING MOTIVATIONAL
ARTICLES CALLED 鸡汤文 (JITANGWEN) IN CHINESE.

14. MOST LISTENED TO SONGS ON WECHAT
MOMENTS BY GENERATION
CHINACHANNEL.CO
2016 WECHAT DATA REPORT
THOSE BORN
AFTER 2000
THOSE BORN
IN THE 90’S
THOSE BORN
IN THE 80’S
THOSE BORN
IN THE 70’S
THOSE BORN
IN THE 60’S

15. TOP HOLIDAY DESTINATIONS FOR
CHINESE TRAVELERS
CHINACHANNEL.CO
2016 WECHAT DATA REPORT
USA TAIWAN
(CHINA)
JAPAN S.KOREA THAILAND
CHCH NOTES: WECHAT PROVIDED NO NUMBERS TO SUPPORT THIS GRAPHIC.

16. CHINESE WECHAT USERS TRAVELLING TO THE USA
CHINACHANNEL.CO
2016 WECHAT DATA REPORT
TRAVELLERS FROM TIER 2
TRAVELLERS FROM TIER 3
90%CHCH NOTES:
CHINESE TRAVELLING TO THE STATES IS
DOMINATED BY THOSE FROM BEIJING AND SHANGHAI
TRAVELLERS FROM TIER 1

17. CHINESE WECHAT USERS TRAVELLING TO ASIAN COUNTRIES
CHINACHANNEL.CO
2016 WECHAT DATA REPORT
TRAVELLERS FROM TIER 1
CITIES (BEIJING, SHANGHAI)
TRAVELLERS FROM TIER 2
TRAVELLERS FROM TIER 3
41%
CHCH NOTES:
CHINESE FROM TIER 2 CITIES MAKE
THE LARGEST GROUP FOR ASIAN DESTINATIONS

18. WERUN AVERAGE DAILY
STEP COUNT
6,300
5,900
6,700
YOUTHS
TYPICAL
USERS
SENIORS
CHINACHANNEL.CO
2016 WECHAT DATA REPORT

19. WECHAT LUCKY MONEY RED ENVELOPES
SENT ON CHINESE FESTIVALS IN 2016
CHINACHANNEL.CO
2016 WECHAT DATA REPORT
CHCH NOTES: SENDING LUCKY MONEY ACROSS WECHAT IS NOW A DAILY HABIT OF CHINESE
CHINESE NEW
YEAR’S EVE
VALENTINE’S
DAY
WOMEN’S
DAY
CHINESE 520
VALENTINE’S DAY
QIXI
FESTIVAL
MID AUTUMN
FESTIVAL
TYPICAL DAY
2,350,000,000

20. 20
28
25
YOUTHS
TYPICAL
USERS
SENIORS
CHINACHANNEL.CO
2016 WECHAT DATA REPORT
MONTHLY AVERAGE NUMBER OF
LUCKY MONEY RED ENVELOPES SENT

21. CHINACHANNEL.CO
2016 WECHAT DATA REPORT
$53.2 $83.4 $54.6
YOUTHS
(370 RMB)
TYPICAL USERS
(580 RMB)
SENIORS
(380 RMB)
MONTHLY AVERAGE AMOUNTS SPENT
ON LUCKY MONEY RED ENVELOPES
EXCHANGE RATE: 1RMB = $0.14
CHCH NOTES:
TO PUT THIS INTO CONTEXT THE AVERAGE SALARY AMONG 32 MAJOR CITIES IN CHINA IS $872
(6,070 YUAN) ACCORDING TO A SURVEY RELEASED EARLIER THIS YEAR BY ZHAOPIN.COM (ONE
OF CHINA’S LEADING JOB HUNTING WEBSITES)

22. MATTHEW BRENNAN
WECHAT EXPERT, KEYNOTE SPEAKER,
CONSULTANT, CO-FOUNDER OF CHINA CHANNEL
MATTHEW IS A CONSULTANT AND KEY NOTE SPEAKER WITH
A FOCUS ON CHINA’S MOBILE ECOSYSTEM, IN PARTICULAR
WECHAT. HE WORKS PRIMARILY WITH INTERNATIONAL
BUSINESSES HELPING TO FORM AND IMPLEMENT THEIR
WECHAT PLATFORM STRATEGY. WITH 11+ YEARS ON THE
GROUND ENTREPRENEURIAL EXPERIENCE IN CHINA
MATTHEW IS A REGULAR KEYNOTE SPEAKER AND TRAINING
HOST ON THE TOPIC OF WECHAT. HIS COMPANY ORGANIZES
CHINA’S LARGEST WECHAT MARKETING CONFERENCE SERIES
FOR INTERNATIONAL COMPANIES.
EMAIL: MATTBRENNAN@CHINACHANNEL.CO
LINKEDIN: HTTPS://CN.LINKEDIN.COM/IN/MATTHEW-BRENNAN
2016 WECHAT DATA REPORT
TRANSLATION & SUPPLEMENTAL NOTES PROVIDED BY

23. 2016 WECHAT DATA REPORT
WECHAT TEAM: DIRECTOR USER GROWTH
AND ENGAGEMENT, STEPHEN WANG 王传仁
ALL DATA: WECHAT TEAMTRANSLATION & SUPPLEMENTAL NOTES: MATTHEW BRENNAN
CHINACHANNEL.CO