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China Social Media Whitepaper 2012

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Rocky Fu
Rocky Fu

The first release of China social media whitepaper from Incitez peeking into the insights of China social media including weibo and social networking sites. Get the full version here: http://ciw.me/SwEHRt

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Whitepaper China Social Media Whitepaper September 2012 Copyright © 2012 Incitez Pte. Ltd.
China Social Media INSIGHTS Copyright © 2012 Incitez Pte. Ltd.
China Social Media Users by Channel 1 400 Million 350 300 250 200 150 100 50 China Internet Watch 0 2009Q4 2010Q2 2010Q4 2011Q2 2011Q4 2012Q2 Blog Online video Weibo SNS Source: CNNIC Copyright © 2012 Incitez Pte. Ltd.
Internet users in China has found that 95% of those living China: 91% in Tier 1, Tier 2, and Tier 3 cities are registered on a social- media site South Active Japan: Korea: Social 30% 70% Media Users U.S.: 67% Source: iConsumer China Survey, McKinsey, April 2012 Copyright © 2012 Incitez Pte. Ltd.
Online Sharing 12% Others 3% IT & digital 27% products SNS 4% Education & exam 5% Online music 5% News media 7% Online video 17% 9% Games China Internet Watch Search Engine Source: Baidu Copyright © 2012 Incitez Pte. Ltd.
Popular Social Media Channels for Sharing Social media Sharing percentage Return traffic (%) Return ratio 1 Q-zone 43.72% 45.08% 0.61 2 Sina weibo 12.28% 26.05% 1.26 3 Tencent weibo 9.04% 6.13% 0.4 4 Renren 7.46% 4.88% 0.39 5 Baidu Favorites 5.39% 4.30% 0.47 6 Baidu post bar 4.55% 8.19% 1.07 7 Kaixin 3.14% 0.98% 0.19 8 Baidu zone 2.04% 0.20% 0.06 9 Douban 1.97% 0.19% 0.06 10 QQ favourites 1.90% 0.19% 0.06 Return traffic: users’ returns via clicking sharing links after others’ sharing. Return traffic (%) : (returns to a specific websites/returns to social medias)*100%. Source: Baidu Copyright © 2012 Incitez Pte. Ltd.
Social Media Sharing Daily shares on Daily active websites Daily page views on social medias on social medias sharing websites 60% 758% 147% China Internet Watch 2012.1 2012.6 2012.1 2012.6 2012.1 2012.6 Sharing amount refers to sharing via Baidu Sharing Tools. Source: Baidu Copyright © 2012 Incitez Pte. Ltd.
Social media sites are nearly as important as portals Search: 80% Men trend to share news about a specific industry, sports and technology and network online networking Preferred sites as entry point to obtain content Social Portals.: media: 40% 36% Source: iConsumer China Survey, McKinsey, April 2012, Incitez Team experience Copyright © 2012 Incitez Pte. Ltd.
“ Consumers in China spend 46 minutes a day visiting social-media sites, compared with 7 minutes in Japan and 37 minutes in the United States China Internet Watch Source: iConsumer China Survey, McKinsey, April 2012 Copyright © 2012 Incitez Pte. Ltd.
3 Types of Popular Social Media in China The most popular and The most popular and most engaging social most engaging social media channel in media channel in China LBS   Weibo   China Used for making Used for making friends, entertainment, friends, entertainment, news and other news and other functions SNS   functions Incitez recommends Weibo for photos, Mainly used for video and breaking making friends and news content entertainment distribution Source: Incitez internal data Copyright © 2012 Incitez Pte. Ltd.
SNS & Weibo combined represent 66% of China social media users Weibo 97% SNS 70% LBS Source: Nielsen Copyright © 2012 Incitez Pte. Ltd.
To read the other 20+ pages, you can get it here for free: http://ciw.me/SwEHRt Copyright © 2012 Incitez Pte. Ltd.

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China Social Media Whitepaper 2012

  • 1. Whitepaper China Social Media Whitepaper September 2012 Copyright © 2012 Incitez Pte. Ltd.
  • 2. China Social Media INSIGHTS Copyright © 2012 Incitez Pte. Ltd.
  • 3. China Social Media Users by Channel 1 400 Million 350 300 250 200 150 100 50 China Internet Watch 0 2009Q4 2010Q2 2010Q4 2011Q2 2011Q4 2012Q2 Blog Online video Weibo SNS Source: CNNIC Copyright © 2012 Incitez Pte. Ltd.
  • 4. Internet users in China has found that 95% of those living China: 91% in Tier 1, Tier 2, and Tier 3 cities are registered on a social- media site South Active Japan: Korea: Social 30% 70% Media Users U.S.: 67% Source: iConsumer China Survey, McKinsey, April 2012 Copyright © 2012 Incitez Pte. Ltd.
  • 5. Online Sharing 12% Others 3% IT & digital 27% products SNS 4% Education & exam 5% Online music 5% News media 7% Online video 17% 9% Games China Internet Watch Search Engine Source: Baidu Copyright © 2012 Incitez Pte. Ltd.
  • 6. Popular Social Media Channels for Sharing Social media Sharing percentage Return traffic (%) Return ratio 1 Q-zone 43.72% 45.08% 0.61 2 Sina weibo 12.28% 26.05% 1.26 3 Tencent weibo 9.04% 6.13% 0.4 4 Renren 7.46% 4.88% 0.39 5 Baidu Favorites 5.39% 4.30% 0.47 6 Baidu post bar 4.55% 8.19% 1.07 7 Kaixin 3.14% 0.98% 0.19 8 Baidu zone 2.04% 0.20% 0.06 9 Douban 1.97% 0.19% 0.06 10 QQ favourites 1.90% 0.19% 0.06 Return traffic: users’ returns via clicking sharing links after others’ sharing. Return traffic (%) : (returns to a specific websites/returns to social medias)*100%. Source: Baidu Copyright © 2012 Incitez Pte. Ltd.
  • 7. Social Media Sharing Daily shares on Daily active websites Daily page views on social medias on social medias sharing websites 60% 758% 147% China Internet Watch 2012.1 2012.6 2012.1 2012.6 2012.1 2012.6 Sharing amount refers to sharing via Baidu Sharing Tools. Source: Baidu Copyright © 2012 Incitez Pte. Ltd.
  • 8. Social media sites are nearly as important as portals Search: 80% Men trend to share news about a specific industry, sports and technology and network online networking Preferred sites as entry point to obtain content Social Portals.: media: 40% 36% Source: iConsumer China Survey, McKinsey, April 2012, Incitez Team experience Copyright © 2012 Incitez Pte. Ltd.
  • 9. “ Consumers in China spend 46 minutes a day visiting social-media sites, compared with 7 minutes in Japan and 37 minutes in the United States China Internet Watch Source: iConsumer China Survey, McKinsey, April 2012 Copyright © 2012 Incitez Pte. Ltd.
  • 10. 3 Types of Popular Social Media in China The most popular and The most popular and most engaging social most engaging social media channel in media channel in China LBS   Weibo   China Used for making Used for making friends, entertainment, friends, entertainment, news and other news and other functions SNS   functions Incitez recommends Weibo for photos, Mainly used for video and breaking making friends and news content entertainment distribution Source: Incitez internal data Copyright © 2012 Incitez Pte. Ltd.
  • 11. SNS & Weibo combined represent 66% of China social media users Weibo 97% SNS 70% LBS Source: Nielsen Copyright © 2012 Incitez Pte. Ltd.
  • 12. To read the other 20+ pages, you can get it here for free: http://ciw.me/SwEHRt Copyright © 2012 Incitez Pte. Ltd.