This is the Second Edition (Jan 2013) of We Are Social's exploration of Social, Digital and Mobile in China. You can find more reports in the #SDMW series at http://wearesocial.sg. For more details, please contact @wearesocialsg on twitter.
2. FOR FURTHER INFORMATION AND OTHER
REPORTS IN THE #SDMW SERIES, PLEASE
CONTACT SIMON KEMP AT WE ARE SOCIAL:
SAYHELLO@WEARESOCIAL.SG
@WEARESOCIALSG
+65 9146 5356
WEARESOCIAL.SG
3
3. JAN
2013 CHINA
1,343,240,000 51% 49%
TOTAL POPULATION URBAN RURAL
564,000,000 42%
INTERNET USERS INTERNET PENETRATION
597,600,000 44%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION
1,104,000,000 82%
MOBILE SUBSCRIBERS MOBILE PENETRATION
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: US CENSUS BUREAU (JAN 2013) INTERNET: CHINA INTERNET
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NETWORK INFORMATION CENTRE (JAN 2013); SOCIAL NETWORKS: TENCENT (AUG 2012) COMPARED TO OTHER SITE-REPORTED FIGURES; MOBILE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY (DEC 2012)
5. CURRENT POPULATION OF CHINA:
1,343,240,000
SOURCE: US CENSUS BUREAU (ACCESSED JAN 2013) 5
6. 你好
IF YOU TOOK JUST 1 SECOND TO
SAY HELLO TO EVERY PERSON IN CHINA,
IT WOULD TAKE MORE THAN 42 YEARS
TO GREET THE WHOLE COUNTRY
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) 6
7. CHINA’S POPULATION GREW BY
6,710,000
PEOPLE IN 2012
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) 7
8. CHINA’S POPULATION IS
GROWING BY 1 PERSON
EVERY 5 SECONDS
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) 8
10. MEDIAN AGE OF
CHINA’S POPULATION:
36
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (JAN 2013) 10
11. PEOPLE AGED
43
MAKE UP THE LARGEST
SINGLE AGE GROUP IN CHINA
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (JAN 2013) 11
12. 51%
OF CHINA’S POPULATION
LIVES IN URBAN AREAS
SOURCE: CHINESE NATIONAL BUREAU OF STATISTICS (ACCESSED SEP 2012) 12
13. 18,500,000
CHINESE PEOPLE WILL MOVE FROM
RURAL AREAS TO LIVE IN CITIES IN 2013
SOURCES: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED JAN 2013) AND THE UNITED NATIONS, AS CITED IN WIKIPEDIA (ACCESSED JAN 2013) 13
16. NUMBER OF INTERNET USERS IN CHINA:
564,000,000
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 16
17. CHINA HAS THE LARGEST INTERNET
POPULATION IN THE WORLD
SOURCES: BASED ON DATA FROM CHINA INTERNET NETWORK INFORMATION CENTRE (AUG 2012); AND INTERNETWORLDSTATS 17
18. (! )!
THERE ARE MORE INTERNET USERS
IN CHINA THAN THERE ARE PEOPLE
LIVING IN ALL OF WESTERN EUROPE
SOURCES: BASED ON DATA FROM CHINA INTERNET NETWORK INFORMATION CENTRE (AUG 2012); AND THE US CENSUS BUREAU (NOV 2012) 18
19. INTERNET PENETRATION IN CHINA:
42%
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 19
20. IN 2012, CHINA ADDED
50,900,000
NEW INTERNET USERS
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 20
21. (! THAT’S LIKE ADDING TWICE THE
POPULATION OF AUSTRALIA )!
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 21
22. …AND IS EQUAL TO ADDING 1.6
NEW INTERNET USERS EVERY SECOND
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 22
23. AVERAGE TIME CHINESE NETIZENS
SPEND ONLINE EACH WEEK:
21 HOURS
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 23
24. 56%
OF CHINESE INTERNET
USERS ARE MALE
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 24
25. 28%
OF CHINESE INTERNET USERS
ARE FROM RURAL AREAS
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 25
26. HOWEVER, PEOPLE FROM
RURAL AREAS ACCOUNTED FOR
52%
OF THE GROWTH IN INTERNET USERS
IN CHINA IN THE FIRST HALF OF 2012
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 26
27. THE AVERAGE CHINESE
INTERNET USER IS
25
YEARS OLD
SOURCE: TECH IN ASIA (OCT 2012) 27
28. 80%
OF CHINESE INTERNET USERS ARE
BETWEEN THE AGES OF 10 AND 40
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 28
29. STUDENTS REPRESENT
25%
OF CHINA’S ONLINE POPULATION
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 29
30. MOBILE INTERNET USERS OUTNUMBER
PC-BASED INTERNET USERS IN CHINA
VS
420,000,000 398,000,000
MOBILE INTERNET USERS! PC-BASED INTERNET USERS!
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 30
31. DEVICES THAT CHINESE
NETIZENS USE TO GO ONLINE
75% 71% 46%
MOBILES DESKTOPS LAPTOPS
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 31
32. WHERE DO CHINA’S NETIZENS
ACCESS THE INTERNET FROM?
92% 32% 22% 16%
HOME OFFICE CYBERCAFÉ SCHOOL
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 32
33. NUMBER OF INTERNET USERS IN SHENZHEN:
8,000,000
SOURCE: SHENZHEN INTERNET DEVELOPMENT RESEARCH REPORT, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 33
34. INTERNET PENETRATION BY CHINESE CITY
77% 73% 70% 66%
SHENZHEN GUANGZHOU BEIJING SHANGHAI
SOURCE: SHENZHEN INTERNET DEVELOPMENT RESEARCH REPORT, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 34
35. 72%
OF CHINESE NETIZENS HAVE
BROADBAND INTERNET ACCESS
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2012) 35
36. BROADBAND IS AVAILABLE IN
88%
OF CHINA’S VILLAGES
SOURCE: SINA, AS CITED IN TECHINASIA (JAN 2013) 36
37. 60%
OF CHINA’S NEW RURAL NETIZENS ACCESS
THE INTERNET VIA MOBILE DEVICES
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 37
38. TOP ONLINE ACTIVITIES IN CHINA
83% 80% 77% 66% 66%
INSTANT SEARCH ONLINE BLOGS AND ONLINE
MESSAGING ENGINE MUSIC SOCIAL MEDIA VIDEOS
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 38
39. FASTEST GROWING ONLINE ACTIVITIES IN CHINA
+33% +32% +29% +25% +24%
ONLINE ONLINE GROUP ONLINE WEIBO &
BANKING PAYMENTS BUYING SHOPPING MICROBLOG
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 39
40. TOP BAIDU SEARCHES IN 2012
PC-BASED SEARCHES MOBILE SEARCHES
1. TAOBAO 6. NBA 1. NOVELS 6. BEAUTIES
2. QZONE 7. WEIBO 2. TAOBAO 7. JOKES
3. 4399.COM 8. 360BUY.COM 3. WECHAT 8. MILITARY NEWS
4. YOUKU 9. ROCKING THE UNIVERSE 4. NEWS 9. VOICE OF CHINA
5. MARUTO 10. QVOD PLAYER 5. DIAOYU ISLAND 10. GANGNAM STYLE
SOURCE: BAIDU, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 40
42. THERE ARE AT LEAST
597,600,000
USERS OF SOCIAL MEDIA IN CHINA
SOURCES: BASED ON DATA FROM TENCENT (AUG 2012) AND DATA FROM OTHER SOCIAL NETWORKS 42
43. SOCIAL MEDIA PENETRATION IN CHINA:
44%
SOURCES: BASED ON DATA FROM TENCENT (AUG 2012), AND THE US CENSUS BUREAU (ACCESSED JAN 2013) 43
44. 91%
OF CHINA’S NETIZENS
VISIT SOCIAL MEDIA SITES
SOURCE: MCKINSEY (APR 2012) 44
46. 88%
OF CHINESE SOCIAL
MEDIA USERS ARE ACTIVE
SOURCE: MCKINSEY (APR 2012) 46
47. NETIZENS IN CHINA
SPEND AN AVERAGE OF
46 MINUTES
EACH DAY VISITING
SOCIAL MEDIA SITES
SOURCE: MCKINSEY (APR 2012) 47
48. THIS SUGGESTS THAT CHINA’S SOCIAL
MEDIA USERS SPENT A COMBINED TOTAL OF
19,000,000
YEARS ON SOCIAL NETWORKING
ACTIVITIES IN 2012
SOURCES: BASED ON DATA FROM TENCENT (AUG 2012), AND MCKINSEY (APR 2012) 48
49. JAN
2013 CHINA’S TOP SNS BY REGISTERED USERS
QZONE 712 M
TENCENT WEIBO 507M
SINA WEIBO 400 M
PENGYOU 259 M
RENREN 172 M
SOURCES: TENCENT Q3 FINANCIAL REPORT; SINA Q3 FINANCIAL REPORT, AS CITED IN NEWS.CNAD.COM; AND RENREN.COM (NOV 2012). FIGURES FOR PENGYU REPRESENT ACTIVE USERS. 49
50. JAN
2013 CHINA’S SNS BY ACTIVE USERS
QZONE 598 M
SINA WEIBO 287 M
TENCENT WEIBO 277 M
PENGYOU 259 M
RENREN 48 M
SOURCES: TENCENT (JUN & AUG 2012); SINA (OCT 2012); RENREN 50
51. TENCENT ACCOUNTS FOR
56%
OF CHINA’S SOCIAL MEDIA USERS THROUGH ITS
QZONE, TENCENT WEIBO, AND PENGYOU SITES
SOURCE: TENCENT FINANCIAL REPORT (AUG 2012) 51
57. IN AUGUST 2012, QQ REGISTERED
167,000,000
PEOPLE USING ITS INSTANT
MESSAGING SERVICE AT THE SAME TIME
SOURCE: TENCENT (AUG 2012) 57
58. UNTIL RECENTLY, BARELY
38%
OF CHINA’S NETIZENS REVEALED THEIR
REAL NAMES ON SOCIAL NETWORKING SITES
SOURCE: NIELSEN (MAY 2012) 58
59. 84%
OF CHINA’S NETIZENS HAVE AN OPEN
ATTITUDE TOWARDS PERSONAL PRIVACY
SOURCE: NIELSEN, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 59
60. 66%
OF CHINESE SOCIAL MEDIA
USERS FOLLOW BRANDS
SOURCE: INSITES CONSULTING (SEP 2012) 60
61. ON AVERAGE, EACH OF CHINA’S
SOCIAL MEDIA USERS FOLLOWS
8 BRANDS
SOURCE: DCCI (SEP 2012) 61
62. 80%
OF CHINESE NETIZENS CARE ABOUT COMMERCIAL
INFORMATION ON SOCIAL NETWORKING SITES
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 62
63. 43%
OF CHINA’S NETIZENS ARE INTERESTED IN PRODUCTS
SHARED BY FRIENDS ON SOCIAL NETWORKING SITES
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 63
64. 38%
OF CHINA’S NETIZENS REFER TO FRIENDS’ SNS
COMMENTS WHEN MAKING SHOPPING DECISIONS
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 64
65. IN THE FIRST HALF OF 2012, THE VOLUME OF
SOCIAL SHARING IN CHINA INCREASED BY
60%
SOURCE: BAIDU INC, AS CITED IN CHINA INTERNET WATCH (SEP 2012) 65
66. SEP
2012 ‘SHARE OF SHARING’ BY SNS PLATFORM
44%
12%
9% 7%
QZONE SINA TENCENT RENREN
WEIBO WEIBO
SOURCE: CHINA INTERNET WATCH (SEP 2012). FIGURES REPRESENT ACTIVITY FOR H1 2012 66
67. THE SOCIAL MEDIA PREFERENCES OF
CHINA’S NETIZENS BY LIFE STAGE
VS
STUDENTS TEND TO USE GRADUATES TEND TO
SOCIAL NETWORK SITES PREFER MICROBLOGS
SOURCE: NIELSEN (MAY 2012) 67
68. USES OF DIFFERENT SOCIAL
MEDIA BY CHINA’S NETIZENS
VS
MICROBLOGS SOCIAL NETWORKS
LIKE WEIBO ARE USED FOR ARE USED FOR FINDING AND
FINDING AND SHARING INFORMATION INTERACTING WITH FRIENDS
SOURCE: NIELSEN (MAY 2012) 68
70. 97%
OF SOCIAL MEDIA USERS
IN CHINA ARE WEIBO USERS
SOURCE: NIELSEN (MAY 2012) 70
71. ESTIMATED SIZE OF THE WEIBO
MARKET IN CHINA IN 2012:
US$79,820,000
SOURCE: IRESEARCH (SEP 2012) 71
72. 57%
OF CHINA’S WEIBO
USERS ARE MALE
SOURCE: DCCI, AS CITED IN RESONANCE CHINA (OCT 2012) 72
73. 62%
OF CHINESE WEIBO
USERS ARE MARRIED
SOURCE: DCCI, AS CITED IN RESONANCE CHINA (OCT 2012) 73
74. 30%
OF CHINA’S WEIBO USERS HAVE
MORE THAN ONE WEIBO ACCOUNT
SOURCE: DCCI (SEP 2012) 74
75. OCT
2012 THE DEMOGRAPHICS OF WEIBO USERS
56-65:
46-55:
3%
6%
41-45: 19-25:
9% 19%
FEMALE:
36-40: 43%
12% MALE:
57%
26-30:
31-35: 30%
21%
SOURCE: DCCI (SEP & OCT 2012) 75
76. COMPARING CHINA’S TOP WEIBOS
VS
SINA TENCENT
ACTIVE USERS: 287 M ACTIVE USERS: 277 M
REGISTERED USERS: 400 M REGISTERED USERS: 507 M
NETIZEN PENETRATION: 73% NETIZEN PENETRATION: 93%
USER LOCATION: TIER 1 & 2 CITIES USER LOCATION: TIER 3 & 4 CITIES
SOURCES: TENCENT Q3 FINANCIAL REPORT (NOV 2012); SINA Q3 FINANCIAL REPORT, AS CITED IN NEWS.CNAD.COM (NOV 2012); NIELSEN (MAY 2012) 76
77. SHENZHEN HAS THE HIGHEST RATE OF
WEIBO PENETRATION IN CHINA, AT
59%
SOURCE: SHENZHEN INTERNET DEVELOPMENT RESEARCH REPORT, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 77
78. ONLY
5%
OF CHINA’S WEIBO USERS
ARE FROM RURAL REGIONS
SOURCE: DCCI, AS CITED IN RESONANCE CHINA (OCT 2012) 78
79. MORE THAN
50%
OF WEIBO USERS ACCESS E-COMMERCE SITES AFTER
NOTICING RELEVANT INFORMATION ON WEIBO
SOURCE: DCCI (SEP 2012) 79
80. WEIBO’S INFLUENCE ON ONLINE SHOPPERS’
PURCHASE DECISIONS BY CATEGORY
42% 37% 35%
BOOKS, AUDIO RESTAURANTS CLOTHES, SHOES
AND VIDEO AND ENTERTAINMENT AND BAGS
SOURCE: SINA WEIBO USERS REPORT (OCT 2012). FASHION ICONS C/O THE NOUN PROJECT. PURSE ICON BY MATHIAS VAGNI; SHOES ICON BY JULIA SODERBERG 80
81. 86%
OF TRENDING TOPICS ON WEIBO IN CHINA
ORIGINATE FROM OPINION LEADERS
SOURCE: INTERNET RESEARCH CENTER (JUL 2012) 81
82. 94%
OF SINA WEIBO USERS IN CHINA
HAVE USED ITS SEARCH FUNCTION
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (AUG 2012) 82
83. 28%
OF SINA WEIBO USERS USE THE SITE
TO SEARCH FOR BRAND INFORMATION
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTER, AS CITED IN RESONANCE CHINA (AUG 2012) 83
84. GLOBAL COMPARISON: TOP 5 USERS’
AVERAGE NUMBER OF FOLLOWERS
VS
28,538,000 24,280,000
TWITTER SINA WEIBO
SOURCES: TWITTER.COM AND WEIBO.COM (ACCESSED NOV 2012) 84
85. THERE ARE MORE THAN
230,000
COMPANIES WITH A PRESENCE
ON SINA WEIBO
SOURCE: SINA Q3 FINANCIAL REPORT, AS CITED IN NEWS.CNAD.COM (NOV 2012) 85
86. MORE THAN
25%
OF FORTUNE 500 COMPANIES
HAVE A SINA WEIBO PRESENCE
SOURCE: DCCI (SEP 2012) 86
87. THERE ARE OVER
60,000
GOVERNMENT ACCOUNTS
ON SINA WEIBO
SOURCE: SINA GOVERNMENT WEIBO REPORT (DEC 2012) 87
88. 55%
OF SINA WEIBO USERS
WERE BORN IN THE 1980S
SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 88
89. 61%
OF SINA WEIBO USERS HOLD A
BACHELOR’S DEGREE OR HIGHER
SOURCE: DCCI (SEP 2012) 89
90. ALTHOUGH THEY ACCOUNT FOR JUST 30% OF THE
POPULATION, SINA WEIBO USERS CONSUME
54%
OF THE TOTAL GOODS
AND SERVICES IN CHINA
SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 90
91. 55%
OF CHINA’S SINA
WEIBO USERS ARE SINGLE
SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 91
92. PEOPLE ACCESSING SINA WEIBO
FROM COMPUTERS IN CHINA SPEND
20%
MORE TIME ON THE INTERNET COMPARED
TO TWITTER USERS IN THE USA
SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 92
93. PEOPLE ACCESSING SINA WEIBO
FROM MOBILE DEVICES IN CHINA SPEND
35%
MORE TIME ON THE INTERNET COMPARED
TO TWITTER USERS IN THE USA
SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 93
94. 76%
OF SINA WEIBO USERS ARE OPEN
TO ADVERTISING ON MICROBLOGS
SOURCE: SINA WEIBO USERS REPORT (OCT 2012) 94
95. 72%
OF SINA WEIBO’S USERS ACCESS
THE SERVICE VIA MOBILE DEVICES
SOURCE: SINA, AS CITED IN THE NEXT WEB (NOV 2012) 95
96. SMARTPHONE USERS WHO BROWSE
SOCIAL MEDIA SITES VIA THEIR PHONES:
VS
58% 43%
CHINA UNITED STATES
SOURCE: MCKINSEY (APR 2012) 96
97. IN 2012, MOBILE WEIBO USERS
IN CHINA INCREASED BY
47%
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 97
98. MOBILE WEIBO USERS
ACCOUNT FOR
89%
OF ALL CHINESE
MICROBLOG USERS
SOURCE: DCCI (SEP 2012) 98
99. USERS OF TENCENT’S WECHAT
MOBILE INSTANT MESSAGING APP:
300,000,000
SOURCE: TENCENT (JAN 2013) 99
100. 74%
OF WECHAT USERS IN
CHINA ARE IN THEIR 20S
SOURCE: DAMN DIGITAL (NOV 2012) 100
101. 63%
OF WECHAT USERS
IN CHINA ARE MALE
SOURCE: DAMN DIGITAL (NOV 2012) 101
102. MOBILE QQ AND WECHAT LOG OVER
700,000,000
LOCATION-BASED ACTIONS
EVERY DAY IN CHINA
SOURCE: TENCENT, AS CITED IN THE NEXT WEB (SEP 2012) 102
103. THAT’S MORE THAN
8,000
LOCATION-BASED ACTIONS
EVERY SECOND
SOURCE: BASED ON DATA FROM TENCENT, AS CITED IN THE NEXT WEB (SEP 2012) 103
107. THERE ARE MORE THAN
70,000,000
USERS OF PROFESSIONAL
SOCIAL NETWORKS IN CHINA
SOURCE: SOOTOO STATISTICS, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 107
108. JAN
2013 CHINA’S TOP PROFESSIONAL NETWORKS
12.3 M 12.3 M 12.2 M
8.0 M
5.0 M
4.2 M
2.8 M
2.0 M
1.1 M
TIANJI DAJIE RUOLIN HONGTAO RENHE BINZHI LINKEDIN USHI HENGZHI
SOURCES: SOOTOO.COM AS CITED IN CHINA INTERNET WATCH (DEC 2012), SOCIALBAKERS (JAN 2013), SOCIALMEDIAWEEK (SEP 2012) 108
109. TIANJI, CHINA’S TOP PROFESSIONAL SOCIAL
NETWORK, IS GROWING BY AN AVERAGE OF
500,000
NEW USERS EVERY MONTH
SOURCE: TECHINASIA (APR 2012) 109
110. CHINA RANKS 7TH IN THE LIST OF
COUNTRIES WORLDWIDE BY ITS
NUMBER OF LINKEDIN USERS
SOURCE: SOCIALBAKERS (JAN 2013) 110
111. USERS OF PROFESSIONAL SOCIAL
NETWORKS IN CHINA INCREASED BY
250%
IN 2012 ALONE
SOURCE: SOOTOO STATISTICS, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 111
113. MOBILE SUBSCRIPTIONS IN CHINA:
1,104,000,000
SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC OF CHINA (DEC 2012) 113
114. CHINA’S TELECOMS INDUSTRY
IS THE LARGEST IN THE WORLD
SOURCE: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (Q3 2012) 114
115. MOBILE PENETRATION IN CHINA:
82%
SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC OF CHINA (DEC 2012) 115
116. CHINA’S MOBILE MARKET
INCREASED BY AN AVERAGE OF MORE THAN
10,000,000
NEW SUBSCRIPTIONS
EVERY MONTH IN 2012
SOURCE: CHINADAILY (NOV 2012) 116
117. (! THAT’S MORE THAN 4 NEW
SUBSCRIPTIONS EVERY SECOND )!
SOURCE: BASED ON DATA CITED IN CHINADAILY (NOV 2012) 117
118. IN CHINA, PEOPLE CAN USE
THEIR MOBILE PHONES TO:
BUY STARBUCKS COFFEE
BUY SUBWAY TICKETS
¥€$ DO THEIR BANKING
DO THEIR SHOPPING
88 BUY LOTTERY TICKETS
SOURCE: ENOVATE 118
119. 70%
OF CHINESE PEOPLE SAY THEY “CAN’T
LIVE WITHOUT” THEIR MOBILE PHONE
SOURCE: SYNOVATE 119
120. 30%
OF CHINESE MOBILE INTERNET
USERS HAVE ACCESS TO 3G SERVICES
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 120
121. NUMBER OF SMARTPHONE USERS IN CHINA:
290,000,000
SOURCE: IRESEARCH (OCT 2012) 121
122. SMARTPHONE PENETRATION IN CHINA:
22%
SOURCES: BASED ON DATA FROM IRESEARCH (OCT 2012); AND CHINESE NATIONAL BUREAU OF STATISTICS (ACCESSED SEP 2012) 122
123. CHINA IS THE WORLD’S
LARGEST
ANDROID MARKET
SOURCE: INFORMA TELECOMS & MEDIA, AS CITED IN CHINA INTERNET WATCH (JAN 2013) 123
124. SMARTPHONE SALES IN
CHINA INCREASED BY
85%
IN 2012 COMPARED TO 2011
SOURCE: INFORMA TELECOMS & MEDIA, AS CITED IN CHINA INTERNET WATCH (JAN 2013) 124
125. THERE ARE MORE THAN
122,000,000
MOBILE SUBSCRIBERS IN GUANGDONG PROVINCE –
MORE THAN THE ENTIRE POPULATION OF MEXICO
SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC CHINA (DEC 2012) AND THE US CENSUS BUREAU (ACCESSED JAN 2013) 125
126. 11%
OF CHINA’S MOBILE USERS
LIVE IN GUANGDONG PROVINCE
SOURCE: MINISTRY OF INDUSTRY AND INFORMATION TECHNOLOGY OF THE PEOPLE’S REPUBLIC OF CHINA (DEC 2012) 126
128. NUMBER OF MOBILE
INTERNET USERS IN CHINA:
420,000,000
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 128
129. (! THAT’S MORE THAN THE ENTIRE
POPULATION OF THE UNITED STATES )!
SOURCES: BASED ON DATA FROM CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013), AND THE US CENSUS BUREAU (ACCESSED JAN 2013) 129
131. MOBILE PHONES ARE THE TOP
INTERNET ACCESS DEVICE IN CHINA
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 131
132. 75%
OF CHINESE NETIZENS GO
ONLINE FROM THEIR MOBILE
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 132
133. PERCENTAGE OF NEW NETIZENS USING
MOBILE DEVICES TO ACCESS THE INTERNET
VS
47% 60%
URBAN NETIZENS RURAL NETIZENS
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 133
134. IN 2012, THE NUMBER OF MOBILE
INTERNET USERS IN CHINA INCREASED BY
18%
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 134
135. 72%
OF CHINESE MOBILE INTERNET USERS
GO ONLINE AT LEAST ONCE A DAY
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 135
136. TYPES OF WEBSITE THAT CHINA’S MOBILE
WEB BROWSERS VISIT MOST OFTEN
62% 46% 44% 41% 36%
NEWS SEARCH ENGINE LITERATURE MICROBLOGS MUSIC
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (SEP 2012) 136
137. SEP
2012 CHINESE MOBILE INTERNET USERS
50-59: 60+:
2% 1%
40-49:
11%
0-19:
29%
30-39:
24%
20-29:
33%
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 137
138. 58%
OF CHINA’S MOBILE
INTERNET USERS ARE MALE
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 138
139. 27%
OF CHINA’S MOBILE INTERNET
USERS LIVE IN RURAL AREAS
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 139
140. 62%
OF CHINESE MOBILE INTERNET
USERS ARE YOUNGER THAN 30
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (NOV 2012) 140
141. IN Q3 2012 ALONE, CHINA’S MOBILE
INTERNET MARKET WAS WORTH
US$2,373,000,000
SOURCE: IRESEARCH (NOV 2012) 141
142. ON AN ANNUALISED BASIS, CHINA’S
MOBILE INTERNET MARKET IS WORTH
MORE THAN THE ENTIRE GDP OF MONGOLIA
SOURCES: BASED ON DATA FROM IRESEARCH (NOV 2012), AND THE UNITED NATIONS, AS CITED IN WIKIPEDIA (ACCESSED JAN 2013) 142
143. THE VALUE OF CHINA’S MOBILE INTERNET
MARKET IS GROWING AT AN ANNUAL RATE OF
102%
SOURCE: IRESEARCH (NOV 2012) 143
145. CHINESE LOCATION-BASED
SERVICES REACHED
217,000,000
USERS IN Q2 2012
SOURCE: MNRC (OCT 2012) 145
146. VALUE OF CONSUMER LOCATION-
BASED SERVICES IN CHINA IN 2012:
$589,000,000
SOURCE: MNRC (OCT 2012) 146
147. TOP USES OF LOCATION-
BASED SERVICES IN CHINA
33% 29% 19%
MAPS & CONNECT WITH ACCESS
LOCATION OTHER PEOPLE LOCAL DEALS
SOURCE: IIMEDIA RESEARCH, AS CITED IN CYZONE (AUG 2012) 147
148. WHERE CHINESE NETIZENS
USE LOCATION-BASED SERVICES
30% 26% 19%
ON THE ON PUBLIC AT
STREET TRANSPORT HOME
SOURCE: IIMEDIA RESEARCH, AS CITED IN CYZONE (AUG 2012) 148
149. 15%
OF CHINA’S LBS USERS ACCESS THESE
SERVICES FOR E-COMMERCE PURPOSES
SOURCE: IIMEDIA RESEARCH, AS CITED IN CYZONE (AUG 2012) 149
151. NUMBER OF ONLINE SHOPPERS
IN CHINA IN JUNE 2012:
242,000,000
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 151
152. CHINA HAS THE LARGEST NUMBER
OF ONLINE SHOPPERS IN THE WORLD
SOURCE: BOSTON CONSULTING GROUP, AS CITED IN SCMP (APR 2012) 152
153. 43%
OF CHINA’S NETIZENS
PARTICIPATE IN ONLINE SHOPPING
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 153
154. INCREASE IN THE NUMBER OF
ONLINE SHOPPERS IN CHINA IN 2012:
25%
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 154
155. CHINA’S ONLINE SHOPPERS IN CONTEXT
75 M 2X 6X
75 MILLION MORE ONLINE DOUBLE THE NUMBER OF SIX TIMES THE NUMBER OF
SHOPPERS THAN THE USA ONLINE SHOPPERS IN JAPAN ONLINE SHOPPERS IN THE UK
SOURCES: BOSTON CONSULTING GROUP; AND FORRESTER RESEARCH, AS CITED IN MASHABLE (APR 2012) 155
156. AROUND
90%
OF CHINA’S NETIZENS EARN
LESS THAN US$27 PER DAY
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 156
157. IN CHINA, THERE ARE
5,000,000
ONLINE SHOPPERS
AGED OVER 50
SOURCE: ALIBABA, AS CITED BY IFENG (DEC 2012) 157
158. IN 2012, THE NUMBER OF USERS OF
GROUP BUYING IN CHINA REACHED
83,270,000
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 158
159. (! THAT’S MORE THAN THE ENTIRE
POPULATION OF GERMANY )!
SOURCE: WIKIPEDIA (ACCESSED JAN 2013) 159
160. TOTAL TRANSACTION VALUE OF
E-COMMERCE IN CHINA IN Q3 2012:
US$319,000,000,000
SOURCE: IRESEARCH (NOV 2012) 160
161. THAT EQUATES TO MORE THAN
US$40,000
IN E-COMMERCE TRANSACTIONS
IN CHINA EVERY SECOND
SOURCE: BASED ON DATA FROM IRESEARCH (NOV 2012) 161
163. THE VALUE OF E-COMMERCE
IN CHINA EQUATES TO
15%
OF THE COUNTRY’S GDP
SOURCES: BASED ON DATA FROM IRESEARCH (NOV 2012), AND GDP DATA FROM THE UNITED NATIONS AS CITED IN WIKIPEDIA (ACCESSED JAN 2013) 163
164. ON AN ANNUALISED BASIS,
E-COMMERCE TRANSACTIONS
IN CHINA ARE WORTH MORE
THAN THE ENTIRE GDP OF MEXICO
SOURCES: BASED ON DATA FROM IRESEARCH (NOV 2012), AND GDP DATA FROM THE UNITED NATIONS AS CITED IN WIKIPEDIA (ACCESSED JAN 2013) 164
165. ONLINE SHOPPING
ACCOUNTS FOR
14%
OF CHINA’S E-COMMERCE
TRANSACTION VALUE
SOURCE: IRESEARCH (NOV 2012) 165
166. TAOBAO, CHINA’S BIGGEST
C2C SITE, GENERATES
50,000
SALES PER MINUTE
SOURCE: BOSTON CONSUTING GROUP (MAY 2012) 166
167. THE TOTAL VALUE OF TRANSACTIONS
ON TABAO IN 2012 EXCEEDED
¥1,000,000,000,000
( THAT’S ABOUT 160 BILLION US DOLLARS )
SOURCE: ALIBABA GROUP, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 167
168. 59%
OF SHOPPERS ON TABAO ARE
AGED BETWEEN 25 AND 35
SOURCE: ALIBABA GROUP, AS CITED IN CHINA INTERNET WATCH (DEC 2012) 168
169. TOTAL VALUE OF TRANSACTIONS ON TAOBAO AND
TMALL ON ‘BACHELOR’S DAY’ (NOVEMBER 11) 2012:
$5,190,000,000
SOURCE: PEOPLE’S DAILY (NOV 2012) 169
171. NUMBER OF UNIQUE VISITORS TO TMALL AND
TAOBAO ON BACHELOR’S DAY 2012:
213,000,000
SOURCE: PEOPLE’S DAILY (NOV 2012) 171
172. 1 IN 6
PEOPLE IN CHINA VISITED TMALL
OR TABAO ON BACHELOR’S DAY 2012
SOURCES: BASED ON DATA FROM THE PEOPLE’S DAILY (NOV 2012), AND THE US CENSUS BUREAU (ACCESSED JAN 2013) 172
173. 10,000,000
UNIQUE VISITORS WENT TO TMALL IN THE FIRST
SECOND OF ITS BACHELOR’S DAY SHOPPING FESTIVAL
SOURCE: PEOPLE’S DAILY (NOV 2012) 173
174. GROWTH IN 2012 BACHELOR’S DAY
E-COMMERCE SALES COMPARED TO 2011
+242% +204%
TMALL TAOBAO
SOURCE: TECH SINA (NOV 2012) 174
175. 17% OF SHOPPERS
ACCOUNT FOR
47%
OF E-COMMERCE
SALES IN CHINA
SOURCE: NIELSEN (MAY 2012) 175
176. 78%
OF THESE “GOLDEN SHOPPERS” USE
BOTH SOCIAL NETWORKS AND WEIBO
SOURCE: NIELSEN (MAY 2012) 176
182. IN 2012, USERS OF MOBILE GROUP BUYING, MOBILE
PAYMENT AND MOBILE BANKING INCREASED BY OVER
80%
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 182
183. 60,000,000
PEOPLE IN CHINA MAKE
USE OF MOBILE TRANSACTIONS
SOURCE: SINA NEWS (SEP 2012) 183
184. AVERAGE VALUE OF MOBILE TRANSACTIONS
IN CHINA PER USER, PER MONTH:
US$13
SOURCE: BASED ON DATA FROM SINA NEWS (SEP 2012) 184
185. THE AVERAGE TOTAL MONTHLY VALUE OF
MOBILE TRANSACTIONS IN CHINA EXCEEDS
US$800,000,000
SOURCE: SINA NEWS (SEP 2012) 185
186. THAT’S MORE THAN
US$300
WORTH OF MOBILE
TRANSACTIONS EVERY SECOND
SOURCE: BASED ON DATA FROM SINA NEWS (SEP 2012) 186
188. UNIQUE VIEWERS OF
ONLINE VIDEO IN CHINA:
350,000,000
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 188
189. (! THAT’S MORE THAN THE ENTIRE
POPULATION OF THE UNITED STATES )!
SOURCES: BASED ON DATA FROM CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) AND THE US CENSUS BUREAU (JAN 2013) 189
190. CHINESE WEB USERS SPENT OVER
4,100,000,000
COLLECTIVE HOURS STREAMING
WEB VIDEOS IN AUGUST 2012 ALONE
SOURCE: COMSCORE, AS CITED IN YAHOO! SINGAPORE (AUG 2012) 190
191. THAT EQUATES TO MORE THAN
5,600,000
YEARS OF HUMAN TIME SPENT WATCHING
ONLINE VIDEO IN CHINA EVERY YEAR
SOURCE: BASED ON DATA FROM COMSCORE, AS CITED IN YAHOO! SINGAPORE (AUG 2012) 191
192. YOUKU AND TUDOU ATTRACT MORE THAN
475,000,000
UNIQUE VISITORS EACH MONTH
SOURCE: SITE-REPORTED DATA, AS CITED IN CHINASCOPE FINANCIAL (SEP 2012) 192
193. UNIQUE VISITORS TO CHINA’S
ONLINE VIDEO PLATFORMS
475,000,000 275,500,000
YOUKU & TUDOU TENCENT VIDEO
SOURCE: SITE-REPORTED DATA, AS CITED IN CHINASCOPE FINANCIAL (SEP 2012) 193
194. VALUE OF CHINA’S ONLINE
VIDEO MARKET IN Q3 2012
US$430,000,000
SOURCE: IRESEARCH, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 194
195. THIS SUGGESTS THAT CHINA’S ONLINE VIDEO
MARKET IN 2013 WILL BE WORTH MORE THAN
US$1,000,000,000
SOURCE: BASED ON DATA FROM IRESEARCH, AS CITED IN CHINA INTERNET WATCH (NOV 2012) 195
196. ANNUAL GROWTH IN AVERAGE
AD SPEND ON YOUKU IN Q3 2012:
70%
SOURCE: YOUKU Q3 FINANCIAL REPORT (NOV 2012) 196
197. HOURS SPENT ON ONLINE
VIDEO PLATFORMS IN CHINA
698 M 569 M 474 M 406 M 291 M
YOUKU IQIYI V.QQ TV.SOHU TUDOU
(YOUKU TUDOU) (BAIDU) (TENCENT) (SOHU) (YOUKU TUDOU)
SOURCE: COMSCORE, AS CITED IN YAHOO! SINGAPORE (AUG 2012) 197
198. IN 2012, OVER
130,000,000
PEOPLE IN CHINA WATCHED ONLINE
VIDEOS ON THEIR MOBILE PHONES
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 198
199. 60%
OF CHINESE INTERNET USERS
HAVE PLAYED ONLINE GAMES
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 199
200. CHINESE CONSUMERS BOUGHT
4,000,000
SMART TVS IN Q2 2012
SOURCE: NPD DISPLAY SEARCH (Q2 2012) 200
201. 40%
OF TELEVISIONS SOLD IN CHINA
IN Q2 2012 WERE SMART TVS
SOURCE: NPD DISPLAY SEARCH (Q2 2012) 201
202. CHINESE CONSUMERS BUY THE MOST
SMART TVS IN THE WORLD, BUYING 4
TIMES AS MANY AS JAPANESE CONSUMERS
SOURCE: NPD DISPLAY SEARCH (Q2 2012) 202
204. USERS OF ONLINE BANKING IN CHINA:
221,480,000
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 204
205. (! THAT’S MORE THAN THE TOTAL
POPULATION OF BRAZIL )!
SOURCES: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013), AND THE US CENSUS BUREAU (ACCESSED JAN 2013) 205
206. IN 2012, USERS OF
ONLINE BANKING IN CHINA INCREASED BY
33%
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JUL 2012) 206
207. PEOPLE USING ONLINE
PAYMENTS IN CHINA:
220,650,000
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 207
208. ONLINE PAYMENTS
IN CHINA GREW BY
32%
IN 2012
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE (JAN 2013) 208
210. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL SIMON KEMP ON +65 9146 5356, OR
EMAIL US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.
211. WE ARE SOCIAL SINGAPORE
@WEARESOCIALSG
+65 9146 5356
SAYHELLO@WEARESOCIAL.SG
WEARESOCIAL.SG