Social Media

中国媒体概览 China Media Overview Social Media

Summary：

• 90s generation has become the main users of Chinese social media. 90s generation prefer to watch internet videos, while 80s and 70s prefer to shop online and read news respectively.

• Chinese netizens open and use 6-10 media APPs on average every day. The most frequently used social media platforms are WeChat, QQ and Weibo. When they use social media platforms, they outweigh ‘media’ nature of the platforms to obtain news and information as well as share their lives instead of being ‘social’.

• WeChat users are younger and more frequently browse the platform. The users not only acquire common socialization by WeChat, but obtain information and life convenience as well.

• Most of the Weibo users are male whose ages are relatively older than that of WeChat. Geographically, the Weibo users concentrate in such areas as Shanghai, Zhejiang Province, Jiangsu Province and the Zhujiang Delta.

Summary：

• Currently, various APPs developed by such Internet tycoons as Baidu, Alibaba and Tencent are taking leading positions in China’s mobile Internet market.

• Mobile Social Platforms: Tencent’s two APPs outperformed their competitive APPs.

• Mobile Entertainment Platforms: The top3 mobile video APPs are Tencent, Youku and IQIYI. And the top3 mobile music APPS are KUGOU music, QQ music and KUWO music.

• Mobile News Platforms: The top5 APPs are Tencent, TOUTIAO, 163 news, SOHU news and IFENG news.

• Mobile Tourism: In this October, a merger between QUNAR and CTRIP produced the greatest mobile tourism APP in China.

• Mobile E-commerce: TAOBAO outperformed other APPs.

Up to year 2014, 90s generation has become the main users of social media in China.

Changing trends on China social media users’ age distribution(%)

2013 2014 50% Average age: Average age: 45% 28.8 years old 30.4 years old 45% 40% 37.7%

35% 30.8% 30%

25% 29% 20.7% 20% 21% 15% 8.6% 10%

5% 2.1% 6% 0% the 90s the 80s the 70s the 60s the 50s1% or older

In 2014, social media users of Tier 2 cities have outnumbered that of Tier 1 cities.

Changing trends on China social media users’ geography distribution

2013 2014 45%

40% 38.8% 36.6% 35% 31.2% 30% 27.9%

25% 19.9% 20.2% 20%

15% 12.4% 13.0%

10%

0% tier-1 tier-2 tier-3 tier-4

90s, 80s and 70s generations like online videos, online shopping and online news readings, respectively.

Different generation social media users’ behavior distribution 90s 90s 90s 80s 80s 18.7% 80s 70s 70s 70s

37.9% If watched online If shopped online If read online news video yesterday(%) yesterday (%) yesterday(%) 48.9% 52.4% 52.4% 35.7%

59.6% 56.8% 53.8%

The most frequently used social media platforms are WeChat, QQ and Weibo in 2014

China netizens’ frequently used social media

2013 2014 100%

90%

80% 71.8% 72.5% 70% 64.5% 58.8% 60% 53.0% 50% 39.9% 40%

30% 24.3% 25.4%

20% 16.8% 15.0% 7.0% 6.9%6.7% 10% 4.8% 4.0% 1.0% 0% WeChat Qzone Weibo forum/BBS Renren Douban Momo linkedin others

When the netizens use social media platforms, they outweigh ‘media’ nature of the platforms to obtain news and information as well as share their lives instead of being ‘social’.

Main purpose for China netizens to use social media

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

57.6% to gain news intelligence 46.1% 45.0% to share his mood and life experience 36.1%

43.8% to acquire valuable practical info 33.9%

34.6% to kill boring time 27.8%

29.0% to communicate with family 26.0%

to befriend with more people 31.0% 24.3% 2013

to seek for value recognition 24.2% 2014

A mobile netizen will averagely start and use nearly 10 different APPs per day.

The number of APPs averagely started by mobile netizens

1-5 APPs 25.5%

6-10 APPs 36.7%

11-15 APPs 25.5%

16-20 APPs 9.5%

over 20 APPs 2.9%

WeChat: users aged from 18 to 35 account for 90% of total user group. WeChat has more male users.

WeChat users’ age distribution WeChat users’ age distribution

female, 35.7% <18, 2.0% 36-50, 9.5%

51-60, 1.4% 26-35, 40.8% >60, 0.3%

didn't say, 0.6%

18-25, 45.4%

A WeChat user will start and use WeChat for 5-30 times per day, each user have nearly 200 friends.

Average daily starts on WeChat WeChat user’s friends scale distribution

41-50 times, 2.5% 31-40 times, >50 times, 100-199 friends, >200 friends, 5.9% 16.5% not start 35.0% 10.2% everyday, 6.5% 21-30 times, 13.3%

<5 times, 17.4%

<50 friends, 5-99 friends, 35.3% 20.5%

Most of WeChat official accounts are we-media accounts and verified accounts, in order to deliver intelligence and life services to their users.

WeChat official accounts’ distribution according to Main purposes for users to follow WeChat official users’ following accounts

verified media, 25.4% facilitate daily life, 36.9% not follow, 20.7%

learn and study, Company and 13.7% brands, 18.9%

acquire intelligence, other uses, 8.3% marketing 41.1% promotion, 5.9%

Weibo: similar to WeChat, Weibo has more male users, aged from 19 to 35 years old. Most of Weibo’s users come from Yangtze River Delta and Pearl River Delta regions.

Weibo active users’ age distribution Male Female (years old) 60.9% 39.1%

46-55, 1.0% Province Geographic share 13-18, 16.0% 6-12, 2.0% 36-45, 9.0% Guangdong 10.0% Beijing 8.7% Zhejiang 4.4% 19-22, 25.0% Jiangsu 4.2% Shanghai 3.2% 26-35, 27.0% Sichuan 3.4% Shandong 3.2% 23-25, 20.0% Henan 3.1% Hubei 2.8% Fujian 2.6% Source: Sina Weibo user report © 2016 Beyond Summits 15

Users tend to play WeChat via cellphone while explore forum/BBS via desktop. The share of play- Weibo-via-mobile is close to the share of play-Weibo-via-desktop.

Different social media’s penetration on different Mobile Pad Desktop ends (%) 5.2% 9.3% WeChat

74.8%

4.8% 18.4% 15.9% Weibo

3.8% 8.9% 15.1% Forum/BBS

Monthly Active User # Monthly Active User # Rank App name Rank App name （Aug.) （Aug.)

1 WeChat 560.18 m 16 QQ music 97.80 m

2 QQ 417.36 m 17 Tencent news 94.87 m

3 Mobile Baidu 214.11 m 18 Sina Weibo 93.05 m

4 Taobao 164.35 m 19 Sohu video 77.64 m

5 Sogou pinyin 143.36 m 20 Kugou music 77.39 m

6 QQ browser 134.31 m QQ mobile 21 74.26 m 7 QQ video 129.64 m assistant

Baidu mobile 22 Toutiao 74.19 m 8 129.29 m assistant 23 QQ pim 73.55 m Baidu mobile 9 127.93 m 24 Sohu news 70.33 m browser

10 UC browser 127.80 m 25 Lianwifi 65.71 m

11 iQiyi video 125.69 m 26 Kuwo music 60.86 m

12 Youku 118.63 m 27 Myapp 60.42 m

13 Baidu map 105.95 m 28 Baofeng 59.97 m

14 360 shouji 104.51 m 29 163.News 58.59 m

In mobile social APP area, QQ has the largest user scale while WeChat has the longest using duration. The performance of those two are far ahead of other competitors.

China mobile social APP rank China mobile social APP rank

monthly coverage of Top10 social APP share of total use duration

QQ 79.2% QQ 11.9% 46 min/day

Wechat 76.6% Wechat 15.0% 57 min/day

Qzone 17.7% Qzone 0.4%

momo 10.1% momo 0.6%

baidu tieba 5.8% baidu tieba 0.4%

YY 3.4% YY 0.2%

aliwangwang 1.9% QQ light 0.1%

Tencent, Youku and iQiyi are the Top3 mobile video APPs in China market.

China mobile video APP rank China mobile video APP rank

monthly coverage of Top10 video APP share of total use duration

QQ video 20.2% QQ video 2.5%

Youku 18.5% Youku 2.3%

iQiyi 17.4% iQiyi 2.3%

sohu TV 7.5% PPTV 0.8%

baofeng 5.8% sohu TV 0.7%

PPTV 5.3% baofeng 0.5%

mi video 5.3% 360kan 0.5%

imgo TV 5.3% Tudou 0.4%

Tudou 4.5% PPS 0.4%

letv 4.1% imgo TV 0.3%

Kugou music, QQ music and kuwo music are the Top3 music APPs.

China mobile music APP rank China mobile music APP rank

monthly coverage of Top10 music APP share of total use duration

kugou music 25.5% kugou music 0.758% QQ music 17.8% QQ music 0.442% kuwo music 6.2% kuwo music 0.159% ttpod 4.8% ttpod 0.118% OPPO music 3.4% duomi music 0.029% BBK music 3.1% baidu music 0.026% miui music 3.0% 163 music 0.024% shoujiduoduo 2.9% OPPO music 0.023% baidu music 1.2% BBK music 0.021% duomi 1.1% miui music 0.017% 163 music 0.9% shoujiduoduo 0.015% meizu music 0.8% xiami 0.014% ms333 music 0.7% meizu music 0.004% xiami 0.6% ms333 music 0.004%

The Top5 mobile news APP are Tencent news, Toutiao, 163 news, Sohu news and Ifeng news.

China mobile news APP rank China mobile news APP rank

monthly coverage of Top10 news APP share of total use duration

Tencent news 11.0% Tencent news 0.570%

toutiao 4.9% toutiao 0.510%

163 news 2.0% 163 news 0.140%

sohu news 1.6% sohu news 0.080%

ifeng news 0.8% ifeng news 0.070%

yidianzixun 0.9% yidianzixun 0.030%

sina sports 0.4% sina sports 0.010%

sina news 0.3% baidu news 0.010%

ZAKER 0.3% ZAKER 0.010%

vivame 0.2% sina news 0.010%

Qunar and Ctrip has merged in October 2015, which makes it become China’s largest mobile travel APP.

China mobile travel APP rank

Qunar 2.25%

Ctrip 1.54%

LY.com 0.64%

alitrip 0.58%

eLong 0.26%

Tuniu 0.25%

gonglve114 0.14%

TripAdvisor 0.09%

wanzhoumo 0.08% monthly coverage of Top10 travel APP

plateno 0.08%

In mobile e-commerce area, Taobao APP ranks far ahead of any other APPs.

China mobile e-commerce APP rank

Taobao 34.47%

JD 4.99%

Vipshop 3.44%

monthly coverage of Top10 e- Mobile Tmall 3.16% commerce APP

Mogujie 2.99%

Meilishuo 1.77%

Wochacha 1.72%

Jumei 1.32%

Vdian 1.23%

m.mi 0.80%

Source: Trustdata 2015H1 China mobile Internet development report © 2016 Beyond Summits 2015 China Overview, covering Chinese economy, media and markets, is a set of yearly research report conducted and published by Beyond Summits Ltd, a leading all-media total solution provider focused on cross-border brand building & destination marketing in China. This report aims to summarize domestic industries’ status in 2015, introduce Chinese market knowledge to overseas stakeholders, and propose Chinese market insights. The whole set of China Overview includes 20 sub- topics including economy, city, people, the rich, luxury, investment, auto, tourism, immigration and cross-border business, as well as Chinese all media, internet, mobile internet, social media, TV, radio, print, OOH, movie and airport.

This report is the full version of 2014-2015 China Overview Social Media Research. More reports can be downloaded from Beyond Summits’ official website link: http://www.beyondsummits.com/reports_downloading

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