China Digital Landscape

we are social

CHINA DIGITAL LANDSCAPE 2014

WE ARE SOCIAL’S SNAPSHOT OF KEY DIGITAL DATA & STATISTICS We Are Social

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IF YOU’D LIKE HELP TRANSLATING THESE FINDINGS INTO A POWERFUL SOCIAL STRATEGY, CONTACT US: SAYHELLO@WEARESOCIAL.SG @WEARESOCIALSG +65 6423 1051 WEARESOCIAL.SG

We Are Social

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CHINA COUNTRY OVERVIEW We Are Social

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APR 2014

CHINA: SNAPSHOT

1,362,000,000

53%

47%

TOTAL POPULATION

URBAN

RURAL

618,000,000 INTERNET USERS

45% INTERNET PENETRATION

625,000,000 ACTIVE QZONE USERS

46% QZONE PENETRATION

1,240,000,000 MOBILE SUBSCRIBERS

91% MOBILE PENETRATION

We Are Social • Sources: NBS of China, CNNIC, Tencent, MIIT of China. Qzone is China’s largest active SNS

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CURRENT POPULATION IN CHINA

1,362,000,000 We Are Social • Source: NBS of China (accessed Apr 2014)

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51% OF THE POPULATION IN CHINA IS MALE

We Are Social • Source: NBS of China (accessed Mar 2014)

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53% OF THE POPULATION IN CHINA LIVES IN URBAN AREAS

We Are Social • Source: NBS of China (accessed Mar 2014)

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INTERNET USE IN CHINA We Are Social

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THERE ARE

618,000,000 INTERNET USERS IN CHINA

We Are Social • Source: CNNIC (Jan 2014)

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THAT’S NEARLY TWICE THE POPULATION OF THE USA

We Are Social • Sources: CNNIC (Jan 2014), US Census Bureau (accessed Mar 2014)

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CHINA HAS AN INTERNET PENETRATION OF

45% We Are Social • Sources: CNNIC (Jan 2014), NBS of China (accessed Mar 2014)

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ONLY

29% OF NETIZENS IN CHINA LIVE IN RURAL AREAS

We Are Social • Source: CNNIC (Jan 2014)

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BUT IN 2013, RURAL INTERNET USERS IN CHINA INCREASED BY

14% We Are Social • Source: CNNIC (Jan 2014)

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INTERNET PENETRATION IN CHINA BY REGION

75%

71%

66%

BEIJING

SHANGHAI

GUANGDONG

We Are Social • Source: CNNIC (Jan 2014)

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THE AVERAGE CHINESE NETIZEN SPENDS

25 HOURS ON THE INTERNET EVERY WEEK

We Are Social • Source: CNNIC (Jan 2014)

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THE AVERAGE INTERNET CONNECTION SPEED IN CHINA IS

3.45 MB/S We Are Social • Source: ChinaCache, as cited in Jinghua.cn (Feb 2014)

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WITH A SPEED OF 5.4 MB/S,

SHANGHAI HAS THE FASTEST INTERNET IN CHINA

We Are Social • Source: ChinaCache, as cited in Jinghua.cn (Feb 2014)

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81% OF CHINESE NETIZENS ACCESS THE INTERNET VIA A MOBILE DEVICE

We Are Social • Source: CNNIC (Jan 2014)

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DEVICES THAT CHINESE NETIZENS USE TO GO ONLINE

81%

70%

44%

MOBILES

DESKTOPS

LAPTOPS

We Are Social • Source: CNNIC (Jan 2014)

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TOP ONLINE ACTIVITIES IN CHINA

86%

80%

79%

73%

INSTANT MESSAGING

ONLINE NEWS

SEARCH ENGINE

ONLINE MUSIC

We Are Social • Source: CNNIC (Jan 2014)

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THERE ARE AT LEAST

532,000,000 UNIQUE USERS OF INSTANT MESSAGING IN CHINA

We Are Social • Source: CNNIC (Jan 2014)

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QQ, CHINA’S TOP MESSAGING PLATFORM HAD

808,000,000 ACTIVE ACCOUNTS AT THE END OF 2013

We Are Social • Source: Tencent (Mar 2014)

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THERE ARE AT LEAST

490,000,000 SEARCH ENGINE USERS IN CHINA

We Are Social • Source: CNNIC (Dec 2013)

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APR 2014

SEARCH ENGINE USAGE IN CHINA

98%

43%

39%

35% 24%

BAIDU

360

We Are Social • Source: CNNIC (Dec 2013)

GOOGLE

SOGOU

SOSO

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FASTEST GROWING ONLINE ACTIVITIES IN CHINA

+69% +62% +25% +18% GROUP BUYING

We Are Social • Source: CNNIC (Jan 2014)

TRAVEL BOOKING

ONLINE SHOPPING

ONLINE PAYMENT

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SOCIAL MEDIA USE IN CHINA We Are Social

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QZONE, THE LARGEST SOCIAL NETWORK IN CHINA, HAS

625,000,000 MONTHLY ACTIVE USERS

We Are Social • Source: Tencent (Mar 2014)

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THAT’S MORE THAN HALF OF FACEBOOK’S GLOBAL MONTHLY ACTIVE USERS

We Are Social • Sources: Tencent (Mar 2014), Facebook (Jan 2014)

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APR 2014

TOP SOCIAL NETWORKS IN CHINA

BY REGISTERED USERS

600M

580M

556M

206M

WECHAT

TENCENT WEIBO

SINA WEIBO

RENREN

We Are Social • Sources: CIC (Dec 2013), Tencent, Sina, Renren and Kaixin (accessed Apr 2014)

160M KAIXIN

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APR 2014

TOP SOCIAL NETWORKS IN CHINA

BY MONTHLY ACTIVE USERS

625M

355M

QZONE

WECHAT

129M

45M

40M

SINA WEIBO

RENREN

MOMO

We Are Social • Sources: Tencent, Sina and Tech.qq.com (Mar 2014), Immomo.com (Feb 2014)

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37% OF CHINESE SOCIAL NETWORK USERS USE ALL OF WEIBO, WECHAT AND SNS

We Are Social • Source: CNNIC (Nov 2013)

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46% OF CHINESE SOCIAL NETWORK USERS USE BOTH WEIBO AND WECHAT

We Are Social • Source: CNNIC (Nov 2013)

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WECHAT, THE POPULAR MESSAGING APP OWNED BY TENCENT, HAS

355,000,000 MONTHLY ACTIVE USERS

We Are Social • Source: Tencent (Mar 2014)

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THAT'S 79% OF WHATSAPP’S TOTAL GLOBAL MONTHLY ACTIVE USERS

We Are Social • Sources: Tencent (Mar 2014), WhatsApp (Feb 2014)

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74% OF WECHAT USERS CHECK WECHAT AFTER THEIR MEAL

We Are Social • Source: CNNIC (Nov 2013)

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TIMING OF WECHAT USAGE

74%

73%

55%

51%

AFTER MEAL

BEFORE SLEEP

WHILE COMMUTING

AT WORK OR STUDY

We Are Social • Source: CNNIC (Nov 2013)

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75% OF WECHAT USERS ARE USING ‘MOMENTS’, THE TIMELINE FEATURE

We Are Social • Source: CNNIC (Nov 2013)

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TOP ACTIVITIES ON WECHAT

92%

90%

TEXT VOICE MESSAGING MESSAGING

We Are Social • Source: CNNIC (Nov 2013)

75%

62%

USING ‘MOMENTS’

GROUP CHATTING

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SINA WEIBO HAS

129,000,000 MONTHLY ACTIVE USERS

We Are Social • Source: Sina (Mar 2014)

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MORE THAN HALF OF SINA WEIBO’S USERS WERE BORN AFTER 1990

We Are Social • Source: Sina Weibo Data Center (Dec 2013)

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73% OF SINA WEIBO USERS ACCESS WEIBO FROM MOBILE

We Are Social • Source: Sina Weibo Open Platform (accessed Apr 2013)

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TIMING OF WEIBO USAGE

65%

62%

39%

38%

AFTER MEAL

BEFORE SLEEP

AT WORK OR STUDY

WHILE COMMUTING

We Are Social • Source: CNNIC (Nov 2013)

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TOP ACTIVITIES ON WEIBO

70%

70%

65%

52%

SHARING INFORMATION

READING NEWS

MAKING POSTS

ENJOYING VIDEOS/MUSIC

We Are Social • Source: CNNIC (Nov 2013)

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THERE ARE ALREADY

404,000 CORPORATE WEIBO ACCOUNTS ON SINA WEIBO

企业版

We Are Social • Source: Sina Weibo Data Center (Dec 2013)

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IN Q4 2013, SINA WEIBO GENERATED AN ADVERTISING REVENUE OF

$56,000,000 We Are Social • Source: Sina (Feb 2014)

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IN Q4 2013, SINA WEIBO’S ADVERTISING REVENUE SAW Y-O-Y GROWTH OF

163% We Are Social • Source: Sina (Feb 2014)

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FACEBOOK HAS AROUND

820,000 USERS IN CHINA

We Are Social • Source: Facebook (accessed Mar 2014)

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LINKEDIN HAS OVER

4,000,000 USERS IN CHINA

We Are Social • Source: LinkedIn (Feb 2014)

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USERS ON TOP PROFESSIONAL SOCIAL NETWORKS IN CHINA

24 M

18 M

DAJIE

TIANJI

We Are Social • Sources: Dajie.com (accessed Apr 2014), Tianji.com (accessed Apr 2014)

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豆

DOUBAN, A POPULAR INTERESTBASED SNS IN CHINA HAS

200,000,000 MONTHLY UNIQUE VISITORS

We Are Social • Source: Douban (accessed Mar 2014)

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豆 ONE THIRD 瓣

OF MOVIE VIEWERS IN CHINA ARE DOUBAN USERS

We Are Social • Source: Douban (accessed Mar 2014)

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THERE ARE AT LEAST

428,000,000 ONLINE VIDEO VIEWERS IN CHINA

We Are Social • Source: CNNIC (Jan 2014)

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YOUKU AND TUDOU, THE TOP CHINESE ONLINE VIDEO SITES, ATTRACT

400,000,000 UNIQUE VIEWERS EVERY MONTH

We Are Social • Source: Youku Tudou Inc. (accessed Mar 2014)

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THAT’S 40% OF YOUTUBE’S GLOBAL UNIQUE USERS

We Are Social • Sources: Youku Tudou Inc. (accessed Mar 2014), YouTube (accessed Mar 2014)

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58% OF CHINESE ONLINE VIDEO USERS WATCHED VIDEOS ON MOBILE IN 2013

We Are Social • Source: CNNIC (Jan 2014)

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MOBILE PHONE USAGE IN CHINA We Are Social

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THE NUMBER OF MOBILE PHONE SUBSCRIPTIONS IN CHINA IS

1,240,000,000 We Are Social • Source: MIIT of China (Mar 2014)

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THAT’S MORE THAN 6 TIMES THE POPULATION OF BRAZIL

We Are Social • Sources: MIIT of China (Mar 2014), US Census Bureau (accessed Mar 2014)

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CHINA HAS A MOBILE SUBSCRIPTION PENETRATION OF

91% We Are Social • Sources: MIIT of China (Mar 2014), MBS of China (accessed Mar 2014)

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THERE ARE AROUND

640,000,000 UNIQUE MOBILE PHONE USERS IN CHINA

We Are Social • Source: GSMA Intelligence

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THE AVERAGE PHONE USER IN CHINA HAS 1.95 ACTIVE MOBILE SUBSCRIPTIONS

We Are Social • Sources: extrapolated from GSMA Intelligence and MIIT of China (Mar 2014)

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APR 2014

CHINA’S MOBILE CONTRACTS BY TYPE

PERCENTAGE OF TOTAL MOBILE SUBSCRIPTIONS THAT ARE PRE-PAID

PERCENTAGE OF TOTAL MOBILE SUBSCRIPTIONS THAT ARE POST-PAID

PERCENTAGE OF MOBILE SUBSCRIPTIONS THAT ARE 3G CONNECTIONS

3G 79%

We Are Social • Source: GSMA Intelligence

21%

34%

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IN CHINA, THERE ARE OVER

700,000,000 ACTIVE SMART MOBILE DEVICES

We Are Social • Source: Umeng (Mar 2014)

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CHINA HAS ROUGHLY

430,000,000 3G MOBILE SUBSCRIBERS

We Are Social • Source: MIIT of China (Mar 2014)

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THERE ARE OVER

500,000,000 MOBILE INTERNET USERS IN CHINA

We Are Social • Source: CNNIC (Jan 2014)

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IN 2013, CHINA’S MOBILE INTERNET USERS GREW BY

19% We Are Social • Source: CNNIC (Jan 2014)

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TOP ONLINE ACTIVITIES OF MOBILE INTERNET USERS IN CHINA

86%

73%

73%

58%

INSTANT MESSAGING

ONLINE NEWS

MOBILE SEARCH

ONLINE MUSIC

We Are Social • Source: CNNIC (Jan 2014)

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MOMO, A POPULAR LOCATIONBASED SOCIAL NETWORKING APP HAS

100,000,000 REGISTERED USERS

We Are Social • Source: Immomo.com (Feb 2014)

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NUMBER OF PEOPLE USING MOBILE TAXI BOOKING APPS EACH MONTH: TAXI%

14 M KUAIDI

We Are Social • Source: iResearch (Mar 2014)

9M DIDI

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E-COMMERCE IN CHINA We Are Social

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THERE ARE MORE THAN

300,000,000 ONLINE SHOPPERS IN CHINA

We Are Social • Source: CNNIC (Jan 2014)

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TAOBAO, CHINA’S BIGGEST ONLINE RETAIL PLATFORM, HAS

500,000,000 REGISTERED USERS

We Are Social • Source: Taobao.com (accessed Apr 2014)

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IN 2013, THE MARKET SIZE OF ONLINE SHOPPING IN CHINA REACHED

$296 BILLION We Are Social • Sources: based on data from iResearch (Jan 2014)

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IN 2013, EACH CHINESE ONLINE SHOPPER SPENT ALMOST

$1,000 ON ONLINE SHOPPING

We Are Social • Sources: Based on data from iResearch (Mar 2014), CNNIC (Jan 2014)

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GROUP BUYING IS THE FASTEST GROWING ONLINE ACTIVITY AMONGST CHINESE NETIZENS

We Are Social • Source: CNNIC (Jan 2014)

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THERE ARE AT LEAST

260,000,000 ONLINE PAYMENT USERS IN CHINA

We Are Social • Source: CNNIC (Jan 2014)

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IN 2013, THE TOTAL VOLUME OF THIRD-PARTY ONLINE PAYMENT REACHED

$865 BILLION We Are Social • Sources: based on data from iResearch (Jan 2014), CNNIC (Jan 2014)

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IN 2013, EACH CHINESE ONLINE PAYMENT USER SPENT

$3,327 VIA THIRD-PARTY ONLINE PAYMENT

We Are Social • Source: Based on data from iResearch (Jan 2014)

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ALIPAY, THE TOP CHINESE THIRD-PARTY PAYMENT PLATFORM, HAD NEARLY

300,000,000 VERIFIED USERS AT THE END OF 2013

We Are Social • Source: Alipay.com (accessed Mar 2014)

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THAT'S MORE THAN TWICE THE NUMBER OF GLOBALLY ACTIVE PAYPAL ACCOUNTS

We Are Social • Sources: Tencent (Mar 2014), PayPal (Mar 2014)

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M-COMMERCE IN CHINA We Are Social

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MOBILE SHOPPING REPRESENTED

9% OF THE ONLINE SHOPPING MARKET IN CHINA IN 2013

We Are Social • Source: Based on data from iResearch (Mar 2014)

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IN 2013, THE MARKET SIZE OF MOBILE SHOPPING IN CHINA INCREASED BY

169% We Are Social • Source: Based on data from iResearch (Mar 2014)

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48% OF ONLINE SHOPPERS IN CHINA ARE ALSO MOBILE SHOPPERS

We Are Social • Source: CNNIC (Jan 2014)

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IN 2013, THE NUMBER OF MOBILE SHOPPERS IN CHINA INCREASED BY

160% We Are Social • Source: CNNIC (Jan 2014)

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MOBILE PAYMENT USERS IN CHINA ACCOUNT FOR

48% OF TOTAL ONLINE PAYMENT USERS

We Are Social • Source: CNNIC (Jan 2014)

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IN 2013, THE NUMBER OF PEOPLE USING MOBILE PAYMENTS IN CHINA GREW BY

127% We Are Social • Source: CNNIC (Jan 2014)

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IN 2013, A TOTAL OF

2,780,000,000 MOBILE PAYMENTS WERE MADE ON ALIPAY

We Are Social • Source: Alipay.com (accessed Mar 2014)

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THAT’S NEARLY 5,300 MOBILE PAYMENTS EVERY MINUTE

We Are Social • Source: Alipay.com (accessed Mar 2014)

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88% OF SINA WEIBO USERS ARE ALSO USERS OF MOBILE PAYMENT

We Are Social • Source: Sina Weibo Data Center (Dec 2013)

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3 IN 4 MOBILE PAYMENT USERS ON SINA WEIBO HAVE USED ALIPAY

We Are Social • Source: Sina Weibo Data Center (Dec 2013)

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NEARLY HALF OF MOBILE PAYMENT USERS ON SINA WEIBO ARE

18-22 YEARS OLD

We Are Social • Source: Sina Weibo Data Center (Dec 2013)

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We Are Social

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We Are Social

Making Friends & Influencing People • 45

WE ARE SOCIAL SINGAPORE TIANYU XU & SIMON KEMP @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG We Are Social

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