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DIGITAL,
MOBILE,
AND



SOCIAL
MEDIA
IN
CHINA

BBH
ASIA‐PACIFIC

DATA
SNAPSHOT
SERIES

APRIL
2011

Source:
China
Internet
Watch

( )
that’s
roughly


34%

penetraIon


Source:
China
Internet
Watch

Source:
China
Internet
Watch

58%

of
Chinese
internet
users

are
under
30
years
old

Source:
China
Internet
Watch

56%

of
Chinese
internet

users
are
male

Source:
China
Internet
Watch

27%

of
Chinese
internet

users
live
in
rural
areas

Source:
China
Internet
Network
Informa6on
Center

88%

of
Chinese
internet
users

access
the
web
from
home

Source:
China
Internet
Watch

broadband
penetraIon

amongst
internet
users:


98%

Source:
China
Internet
Watch

Chinese
web
users

spend
an
average
of


150

minutes
online

every
single
day


Source:
China
Internet
Watch

Chinese
people
aged

18‐27
spend
almost


5
hours

every
day

on
email
and
the
web


Source:

Bergström
Trends

58%
 vs. 17%

of
Chinese
neIzens

 of
Chinese
neIzens


spend
3
hours
each
day spend
3
hours
each
day

on
the
internet
 
watching
TV


Source:
Millward
Brown
Dynamic
Logic

87%

of
Chinese
internet
users

use
the
internet
and
watch

television
at
the
same
Ime

Source:
Millward
Brown
Dynamic
Logic

Chinese
neIzens
spend
roughly


4
hours

a
week
streaming
music
or
videos


Source:

McKinsey

$ Source:
Taobao

66%

of
Chinese
internet
users

access
via
mobile
phones

Source:
China
Internet
Watch

879,000,000

mobile
phone
subscribers
in
China


Source:
DigiTimes,
Feb
2011

average
number
of
SMSes
sent
in

China
every
day
in
February
2011:


2.7
billion

Source:
DigiTimes,
Feb
2011

In
China,
people
can

use
mobile
phones
to:


buy
Starbucks
coffee
buy
subway
Ickets
¥€$
 do
their
banking
do
their
shopping
88 buy
lo`ery
Ickets

Source:
enovate;
Youth
Research
Partners

70%

of
Chinese
people
say


they
“can’t
live
without”

their
mobile
phones

Source:
Synovate

303,000,000

mobile
internet
users
in
China


Source:
China
Internet
Watch

Source:
Wikipedia

2
in
3

mobile
web
users
in
China


use
instant
messenger
apps


Source:
China
Internet
Watch

40%

of
Chinese
neIzens


are
‘content
creators’

(that’s
almost
twice
the
rate
seen
in
the
USA)

Source:
Forrester

number
of
social
media
users
in
China:


235,000,000


Source:
China
Internet
Network
Informa6on
Center

( )
Source:

eMarketer

92%

of
Chinese
neIzens
visit

social
media
sites
at
least

three
Imes
per
week

Source:
Shanghai
Business
Review,
Feb
2011

34%

of
Chinese
social
media

users
log
in
every
single
day


Source:
AppLeap

half

of
Chinese
social
media

users
are
in
their
20s


Source:
China
Internet
Network
Informa6on
Center

27%

of
Chinese
social
media
users

have
created
a
profile
on

5
or
more
social
media
sites


Source:
Shanghai
Business
Review,
Feb
2011

number
of
registered
users
on
QQ


(China’s
most
popular
instant
messenger
service):


636,000,000


Source:
Tencent,
via
Wikipedia,
Mar
2011

( )
that’s
roughly
as
many
users

as
the
worldwide
audience
of


Source:
compared
to
press
release
from
Facebook

number
of
registered
Qzone
profiles:


481,000,000

(anecdotally,
many
users
have
more
than
one
Qzone
profile)


Source:
Resonance
China

other
large
social
networks
in
China:

51.com:
178
million

renren:
170
million

Sina
Weibo:
100
million


Source:
(1)
China
Internet
Watch;
(2)
Resonance
China;
(3)
Sina
Wiebo
press
release

87%

of
Chinese
social
media
users

have
‘friended’
or
follow
brands


Source:
eMarketer,
Apr
2010

77%

of
Chinese
internet
users
believe

a
social
media
presence
makes

a
brand
more
a`racIve

Source:
Millward
Brown
Dynamic
Logic

number
of
bloggers
in
China:


295
million


Source:
China
Internet
Network
Informa6on
Center

people
in
China
using
BBSs:


98,000,000

(BBSs
are
online
Bulle6n
Board
Systems)


Source:
China
Internet
Network
Informa6on
Center

81%

of
Chinese
youth
check

online
comments
before

making
a
purchase
decision

Source:
slideshare.net/Jarrahbear

number
of
online
gamers
in
China:


304,000,000


Source:
China
Internet
Network
Informa6on
Center

Source:
Wikipedia

$ Source:
slideshare.net/dellsocialmedia

Simon
Kemp
(@eskimon)

Engagement
Planner,
BBH
Asia‐Pacific

simon.kemp@bbh‐asiapac.com.sg

+65
6500
3071