WeChat Data Report

FOR

WECHAT USAGE REPORT

Data : Tencent, october 2015

PART I: GENERAL DATA

FOCUS APPUSER DATA

AVERAGE DAILY LOGGED IN USER ACCOUNTS – SEP 2015

570,000,000Data : Tencent, october 2015

DAILY ACTIVE USERS (DAU) EVOLUTION

49 % 64 %DAU has grown faster than WeChat’s total user base!

2014 2015

Data : Tencent, october 2015

FOCUS APPCOVERAGE RATE ON CITY LEVEL

27 %

1st Tier Cities

2nd Tier Cities

3rd Tier Cities

4th Tier Cities

5th Tier Cities

43%

28%27%

69%

93%

Data : Tencent, october 2015

FOCUS APP

DAILY AMOUNT OF VIDEO & VOICE CALLS

280,000,000 MINUTESOR 540 YEARS!

Data : Tencent, october 2015

FOCUS APP

PART II: USER BEHAVIOUR INSIGHT

FOCUS APP

60%USERS AGED BETWEEN

15 – 29 years old128 FRIENDS ON AVERAGE

Data : Tencent, october 2015

FOCUS APP

22:00 22:30PEAK ENGAGEMENT TIME:

IN 2015 IN 2014 VS.

Data : Tencent, october 2015

FOCUS APP

Most Popular WeChat video & voice call destinations (International)

Data : Tencent, october 2015

FOCUS APP

THANK YOU

READING HABITS: CONTENT POPULARITY

HEALTH & WELLNESS NATIONAL NEWS ENTERTAINMENT GOSSIP

AMONG USERS BORN IN THE 60’s

AMONG USERS BORN IN THE 80’s

AMONG USERS BORN IN THE 90’s

Data : Tencent, october 2015

FOCUS APP

THANK YOUPEAK READING TIME

20:00 – 22:00

Data : Tencent, october 2015

FOCUS APP

THANK YOU

FREQUENCY AND LENGTH OF READING

7 Articles Per DayTHE AVERAGE WECHAT USER READS

WHICH IS THE EQUIVALENT OF THE LENGTH OF

1 Full Novel Per MonthTHE AVERAGE ARTICLE LENGTH IS AROUND 1,000 Characters

Data : Tencent, october 2015

FOCUS APPTRAVEL HABITS

BASED ON LOCATION TAGGING FEATURE OF WeChat MOMENTS

Data : Tencent, october 2015

FOCUS APPWORKOUT HABITS

PEAK WALKING TIME

20:00 – 21:00

BASED ON STEP COUNT DATA FROM WeRun FITNESS TRACKING FEATURE

Data : Tencent, october 2015

FOCUS APPSHOPPING HABITS

PEAK SHOPPING TIME ON WeChat

1.3x MoreMALE SHOPPERS SPEND

THAN FEMALE USERS ON A MONTHLY BASIS

10:00 & 22:00POPULAR ITEMS SOLD:

Data : Tencent, october 2015

FOCUS APPGAMING HABITS

15% WeChat USERS ARE ACTIVE GAME PLAYERS

75% OF THEM PLAY MORE THAN10 MINUTES/DAY

Data : Tencent, october 2015

FOCUS APP

PART III: A DAY IN THE LIFE OF AWeChat USER

FOCUS APPWake up – Read Moments7:00

7:45On the Road to Work – Read Articles, Play WeChat Games

8:30 Arriving at company – Buy Breakfast with WeChat Payment

9:00 Begin Working – Check Group Chat Messages

10:00 Break – Read and send WeChat Messages and Moments

Data : Tencent, october 2015

FOCUS APPHaving Lunch – Buy Lunch with Lucky Money & WeChat Payment12:00

12:45Lunch Break Shopping – JD.com or Participate in Group Chats

17:00 Leaving Company – Read Moments

18:00 Way Back Home – Buy Dinner with WeChat Payment

20:00 Watch TV – Read Articles, Chat, Interact with Friends’ Moments, Shopping on JD.com, Play WeChat Games

22:00 In bed – Chat with Friends, Send/Receive Lucky Money

Data : Tencent, october 2015

FOCUS APP

PART IV: ONE YEAR IN THE LIFE OFA WeChat USER

FOCUS APPUsers are more content during the following holidays/special moments:

Data : Tencent, october 2015

THANK YOU