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What happened to China social network, and what is happening to China social network.
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Social Networks in China
1. China already is the biggest “social network nation”
2. Huge opportunities for further growth
3. Demographics: Social networks are growing up
4. Social network use increasingly mobile
5. SNS in China dominated by local brands
6. Short messaging in China is huge
7. Integration and evolution
1. China has the most social network users
307.5 million2012
174.2 million2012
159.7 million2012
Source: emarketer
1. Over half of the Top 15 social media sites are Chinese
51.com
Kaixin
Tudou
Youku
Tencent
Sina Weibo
YouTube
0 10 20 30 40 50 60
Penetration of Active Users Q1:13
Penetration of Active Users Q1:13
Source: Chinainternetwatch
51%
26%
25%22%
21%
21%
20%
19%
12%
10%
9%
8%6%
4%
4%
2. Huge opportunities for further growth
49% 66% 60%
Social network user penetration 12/12, % of Internet users
More potential users in China than the other nations
Source: eMarketer
2. China already has the most social network users…
Source: emarketer
2011 2012 2013 2014 2015 2016 20170
100
200
300
400
500
600
North AmericaWestern EuropeChina
…and unlike the other markets, it will continue to grow!
Source: emarketer
2011 2012 2013 2014 2015 2016 20170
100
200
300
400
500
600
North AmericaWestern EuropeChina
2. Engagement of Chinese netizens in social media is also very high
46 MINTime spent on social media per day
88% of social media users are active
8 BRANDSfollowed by each user, on average
43%of netizens interested in products shared from friends on sites
38%of netizens take shopping decisions from the recommended products on sites
Source: Go-globe
3. Growth comes from people currently not using SNS:Older user groups and rural users! (see Report #2)
3. Today‘s social network users are very young
Age Distribution of Chi-nese social network users
<1010-1920-2930-3940-4950>
Source: CNNIC
29%
34%
23%
11%
4%
3. Examples: Targeting of young usersWeChat platforms for students
„Qing Cong Da Xue Sheng“: Facebook-style social network for college students
„Wu Da Zhu Shou“: Services for college life (check course credits, curriculums, calculate GPA etc.)
„Hua Nong Bao“: College maps
Source: Technode source: iFanr source: Hometown
3. Today‘s social network users are very youngBut that means: Lots of growth in older user groups!
20012002
20032004
20052006
20072008
20092010
20112012
0
10
20
30
40
50
60
70
80
65+15-640-14
Source: Qian Zhan
Age Distribution of Chinese Population (% of the total population)
Inevitible appearance in China: less young people, but more elder people
Since one Child Policy, carried out in 1980, the Chinese population indeed slows, but the age distribution changes rapidly. AlthoughChina has loosenedthe policy in many ways like ‚4:2:1 families‘, the number of older poeple did not stopgrowing fast.
daily • 66%
weekly • 23%
monthly • 4%
Less than
monthly
never
460 millionChinese mobile netizens,which accounts for 78.5% of total netizens.
66% of Chinese smart phone owners are using mobile social media every day
Smart phone users
• 4%
Source: CNNIC, newmediatrendwatch • 3%
4. Social network use increasingly mobile
Source: 12MAG
China has a huge smartphone market. It already has 32.8% market share in 2013.
4. Social network use increasingly mobile
China USA UK Japan Brazil India0
50100150200250300350400450500
2013 unit shipments2017 unit shipment (in Million)
Top 5 countries smartphone shipments 2013 and 2017
China mobile Internet access surpassed desktop PC% of Chinese netizens accessing the web via Desktop PC vs via Mobile phone 07/07-12/12
Source: KPCB
4. Social network use increasingly mobile
June 2007 December 20120
20
40
60
80
100
120via Desktop PCvia Mobile Phone96%
28%
71% 75%
The usage of tablets grows continuously like smartphones in China to help Chinese mobile social network boom.
The sales volume of tablets in China reached close to 9 million units in 2012; the revenue of 2012 hit almost 5 billion US dollars.
Source: Kinstone; Xinhua; Tabtimes; Flurry
According to Displaysearch, China will become the second largest tablets market in the world; In 2013 the sales volume of tablets in China will reach 65 million units; the Chinese market share will be up to 27%.
The price of smartphones and tabelts gets cheaper; and there is a unquestionably massive and rapidly growing market for low-cost tablets in China. More and more Chinese can afford it.
China has the most potential room to grow. According to Flurry China and the U.S. have currently a similarly sized connected device installed base, but China has more than four times as many people.
5. SNS in China dominated by local brands
Source: techinasia; Go-globe
RENREN 172 million
TECENT WEIBO 540 millionQZONE 712 million SINA WEIBO 500 million
PENGYOU 259 million
WECHAT 400 million
51.COM 200 million DOUBAN 172 million
KAIXIN 113 million
5. Chinese SNS brands: „Clones“ are closing in on the originals
Source: Internetradierer
26%
10%
35%
74%
90%
65%
% of global users on Chinese copycats of the original social networking sites
% of global users on the original social networking sites
5. Chinese SNS brands: From copycats to innovative new features
WeChat has new voice features, like chatting with friends via voice messages in the real time; The voice message can made with different funny voice and be sent.
Source: Pandodaily; Techinasia
397 million mobile Internet users are texting messages, which accounts for85.7%of Chinese Internet mobile users. Source: CNNIC
6. Short messaging in China is huge
Dec. 2012 Jun. 2013320
340
360
380
400
420
Numbers of Chinese netizens texting messages (Million)
Numbers of Chinese ne-tizens texting messages (Million)
352
397
Traditional SMS vs Modern SMS
2010 2011462
463
464
465
466
467
468
469
470
Revenue of traditional SMS Service has peaked
Annual revenue of China Mobile‘s traditional SMS Service 2010 – 2011
Annual revenue (billion Yuan)
464.62
Source: Xinhuanet; Tencent; Prnewswire
468.89
6. Short messaging in China is huge
Q2:12 Q2:130.00
500.001,000.001,500.002,000.002,500.003,000.003,500.004,000.004,500.005,000.00
Revenue of Tencent
Tencent ($million)
4,520.7
3,189.8
Modern SMS continues to grow. Tencent Y/Y 38.4%
Evolution of Ways to transmit messages for Chinese New Year 80s 90s 2000s
… 2010s
6. Short messaging in China is huge
Source: iiMedia
Ways to greet each other during Chinese New Year of 2013
SMSFetionWeChatWeiboOther
65.9%
4.5%
12%
4.1%
13.5%
6. Short messaging in China is huge
BBS/Discussion forums
More entertainment Integration…
Real-time/microblogging
7. Evolution of Chinese social networks
2005 2008 2010 2013…
Sina Weibo and Alibaba fuse social network and E commerce. They created a version of Weibo for merchants on Alibaba‘s Tao Bao store.
RenRen launched mobile games via iOS platform, and plans to move into Android gaming this year.
7. Evolution of Chinese social networks: Integration
Source: Techinasia
7. Evolution of Chinese social networks: Integration
Chinese telco Unicom and WeChat together launches a social networking SIM cards not only for chatting, but also for playing games, sending stickers and making payment online etc.
WeChat‘s updated version v5.0 is combined with social games, online mobile payment, sticker shop etc.
Source: TechinasiaSource: Yahoo
Xiaomi und Tencent patternered to sell and promote a ‚Q Zone xiaomi‘ version of smart phone
7. Evolution of Chinese social networks: Integration
Local mobile app from WeChat lauched in January 2011. This two year old `Baby` grew up really fast. WeChat is already the 5th most used smartphone app in the world in 2013, according to the statistics of Globalwebindex.
400 MM + users 5× Y/Y
7. Evolution of Chinese social networks: Expansion
Source: KPCB; Weixin; Techinasia
Oct. 2010
May 2011
Dec. 2011
Mar. 2012
Sep. 2012
Jan. 2013
0
100
200
300
400
User accounts of WeiXin/WeChat (million)
User accounts of WeiXin/WeChat (million) Source: Wikipedia
More and more new local mobile social network apps from local IT companies, mobile companies and telecoms. They have their own advantages and disadvantages.
7. Evolution of Chinese social networks: Expansion
It would be great to hear from you!https://www.xing.com/profiles/Li_Zhang159
Contact me: Li Zhang (trend researcher)Email: [email protected]
