Embed Size (px)
Citation preview
CHINA SOCIAL MEDIA IMPACT REPORT2016
Frequently used social media types(%)
WeChat continues to grow and dominate
WeChat64.5
75.971.8
72.5
50.553.0
58.8
3539.9
24.3
12.916.8
25.4
12.415.0
10
7.0
4.84.8
4.34.0
1.41.0
6.9
4.96.7
2015 2014 2013
QQ Zone
Forum/BBS
Renren
Friend
Douban
Momo
Others
Online Survey: 12,221 samples (2013.12);13,341 samples (2014.12); 13,512 samples (2015.12)
social networking module of AliPay app
Use of social media increases and widens across all ages groups
2015:50.9%
2014:34.0%
2013:28.6%
The percentage of urban resident social media users(%)
Social media penetration – by decade respondents were born in (%)
36.2% 29.5% 21.7% 9.3% 2.4%
Average age:31.890s 80s 70s 60s 50s+
2015.3-2015.8.60 Chinese cities; 54,052 samples; Face-to-face interview.
Young social media users trust WeChat
2015 media credibility ranking TOP 10 (%)
Total
TV
Newspaper
Internet
TraditionalOOH
SupermarketLCD TV
Bus BodyAds
LEDLarge Screen
Bus StopAds
Online video
TV
Newspaper
Internet
TraditionalOOH
SupermarketLCD TV
SupermarketLCD TV
Bus BodyAds
Smart Phone Smart Phone
Bus StopAds
Online Video
TV
Newspaper
Internet
TraditionalOOH
Bus BodyAds
Bus StopAds
WeChart
Online Video
31.1
18.4
13.1
11.6
11.2
11.1
11.0
10.9
10.6
10.2
29.3
18.7
17.5
15.9
14.2
13.5
12.2
11.7
11.2
11.1
26.7
19.2
18.4
16.6
15.7
14.4
12.7
11.9
11.6
11.2
Social media users90s social media users
2015.3-2015.8.60 Chinese cities; 54,052 samples; Face-to-face interview.
Users are not as nervous about privacy as last year
1/3 of people are ‘open’ to ads in newsfeeds and moments
Pro-privacyPro-social
24.7％39.0％25.8％10.6％
No social posting – to protect privacy
Limited social – actively protecting privacy
All social – no concern for privacy
Actively social – protecting only core privacy
2013
2014
2015
29.9％37.8％23.0％9.3％
24.2％
42.1％
20.9％
8.3％
4.5％
21.5％38.3％32.4％7.8％
33.7％Like
Love
Interested
Disgusted and rarely pay attention to
Don’t care but sometimes pay attention to
Online Survey:12,221 samples (2013.12); 13,341 samples (2014.12); 13,512 samples (2015.12)
Percentage of people agree with the following statements (%)
People turn to social media to escape pressure in real life
My life is becoming increasingly hectic
70.8
Social Media Users
51.0
45.7
66.7
Total
50.0
44.6
I rarely have time to do things important to me
I don’t have enough time to do everything I want to do
2015.3-2015.8.60 Chinese cities; 54,052 samples; Face-to-face interview.
Positive influence of social media (%)
Worries brought by social media (%)
Relieve pressure
Make my lifemore convenient
Expand mysocial network
Solve difficultiesof my life
Others
Less print book reading
Lack ofprivacy protection
I sleep less somy health gets worse
My eye-sight isgetting worse
Makes usdetached and impulsive
Hurts real life relationship
Lack of concentration
No negative impact
2015 2014
55.5%54.5%
37.8%35.7%
27.7%24.9%
26.1%21.1%
21.0%20.2%
19.5%15.5%
18.9%18.1%
15.6%12%
13.7%18.2%
38.6%
37.6%
30.2%30.9%
22.9%21.2%
10.9%12.2%
2015 2014
People also worry about social media‘s negative impact
Positive: Social media helps relieve pressure
Online Survey:12,221 samples (2013.12); 13,341 samples (2014.12); 13,512 samples (2015.12)
So how does social media usage in China compare to rest of the world?
Major social media platforms’ penetration in different countries (%)
China: Weibo, WeChat Other countries: Facebook, Twitter
Major social media penetration in different countries (by age, %)
018-24 25-34 35-44 45-54 55-64 65+
25
50
75
100
ChinaU.S.
U.K.
FranceBrazil
62%56%
36%
50%58%
54% 58% 56% 67% 34% 37% 48% 53% 55% 60%
U.S.
U.K.Frence
BrazilChina
Penetration in recent 4 weeks. China: 54,052 samples; US: 10,005 samples; UK: 24,821 samples; France: 15,397 samples; Brazil: 11,224 samples.
Activation per user per day (times)
Americans do it more oftenChinese do it for longer
Usage per user per day (minutes)
FacebookWeChat
14.517.9
4348
2015.10.1-2015.10.31Chinese mobile panellists: 18,500; US mobile panellists: 6,058.
Who are the most talked about celebrities on Weibo?
2014.12.16-2015.12.15110,748,395 total mentions of top 50 influential celebrities selected
Multi-talented male stars are most popular
52347
271472
2121
18
95862
270082
Social buzz (k)
Number of followers(k)
Total number of postson Weibo in one year
Engagement per tweet(engagement = retweet + comment)
260
1509
268
166
3511
3495
3509
3480
3358
Kris Wu
Li Yifeng
Lu Han
Wallace Chung
TFBoys
6621
12325
11900
20741
2560.4
13%
2
4
5
3
1
15679
13780
15778
12979
Like Dislike Neutural
78% 9%
2014.12.16-2015.12.15110,748,395 total mentions of top 50 influential celebrities selected
People consume lots of ‘chicken soup’ on WeChat
Celebrity gossips
Entertainment News
Funny Topics Game
Car
Knowledge
Education
Parenting
Healthcare
Cooking
Fitness &
Weight loss
Luxury Brands
Fashion &
Accessories
Skincare
and Makeup
Family
Friendship
Holiday GreetingsLove
‘Chicken soup’ Smart Life Tips
Current Affairs
Encyclopaedia
13888
867
5446
2 41
1
82 13 5
31227 2037
Total Read6,960,443,631
41% 14%34% 3%8%
Emot
ion
Ente
rtai
nmen
t
Hea
lth
& L
ifest
yle
New
s &
Info
rmat
ion
Bea
uty
& F
ashi
on
Popularity of content (%)
2015.9.16-2015.12.1550 most popular subscription accounts on WeChat; 26,202 articles
A complex reality: we are more concerned about social media’s negative impact, but we just keep using it even more
23.2
%
Social media makes my life
Better
Social media makes my life
Worse
2013
2014
2015
67.02014 : 68.02013 : 73.4
76.8%
16.5
%6.
7%
12.2
%
14.5
%
64.7%
24.3
%
61.2%
Online Survey:12,221 samples (2013.12); 13,341 samples (2014.12); 13,512 samples (2015.12)
