WeChat Life Report - China Channel

WeChat Life Report

October 2015

Presentation & Translation by China Channel Data from Tencent

570,000,000September 2015

Average WeChat Daily Logged In Users


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WeChat Daily Active Users (DAU)


49%

Last

Year

64%

This

Year

WeChat’s daily active users are growing even faster than it’s total user base.

To put this simply, WeChat’s users are getting more and more engaged with WeChat.

It’s extremely rare to have an app where the daily engagement is

growing faster in the 5th

year than in the 4th

year.

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1st

Tier Cities

2nd

Tier Cities

3rd

Tier Cities

4th

Tier Cities

5th

Tier Cities

93%

69%

43%

27%

28%

City Level Usage Rates


In Chinese 1st

Tier cities WeChat has pretty much hit complete saturation.

In some cases users are using multiple accounts to get on to WeChat.

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Typical Daily Schedule For An Engaged WeChat User

07:00 08:30 10:00 12:45 18:00 22:30

07:45 09:00 12:00 17:00 20:00

Wake up:

Check

moments

Leave Home

On the road:

Read 2

articles

Play a game

Arrive at

Work:

Use WeChat

pay to buy

breakfast

Start Work

Scroll through

work related

WeChat group

messages

Break time:

Check

moments

Send couple

of messages

to friends

Lunch time:

Split the bill

using WeChat

go dutch

feature

Rest time:

Shop online

through WeChat

JingDong

Chat with

friends

Return Home:

Order food out

Get delivered

to home thru

WeChat

Off Work:

Check

moments

Get ready

for bed

Chat with

friends

Receive

lucky money

Watch TV while

double screening:

Moments, chat,

games, read articles

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Peak Time of Engagment on WeChat


22:30

Last

Year

22:00

This

Year

Very interesting change over the last year.

Most likely reason is an increase in older users of WeChat.

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280,000,000 minutes

that’s 540 years!


Daily Amount of WeChat Video and Voice Calls

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WeChat is able to use big data and text data mining in order to measure individual users

sentiment across 1 years worth of experiences. A higher bar indicates more positive

sentiment. There is a high correlation between Chinese public holidays and positive

sentiment. People are happier at weekends. Monday are the lowest point of their

sentiment and the happiest parts of the year are Spring Festival and Mid Autumn

Festival in September.

Spring Festival

May Day

Mother’s Day

Children’s Day

Dragon Boat

Festival Chinese

Valentine’s

Day

Miltary

Parade Day

Mid Autumn

Festival

National

Day

User Sentiment

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Older Chinese People Are Happier

30-60

Years Olds

10-30

Years Olds


Using the same techniques to analyze sentiment by age. WeChat was able to deduct

that older Chinese people are on average happier than their younger counterparts.

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Number of Group Chats

Jan Feb Mar Apr May Jun Jul Aug Sep Oct

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Group chat usage has exploded since Spring Festival this year


Moments

Jan Feb Mar Apr May Jun Jul Aug Sep Oct

There is a very strong seasonal correlation for usage of Moments on WeChat.

People love going out and taking pictures in the Summer, usage clearly goes up.

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Voice & Video Calls


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Voice & video traffic on WeChat within China

Voice & Video Calls (International)

The most popular countries that Chinese WeChat users like to call


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1. America

2. Japan

3. Hong Kong

4. Korea

5. Taiwan

The most popular stickers used in each county.

WeChat issues country specific stickers.

Stickers

America

UK Mainland

China

Taiwan

Malaysia

Australia

India


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Hong Kong

2015 Spring Festival Eve

520 Internet Lover’s Day

Children’s Day

Chinese Valentine’s Day

Mid Autumn Festival

0 25 50 75 100

millions of people


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Lucky Money Sending

Lucky money is no longer limited to it’s original function.

It has become a new way of communication.

For each user per day who sends lucky money,

on average they will send 4 lucky money envelopes to friends.

For every person who sends a sticker per day,

on average they will send 6 or more stickers.


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4Lucky

Money

Envelopes

6Stickers

New Ways of Expression


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Each generation has distinct preferences in the type of

content they prefer to read on WeChat.

Reading habits

Entertainment

Gossip

Born in the 90’s

National

News

Born in the 80’s

Health &

Wellness

Born in the 60’s

the average WeChat user reads

7 articles per day


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the average article is around

1,000 characters


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The average WeChat user reads

the equivalent of 1 full novel per

month on WeChat!

Peak time for reading:

8 o’clock to 10

o’clock at night


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through location data WeChat can gain an accurate picture of the nation’s movement as

they migrate back to their hometowns to celebrate Chinese New Year

Returning Home at Chinese New Year


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similarly they can track the migration back to work after the celebrations are over

Back to work after New Year

Most popular domestic tourist destinations for

Chinese during the recent National day break


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based on location tagging in WeChat moment’s posts


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Most popular international tourist destinations

for Chinese during the recent National day break

again, based on location tagging in WeChat moment’s posts

Hong Kong

Japan

Taiwan

Korea

Thailand

USA


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based on the WeRun fitness tracking feature step count data

Most popular time for taking a walk

8 to 9 pmafter dinner


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weekends are rest time

weekdays are

more active

based on the WeRun fitness tracking feature step count data

since WeRun opened, it’s users have taken

enough steps go to the moon & back

260times


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or

go on a

one way

trip to Mars


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based on data from WeChat JD

male shoppers spend

1.3x more

on a monthly basis than female users


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15% +of WeChat users are daily active

WeChat game players


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75% +of WeChat game players play

for longer than 10 minutes every day


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60%of WeChat users are young users

aged between 15 and 29


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WeChat young users on average have

128friends on WeChat


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WeChat users graduating from

university will on average add

20%more friends as they enter the work force


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58%of voice & video calls

comprise of young users


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10:00

Peak times to shop online on WeChat

22:00

September top sellers for young people on WeChat

phone

battery

packs

selfie

sticks

Autumn

clothes


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Those born after 1980

comprised 42% of the

senders of lucky money

during the most recent

Chinese New Year period


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of those lucky money

users who sent

5,000 RMB

or more during Chinese

New Year more than half

are born in the 80’s


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based on aggregated data from WeChat users moments posts

Most popular music recently in China


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Most popular films recently in China


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Most popular dramas recently in China


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Most popular variety shows recently in China

WeChat Life Report

October 2015


Highest1.Hong Kong2. Taiwan3. Beijing

Lowest1. Guizhou2. Guangxi3. Yunnan

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WeChat Life Report - China Channel