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WECHAT USER DATA UPDATEReleased by WeChat - October 2015
Translated by Totem Media
WeChat released the following report in Chinese last month. Its a summary of high-level user behavior/trends.
Totem Media has translated the report to English ...without additional analysis/interpretation. In other words, it’s a straight translation of the
Chinese report (without Totem’s point of view).
Translated By Totem Media
About This Presentation
BIG PICTURE
Daily Active Users - September 2015
Daily Active Users
Increase by 49%2014
Increase by 64%2015
City Penetration Rate
1st tier city
2nd tier city
3rd tier city
4th tier city
5th tier city
DAILY USAGE
A day from a typical user
Get UpCheck WeChat Moments
Arrive at CompanyBuy breakfast with WeChat Payment
Take a BreakCheck WeChat Moments, send/receive messages
Take a NapShop in JD, have a chat in groups
Go OutCheck WeChat Moments
Start to workcheck group messing
Lunch TimeUse lucky money to pay for lunch
Ready to get off workCheck WeChat Moments
Watch TVRead articles, check and engage in WeChat Moments, chat, play games, do some shoppings in JD
Go HomeUse WeChat payment for food/cooking materials
Ready for SleepHave a chat with friends, grab lucky money
Activity peak
2014 2015
Daily Call Duration
= 540 years
280 million minutes
YEARLY USAGE
Peak use times during yearCNY
Labour’s Day
Mother’s DayChildren’s Day
Dragon Boat Festival Chinese Valentine’s Day
Victory Parade
Mid-autumn Festival
China National Day
Young people are more emotional
30-60 years old 10-30 years old
SOCIAL
Chat
Month of Year
Moments
Month of Year
Calls
1. USA2. Japan3. HK4. Korea5. TW
Calls - Global
USAUK
Mainland China
HK
India
Malaysia
Australia
Most Popular Stickers
Taiwan
LUCKY MONEY
Lucky Money has exceeded it’s original purpose
Number of Participants
Children’s Day
Chinese Valentine’s Day
2015.05.20
New Year’s Eve
Mid-Autumn Festival
Number of users who will hand out lucky money on 2016 New Year’s Eve
New Ways of Expression
4 Red Envelopes 6 Stickers/Emojis
READING
Entertainment & Gossip State Affairs Chicken Soup
Post-90s Post-80s Post-60s
Key Topics by Age Range
CHINESE NEW YEAR
Routes Used to “Go Home”
Go BackRoutes Used to “Return to Work”
CHINA NATIONAL DAY
Keywords - Chinese Tourist Attractions
Taiwan
Japan
Hong Kong
USA
Thailand
Korea
Keywords - Overseas Tourist Attractions
“WECHAT SPORTS”
“WeChat Sports” - Explained
“WeChat Sports” calculates your daily steps. A list of your WeChat friends’ steps will be sent to you everyday. Brands can donate money for various charity projects and put their money in an account, while users can donate your steps to win the money from the account and then donate the money from your side.
Users like to walk after dinner peak time : 8pm to 9pm
Weekends are for entertainment & leisure.Users to more exercise during the week.
Thru WeChat sports, brands/users have made a lot of donations.Donated: 167.8billion steps, 33.57million RMB.
260 times round trips between earth and moon.
Distance traveled by WeChat Users (as calculated by “WeChat Sports”)
A one-way ticket to MarsEqual to the distance traveled to Mars.
SHOPPING
1.3 x Monthly consumption ratio
Male users have higher spending
GAMES
15%+ of users play games
75%+ of gameplay is more than 10 minutes/day
Board & leisure games are the most popular
WECHAT = YOUTH
60% of WeChat users are young people (15-29 years old)
128 WeChat friends
Users have an average of...
WeChat friend counts increase (ave) 20% after graduation from university/finding a job.
58% of long distance calls are between young people
Post-80s are the main force for dispatching lucky money
More than half of those who dispatch a lot lucky money are post-80s.
SHOPPING
Shopping Peaks
Favorite shopping items in September
Remote Chargers Autumn Clothing Selfie Sticks
KEY CONTENTS (MEDIA)
Popular Music
Popular TV Dramas
Popular Movies
Popular Entertainment Programs
totem media
DIGITAL I BRANDED CONTENT I SOCIAL MEDIA
Chris Baker, Managing DirectorEmail: [email protected]/WeChat: Talktototem
