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CHINA DIGITAL LANDSCAPE 2014

WE ARE SOCIAL’S SNAPSHOT OF KEY DIGITAL DATA & STATISTICS We Are Social

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IF YOU’D LIKE HELP TRANSLATING THESE FINDINGS INTO A POWERFUL SOCIAL STRATEGY, CONTACT US: SAYHELLO@WEARESOCIAL.SG @WEARESOCIALSG +65 6423 1051 WEARESOCIAL.SG

We Are Social

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CHINA COUNTRY OVERVIEW We Are Social

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APR 2014

CHINA: SNAPSHOT

1,362,000,000

53%

47%

TOTAL POPULATION

URBAN

RURAL

618,000,000 INTERNET USERS

45% INTERNET PENETRATION

625,000,000 ACTIVE QZONE USERS

46% QZONE PENETRATION

1,240,000,000 MOBILE SUBSCRIBERS

91% MOBILE PENETRATION

We Are Social • Sources: NBS of China, CNNIC, Tencent, MIIT of China. Qzone is China’s largest active SNS

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CURRENT POPULATION IN CHINA

1,362,000,000 We Are Social • Source: NBS of China (accessed Apr 2014)

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51% OF THE POPULATION IN CHINA IS MALE

We Are Social • Source: NBS of China (accessed Mar 2014)

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53% OF THE POPULATION IN CHINA LIVES IN URBAN AREAS

We Are Social • Source: NBS of China (accessed Mar 2014)

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INTERNET USE IN CHINA We Are Social

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THERE ARE

618,000,000 INTERNET USERS IN CHINA

We Are Social • Source: CNNIC (Jan 2014)

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THAT’S NEARLY TWICE THE POPULATION OF THE USA

We Are Social • Sources: CNNIC (Jan 2014), US Census Bureau (accessed Mar 2014)

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CHINA HAS AN INTERNET PENETRATION OF

45% We Are Social • Sources: CNNIC (Jan 2014), NBS of China (accessed Mar 2014)

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ONLY

29% OF NETIZENS IN CHINA LIVE IN RURAL AREAS

We Are Social • Source: CNNIC (Jan 2014)

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BUT IN 2013, RURAL INTERNET USERS IN CHINA INCREASED BY

14% We Are Social • Source: CNNIC (Jan 2014)

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INTERNET PENETRATION IN CHINA BY REGION

75%

71%

66%

BEIJING

SHANGHAI

GUANGDONG

We Are Social • Source: CNNIC (Jan 2014)

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THE AVERAGE CHINESE NETIZEN SPENDS

25 HOURS ON THE INTERNET EVERY WEEK

We Are Social • Source: CNNIC (Jan 2014)

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THE AVERAGE INTERNET CONNECTION SPEED IN CHINA IS

3.45 MB/S We Are Social • Source: ChinaCache, as cited in Jinghua.cn (Feb 2014)

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WITH A SPEED OF 5.4 MB/S,

SHANGHAI HAS THE FASTEST INTERNET IN CHINA

We Are Social • Source: ChinaCache, as cited in Jinghua.cn (Feb 2014)

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81% OF CHINESE NETIZENS ACCESS THE INTERNET VIA A MOBILE DEVICE

We Are Social • Source: CNNIC (Jan 2014)

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DEVICES THAT CHINESE NETIZENS USE TO GO ONLINE

81%

70%

44%

MOBILES

DESKTOPS

LAPTOPS

We Are Social • Source: CNNIC (Jan 2014)

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TOP ONLINE ACTIVITIES IN CHINA

86%

80%

79%

73%

INSTANT MESSAGING

ONLINE NEWS

SEARCH ENGINE

ONLINE MUSIC

We Are Social • Source: CNNIC (Jan 2014)

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THERE ARE AT LEAST

532,000,000 UNIQUE USERS OF INSTANT MESSAGING IN CHINA

We Are Social • Source: CNNIC (Jan 2014)

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QQ, CHINA’S TOP MESSAGING PLATFORM HAD

808,000,000 ACTIVE ACCOUNTS AT THE END OF 2013

We Are Social • Source: Tencent (Mar 2014)

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THERE ARE AT LEAST

490,000,000 SEARCH ENGINE USERS IN CHINA

We Are Social • Source: CNNIC (Dec 2013)

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APR 2014

SEARCH ENGINE USAGE IN CHINA

98%

43%

39%

35% 24%

BAIDU

360

We Are Social • Source: CNNIC (Dec 2013)

GOOGLE

SOGOU

SOSO

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FASTEST GROWING ONLINE ACTIVITIES IN CHINA

+69% +62% +25% +18% GROUP BUYING

We Are Social • Source: CNNIC (Jan 2014)

TRAVEL BOOKING

ONLINE SHOPPING

ONLINE PAYMENT

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SOCIAL MEDIA USE IN CHINA We Are Social

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QZONE, THE LARGEST SOCIAL NETWORK IN CHINA, HAS

625,000,000 MONTHLY ACTIVE USERS

We Are Social • Source: Tencent (Mar 2014)

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THAT’S MORE THAN HALF OF FACEBOOK’S GLOBAL MONTHLY ACTIVE USERS

We Are Social • Sources: Tencent (Mar 2014), Facebook (Jan 2014)

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APR 2014

TOP SOCIAL NETWORKS IN CHINA BY REGISTERED USERS

600M

580M

556M

206M

WECHAT

TENCENT WEIBO

SINA WEIBO

RENREN

We Are Social • Sources: CIC (Dec 2013), Tencent, Sina, Renren and Kaixin (accessed Apr 2014)

160M KAIXIN

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APR 2014

TOP SOCIAL NETWORKS IN CHINA BY MONTHLY ACTIVE USERS

625M

355M

QZONE

WECHAT

129M

45M

40M

SINA WEIBO

RENREN

MOMO

We Are Social • Sources: Tencent, Sina and Tech.qq.com (Mar 2014), Immomo.com (Feb 2014)

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37% OF CHINESE SOCIAL NETWORK USERS USE ALL OF WEIBO, WECHAT AND SNS

We Are Social • Source: CNNIC (Nov 2013)

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46% OF CHINESE SOCIAL NETWORK USERS USE BOTH WEIBO AND WECHAT

We Are Social • Source: CNNIC (Nov 2013)

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WECHAT, THE POPULAR MESSAGING APP OWNED BY TENCENT, HAS

355,000,000 MONTHLY ACTIVE USERS

We Are Social • Source: Tencent (Mar 2014)

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THAT'S 79% OF WHATSAPP’S TOTAL GLOBAL MONTHLY ACTIVE USERS

We Are Social • Sources: Tencent (Mar 2014), WhatsApp (Feb 2014)

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74% OF WECHAT USERS CHECK WECHAT AFTER THEIR MEAL

We Are Social • Source: CNNIC (Nov 2013)

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TIMING OF WECHAT USAGE

74%

73%

55%

51%

AFTER MEAL

BEFORE SLEEP

WHILE COMMUTING

AT WORK OR STUDY

We Are Social • Source: CNNIC (Nov 2013)

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75% OF WECHAT USERS ARE USING ‘MOMENTS’, THE TIMELINE FEATURE

We Are Social • Source: CNNIC (Nov 2013)

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TOP ACTIVITIES ON WECHAT

92%

90%

TEXT VOICE MESSAGING MESSAGING

We Are Social • Source: CNNIC (Nov 2013)

75%

62%

USING ‘MOMENTS’

GROUP CHATTING

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SINA WEIBO HAS

129,000,000 MONTHLY ACTIVE USERS

We Are Social • Source: Sina (Mar 2014)

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MORE THAN HALF OF SINA WEIBO’S USERS WERE BORN AFTER 1990

We Are Social • Source: Sina Weibo Data Center (Dec 2013)

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73% OF SINA WEIBO USERS ACCESS WEIBO FROM MOBILE

We Are Social • Source: Sina Weibo Open Platform (accessed Apr 2013)

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TIMING OF WEIBO USAGE

65%

62%

39%

38%

AFTER MEAL

BEFORE SLEEP

AT WORK OR STUDY

WHILE COMMUTING

We Are Social • Source: CNNIC (Nov 2013)

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TOP ACTIVITIES ON WEIBO

70%

70%

65%

52%

SHARING INFORMATION

READING NEWS

MAKING POSTS

ENJOYING VIDEOS/MUSIC

We Are Social • Source: CNNIC (Nov 2013)

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THERE ARE ALREADY

404,000 CORPORATE WEIBO ACCOUNTS ON SINA WEIBO

企业版

We Are Social • Source: Sina Weibo Data Center (Dec 2013)

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IN Q4 2013, SINA WEIBO GENERATED AN ADVERTISING REVENUE OF

$56,000,000 We Are Social • Source: Sina (Feb 2014)

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IN Q4 2013, SINA WEIBO’S ADVERTISING REVENUE SAW Y-O-Y GROWTH OF

163% We Are Social • Source: Sina (Feb 2014)

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FACEBOOK HAS AROUND

820,000 USERS IN CHINA

We Are Social • Source: Facebook (accessed Mar 2014)

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LINKEDIN HAS OVER

4,000,000 USERS IN CHINA

We Are Social • Source: LinkedIn (Feb 2014)

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USERS ON TOP PROFESSIONAL SOCIAL NETWORKS IN CHINA

24 M

18 M

DAJIE

TIANJI

We Are Social • Sources: Dajie.com (accessed Apr 2014), Tianji.com (accessed Apr 2014)

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DOUBAN, A POPULAR INTERESTBASED SNS IN CHINA HAS

200,000,000 MONTHLY UNIQUE VISITORS

We Are Social • Source: Douban (accessed Mar 2014)

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豆 ONE THIRD 瓣

OF MOVIE VIEWERS IN CHINA ARE DOUBAN USERS

We Are Social • Source: Douban (accessed Mar 2014)

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THERE ARE AT LEAST

428,000,000 ONLINE VIDEO VIEWERS IN CHINA

We Are Social • Source: CNNIC (Jan 2014)

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YOUKU AND TUDOU, THE TOP CHINESE ONLINE VIDEO SITES, ATTRACT

400,000,000 UNIQUE VIEWERS EVERY MONTH

We Are Social • Source: Youku Tudou Inc. (accessed Mar 2014)

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THAT’S 40% OF YOUTUBE’S GLOBAL UNIQUE USERS

We Are Social • Sources: Youku Tudou Inc. (accessed Mar 2014), YouTube (accessed Mar 2014)

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58% OF CHINESE ONLINE VIDEO USERS WATCHED VIDEOS ON MOBILE IN 2013

We Are Social • Source: CNNIC (Jan 2014)

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MOBILE PHONE USAGE IN CHINA We Are Social

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THE NUMBER OF MOBILE PHONE SUBSCRIPTIONS IN CHINA IS

1,240,000,000 We Are Social • Source: MIIT of China (Mar 2014)

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THAT’S MORE THAN 6 TIMES THE POPULATION OF BRAZIL

We Are Social • Sources: MIIT of China (Mar 2014), US Census Bureau (accessed Mar 2014)

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CHINA HAS A MOBILE SUBSCRIPTION PENETRATION OF

91% We Are Social • Sources: MIIT of China (Mar 2014), MBS of China (accessed Mar 2014)

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THERE ARE AROUND

640,000,000 UNIQUE MOBILE PHONE USERS IN CHINA

We Are Social • Source: GSMA Intelligence

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THE AVERAGE PHONE USER IN CHINA HAS 1.95 ACTIVE MOBILE SUBSCRIPTIONS

We Are Social • Sources: extrapolated from GSMA Intelligence and MIIT of China (Mar 2014)

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APR 2014

CHINA’S MOBILE CONTRACTS BY TYPE

PERCENTAGE OF TOTAL MOBILE SUBSCRIPTIONS THAT ARE PRE-PAID

PERCENTAGE OF TOTAL MOBILE SUBSCRIPTIONS THAT ARE POST-PAID

PERCENTAGE OF MOBILE SUBSCRIPTIONS THAT ARE 3G CONNECTIONS

3G 79%

We Are Social • Source: GSMA Intelligence

21%

34%

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IN CHINA, THERE ARE OVER

700,000,000 ACTIVE SMART MOBILE DEVICES

We Are Social • Source: Umeng (Mar 2014)

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CHINA HAS ROUGHLY

430,000,000 3G MOBILE SUBSCRIBERS

We Are Social • Source: MIIT of China (Mar 2014)

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THERE ARE OVER

500,000,000 MOBILE INTERNET USERS IN CHINA

We Are Social • Source: CNNIC (Jan 2014)

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IN 2013, CHINA’S MOBILE INTERNET USERS GREW BY

19% We Are Social • Source: CNNIC (Jan 2014)

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TOP ONLINE ACTIVITIES OF MOBILE INTERNET USERS IN CHINA

86%

73%

73%

58%

INSTANT MESSAGING

ONLINE NEWS

MOBILE SEARCH

ONLINE MUSIC

We Are Social • Source: CNNIC (Jan 2014)

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MOMO, A POPULAR LOCATIONBASED SOCIAL NETWORKING APP HAS

100,000,000 REGISTERED USERS

We Are Social • Source: Immomo.com (Feb 2014)

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NUMBER OF PEOPLE USING MOBILE TAXI BOOKING APPS EACH MONTH: TAXI%

14 M KUAIDI

We Are Social • Source: iResearch (Mar 2014)

9M DIDI

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E-COMMERCE IN CHINA We Are Social

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THERE ARE MORE THAN

300,000,000 ONLINE SHOPPERS IN CHINA

We Are Social • Source: CNNIC (Jan 2014)

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TAOBAO, CHINA’S BIGGEST ONLINE RETAIL PLATFORM, HAS

500,000,000 REGISTERED USERS

We Are Social • Source: Taobao.com (accessed Apr 2014)

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IN 2013, THE MARKET SIZE OF ONLINE SHOPPING IN CHINA REACHED

$296 BILLION We Are Social • Sources: based on data from iResearch (Jan 2014)

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IN 2013, EACH CHINESE ONLINE SHOPPER SPENT ALMOST

$1,000 ON ONLINE SHOPPING

We Are Social • Sources: Based on data from iResearch (Mar 2014), CNNIC (Jan 2014)

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GROUP BUYING IS THE FASTEST GROWING ONLINE ACTIVITY AMONGST CHINESE NETIZENS

We Are Social • Source: CNNIC (Jan 2014)

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THERE ARE AT LEAST

260,000,000 ONLINE PAYMENT USERS IN CHINA

We Are Social • Source: CNNIC (Jan 2014)

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IN 2013, THE TOTAL VOLUME OF THIRD-PARTY ONLINE PAYMENT REACHED

$865 BILLION We Are Social • Sources: based on data from iResearch (Jan 2014), CNNIC (Jan 2014)

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IN 2013, EACH CHINESE ONLINE PAYMENT USER SPENT

$3,327 VIA THIRD-PARTY ONLINE PAYMENT

We Are Social • Source: Based on data from iResearch (Jan 2014)

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ALIPAY, THE TOP CHINESE THIRD-PARTY PAYMENT PLATFORM, HAD NEARLY

300,000,000 VERIFIED USERS AT THE END OF 2013

We Are Social • Source: Alipay.com (accessed Mar 2014)

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THAT'S MORE THAN TWICE THE NUMBER OF GLOBALLY ACTIVE PAYPAL ACCOUNTS

We Are Social • Sources: Tencent (Mar 2014), PayPal (Mar 2014)

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M-COMMERCE IN CHINA We Are Social

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MOBILE SHOPPING REPRESENTED

9% OF THE ONLINE SHOPPING MARKET IN CHINA IN 2013

We Are Social • Source: Based on data from iResearch (Mar 2014)

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IN 2013, THE MARKET SIZE OF MOBILE SHOPPING IN CHINA INCREASED BY

169% We Are Social • Source: Based on data from iResearch (Mar 2014)

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48% OF ONLINE SHOPPERS IN CHINA ARE ALSO MOBILE SHOPPERS

We Are Social • Source: CNNIC (Jan 2014)

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IN 2013, THE NUMBER OF MOBILE SHOPPERS IN CHINA INCREASED BY

160% We Are Social • Source: CNNIC (Jan 2014)

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MOBILE PAYMENT USERS IN CHINA ACCOUNT FOR

48% OF TOTAL ONLINE PAYMENT USERS

We Are Social • Source: CNNIC (Jan 2014)

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IN 2013, THE NUMBER OF PEOPLE USING MOBILE PAYMENTS IN CHINA GREW BY

127% We Are Social • Source: CNNIC (Jan 2014)

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IN 2013, A TOTAL OF

2,780,000,000 MOBILE PAYMENTS WERE MADE ON ALIPAY

We Are Social • Source: Alipay.com (accessed Mar 2014)

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THAT’S NEARLY 5,300 MOBILE PAYMENTS EVERY MINUTE

We Are Social • Source: Alipay.com (accessed Mar 2014)

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88% OF SINA WEIBO USERS ARE ALSO USERS OF MOBILE PAYMENT

We Are Social • Source: Sina Weibo Data Center (Dec 2013)

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3 IN 4 MOBILE PAYMENT USERS ON SINA WEIBO HAVE USED ALIPAY

We Are Social • Source: Sina Weibo Data Center (Dec 2013)

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NEARLY HALF OF MOBILE PAYMENT USERS ON SINA WEIBO ARE

18-22 YEARS OLD

We Are Social • Source: Sina Weibo Data Center (Dec 2013)

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FIND OUT MORE AT WEARESOCIAL.SG

We Are Social

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WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.

We Are Social

Making Friends & Influencing People • 45


WE ARE SOCIAL SINGAPORE TIANYU XU & SIMON KEMP @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG We Are Social

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China Digital Landscape