This is the December 2011 edition of We Are Social Singapore’s guide to Social, Digital and Mobile in China. You can find more of these Asia reports at http://wearesocial.sg

1. SOCIAL, DIGITAL
AND MOBILE IN
CHINA
we are social
DECEMBER 2011

2. we are social
FOR MORE INFO ON THIS REPORT, PLEASE
CONTACT SIMON KEMP AT WE ARE SOCIAL:
SIMON.KEMP@WEARESOCIAL.SG
@WEARESOCIALSG
+65 9146 5356
DJESKI
HTTP://WEARESOCIAL.SG
we are social

3. CHINA
1,339,724,852 50% 50%
TOTAL POPULATION URBAN RURAL
485,000,000 36%
INTERNET USERS INTERNET PENETRATION
536,000,000 40%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORK PENETRATION
916,500,000 67%
MOBILE SUBSCRIBERS MOBILE PENETRATION
SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011;
we are social LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011

4. THE NUMBER OF INTERNET USERS IN CHINA IS GREATER
THAN THE TOTAL POPULATION OF WESTERN EUROPE
VS
485,000,000 412,787,000
INTERNET USERS IN CHINA TOTAL POPULATION OF EUROPE
we are social SOURCE: INTERNET WORLD STATS ACCESSED NOVEMBER 2011 COMPARED TO UN DATA, JUNE 2011

5. THERE ARE AROUND
10,000,000
NEW INTERNET USERS IN CHINA
EVERY MONTH
we are social SOURCE: CHINA INTERNET WATCH

6. NUMBER OF RURAL INTERNET USERS IN CHINA
130,000,000
we are social SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE

7. CHINESE NETIZENS BELIEVE THE INTERNET
IS THE MOST ENGAGING MEDIUM –
EVEN MORE ENGAGING THAN TV
we are social SOURCE: SYNOVATE, AS CITED IN PENN OLSON

8. 58%
OF CHINESE NETIZENS
VS 17%
OF CHINESE NETIZENS
SPEND 3 HOURS EACH SPEND 3 HOURS EACH
DAY ON THE INTERNET DAY WATCHING TV
we are social SOURCE: MILLWARD BROWN DYNAMIC LOGIC

9. 77%
ENGAGEMENT SCORE OF
VS 73%
ENGAGEMENT SCORE OF
THE INTERNET AS A MEDIUM TELEVISION AS A MEDIUM
AMONGST CHINESE NETIZENS AMONGST CHINESE NETIZENS
we are social SOURCE: SYNOVATE, AS CITED IN PENN OLSON

10. CHINESE NETIZENS
SPEND AN AVERAGE OF
150 MINUTES
ONLINE EVERY DAY
we are social SOURCE: CHINA INTERNET WATCH

11. CHINESE PEOPLE AGED 18 - 27 SPEND ALMOST
5 HOURS PER DAY
USING EMAIL AND THE WEB
we are social SOURCE: BERGSTRÖM TRENDS

12. 87%
OF CHINESE INTERNET USERS ACCESS THE
INTERNET AND WATCH TV AT THE SAME TIME
we are social SOURCE: MILLWARD BROWN DYNAMIC LOGIC

13. CHINA’S NETIZENS SPEND
41%
OF THEIR ONLINE TIME
ON SOCIAL NETWORKS
we are social SOURCE: DCCI, AS CITED IN THE NEXT WEB

14. 77%
OF CHINESE WEB USERS BELIEVE A SOCIAL MEDIA
PRESENCE MAKES A BRAND MORE ATTRACTIVE
we are social SOURCE: MILLWARD BROWN DYNAMIC LOGIC

15. TOP SOCIAL NETWORKS IN CHINA BY USER NUMBERS
536 M
310 M
250 M
137 M 116 M
QZONE TENCENT SINA RENREN KAIXIN
WEIBO WEIBO
we are social SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS, NOVEMBER 2011

16. AGE BREAKDOWN OF USERS ON CHINESE SOCIAL NETWORKS
50+ 1% 1% 2% 1% 1% 2%
5% 6% 4% 6% 3% 7%
8% 5% 10% 7% 7%
40-49 15%
13% 13%
16%
17% 23%
35-39
17%
33%
30-34 29%
30%
29%
28% 26%
25-29
20-24
38% 34% 37%
32%
29% 29%
15-19
7% 6% 4% 6% 6% 4%
<14 1% 1% <1% 1% 1% 1%
QZONE RENREN KAIXIN DOUBAN PENGYOU 51.COM
we are social SOURCE: ENFODESK, AS CITED IN CHINA INTERNET WATCH

17. THE AVERAGE CHINESE
SOCIAL MEDIA USER HAS
2.78
SOCIAL MEDIA PROFILES
we are social SOURCE: CHINA INTERNET WATCH

18. QZONE HAS MORE THAN
530,000,000
ACTIVE USER ACCOUNTS
we are social SOURCE: SITE-REPORTED FIGURES, AS CITED IN CHINA INTERNET WATCH

19. …THAT’S 3 TIMES GREATER THAN THE TOTAL USER
BASE OF FACEBOOK ACROSS THE WHOLE OF ASIA
530 M VS
172 M
ACTIVE QZONE ACTIVE FACEBOOK
USERS IN CHINA USERS ACROSS ASIA
we are social SOURCE: BASED ON LATEST SITE-REPORTED FIGURES

20. THE NUMBER OF FACEBOOK
USERS IN CHINA IS LESS THAN
1%
OF THE NUMBER
OF QZONE USERS
we are social SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS, NOVEMBER 2011

21. …BUT CHINA STILL HAS MORE
FACEBOOK USERS THAN ESTONIA
493,460
FACEBOOK USERS IN CHINA
VS
436,240
FACEBOOK USERS IN ESTONIA
we are social SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS, NOVEMBER 2011

22. FACEBOOK DEMOGRAPHICS IN CHINA
55-64: 65+:
45-54: 1% 2%
3%
13-17:
35--44: 11%
11%
MALE: FEMALE:
59% 41%
18-24:
38%
25-34:
35%
we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011

23. TOP FACEBOOK PAGES IN CHINA
# BRAND PAGE LIKES GROWTH
1 PCCW CUSTOMER SERVICES (OFFICIAL) 6,669 0.00%
2 FLYING BLUE CLUB CHINA 5,183 8.84%
3 SUNTEKSTORE 4,208 21.35%
4 WHOLESALE-DRESS.NET 1,382 0.00%
we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011

24. GROWTH IN THE
NUMBER OF PEOPLE USING
‘WEIBOS’ IN THE FIRST HALF OF 2011:
209%
we are social SOURCE: PENN OLSON

25. (! )!
MORE PEOPLE USE WEIBOS
IN CHINA THAN LIVE IN THE
WHOLE OF THE UNITED STATES
we are social SOURCE: BASED ON SITE-REPORTED FIGURES AND UN DATA, JUNE 2011

26. DAILY ACTIVE USERS OF
CHINA’S BIGGEST MICROBLOGS:
TENCENT SINA
VS
WEIBO WEIBO
50 M 25 M
we are social SOURCE: SITE-REPORTED FIGURES AS CITED ON CHINA INTERNET WATCH

27. TWITTER IS USUALLY
BLOCKED IN CHINA, BUT
910,000
PEOPLE IN CHINA STILL VISIT
TWITTER.COM EVERY MONTH
we are social SOURCE: GOOGLE AD PLANNER

28. NUMBER OF USERS ON JIEPANG, CHINA’S
HOTTEST LOCATION-BASED SOCIAL NETWORK:
1,500,000
we are social SOURCE: SITE-REPORTED NUMBERS, AS CITED IN BUSINESS WIRE

29. NUMBER OF USERS ON CHINA’S
TIANJI PROFESSIONAL SOCIAL NETWORK:
8,000,000
we are social SOURCE: SITE-REPORTED NUMBERS, AS CITED IN PENN OLSON

30. NUMBER OF LINKEDIN USERS IN CHINA:
1,854,000
we are social SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011

31. QQ, CHINA’S LARGEST INSTANT
MESSENGER PLATFORM, HAS MORE THAN
700,000,000
REGISTERED USERS
we are social SOURCE: LATEST SITE-REPORTED FIGURES AS AT NOVEMBER 2011

32. QQ’S ‘POPULATION’ IS MORE THAN
DOUBLE THE POPULATION OF THE USA
we are social SOURCE: BASED ON LATEST SITE-REPORTED FIGURES AS AT NOVEMBER 2011 AND UN DATA, JUNE 2011

33. $
QQ’S OWNERS – TENCENT – MADE MORE THAN
US$ 760,000,000
IN THE THIRD QUARTER OF 2011 ALONE
we are social SOURCE: SITE-REPORTED FIGURES

34. THAT’S ABOUT
$5,737
PER MINUTE
we are social SOURCE: SITE-REPORTED FIGURES

35. ONLINE VIDEO VIEWERS IN CHINA IN 2011:
465,000,000
we are social SOURCE: CHINA INTERNET WATCH

36. DAILY VISITORS TO YOUKU.COM,
CHINA’S EQUIVALENT OF YOUTUBE:
26,449,000
we are social SOURCE: CHINA INTERNET WATCH

37. (!THAT’S MORE THAN THE
POPULATION OF AUSTRALIA )!
we are social SOURCE: UN, JUNE 2011

38. 40%
OF CHINESE NETIZENS ARE ‘CONTENT CREATORS’
(THAT’S MORE THAN TWICE THE RATE IN THE USA)
we are social SOURCE: FORRESTER

39. CHINESE NETIZENS CONDUCTED MORE THAN
77.5 BILLION
WEB SEARCHES IN Q3 2011 ALONE
we are social SOURCE: CHINA INTERNET WATCH

40. THAT’S ALMOST
10,000
EVERY SECOND
we are social SOURCE: CHINA INTERNET WATCH

41. ONLINE SHOPPERS IN CHINA:
173,000,000
we are social SOURCE: CHINA INTERNET WATCH

42. VALUE OF CHINESE E-COMMERCE IN Q2 2011:
US$ 26,750,000,000
we are social SOURCE: CHINA INTERNET WATCH

43. (!
ON AN ANNUALISED BASIS, THAT’S
MORE THAN THE GDP OF VIETNAM )!
we are social SOURCE: WIKIPEDIA

44. ONLINE SHOPPERS IN CHINA
SPEND AN AVERAGE OF
US$ 600
PER PERSON PER YEAR
we are social SOURCE: PROJECTED FROM DATA FROM CHINA INTERNET WATCH

45. CHINESE NETIZENS SPEND AN AVERAGE OF
5 HOURS PER WEEK
SHOPPING ON THE INTERNET
we are social SOURCE: TNS DIGITAL LIFE

46. AVERAGE NUMBER OF ITEMS SOLD
EVERY MINUTE ON TAOBAO.COM:
48,000
we are social SOURCE: ALIBABA

47. VALUE OF TRANSACTIONS ON TAOBAO
ON 11 NOVEMBER 2011 ALONE:
US$ 817,000,000
we are social SOURCE: TAOBAO FIGURES AS CITED IN CHINA INTERNET WATCH

48. THAT’S ABOUT
$9,456
EVERY SECOND
we are social SOURCE: TAOBAO FIGURES AS CITED IN CHINA INTERNET WATCH

49. NUMBER OF PEOPLE USING
GROUP BUYING SITES IN CHINA:
42,000,000
we are social SOURCE: CHINA DAILY

50. 81%
OF CHINESE YOUTH CHECK ONLINE COMMENTS
BEFORE MAKING A PURCHASE DECISION
we are social SOURCE: SLIDESHARE.NET/JARRAHBEAR

51. 66%
OF CHINESE INTERNET USERS
ACCESS VIA MOBILE DEVICES
we are social SOURCE: CHINA INTERNET WATCH

52. PEOPLE IN CHINA CAN USE THEIR MOBILE PHONES TO:
BUY STARBUCKS COFFEE
BUY SUBWAY TICKETS
¥€$ DO THEIR BANKING
DO THEIR SHOPPING
88 BUY LOTTERY TICKETS
we are social SOURCE: ENOVATE

53. 70%
OF CHINESE PEOPLE SAY THEY
CAN’T LIVE WITHOUT THEIR PHONE
we are social SOURCE: SYNOVATE

54. MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS:
HTTP://WEARESOCIAL.SG
we are social

55. SIMON KEMP LAM CAI YU
MANAGING DIRECTOR ACCOUNT EXECUTIVE
@ESKIMON @HICAIS
SIMON.KEMP@WEARESOCIAL.SG CAIYU.LAM@WEARESOCIAL.SG
HTTP://WEARESOCIAL.SG HTTP://WEARESOCIAL.SG
we are social