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The never ending quest for new sources of insight.
What content best influences Chinese Netizens?
From CIC: The above illustration figures out that the exp sharing post is amazingly welcomed by the netizens and it also turns out to be the one of the most effective approaches for IWOM. Product evaluation and “Shai” product follow behind as they are important to those potential buyers. 来自CIC： 该图表指出那些经验分享类的帖子往往受到网友的热烈欢迎，这类型的帖子正成为网络口碑营销的主要手段之一。产品评估以及“晒”产品紧随其后，因为它们对于潜在的购买者来说也很重要。
How they use digital: USA vs. China vs. India.
From McKinsey: Though China lags in almost every part in the illustration, the time spent on IM and info search by Chinese digital consumers have surpassed Americans. Maybe it’s because that Chinese are more work & communication centric in the internet application. 来自McKinsey：虽然中国几乎在所有表中列出的项目中都落后于美国，但是，对于在及时通讯及信息搜集方面所使用的时间却高于美国网民。似乎是因为中国网民在互联网应用上更倾向于工作及交流。
68% China Microblog users influenced by WOM.
via DigiCha: From the latest research conducted by Red Tech— a Shanghai based advisory firm, we find that WOM from friends, classmates or colleagues is the major factor converting new users to Sina Weibo members. 摘自DigiCha：从上海的一家本土咨询公司Red Tech的最新报告中我们发现：中国网民成为新浪微博用户的最主要的原因是受其朋友，同学或者是同事的影响。从另一方面来看，这样的结果也向我们展示了口碑营销在中国的巨大影响力。
Top China Social Networks: Members vs. Loyalty.
Data from CNNIC: According to CNNIC’s latest Chinese SNS users’ report, Renren has dominated the whole SNS market with its 39% market share and most stable user foundation (user loyalty as high as 69.6%). However, the report has excluded Qzone which may have a bigger market share and higher user loyalty when combined with Tencent Pengyou. [...]
2011 China social media landscape
From CIC: Here is the latest illustration for China social media landscape. Among all the 17 social medias listed up there, Tencent created 8, while Baidu and Sina have created 4 each. Maybe leveraging its huge user database is Tencent’s winning key in expanding its various business in China’s internet market efficiently and effectively. 来自CIC：该图是关于中国社会化媒体总览的最新版本。在该图所提到的17种社会化媒体中，腾讯一共涉及到了8项，而百度和新浪都只有4项。腾讯所拥有的巨大的用户数据库可能是其在中国快速高效地拓展不同业务的关键所在。
The how & why of selecting a microblog in China.
via DigiCha: As the passed 2010 being dubbed as “Year of the Microblog in China”, it is much more vital to understand how do China netizens select a microblog platform in 2011. Red Tech, a Shanghai based advisory company has rolled out research on the microblog users and the result is as above. The celebrity aura is getting [...]
China White Collar vs. Students; time spent online vs. mobile.
Data from DCCI: During the weekdays, the white collar spends more time than the student on internet on the non video content; meanwhile, the student uses mobile more frequently than the white collar. The reason might be that it is easier for the white collar to access the internet with thier computers while the students [...]
Mobile usage in China vs. Hong Kong
From Asian Correspondent: Hong Kong mobile users’ activity peaks around 9 am and the frequency of each of the listed usages is higher than that of China mainland mobile users. But, when it is 10 pm, mainland users are more active than Hong Kong users. 摘自Aisan Correspondent:香港手机用户的活动在上午9点时达到了顶峰，并且在每个列出的使用功能上的应用频率都超越了大陆用户。但是在晚上10点的时候，大陆的手机用户却表现的笔香港用户更加的活跃。
35% Chinese luxury purchase influenced by digital & WOM.
From McKinsey‘s Insights China_Luxury Goods: As to the luxury product market in China, its in-store execution that gets most consumer attention while the internet is gaining more importance than traditional media. Meanwhile, WOM is also quite influential to China luxury product consumers. 选自McKinsey的Insights China_Luxury Goods：对于中国的奢侈品消费市场来说，实体店铺的宣传往往能收到最好的效果，而互联网上的推广也越来越收到重视。同时，中国的奢侈品消费者们对口碑传播也比较关注。
P&G China; 5.18 billion and 5.8% market share.
Data from CTR China: The daily chemical giant P&G has been ranked at top among all the big players in China with its 5.18 billion us dollars ad expenditure in 2010. 数据来自CTR中国：保洁，作为日用化工产品产业的巨头，在2010年以其51.8亿美金的中国国内广告开支名列各大企业之首。
Chinese students hate China advertising.
Data from DCCI: The graph is about how much the audience could accept an ad which has been carried out in various ways. The blue bar represents for general acceptance while the red one is for the student and the green one is for the white collar. Besides email ad, moving flash ad, pop message ad [...]
China Social Media Monster: Qzone 40 million UV per day.
Data from Google Trends: First, let’s compare the daily uv of sina weibo and tencent weibo, following is what we got: It seems both of these 2 micro blog platforms have around 3 million uv per day; what if we add in qzone.qq.com of Tencent? Here is the result: The SNS like Qzone, anyway, has [...]
Comparing International Social Media to China local counterparts.
Picked up from Sohu IT: Ogilvy has released a diagram about Chinese social media sites and their foreign counterparts on March, 3rd, 2011. Check the picture you will find that as to each kind of oversea social media sites, we all have the relevant Chinese versions, such as Sina Weibo for Twitter, Ushi for LinkedIn, [...]
China’s “Linkedin” clones: Ushi vs. Tianji.
Data from Baidu Index: Ushi, being thought as the one of the most qualified business social network sites (BSNS) in China, has gained a 103% increas on its user attention index during the last 3 months. However, Ushi still falls behind Tianji— another BSNS which has surpassed Ushi twice since Feb, 28 and now is with twice [...]
China’s Most Popular BBS/Forums; Mop vs. Tianya.
Data from Baidu Index: Mop and Tianya, as two of the most popular BBS among China’s young generation, have vied with each other for a long time. From the data we get, though Tianya gained more user attention during last month (66%) while that of Mop is only 5%, Tianya still falls behind Mop on [...]
Sina Commands 56% of China’s Microblog Market.
Graph from CICC ‘s Investment Focus: According to iResearch, Sina takes 56.5% market share on active users basis and 86.6% browsing time basis in 2010 China’s micro blog market which tends to agree that Sina Weibo is the definite micro blog platform leader in China. 图表摘自中金的投资热点：在艾瑞2010年的中国微博市场调查中，新浪微博在活跃用户数据上以56.6%的优势位于首位，在浏览时间数据表中更是以86.6%的巨大优势独占鳌头。而对于国内的微博市场，似乎也正趋向于承认新浪微博的领导地位。
China’s Top 15 Social Media Networks.
Data from Tech Rice: This is the latest statistic report from Tech Rice about the data of China’s social networking sites. It’s interesting that Sina Weibo has just claimed its aquisition of 100 million registered users, but the reg. users here in the graph for Sina is only 90 million. Meanwhile, Tencent Qzone, being an application of [...]
Comparing China’s “Linkedin” Clones.
Data from Alexa: Linkedin has been blocked several days ago but now seems to come back. What if one day Linkedin suffers the same destiny with facebook or twitter? Then we have our Chinese Linkedin sites— Ushi, Tianji, and Wealink. Have a look at the data of these domestic BSNS, though Ushi with the best [...]
2011 Distribution of China Social Media Network Active Users
Data from Tech Rice: The graph shows us clearly how China’s SNS active users are classified by city levels and age segments. 70% active users of Sina Weibo, who has claimed to have more than 100 million registered users on March, 3, are reported to be above 30 years old and maybe this is one [...]
Battle of China’s Microblogs; Sina vs. Tencent.
Data from Baidu Index: Though being claimed to possess more than 100 million registered users, Tencent microblog (green) shows significantly less buzz (activeness & on site time) than Sina Weibo (orange). Meanwhile, it is reported that the number of users of Sina Weibo has also surpassed 100 million on March, 3. 数据来自百度指数：尽管腾讯微博声称已经拥有了超过1亿的用户，但其用户活跃度及在线时间却不及新浪微博。另外，据报道新浪微博在3月3日宣布其用户数量也超过1亿。
China’s 4 Microblog Personality Types.
From Incitez‘s Microblogging in China: According to the report, here we got 4 kinds of microbloggers, or maybe to all the SNS users, this way of identification also works. As the microblog is getting more and more influential in China, so it becomes pretty important to understand how the microblog users are behaving and how [...]
4 Types of China Tweets Most Retweeted.
From Incitez‘s Microblogging in China: Seems the celebrity effect still works well on China microbloggers, and the interesting stuff are also appealing to them. So how to utilize these influential factors to create useful marketing strategy in China? This graph may have told us a general direction to go toward. 选自Incitez的微博在中国：明星效应在中国微博用户中似乎仍然起效，并且网民们也很关注趣闻轶事方面的微博内容。那么如何运用这些颇具影响力的因素来创造出行之有效的营销策略呢？也许我们可以参考该图标指给我们的几个方向。
China Netizens Top 17 Mobile Phone Activities.
Data from Research in China: Smart phone gets quite common in China due to its multi-functional features among which quick internet access ability is most popular among young people. So what they usually do with this mobile access to internet? Chech the graph and you will have a general idea about it. 数据来自 Research in [...]
Baidu 83.6% Search Query Market Share.
From China Internet Watch: Ever since the censorship problem in China, Google has been squashed by Baidu gradually. Now according to the data form iResearch in Q4 of 2010, Google appears to have only 11.1% of China’s search query market share while Baidu owns as much as 83.6%. So does it mean Baidu will rule [...]
China Social Media: Tencent Microblog (+36%) vs. Kaixin001 (-54%).
Data from Baidu Index: Orange line stands for Tencent microblog and green one for Kaixin001. Though being launched in April 2010, pretty new when compared with Kaixin001, Tencent microblog is neck and neck with Kaixin001 on user attention index in February, 2011. Tencent microblog has just claimed that its registered users had reached 100 million [...]
China Social Media Popularity: Kaixin001 (-54%) Sina Weibo (+85%)
Data from Baidu Index: Orange line stands for Sina Weibo and green one for Kaixin001. China top social network— kaixin001, seems to be fading away gradually. Since July, 2010, netizens seem to transfer their attention to the new favorite— microblog, then Kaixin001 starts to suffer its continuous decline. To the contrary, Sina Weibo (China’s Twitter), [...]
“Unidentified” Chinese Digital Media Takes 14.5% of Market.
From iSearch: In 2010Q4, the main change in online advertising reflects in two aspects: first, the video & rich media has suffered a reduction of 0.9% which fell to 7.6%; second, other kinds of advertising keep growing to 14.5%. While search engine and text advertising etc. are relatively stable. Two factors probably account for the [...]
China Internet Penetration According to City Tiers.
From ChinaInternetWatch: China’s Internet penetration rate (IPR) is 34.3%, higher than the world Internet penetration rate. Provinces with IPR higher than 34.3% can be classified as Tier 1. According to the Internet World Stats, world wide Internet users reached almost 2 billion by 30th June ’10. There were about 1,966,514,816 online users with a penetration [...]
China’s Internet Grows 5% to 35% Total Penetration.
From CNNIC: As we can see in the graph, in the end of 2010, there were 457 million Chinese Internet users; the increase is about 73 million. The Internet penetration rate reached about 34%, yet there is still plenty of room for growth over the coming years. 在图中我们可以看到，中国的网络用户于2010年底已经到达了4.57亿，相比去年增长了7千3百万，互联网渗透率到达了约34%，在未来的数年中，还会有很大的上升空间。
Chinese Netizens; 40% Over 30 Years Old.
From CNNIC:: In 2010, the percentage of users over the age of 30 increased, but over half of the total online population are still those who under 30. However, it is a trend that the percentages of the internet users of 4 decades from 10 to 49 are getting closer and closer. 在2010年，30岁以上的互联网用户的比例有所增长，30岁以下的网民人数仍然超过了一半。然而，10岁到49岁的4个年龄段的互联网用户所占比重越来越接近已经成为了一种趋势。
China’s Most Used Digital Applications.
From CNNIC:: The top 3 Chinese internet application on all devices are: Search engines, Music & News while it’s a little different from those on mobile devices only which are: Instant messaging, News & Search engine. Did you notice the one and only application which has the higher usage rate on mobile devices? Yes, that’s [...]
How Chinese Search For Group Buy Sites.
From BAIDU DATA: As we find in the chart, the search for group buy site such as “Meituan” “Nuomi” occupies over a half. Due to the huge amount of group buy sites, the group buy navigation site has become a better choice for consumers to have quick access to what they want. 从图表中我们可以看到直接搜索如“美团网”，“糯米网”这样的团购网站的行为占了绝大多数。而因为越来越多的团购网站的出现，团购导航网站可以为人们提供更快捷更方便的服务。
China’s Internet; 450M: Only 35% Potential Capacity.
Data from DCCI: Netizen’s penetration rate is the result of dividing the population with the amount of netizens. Now China owns 450 million netizens (info from Sohu IT) while the penetration rate is only 34.8%, which is far behind that of North America, Australia and Europe. The internet market in China remains to be quite [...]
China Digital Behavior: Microblogs vs. Social Networks
Data from DCCI: The mighty social media, microblog and social network sites account for a large chunk of netizens’ spare time. According to what’s being presented in the graph, we find obvious differences among the following aspects: mood recording/ updating, friend communicating, and interesting topic discussing. It seems the micro blog just turns out to [...]
+25% Increase on China’s Top Female Websites.
Data from Alexa: The graph is about the on site time of the top female sites in China— Yoka, Elle, Rayli and Pclady. From the graph we can see that Pclady, after reaching the top in November, has an obvious fall recently while the others remain relatively stable. 数据来自Alexa: 这张图表显示了网民在中国各大知名的女性网站上的在线时间，有Yoka, Elle, Rayli和Pclady。我们可以发现在11月份Pclady的数据达到顶峰，而在最近则明显下滑，其他网站的数据都相对比较稳定。
Q4 2010: China Search Engine Revenue Market Share.
Data from iResearch: From iResearch’s year end report, the domestic search engine market revenue of 2010 Q4 is said to be 3.29 billion rmb. With no doubt, Baidu tops again with its local & policy superiority; Google follows with 24.3% share; Sogou, famous for its music searching function, being ranked at the 3rd; Soso, due [...]
China Digital Landscape Turbulence.
Data from DCCI: According to the PV conversion graph we can see that in the cyber wrold of China, it is Social Community that keeps raising for the past 2 years while the rest are suffering up-and-downs periodically, even the constantly obvious decrease. How to take over the social community market becomes crucial important to [...]
Sina Weibo’s Population: Males: Quantity; Females: Quality.
Data from DDCI: Among the 50 million (Oct, 2010) Sina Weibo users, it’s reported that male account for a larger part while in the statistic result of active Weibo users, however, female dominate. It’s crucial for the marketers to figure out how & what the Weibo users are thinking, and then they are able to [...]
Calculating Word of Mouth Equity.
From McKinsey Quarterly: By looking at the impact—as well as the volume—of the word-of-mouth messages, this metric lets a marketer accurately test their effect on sales and market share for brands, individual campaigns, and companies as a whole. 通过对口碑营销所传达的信息的力度以及强度上的观察，我们发现通过该标准（如图），市场营销人员可以精确地检测WOM信息在整个品牌产品销售、市场份额（变化）、公司以个别的营销活动中所发挥的作用。
Renren Introduces Social Ad Revenue Value Model.
From Tech Rice: In November, RenRen held a series of promotional events, called the The RenRen Effect, in Shanghai and Beijing to introduce its Social Ads Value Model in China. With its “RenRen Effect,” RenRen is trying to introduce this concept of ‘derivative value’ (comes from Facebook) to Chinese brands and advertisers. RenRen’s statement also [...]
