From Adchina: The most popular applications for Chinese mobile internets users are reading news and instant messaging, however, the ratio shows significant decline compared with 2011. At the same time, social networking, video entertainment, online shopping have achieve significant growth, most notbly is Social media usage has grown from 7% to 18%. Read more
From ISUX: A Qzone report, analysed 510 million mentions tweeted by Qzone users during 2012 new year period, reflected the top things on Chinese people’s mind. Among men’s tweets, the most mentioned are promotion, house, car, pay raise, win a lottery; while hot topics among women are relationship, marriage, losing weight, party, travelling. People born in the 1970s’ care mostly about health, 80s’ is careers, 90s’ is schooling. People from Beijing and Shenzhen talk most about house price, while top one topic for Shanghainess is promotion. Read more
From iResearch: iResearch released a key statistics on online video this April, the revenue of China’s online video in Q1 2012 reached 1.78 billion yuan, a 78.5 % increase over Q1 2011 and 3.8 % decrease compare to Q4 2011.
After a tough 2011 competition, Youku and Tudou’s merger in 2012 leads a win-win trend, the typical copyright alliance between tv.qq, tv.sohu and iQiYi formed a great advantage to reduce the cost of online video copyright licensing, media value of comprehensive websites will rise greatly. Video websites can gain more profits in the future by rising ads unit price. To portal websites and network TV stations, as only a few enterprises are involved, their market shares in advertising revenue will gradually become stable. Read more
From eMarketer: Sina Weibo enjoys an incredible growth, which overshadow its competitors. Tencent, however, has more than 700 million QQ users. According to data tracked within JiaThis network, Tencent’s Qzone and QQ accounted for 40% and 22% of social shares during March 2012, compare to 26% for Sina Weibo and 12% for Renren. (All other sites not included in the survey) Read more
From Slideshare.net: As social media marketing plays a more important role to maximize advertising benefits in China, a detailed and thoughtful plan is a must for luxury brands to leverage social platforms. General tactics can be developed in three perspectives: platform, people and culture. An Offline to Online (O2O) campaign approach can increase brand awareness and make a connection with consumers; as Chinese social media platforms differ in various ways, luxury brands should take advantage of the particular strength of the platform for different marketing strategies. Read more
From Slideshare.net: Luxury efluencers means netizens who have influence and effective interaction with luxury fans. Based on luxury buzz content, there are 4 clear behavioral characteristics in the online community: shopaholic, style guru, fashionista, brand fan. Luxury efluencers refer to both style gurus and fashionistas. Interactions consist of conversations (opinions expressed and emotions exchanged) and activities (things like offline event, brand promotion, and fashion show). Read more
From TechRice: Agency MXMM recently conducted a survey on employer branding and recruitment on Chinese social networks, as above infographic shows. 51% of survey participants have been using SNS for such purpose, a large majority of them have already had successful hires. Renren and Sina weibo are HR-professionals’ most used channels. Unlike LinkedIn dominated space in the West, China does not yet have a widely-used business social network, which half of respondents agree will be the most important channels for their future employer branding and recruitment.
From Techweb: Tencent released 2011 financial report on Mar.14 2012, its total revenue increased 45% to ¥28.5 billion. Great profits but it had slowed down compare with a 87.2% strong growth in 2008, 73.9% in 2009. One reason is new business lines (weixin, weibo, pengyou, e-commence) are still under initial promotion; Another is the big Penguin has a big appetite to merge & acquire in a large scale. Read more
From eNET: Renren, the leading real name social networking internet platform in China, announced 15 Chinese consumers’ favorite brands or companies, each of which ranked top in its field. For the first time, Renren made a survey in the name of “Renren Favorites” from hundreds of millions of internet users, to select their most trusted brands or companies covered 10 industries in 2011. FAW-Volkswagen Audi, China Merchants Bank, Estee Lauder, Coca-Cola and Samsung Electronics are among the championships. Read more
From emarketer : While China may not have Facebook—it’s officially banned in the country—its absence hasn’t hurt China’s social networking population, which reached nearly 257 million in 2011. So far, half of internet users have been attracted by local weibo and other domestic social networking sites, with the proportion expected to rise to nearly two-thirds by 2014.
来自emarketer : Facebook在中国的缺席并没有阻止中国社会化媒体网络用户的快速增长，到2011年底已经达到2亿5千万用户。目前，将近一半的网民使用微博和各种社交网站，预计在2014年将有2/3的网民将会是社交网络用户。
From: China Internet Watch. Sina Weibo accounted for 1 in every 158 Internet visits in China last April. And, it’s growing very fast as shown above according to Hitwise data. This means that Sina Weibo accounted for about 1 in every 100 Internet visits in China, a platform marketers shouldn’t ignore in their overall digital marketing strategies. Read more
From: Eguan; By the end of 2011, China has 254 million active micro-blog user accounts, up by 150.7% over last year. The stability of user activity proves the commercial value of microblogging. From the content point of view, microblogging user activity is mainly reflected in the following four aspects: (1) the number of user-generated content, (2) number of retweets/comments, (3) content sharing among social platforms, (4) content sharing outside social platforms.
From: CIC Weibo opens a window for instant communication between brand and youth. Small talk on daily basis will impact on brand image among youth. Funny, trendy tweets help brands to win young followers. Therefore, clothing and shoe brands (Adidas Originals, Converse, Vancl, H&M)take 4 positions in the top 10 brands which get more youth followers.
From: CIC iPhone and iPad lead apple product buzz, and 43% of Apple tweets result of forwarding campaign, 8% of Apple tweets are interesting scripts.
From: iResearch Monthly viewing duration (from January to September 2011) from iUserTracker indicates, that in August, monthly viewing duration of microblog increases around 30%, while that of online news decreases 7.1%, and it is the first month that the data of microblog surpasses news website. In September, both microblog and news website drop slightly, but microblog is still leading the way.
来自: iResearch 根据艾瑞网的研究数据，2011年8月份微博的在线访问时间提高了近30%，而新闻类网站则下降了7.1%，并且这也是第一次微博的数据超过了新闻类网站。9月份两个平台的在线访问时间都有所下降，然而微博仍然位居前列。
From: Burson Marsteller
- Asian companies are focused mostly on ‘pushing’ news to users, including journalists, bloggers and other opinion-formers.
- Few Asian company CEOs or senior executives are actively using social media.
- Crisis and issues communications mostly concern customer service complaints that may escalate. Read more
From: the Next Web.
- Currently China has almost 500 million internet users. 50% have more than one social network profile. 30% log onto a social network at least once a day.
- Internet users in the nation spend an average of 2.7 hours per day online-behind only Japan
- According to Synthesio, 95% of surveyed Chinese citizens believe brands that microblog are at least somewhat more trustworthy.
- 61% of Chinese social network users made a purchase because of a digital marketing campaign
来自：the Next Web.
Visually it is now much closer to Facebook, though I’m seeing pieces of Google’s minimalist Google Plus, notably for the icons under status update.UGC counts provides a clear idea of how much a user is investing into the platform and also easy access to friend’s personal contents. Also new under status updates is voice input, users can now record updates for their friends.
From AdMaster: An investigation has been done by AdMaster and SSI through thousands of Weibo users on their social media platforms’ adoptions in Aug, 2011. The data above have pointed out that Tencent Qzone, Sina Weibo and Tencent Weibo are the most popular platforms among the weibo users. As to the Sina Weibo users and Tencent Weibo users, the propotion of who own both of the two platforms turns out to be 77%.
From Cnbeta: Sharing / Getting Information and Social Networking are 3 major motivations for Chinese netizens to use Sina microblog. 78% surveyed said sharing personal life and moods are main purpose to use MicroBlog; 77% respondents prefer the platform to get information, latest news and hot topics online; 64% users like to keep in touch with friends and timely contact by MicroBlog.
From meiti6: A graph above shows Weibo’s advantages in China as Social Media Channel than Twitter.
Reasons listed: 1) Larger information conveyed, for one tweet, 140 Chinese characters contain 4-5 times information than 140 English letters do; 2) Though 13% Twitter users in US, 300 million globally, Sina Weibo in China has 14% market with 240 million users. Companies and Gov’t agencies now are using it as platform to reach Chinese netizen.
More than 500 mainstream media organizations created their Sina Weibo accounts, over 50 government agencies ( including public securities) have their Weibo websites. Companies wisely pay more attention on content marketing, rather than hard selling. In microblogging, users can freely deal with information, “Pull” is always more effective than “Push”.
来自 meiti 6: 如上图所示，虽新浪微博比Twitter上线晚了3年，但却迅速风生水起，在中国不仅成为创业者掘金之地，也迅速成长为社交化媒体平台，微博用户所体验到的媒体属性比社交属性要强很多。
From Cnbeta: Users @people close to them, public celebrities are paid less attention
Weibo users normally interact with people they know in real life. 83% respondents follow relatives, colleagues so they know their latest updates. 61% respondents say they follow Hot/ Recommended tweets, 59% users are fans of celebrities. Among surveyed people, 64% female respondents say they keep close eyes on celebrities movements, while male is relatively less with a ratio 56%.
From CSDN: A graph from bShare Data Center tells the latest market share of China Social Network Sites from January to July 2011.
QZone is still the No.1, followed by Sina Weibo and Tencent Weibo.
In January, Sina Weibo was basically at the same level with Renren, Kaixin001, yet has been climing upward steadily from April, narrowing down distance with QZone. Tencent Weibo’s rise is surprising as well, moved upward from No.8 last year to current No.3. Other Microblog sites saw rise as well. In comparison, Kaixin001 lost its leading position, fell from No.4 to No.6 .
来自 CSDN: 一张bShare的分析图 对2011年上半年的社会化网路做了一最新分析，QQ空间依旧是霸主宝座，其次最大的赢家就是微博类平台，新浪微博、腾讯微博分别占据了2、3名。从上述数据可以清楚的看出，新浪微博在一月份时还与人人网、开心网旗鼓相当。但是到了4月起，已经逐渐甩开SNS平台，向上爬升，逼近QQ空间的宝座。而腾讯微博的走势更是惊人，从去年的第8名，已经爬到了第3大平台。其他微博也在逐步上升中。而开心网从原本的第4名，已经退居到了第6名，被搜狐微博及腾讯微博取代了。
From Cnbeta: Moods and celebrities are most popular tweet contents
The most popular tweet content are Moods and Celebrities related. People like to share their moods as well as tweet famous people’s quotations, 66% users belong to this category. Followed by second most popular tweet content, Domestic and International News. 61% users like to share/comment/retweet them. The 3rd and 4th popular contents are Lifestyle and Entertainment, respectively 49% and 31% users contributed them. One interesting finding is women have more willingness to share lifestyle content than men. 62% women say they tweet lifestyle content, while only 49% men do so.
来自 Cnbeta: “心情语录、名人语录”最主流，大家一起转转转！
受访者最愿意转发的内容依次是“心情语录、名人语录”66%，以及国内外的热点、时事新闻61%，关注生活咨询以及名人动向的受访者也高达 49% 和31%。值得注意的是，女性受访者转发购物、娱乐、美食等资讯的意愿更高，达到62%，高于男性受访者49%。
From Cnbeta; Survey on time people spend daily on microblogging, we can see from the graph nearly 5% weibo users are available online for more than 6 hours per day. While 42% mainstream users hang on 30mins to 60mins per day; 28% users contribute 1 to 3 hours, another 19% users less than 30 mins.
来自 Cnbeta: 5%的用户为微博控，在微博上的时间超过6小时，甚至全天挂在微博上。平均每天上微博的时间在半小时至1小时之间的用户最多，达到42%；1时至3小时之间的用户达到28%；19%的用户每天上微博的时间在半小时之内。
From Mecoxlane: Recently, Mec and Sino Weibo reached a strategic cooperation, Mec launched its Enterprise Promotion Page on Weibo, users simply click items and then automatically enter Mec’s website to complete purchasing process. This new move bring Mec huge potential customers, it can lead Weibo users directly to its webpage. Weibo’s share, comment, interactive functions can greatly increase Mec’s branding and customer loyalty.
From Jmnews: Lately, Sina MicroBlog launched its new version, with three applications added, Instant Messaging, Social Games and Photo Album to give weibo more social network functions. It automatically upgrades to new the interface the moment users log in. The new Weibo layout is similar to SNS counterparts Facebook, Kaixin, and Renren, classifying users’ community infomation and display separately, as well as using three column wide version display, plus single unified navigation.
In its internal trial version earlier, IM function has already appeared, all users are automatically categorized into IM friends lists. Like QQ, users can choose their status: online, busy, invisible, offline etc.
Other additions include social game and social currency used for purchasing games online.
来自 Jmnews： 新浪微博改版学SNS –近日，新浪新版微博正式上线，增加了即时通讯、社交游戏和相册等应用，按照此前的高管表态，进一步强化了微博的SNS（社交网络）属性。用户在登录微博后，可选择升级至新版界面。新版微博采用三栏宽版显示外加单层统一导航的页面布局，将网友的各类社区信息进行了分类展示，与Facebook、开心网等SNS网站的布局较类似。在内测版中已经出现的即时通讯功能亦出现在新版微博界面中。记者看到，所有与微博用户相互关注的其他用户均在该IM的好友列表中；与QQ类似，还可以为自己设置在线、忙碌、隐身、离开等显示状态。
From Cnbeta: According to statistical report from China Internet Network Information Center (CNNIC), microblog users in China have reached 195 million by the middle of 2011, 208.9% growth compared with the beginning of 2011. A new term “ weibo kong” describing people addicted to microblogging vividly reflects this new obsession. A survey (above) from AdMaster and SSI in August 2011 revealed some interesting facts about mainstream and non-mainstream weibo user groups, let’s have a look!
DISCOVERY ONE: PC weibo mainstream, ipad weibo non-mainstream
One question on survey regarding the most commonly used terminal tools by weibo users, 86% respondents still use PC , cellphone users accounts for 13%, and 1% access via iPad.
From L2: Checking the graph we will see 57% of prestige 100 brands presenting on Sina Weibo whose traffic skyrocketed 490% in the past 3 months. Though the traffic of Kaixin001 has declined 29% in last season, it still gained a 9% brands adoption increase due to its considerable user base which is listed as 116M. 66% of the prestige brands are on China social media, versus less than 5% in 2010. Online video sites are being noticed and collectively have a 30% increase since last year, and their traffic have separately grown 16% (Youku) and 12% (Tudou).
From eMarketers: A report from eMarketers has shown in China 46% of netizens trust a brand more if they experienced or observed an online campaign through microblog (weibo). Though the data was one year ago when Weibo was just about to burst in China, Chinese netizens are really different from those in Western countries. Read more
From TechRice: Data collected from Jiathis, a social-sharing button provider which is used in most social networks in China. According to data tracking over the past 6 months, Tencent Qzone is always the winner in shared content volume, though it suffers a 27% decline; Sina Weibo doesn’t change too much while Tencent Weibo gains a big increase from 2.0% to 7.5%, which means users here get more active in the past 4 months. Checking return click rate, Qzone tops again in August, surpassing Sina Weibo in June; Kaixin001, though is dying, still gains some increase in July. Is Kaixin001 coming back?
CNBC recently visited the Resonance China office and interviewed me on China social media, above is a clip from the APAC regional broadcast. A bit more of a “feature” than an “interview” perhaps – but great nonetheless. Thanks CNBC!
Resonance is a China digital, social media agency. We design digital relationships for the world’s best lifestyle brands across China’s most popular mobile and social media networks.
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