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 total user attention index.
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.
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 Tencent QQ who has lived with Chinese netizens for about 10 years, remains at the top with its marvellous 489 million users foundation, though majority of them are teenagers.
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 traffic rank, its on-site time is not so ideal as that of Tianji.
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 of the reasons that why Sina Weibo has been estimated to be with more value than Tencent Weibo— the only microblog that that owns more users than Sina.
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.
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 they are devided.
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.
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 in Februray, it means 1/6 of Tencent users have activated their microblog accounts and the remained 500 million are supposed to join in sooner or later. However, Kaixin001 seems to have little space to develop if there is no new appealing stuff to maintain its current users. While looking at detailed data of last quarter, we will find that the user attention of Tencent microblog has rised 36% while that of Kaixin001 dropped 54%.
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), has thrived rapidly among China netizens.
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 be an info platform with derived media while the social network site grows into a place for to show off personality and make new friend.
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 launch an appropriate advertising strategy.
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 highlights the multiplier effects gained via referrals from trusted friends.
Data from Alexa: As we have made a comparison among the top 3 SNS in China— Douban, Renren and Kaixin001, from the data in Alexa, we can see that it is Kaixin001 that keeps rising generally while Renren remains stable, and Douban, after being up & down for several times, has an obvious fall in December.
Data from Alexa: The time of netizens spend on SNS has reduced gradually in the past 6 months. As to now, the on site time of Douban.com is around 9 min while 13 min for Renren.com and 19 min for Kaixin001.com. The SNS heat is fading in China, like the dropping of the temperature in winter.
Image from Vincos Blog: From the latest data aquisition of Google Trends & Alexa, we can see that though Facebook has colonized almost 2/3 of the world’s netizens, people in China, Russia and half of South America remain isolated. As to China, there are 400 millions active QQ users(while Facebook owns 500 million users worldwide) and this leads to the dominant position of Q-Zone. Besides Q-Zone, netizens still have more options like Renren.com, Kaixin001.com, etc.. The SNS market in China now is in a fierce competition.
On Nov, 16, 2010, Sina held a China Weibo developer conference. As the biggest blog platform in China, Sina Weibo has released data regarding platform performance since inception in 2010. Sina Weibo demonstrates how it influences Chinese netizen’s daily life; with 400 million netizens and only 50 million Sina Weiboers, Sina’s got a good first step into huge online market.
Monthly Increasing Rate of Register: 33.8%
Rate of Mobile Blogging: 38%
Number of App(Plugin) in Sina Weibo: More than 800
Blogs per Day: 25,000,000
Number of Users of Sina Weibo: 50,000,000 (Oct, 20, 2010)
Number of Partnered Sites: 10,000
Total Blogs: 200,000,000 (Nov, 7, 2010)
Blogs per Second: 785
Daily Traffice that Weibo Brings: 30,000,000
From Holaba SNS Overview: A detailed analysis of how the Chinese people in different parts of China handle Kaixin001. From the graph we can find that Kainxin001 really dominates in east & central part of China mainland. HS means Holaba Score, it is a reliable indication of the recommendation power of the SNS, or a brand.
Data partly from Facebakers: According to the comparison we can find out which big players are now focusing in online marketing in China. One more thing is that the fans of top 5 in Facebook are much more than that in Kaixin001.
From Ogilvy PR‘s social media team: Including Kaixin001, Facebook, Renren, Douban and QQ, each of these SNS has been demonstrated by a typical user. Though Facebook is being blocked in China, people have their own approaches to access.
Following are the detailed info (via Chris Tou) of the 5 users, enjoy!
The Kaixiner (kaixin001.com)
- 32 years old with a MNC white collar job, monthly salary 12,000 RMB.
- Loves to read gossip and fashion magazines, swims and does yoga weekly.
- Long bored of stealing vegetables (Happy Farm) and is instead now “cooking” on Kaixin and will ask friends for help when they’re too busy themselves.
- Will read and write posts as well as post pictures of themselves.
- Thinks it’s more important to enjoy life than to be a success career woman.
- 28 years old British national.
- Originally came to China wanting to do PR, but is now teaching English.
- Lives in a Beijing Hutong, hangs out in Sanlitun and loves Kung Pow Chicken.
- Drinks Yanjing Beer by the large bottles, pretends to love rice wine and smokes Zhong Nan Hai (cigarettes).
- Uses an old school Nokia.
- Watches pirated movies, shops at the Silk Market for fake name brands.
- Gets over the GFW to get on Facebook to chat with old friends “back home” and uploads pictures to “show them China”.
- Can’t stand Chinglish.
- Black-rimmed glasses, thin legs, smokes, hates being called effemine or mistaken for a girl, and loves rock and roll.
- Watches art films, spends literally all waking hours on Douban.
- Loves getting real-time status updates from friends, will rate movies and write reviews.
- Streams music from Douban and has collected 1698 albums.
- Watched hundreds of bands perform and will recommend music and albums.
- Hates it when they get a Douban message and it turns out to be spam.
- Will use Douban to meet and make new friends with similar interests.
- Disappointed that there isn’t a full-featured mobile version of Douban.
- 19 years old college student, works as a part time model.
- Loves to take self-pix and shopping. Owns and endless supply of cosmetics.
- Spends free time on renren.com, looking for new and interesting news.
- Daily pictures uploads of their life and parties.
- Perpetually has 99+ friend invites
- Any status updates always garners a lot of comments
- Loves to read and watch shared posts and videos.
- Interested in reading about the complaints and experiences of the average salaryman/woman.
- 17 years old, senior year in high school with a strict daily schedule.
- Loves to play, but also studies hard.
- Thinks it’s much cheaper to communicate via mobile QQ than to send SMS.
- Has a Qzone blog.
- Updates status, uploads pictures and plays Happy Farm.
- Is proud of recruiting mom and all the aunties to into their band of vegetable stealing misfits.
- When overloaded with schoolwork, stops playing games on QQ. Only logs on to check the status of friends.
- However, the mom continues to steal vegetables like clockwork.