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resonancechina_PC & mobile netiznes comparison

More Chinese netizens access internet via Mobile than PC.

Data from DCCI: Though the number of PC netizens is 107m larger than that of mobile netizens in 2010, based on DCCI’s research data, the latter will be 16m larger than the former. With the rapid adoption of mobile & smart phone, more and more people prefer this convenient internet access. Mobile internet has already become the new battle field of current online marketing, and the battle is likely to be more fiercer in the coming future.

数据来自DCCI:虽然在2010年的时候PC网民的数量比手机网民要多1.07亿,但是根据DCCI的研究数据,后者的数量将在2013年比前者多1600万。随着手机以及智能手机的快速普及,越来越多的人们选择了手机作为上网工具。手机互联网俨然成为了线上营销的新战场,而在不久的将来这里的战斗将会更加激烈。

resonancechina_2011 H1 netizens preferred sites

Chinese Netizens prefer portals and search engines to China social media.

Data from DCCI: During the first half year of 2011, portals remain to be the most popular choice for netizens. In the infographic we find several interesting comparisons:

1. C2C, B2C and B2B: C2C tops with 50% most-visit-rate while B2B turns out to be 7%;

2. Micro blog and Blog: the former gets 37% while the latter is only 9%;

3. Music, Video and Entertainment: it’s a bit surprising that 8% netizens prefer music sites to video sites.

Seems the cyberworld keeps changing and the marketers should catch up with the latest internet situation to optimize their marketing strategy to reach their goal.

数据来自DCCI:在2011年的上半年,门户网站仍然最受网民青睐。另外,在该图表中我们发现了一些有趣的对比:

1. C2C, B2C, B2B网站:C2C类型网站的经常访问比例为50%,而B2B只有7%;

2. 微博和博客:前者为37%, 后者仅为9%;

3. 音乐,视频及娱乐: 有点意外的是,音乐类型的网站的经常访问比例比视频类型的网站要高8%。

作为营销人员,如果要达到营销目的,就必须掌握最新的互联网信息并及时调整优化自己的营销策略来适应这不断变化的网络世界。

resonancechina_500M Chinese internet users

Total Chinese Internet users to reach 551MM by 2012.

Data from DCCI: Till the end of June, 2011, the number of Chinese internet users has reached to 508m, 41m more compared with that of 2010.  And this number is estimated to be around 551m at the end of this year.

数据来自DCCI:截止到2011年6月底,中国互联用用户的数量已达到5.08亿,比2010年底增加了4100万。照此发展趋势,到2011年底,这个数字将会达到5.51亿左右。

resonancechina_2011 Q1 Chinese top 5 online video sites

China’s top 5 “YouTube” video sites.

From China Internet Watch: Based on iResearch’s data, Youku tops among these 5 most popular video sites in China. Tudou and Sohu Video follows Youku with 16% and 14.6% view time. Due to some internal problems, Ku6 fails to appear in this list. Meanwhile, we did not find QQ Video here as well. It seems Tencent is not that omnipotent, at least for this quarter it’s not.

摘自China Internet Watch:根据艾瑞的数据来看,优酷在最受欢迎的5个中国视频网站中名列第一。土豆和搜狐以16%和14.6%的浏览时间占据二三名。而酷6,由于自身的内部问题,并没有出现在该名单中。同时我们也没有发现QQ视频的身影。看来腾讯并不是万能的,至少在这一季度不是。

resonancechina_ 2011H1 internet landscape

China’s top 5 websites with largest % reach.

Data from BMChina: The graph is based on the latest data of Chinese Internet. As to the site’s ranking, here are 4 sections based on reach%: top 5 websites, top 5 social networks, top 4 social media sites and top 4 mainstream media sites. In the top 5 social networking sites, we can see that Tencent has owned 2 position and account for 63.8% of the total reach and this number is over 2 times of the total of the rest 3 social networking sites— Renren, Sina Weibo and Kaixin001.

数据来自BMChina:该图基于中国互联网的最新数据。对于图中网站名次均是按照访问量来进行的,包括:访问量前5的网站,访问量前5的社交网站,访问量前4的社会化媒体网站,访问量前4的主流媒体网站。我们发现在前5的社交网站中,腾讯占了前两名,占据了63.8%的访问量,这个数字比剩下的3个社交网站的总值还要多。

resonancechina_shared traffic & reflux traffic of Chinese social media

Qzone vs. Weibo; comparing engagement on engagement rates.

Data from JiaThis: The data are based on May research analyzing more than 150 million netizens’ click on the “Share” button in Chinese social media sites. We can see that though Tencent Qzone, which has the most users, is highest shared content traffic rate(15.12%), it’s reflux traffic rate (people who click on shared link) is about 7% lower than that of Sina Weibo whose shared content traffic rate is only 9.09%.

数据来自JiaThis:该组数据是基于对5月份1500多万用户对国内各种社会化媒体网站上的“分享&转发”按键的点击次数的分析统计而得出的。腾讯的QQ空间虽然在分享数据比重上占据第一位,但其回流量比重却比新浪微博低了7%左右。Google Buzz在中国市场仍然水土不服,其回流量比重仅为0.01%。

resonancechina_daily unique visitors of domestic group shopping sites

China Groupon War: Taobao 12MM vs. Groupon 2MM

Data from iResearch: The local sites win again. Seen from the graph, Taobao’s group buying site turns out to be with 11.6 million daily unique visitors per day while that of Groupon China is only 2.14 million. Though cooperated with Tencent, Groupon China’s site remains less attractive than QQ Tuan, who is Tencent’s original group buying site.

数据来自艾瑞:本土势力再次获得胜利。从图表上可以看到,淘宝的团购网站淘宝聚划算在4月份的日均覆盖人数为1169万,而团宝网仅为214万。虽然与腾讯进行了合作,团宝网仍然没有腾讯自己的团购网–QQ团吸引力。

resonancechina_microblogging in China

China Microblogs; 25 million tweets/day from 100MM users

From CIC: The graph from CIC has drawn a clear picture of the developing procedure of micro blog in China. As a popular micro blog platform in China, Sina Weibo currently has 100 million users who have generated 25 million tweets in each day. More detailed analysis has shown that among all the Weibo users, women users are less in quantity, but are 30% active than the men users.

来自CIC:CIC的图表为网民描绘出了一段清晰的中国微博发展史。作为中国热门微博平台之一的新浪微博,目前拥有1亿的用户且每天能够产生高达2500万条微博信息。对于所有的微博用户,女性用户虽然在人数上较少,但是却比男性用户表现的更加活跃。

resonancechian_most contacted & influential media

China; Internet 30% more influential than TV.

Data from DCCI’s report: The graph indicates that the purchasing influence of CCTV is 30% lower than that of Internet, and 29% lower than that of WOM. However, the ad revenue of CCTV remains to be on the top. While checking the data from DCCI, it’s obvious to see how influential the power of WOM is. Your friends are even mighty than CCTV.

数据来自DCCI的报告:该图表表明央视的购买影响力比互联网低了30%,比口碑传播低了29%。但是,央视的广告收入确是最多的。查看了这组数据,我们不难发现口碑营销的影响力有多大。你的朋友(的影响力),甚至比央视更强大。

resonancechina_online shoppers preference

Chinese online shoppers prefer search (68%) to SNS (17.5%).

Data from DCCI’s report: The data from DCCI have shown us a picture of Chinese online shoppers’ preference in viewing various sites. Some shopping sites like Taobao already have their own internal search engines for users to search for target items, but the most used sites of Chinese online shoppers turns out to be search engine sites like Baidu or Google. So, maybe domestic online shoppers lack the loyalty/stickiness of certain shopping sites, or they may search for items in their favorite shopping site. Meanwhile, blog/Qzone section also gets higher percentage(38.6%) than that of Weibo(27.1%) & SNS(17.5%).

数据来自DCCI的报告:DCCI的数据向我们展示了中国的网购者们对不同类型的网站的偏好选择。国内的线上购物网站,如淘宝,都已经有了自己内部的搜索引擎来为用户提供商品搜索,但是从数据上我们看出国内的网购者使用频率最高的网站仍然是百度或者谷歌之类的搜索网站。原因可能是网购者对于某一购物网站并没有太高的忠诚度或者粘附性,以至于在搜索目标商品时往往是通过百度或者谷歌,而不是自己最喜欢的购物网站。同时,数据还表明网购者们对于博客或者Qzone的使用要多于微博和SNS。

resonancechina_friends' source of Chinese SNS

42.3% of China social network friends never met in person.

Data from DCCI: Different from Facebook whose users only have 7% friends who never met in person, the Chinese SNS users are keeping 42.3% unacquainted people as their friends. The group which takes the biggest chunk (73.6%) of their friends’ source turns out to be the user’s classmates— both ex- and current.

数据来自DCCI:与Facebook的用户只拥有7%的没见过面的朋友这一事实不同,中国的社交网站用户则保留着高达42.3%的陌生人作为他们的朋友。而占好友来源最大部分的一群人,则是社交网站用户的同学们,包括以前的和现在的。

resonancechina_shared traffic of social media sites

Which Chinese social networks have the most engagement?

Data from bShare: bShare is China’s largest social button provider and offers monthly tracking data of contents shared to each social platform. From bShare’s data we can see that while Sina Weibo takes a huge part of domestic social media market with its great number of active users, its shared traffic is about 22% lagging behind that of Tencent Qzone whose data turns out to be 32.2%. Sina Weibo rockets upward, but there remains a long way for it to catch up with the number of users of Tencent QQ. Meanwhile, we can see that the shared traffic of “Others” turns out to be as high as 25.9%. Seems the social platforms still have more space to grow, or to seize.

数据源来自bShare:bShare 是中国最大的社会化媒体网站按键提供商,它可以统计出社交网站上被分享的内容的阅读数据。从bShare的数据我们可以看出,虽然拥有着数量可观的活跃用户,并因此占据了国内社交媒体市场的一大部分,但在新浪微博(10.6%)上被分享的内容的比例却比QQ空间(32%)低了22%左右。新浪微博确实在蓬勃发展,但是要赶上腾讯QQ的庞大的用户量,还尚需时日。另外,图标中“其他”项目的数据高达25.9%。看来社交平台还是有成长空间的,或者说,还是有地盘可以抢的。

resonancechina_ad cost of different brands in China

China’s top advertising spenders.

Data from CTR China: According to CTR’s research, L’Oreal remains to invest most in ad with its 2.2 billion RMB ad cost in the 1st quarter of 2011. Blue Moon, which is reported to be listed for the 1st time, has increased their ad spend by 114% and its total cost is even higher than that of McDonald’s. Wahaha, on the other hand, has reduced the ad cost by 12%, but it is still

数据来自CTR China:根据CTR的研究报告,在2011年第一季度的广告花费排行中,欧莱雅以其22亿的广告投入依然位居榜首。而蓝月亮,作为首次出现在该榜单中的品牌,其广告投入增加了114%,且广告花费总额也超过了麦当劳。

resonancechina_marketers' choice

China digital ad spend, Portals dominate at RMB 570MM.

Data from iResearch: Based on our previous post which points out netizens in China still spend majority time on portals, marketers spend more than 570MM RMB on portals in April, the number is 11 times bigger than that on Social Community sites (47MM).

数据来自艾瑞:根据我们先前发过的一篇指明国内网民在门户网站上花费的时间最多的帖子,我们可以对该图表有更好的理解。营销人员4月份在门户网站上的广告花费超过了5.7亿人民币,这个数量也比社区网站上的广告花费(4700万)多了11倍。而对于金融性质的论坛,广告花费仅为3600万。金融从业人员从来都不读广告的么?

Resonance China_China social media landscape

China social media landscape infographic.

From CIC: There are 457 million netizens living in China. The number, which is 23.2% of the world’s total 2.08 billion netizens, is estimated to grow to 2 billion by 2015.  When we compare the behaviors of netizens in China & US, it’s interesting that Chinese are creating more digital UGC content than Americans… but, Chinese netizens interact less, 19% lower than that of American netizens.

来自CIC:中国网民人数达到了4.57亿,即全球网民总数的23.2%,且据估计该数字会在2015年达到20亿。当我们在对比中美网民的行为时,结果显示中国网民比美国网民创作了更多的内容,但是,却比美国网民更少的参与到互联网(营销)活动中去,因为其参加活动人数比比美国网民低了19%。

resonancechina_time spent comparison of Chinese netizens

Chinese use web portals 19% more than Social networks.

*Greater China refers to the aggregate of Mainland China, Taiwan and Hong Kong

Data from ComScore: Interesting data from ComScore who recently claims greater China Internet usage is led by web portals (24.4%) and social networking (5.5%) remains a smaller segment of the market.

数据来自ComSocre:ComScore最近发布了一组有趣的数据,该数据表明大中华区的互联网使用时间最多的仍是门户网站,占到了24.4%,而在社交网站上所花费的时间只有5.5%,由此可见占社交网站仍然只是互联网市场的一小部分。

Resonance China___traffic source channels

35.8% of China’s total traffic generated by social media

Data from DCCI: Though SNS and Weibo are thriving in China, we can see from the graph that search engine has generated as much as 84.7% of total traffic, 2 times more than that of SNS & Weibo brings. Anyway, when we check the best estimated traffic source channels, search engine is only 14% higher than SNS & Weibo. It seems things are shifting to SNS overall, but haven’t reached it quite yet.

数据来自DCCI:尽管中国的社会化媒体及微博正在迅猛发展,但从表格中的数据我们可以看出,84.7%的浏览量是由搜索引擎产生的,比社会化媒体和微博所带来的流量要高2倍以上。但当我们查看最被看好的流量来源渠道时,搜索引擎只比社会化媒体和微博多了14%,看来人们都十分看好这个网络新宠。