resonancechina_youth digital life style in China

2011 Chinese youth mobile device preference and behavior.

From Envoate: 18-30 year-old Chinese youth are known as China’s post-90s and post-80s generation. These 3 million young Netizens are the main target of many brands,therefore, their digital behaviors are particularly vital for  marketing purposes. According to Enovate research report, compared with post-80s, post-90s spend more time on the phone devices. If they have to give up one between the computers and phones, the proportion of those who are willing to give up computer reaches highly 75%. They obtain their daily information from the downloaded applications on the phones. Young people today are no longer passionate in the once popular game “stealing crops” in a virtual farm.Instead, they are more willing to share articles,photos and their opinions of social current events on Weibo. The young generation spend their time in browsing, self-expression and communication on their digital devices. The function of these electronic devices not only meets  the young people’s eagerness to express their opinions, but also it makes these acts no longer restricted to the locational or even national boundaries.


resonancechina_the preferred ad types in China

China Top 11 online display advertising channels.

Data from DCCI: Based on the data from DCCI’s Social Network Marketing Report, the ad type with most impression turns out to be pre-roll ad in video sites. The traditional effective banners, anyway, have fallen into the 2nd place. It’s a sign that with the rapid development of Internet, netizens are changing from text readers to video audiences. So, the more they watch videos, the high impression pre-roll will get. Meanwhile, games planted ad and keywords in articles seem to gain fewest impression from target audience.


resonancechina_what are Chinese purchasing through internet

25.8% China online transactions for IT products.

Data from DCCI: A report from DCCI has pointed out that among all the domestic online shoppings, IT products have occupied 25.8% while clothes & accessories is holding 18.8%. The portion of online game virtual goods turns out to be as big as that of cosmetic & skincare products. Online game players seem to be with considerable purchasing power.


resonancechina_China online video sites' daily traffic comparison

Youku dominates China’s top 10 online video sites.

From China Internet Watch: In accordance with the video sites’ daily reach data from iResearch, in 2011 Q2,  Youku tops among the most popular online video sites in Q2, 2011. The daily reach of Youku turns out be 26.4 million, the number, is 8 million more than Tudou’s, almost 4 times of & Ku6 and 3 times of who belongs to Baidu. Pre-roll ads could gain most impression from target audience, so, it’s important for marketers to get a clear idea of who is the best of best in online video industry.

来自China Internet Watch:根据艾瑞的视频网站日均访问量数据来看,在2011年第二季度,优酷在国内10大在线视频网站排名中名列首位。优酷的日均访问量为2600万,此数字比土豆要高出800万,同是也是56网以及酷6的4倍,是来自百度的奇艺网的3倍。我们之前有报道过说视频广告是从受众中获得最多收视次数的广告类型,因此,对于营销人员来说,搞清楚谁是视频行业中最好的就显得相当重要。

resonancechina_infographics tencent & sina & twitter

China’s Twitter, Sina Weibo 140MM users and 57% of market.

From Tech Crunch: Though it’s been told time and time again that Sina Weibo dominates the micro blogging market in China, here we get another interesting infrographic which contains latest info of Sina Weibo, Tencent Weibo and Twitter. Sina should thank China government who banned Twitter in June 2009, the same year Sina Weibo launched. Comparing Sina Weibo with Twitter, if the growth rate keeps the same, then it would take Sina 5 years to catch up with the user base of Twitter.

来自Tech Crunch:虽然新浪微博主导着国内微博市场这一事实被一次次的提起,这次我们还是带来了一副含有新浪微博、腾讯微博以及Twitter最新资讯的图表。新浪真该感谢政府在2009年6月份封掉了Twitter,而也就是在这一年,新浪微博正式在国内发布。对比新浪微博和Twitter的粉丝增长速度我们发现,如果该速度保持不变,则新浪需要用5年的时间才能赶上Twitter的粉丝数量。但是,粉丝增长速度会在5年内保持不变么?这个真的很难说。

resonancechina_latest daily reach comparison of Weibo, Kaixin001 and Renren

Comparing PV: Sina Weibo eating Kaixin’s lunch.

Data from Alexa: Check the picture we can see obviously that compared with the constant decrease of Kaixin001, Renren acts pretty stably. Since user loyalty of Renren seems to be incredibly high, and even they have found something new and fun to play with, they will come back to Renren to communicate & share new things with their classmates or friends here. This reminds me of the same situation of Tencent Weibo whose users mainly come from Tencent QQ.

数据来自Alexa:检查上图我们可以很明显地发现相对于开心网的持续性衰落,人人网却表现的相对稳定。 看来人人网的用户忠诚度相当的高,即使是他们找到了一个更有意思的平台,他们仍然会回来继续和这里的朋友或同学分享交流。这不禁让我想起了和人人网情况很类似的腾讯微博,其用户大部分都来自于QQ用户,而这些用户基本上都是长期使用QQ作为主要IM工具,他们的朋友也基本上都在这里。

resonancechina_marketshare of domestic B2C sites

Taobao Mall owns 48.5% China Online B2C ecommerce market.

Data from Tech Web: Till June 2011, the number of Chinese online shoppers has reached 173 million which is 33.1% more than that of last year; number of personal online stores comes up to 14.5 million and it’s 20.8% more than last year. While checking the B2C market, Tmall from Taobao tops with its 48.5% market share, and the following are 360buy (18.1%), Joyo Amazon (2.4%).

数据来自Tech Web:截止2011年6月,中国网购的用户规模达1.73亿,同比增长33.1%;个人网店数量达1450万家,同比增长20.8%。观察国内B2C的市场我们可以发现,淘宝的淘宝商城以48.5%的市场占有率主导着国内网购市场,其后则是京东商城(18.1%)以及卓越亚马逊(2.4%)。

resonancechina_online video users in China

By 2015, Chinese online video users to surpass 700 million.

From China Internet Watch: The average Chinese user spends four hours a week watching online video content, such as movies, TV, and live sports—double the time spent by US users. A new McKinsey research shows there will be more than 700 million people in China watching online video content in four years.

摘自China Internet Watch: 对于电影,电视以及现场体育播报,中国网民花费在此类线上视频的平均时间为4小时/周,比美国网民要多1倍。最新的麦肯锡研究表明在未来的4年中,线上视频用户的数量将会超过7亿。

resonancechina_searh requests comparison

China search engine Sogou closing in on Google; Baidu leads the pack.

Data from iResearch: According to the monitoring data of iUserTracker, in the second quarter of 2011, Chinese Web search requests reaches 70 billion times for the first time with 73.03 billion times’ searches. There is an increase of 12.1% compared to 65.17 billion search requests in the first quarter of Year 2011. Among the search engines, the predominance of Baidu is more obvious. Sogou gains the third most searching requests. It is analyzed that Sogou’s input methods and browser lead to its development in the searching request. The decline in Google’s search service is likely related to its service’ stability in China.


resonancechina_kaixin's collapse

Kaixin001’s collapse; losing 65% users in 18 months.

Data from Alexa: The previous SNS empire Kaixin001 in China now is collapsing. Rockets up in middle of 2009, Kaixin001 reaches the climax at the end of 2009 when Sina Weibo just kicked off. With the rapid adoption of Weibo platforms, turbulence has been around Kaixin001 who begins to decrease in the 2nd quarter of 2010. Till now, the user attention has dropped from 800,000 to 100,000 while the media attention has decreased by 70%.

数据来自Alexa:中国的社交网络帝国开心网正在坍塌 开心网于2009年中旬迅速在国内蹿红,并在年末的时候达到了顶峰,而此时的新浪微博才刚刚起步。后来随着微博平台的快速发展,开心网的市场形势变得非常动荡,并于2010年第二季度开始下滑。到目前为止,开心网的用户关注度从80万下降到了10万,媒体关注度也降低了70%。

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.


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.


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%。


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.


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.


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.