Posts

TF

China’s Tencent beats Facebook Across the Board.

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TF 616x477 Chinas Tencent beats Facebook Across the Board. china social media  China

From GWC‘s Chinnovations on The New Media: Though Facebook is pretty hot all over the world, this statistical picture has just revealed a fact: Tencent is overtaking it on subscribers, revenue, net profit and market cap. With the generalization of internet in China, the local superiority of Tencent will become more obvious.

HM

Chinese Internet Company Profits Significantly Trump American.

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HM 616x464 Chinese Internet Company Profits Significantly Trump American.  china digital landscape  China

From GWC‘s Chinnovations on The New Media: Leave Google aside, the margin of the rest of the global players seems to be weaker than that of the China internet companies. And in China, NetEase & Tencent have shared the largest portion of the internet market collectively.

OE

How International Brands Engage China’s Netizens.

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OE 616x364 How International Brands Engage China’s Netizens. china social media  China

Form OgilivyOne Worldwide’s Frands : In January 2010, Youku was ranked #1 in Chinese Internet video sector according to Internet metrics provider CR-Nielsen. If the commercial has been executed well , the campaign will go with a favorable start.

MNA

What Chinese Use Mobile For (Besides Phone Calls).

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MNA 616x344 What Chinese Use Mobile For (Besides Phone Calls). china digital landscape  China

From CNNIC’s 26th Statistic Report in July, 2010, we can discover that the IM penetration rate still dominates the utilization of mobile. Anyway, acquisition of information & entertainment follows quite closely behind it.

IF

China Netizens Most Likely Affected by Internet vs. Worldwide.

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IF 616x432 China Netizens Most Likely Affected by Internet vs. Worldwide. china social media  China

Dragon Trail’s China Travel Social Media Marketing Report: This graph shows intuitively to us that compared with people in other countries, Chinese are much more easily influenced by the internet; comments & reviews.

PREFER

China’s Most Preferred Social Media Sharing Sites.

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PREFER 616x492 Chinas Most Preferred Social Media Sharing Sites.  china social media  Social media China

Form OgilivyOne Worldwide’s Frands: Taking the lion’s share of IM users, QQ occupies the 1st rank with no doubt. While chatting with friends, netizens share their reviews or opinions spontaneously affecting both personal and commercial actions.

IR

China Viral Ripple Effect.

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IR 616x264 China Viral Ripple Effect. china social media  Social media China

From Sinotech Group’s Buzz Generation: The report indicates that in every single day, or even every single hour, a new conversation will take place and it may engage millions of netizens in a ferocious speed if the topic is luring.

RM

Most important Activities in China Social Media.

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Chosen from Nielsen‘s APAC Social Media Report(June, 2010);

RM1 616x442 Most important Activities in China Social Media. china social media  Social media China

Personal & Communities will soon surpass traditional China network channels: Search Engines & Directories and Portals. Nowadays China netizens prefer to share their experience with their friends through the internet.

CR

Chinese Consumers Prefer Neutral Social Media Channels.

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From Roland Berger Strategy Consultants and CIC:

CR 616x361 Chinese Consumers Prefer Neutral Social Media Channels. china digital landscape  Social media Marketing China BBS

Due to the worry that “negative posts will be deleted” on official company sites leading to failure to express their opinions freely, China consumers prefer to use the third party BBS for objective discussions about the product they are going to purchase or they have already owned.

CNSM

Major vs Minor China Social Media Networks.

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This illustration is chosen from Nielsen‘s APAC Social Media Report (June, 2010):

CNSM 616x446 Major vs Minor China Social Media Networks. china social media  Social media Microblog China BBS

The 4 dominators are colored brown and they are:

BBS section, including mop.com, bbs.sina.com.cn, tianya.cn,  bbs.qq.com, club.sohu.com;

Social Network section, including kaixin001.com, renren.com;

Blog section, including blog.sina.com.cn, blog.sohu.com, hi.baidu.com, blog.hexun.com;

Microblog section, including t.sina.com.cn, digu.com, t.sohu.com, t.qq.com.

OMRP

13 Top Social Media Activities of Chinese Netizens.

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A graph from Frands Report from OgilvyOne Worldwide:

OMRP3 616x335 13 Top Social Media Activities of Chinese Netizens.  china social media  Social media China

It is obvious that China’s netizens spend a lot of time and energy on the aquisition of information. The second is to communicate with friends and search for news. The graph above gives an excellent view of China netizen social media activities.

DRP

The Buzziest Brands in China Social Media.

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Picked up from Edelman‘s China Digital Brand Index:

DRP 616x482 The Buzziest Brands in China Social Media. china social media  Social media China

During the period of 2010 FIFA World Cup which has helped drive a record of amount of social media traffic, Samsung worked with 3 major portals including Sina, Sohu and Tudou.com to launch social ads and initiate online competitions. As a result, Samsung became the buzziest brand in China.

T

Trust in Social Media Channels in China.

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Adopted from ADMA Digital Marketing Yearbook 2010

T 616x263 Trust in Social Media Channels in China. china digital landscape  Marketing China

Just as being conjectured before, WOMM (Word of Mouth Marketing) becomes the most important & effective approach for branding campaign in China, maybe also around the whole world.

Report

Evolution of China Social Media (1994-2010).

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Selected from Roland Berger and CIC Strategy Consultants’ Chinese Consumer Report 2010:

Report 616x271 Evolution of China Social Media (1994 2010). china social media  Social media China

China netizens prefer to share their reviews or experience through internet in recent years, and they have changed from discussing simple topics, to becoming active participants in all things digitally social. From discussing topics through BBS, to discussing their lives on IM, and expanding their friendships through social networks, as in the West Chinese have evolved their online interactions; albeit through completely different networks than their western counterparts.

gra

Introductions to China’s Popular Search Engines.

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Today we are going to talk about the most popular search engines in China.

Before we start, let’s see something about SEO which matters a lot in China internet marketing. A quick definition of SEO: Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results.

So how does SEO relate with business in China? Have a look at CCDI’s Report on Investigation of Chinese Internet Marketing Service Condition which covers more than 1800 companies in 18 cities. In China’s developed areas there are 80.97% companies already using some form of internet marketing; and the backbone of internet strategy in China is SEO.

CNNIC (China Internet Network Information Center): in 2010, the utilization rate of search engine reaches 76.3%, an increase of 3% compared to 2009; presently, the number of search engine users reaches 320 million and the half annual growth rate is 13.9%.

gra1 616x305 Introductions to China’s Popular Search Engines. china digital landscape  China

According to China Intelli Consulting Corporation the penetration rate of search engine keeps increasing and 91% of China’s netizens will use it at least once a month, 4% higher than last year. Furthermore, every single day, 58.8% of netizens will use search engines, 4.4% higher compared to last year. This is why so many Chinese companies do SEO work and why foreign business people pay more attention to these search engines.

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resonance_netizen interaction

Engaging China’s Netizens; Activity + Reward.

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From CIC, China’s netizen’s preferred activities online.

resonance netizen interaction 616x385 Engaging China’s Netizens; Activity + Reward. china social media china digital landscape  China

We see a distinct preference for Entertainment driven activities, followed by events and lottery. China’s social environment, both online and offline push emphasis for low-cost methods of interaction on the web, be it social or entertainment driven.

This leads us to rewards for interaction. China’s netizens tend to be practical, rather than gaining knowledge, they look to getting cash or gifts, or free product trials.

resonance netizen rewards 616x375 Engaging China’s Netizens; Activity + Reward. china social media china digital landscape  China

When Brands plan campaigns, its important to take into account what drives the average Chinese netizen; while there is connection and engagement with the Brand, this doesn’t come without addition costs in the form of rewards. while China’s market is not unique to rewards for interaction, it may be unique in its emphasis of the tangible over the intangible.

resonance_online browsing

Top Activities of Chinese Netizens; based on Income Level.

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From Synovate China Media Atlas; Chinese activity by income levels.

resonance online browsing 616x347 Top Activities of Chinese Netizens; based on Income Level. china digital landscape  China

Upper income leveled Chinese lead digital engagement; with top information searched being financial this gives insight into China’s psychographic priorities.

Hu Yanping, with the Data Center of China Internet (DCCI), gave a speech at a forum held in Beijing on Thursday. [Qiang Xiaoji/chinadaily.com.cn]

Chinese Netizens Create 50.7% of Total Internet Content.

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chinadaily Chinese Netizens Create 50.7% of Total Internet Content. china digital landscape  China

Hu Yanping, with the Data Center of China Internet (DCCI), gave a speech at a forum held in Beijing on Thursday. Qiang Xiaoji/chinadaily.com.cn

From China Daily:

For the first time in history, Chinese Internet users have produced more content than professional websites.

Hu Yanping, of the Data Center of China Internet (DCCI), said the era of Web 2.0 has officially overtaken Web 1.0 as the amount of content generated by personal users on blogs, online forums, social networking sites (SNS) and question answers exceeded the amount contributed by professional organizations in news, search engines and e-commerce.

In the first half of this year, the content produced by Chinese Internet users accounted for 50.7 percent of the total, and content produced by professional websites accounted for 47.3 percent, according to statistics released by the Beijing-based DCCI on Thursday.

In the first six months, page views (PV) of SNS accounted for 50.1 percent of the total page views of all Web applications and services, according to statistics from DCCI. Page views of information providers kept decreasing to 8.8 percent of the total, the report said.

Also, Internet users lingered longer on video sites and SNS for entertainment than reading news or seeking information.

The Internet monitoring and research company also predicted that China’s Internet population will reach 469 million by the end of 2010, accounting for 35 percent of China’s total population, and the number will hit 718 million by 2013, accounting for 52.7 percent of the total.

resonance_highincomeappeal

Rich Chinese Prefer the Internet vs. Offline Channels.

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From Synovate China Media Atlas; channel preference of higher income’d Chinese.

resonance highincomeappeal 615x316 Rich Chinese Prefer the Internet vs. Offline Channels. china digital landscape  China

Higher income’d Chinese tend to prefer Internet channels vs. all other available channels. While outdoor and TV are strong, expect offline channels to lose ground to digital communication medium; primarily due to low-cost and easy access vs. other channels.

resonance_renren

Prestige Brands Most Buzzed on RenRen & Qzone.

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Complied by L2, the below graph shows brand buzz on one of China’s most popular SNS sites RenRen.com (a Facebook clone) and Qzone. From this we get a pretty good idea of buzz in English and Chinese, but further, we get a sense of populations across these social network sites.

resonance renren 616x373 Prestige Brands Most Buzzed on RenRen & Qzone. china social media china digital landscape  China

resonance qzone 616x371 Prestige Brands Most Buzzed on RenRen & Qzone. china social media china digital landscape  China

You could almost see these two networks as reflective of tier1 cities (Renren) and below tier one cites. Population on Renren tends to be more educated, evidenced by English speaking ability taught in high school and college, vs. lower tiered cities that show less education, but greater overall population.

However, education isn’t necessarily an indicator of wealth; and its definitely not correlated to dreaming about wealth. China’s netizens think in parallel about major brands with BMW, Mercedes, and LV at top of mind as status symbols.

resonance_digitial adoption

How Smart Are Foreign Brands in China?

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A survey of China’s prestige brands by L2 reveals interesting findings.

resonance digitial adoption 616x747 How Smart Are Foreign Brands in China? china digital landscape  China

Amazing stats are 20% Brands focused on Chinese consumers that do not have a Chinese language website. While its understandable that ecommerce isn’t enabled for many sites due to issues spanning credit cards, trust purchasing online, as well as monster Taobao.com eating up about 75% of all ecommerce in China – it’s a complicated issue to say the least.

However what’s not complicated is localizing your website into Chinese; that one seems to be an oversight, and its interesting to see that many brands haven’t ticked this initial box. There is a lot of room for improvement, and a lot of room for growth.

resonance_youngprofessional

Day in the Digital Life: China’s Young Professionals.

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According to BCG, China’s young professionals are quite digitally connected; however, when we scan their days we see a distinct difference in the manner they regard digital tools.

resonance youngprofessional 616x391 Day in the Digital Life: China’s Young Professionals. china digital landscape  Digital China

Key element is using digital primarily as a communication device; while younger teens and university students focus on social sharing, communication, MP3 downloads, etc – young professionals take a more practical approach to digital. That’s not to say its any less a part of their lives; we can venture to state that digital is more of a tool than a companion.

We see some integration of email, sms, digital news sprinkled throughout the day; digital, rather than being the goal of actions, is a simple means of enhancing actions.

resonance_iwom buying process

How Social Media Affects Chinese Buying Decisions.

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From CIC, we can track the buying process Chinese netizens progress through before the buying decision is made.

resonance iwom buying process 616x476 How Social Media Affects Chinese Buying Decisions. china digital landscape  China

Tracking the decision process for purchasing a netbook, we can see how the initial inquiry arises, and how a Brand is selected from the buzz. Netizens value collective opinion first, and then look to popular advocates second to confirm their decisions. Afterwards, netizens refer back online for maintenace and upkeep of their new purchase.

The relationship between products and the web is quite clear, while TV, newspaper and magazines may create awareness for Brands, its the web that creates engagement through social community from everything to popular opinions, review, recommendations and upkeep information.

This opens up new avenues of strategy for brands such as creating presence on BBS and forums where products are discussed, in addition to working with blogger advocates to help promotion of products.

nielsen

Nielsen Asia Pacific Social Media Report.

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nielsen 300x120 Nielsen Asia Pacific Social Media Report. china social media  Social media China

Nielsen’s recent social media report release gives great insight into the region; but let’s focus on China specifically.

Some of the key elements to note; of which we’ve discovered through our own campaigns; is that BBS’s dominate China social media, and this is where buzz campaigns and engagement are typically generated.

Looking deeper; social gaming is an excellent, through very expensive alternative to engagement on BBS, and the use of online celebs and bloggers are a common staple in a social media campaign diet.

Chinese being more likely to write a negative review is also quite true; though we’ve found they tend not to be as negative as those found in the west; so while overall quantity of negative comments are high; the overall depth of the negativity isn’t.

From Nielsen’s press release:

  • All about BBS, not the SNS: Bulletin board systems underpin popular social media behaviour in China – over 80 percent of social media content is bulletin board systems.
  • Revenue from Social Games: Social media games are used as a stimuli to drive new users and gain reach with existing users, while content sharing behaviours are more popular among the more experienced users. Virtual product placement within social networking site games is becoming one of the most profitable methods of revenue for social networking sites, generating between US$200,000 to US$500,000 per month on product placement.
  • Online Celebs are hotter than offline: ‘Grass roots’ celebrity tracking dominates online conversations in China, with grass roots celebrities such as Phoenix Sister and Mr Yuan outperforming real life celebrities in popularity.
  • Chinese are negative: Chinese Internet users are the most likely in Asia Pacific to post a negative online product review, and are the only consumers in the region more likely to share negative reviews than positive reviews – 62% of Chinese Internet users say they are more likely to share a negative review compared to 41 percent globally.
resonance_chinese  teen

Day in the Digital Life: China’s Teens.

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According to BCG, below is the day in the life of a typical Chinese teen, as it pertains to digital tools. As we can see from a quick glance, China’s youth are very connected digitally throughout their days.

resonance chinese teen 616x381 Day in the Digital Life: China’s Teens. china digital landscape  China

Another clear theme is schoolwork and study; China’s youth are in an ultra competitive environment, and success hinges on their academic prowess; digital tools then, in a sense, help to relieve the solitary confinement of study, either by opening quick windows allowing for social communication and sharing, or by allowing a few moments of peaceful escape.

resonance_prestige brands

China’s Luxury Market: 840 Million Potential Customers.

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According to research compiled by L2, China’s luxury market is about to explode.

resonance prestige brands China’s Luxury Market: 840 Million Potential Customers. china digital landscape  China

Interesting to note is the age groups of luxury buyers. China’s unique historical circumstances come into play, with 80% of luxury buyers under the age of 45. This makes luxury branding in China require a distinctly “young/modern” feel vs. the US and Japan.

With such large potential looming in the near future, luxury brands are beginning to enter the market in force. Whether they will succeed will be a careful balance between their brand values, Chinese taste, and their ability to localize their message and cost effectively communicate that message to Chinese audiences.

We can expect digital campaigns to be a large part of luxury brands entrance into China; we’ve seen evidence of this already from Lancome, Porsche, BMW and others.

resonance_sohu

R3: Sohu China Portal Launches Groupon Clone.

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From R3 Beijing; source: QQ

Sohu had just launched a group shopping site – tuan.sohu.com, which made Sohu the first portal site that joins the group buying competition in China. As reported, the site currently only offers single-product group shopping services in Beijing, which is very similar to other group shopping sites.

resonance sohu R3: Sohu China Portal Launches Groupon Clone. china digital landscape  China

The data showed that there are approximately 400 Chinese group shopping sites launched in the last three months. The key reason for the booming is because of the low standard in terms of qualification, several-thousand-Yuan investment would be enough for an easy start-up.

Some experts believe that since the group shopping sites phenomenon has just started in China, Sohu is obviously seeking the chance to take lead.

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resonance_action after interest

Rich Chinese Netizens Believe Baidu over their Families.

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From Synovate China Media Atlas; activities after online communication.

resonance action after interest 616x339 Rich Chinese Netizens Believe Baidu over their Families. china digital landscape  China

Once communication occurs through online channels, Chinese will tend to search the web first; alluding to the importance of word-of-mouth and presence across a great number of Chinese websites to create positive impression and suitable information to information seekers.

littleredbook_iwom purchases

Chinese Netizen Reliance on Internet Word of Mouth.

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Before Chinese netizens purchase products, do they go online to check what others say? According to CIC they certainly do.

littleredbook iwom purchases 616x380 Chinese Netizen Reliance on Internet Word of Mouth. china social media  China

Topping the list are mobile phones; followed closely by consumer electronics. Seeing as how mobile phones are owned by everyone (thereby more people searching/reviewing), as well as how China’s youth identify with their phones as close friends, it’s no wonder that this product tops the charts. Before the buy, China’s netizens want to make sure they are buying the right phone, with the right message to their social groups.

The bigger picture beyond mobile phones is China’s netizens rely heavily on peer to peer communications before making important “buy” decisions online. This being that case, it is important for brands to be every where consumers make decisions, if they’re to have impact in this ultra competitive landscape.

resonance_social media usage

China Social Media Usage by Income Level.

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From Synovate China Media Atlas; social media usage of China’s netizens.

resonance social media usage 616x321 China Social Media Usage by Income Level.  china social media  Social media China

Chinese tend to spend more time meeting new people than maintaing current relationships. Higher income’d netizens tend to be the most social; and have access to digital tools in which to be social with.

resonance_incomelevel activity

Chinese Internet Activity by Income Level.

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From Synovate China Media Atlas; how different income levels interact online.

resonance incomelevel activity 616x318 Chinese Internet Activity by Income Level.  china digital landscape  China

Higher income level netizens lead interaction across China’s web. This is quite interesting; as targeting the more intelligent, higher income Chinese requires digital engagement, whereas lower income, lower tiered Chinese are better targeted via television and mobile.

resonance_chinese digital

China’s Digital Preferences.

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From Synovate China Media Atlas; measurement of China’s top media channels.

resonance chinese digital 616x342 Chinas Digital Preferences. china digital landscape  China Advertising

Clear preference for digital via internet and mobile. TV continues to hold on, but expect this to decrease as future generations split their time across engaging digital medium vs. passive TV entertainment.

littleredbook_2002 to 2009 Active Blogs Scale

China’s 500% Blogger Growth; 2002-2009.

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littleredbook 2002 to 2009 Active Blogs Scale 616x397 Chinas 500% Blogger Growth; 2002 2009. china digital landscape  China

The numbers of bloggers have been increasing for many years, but saw a huge jump in 2008. This is likely due to China’s internet hitting a critical point, combining social networks, with blog networks with portals, and politically charged events; allowing the great spread of knowledge and tools allowing blogging to propagate. 2009 sees a continued increase, though at a rate much lower than the following year.

进入到 2008 年,博客用户和活跃博客作者数量得到了大规模的增长。一方面,博客数量的增长带来了用户聚集的规模效应,其中 SNS 元素的加入对博客用户的增长起到了推动作用。另一方面,博客频道在各大综合门户网站中已经成为标准配置,很多网站用户直接转化为博客用户。

littleredbook 2002 to 2009 Active Blogs Scale2 Chinas 500% Blogger Growth; 2002 2009. china digital landscape  China

Blogging and related activities have been growing; but have also seemed to peak in 2008. This is likely due to the increase of blog offering from major portals (Sina, Sohu, Tencent) in 2007, as well as the 2008 Beijing Olympics, and the political events surrounding it; subsequent years show increase, but do not show the same growth. The speculation is with another huge event, blogging may spike once again; however this is unlikely considering the unique situation of the Olympics as symbolic to China’s rise on the world stage.

博客已经逐渐成为互联网的基础应用,博客用户群体的规模虽然在逐年增大,但应用率已经趋于稳定,随着博客用户在 SNS 网站中的分流,日志和微博客的应用将会使博客的活跃程度进一步提高。

littleredbook_The Gender Structure of Blog Users

China’s bloggers; Male vs Female.

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littleredbook The Gender Structure of Blog Users Chinas bloggers; Male vs Female. china digital landscape  China

China’s blog users are 54.5% women; about 10% higher then male bloggers.

在博客使用者中,女性比例占到了 54.5%,比男性高近出 10 个百分点。目前中国网民中女性比例为47.5%,与全国网民的性别比例相比,博客写作在女性中的普及率要明显高于男性。

littleredbook_Blogs User’s Income Distribution

Chinese bloggers getting richer.

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littleredbook Blogs User’s Income Distribution Chinese bloggers getting richer. china digital landscape  China

China’s bloggers are getting richer; though dominated by students, China’s blogger income is rising, with 32.9% earning RMB 2000/month; 24.3% over RMB 3000/month, and 8.3% with over RMB 5000/month.

在博客使用者中,在校学生占到了55.1%,成为博客使用者的主流。同时博客用户中高收入群体的比例在增加,被调查者中收入在 2000 元以上占 32.9%,同比增长了8.9%,收入在 3000 元以上的占到了 24.3%,同比增长 13.3 个百分点。月收入在 5000元以上的人群占到了11.3%,同比增长了 8.3 个百分点。

littleredbook_The Occupational Distribution of Blog Users

Major professions of China’s bloggers.

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littleredbook The Occupational Distribution of Blog Users Major professions of Chinas bloggers. china digital landscape  China

Who are China’s influencers? The vast majority is students at 55% of all bloggers.

However, in 2007, professional and technical personnel accounted for 17% of total bloggers. However, in 2009 this number has decreased to 7% of total bloggers; which shows:

  1. The number of bloggers is increasing
  2. Other professions are adopting blogging as a communication platform.

While students will likely make up the most of bloggers; in the future as these students become professionals, expect to see a widely connected group of influencers emerge in the future. This will put greater emphasis on low-cost shared information; and will likely push quality of information as well – web savvy users can vote with clicks the content that appeals, which will reduce the attention commercial focused messages in exchange for community supported content.

在博客使用者中,学生群体依然是最主要的使用者,其比例占到了55.0%,在一定程度上说明学生群体比普通网民更为偏爱博客应用。2007 年的专业技术人员占到被访者的 17%,为除学生以外第一大博客应用群体,这应该与互联网与其职业特性存在一定的相关性有关系,本次调查中,博客的应用群体职业分布更为均衡,计算机/互联网/通信/电子类专业技术人员占到7.0%,比2007年的比例略有下降。

littleredbook_The Internet Duration of The Blog Users

China’s blogger advocates increase intensity.

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littleredbook The Internet Duration of The Blog Users Chinas blogger advocates increase intensity. china digital landscape  Market research China

Comparing 2007 to 2009, China’s bloggers are spending more time online. Those spending 2 hours rose by 12.8% and those spending 4 hours online rose 11.3%. As China’s bloggers become more intertwined via networks; they become more engaged with creating and distributing content.

对比 2007 年中国博客市场调查报告,在本次调查中,博客使用者上网时长在两小时以上的占到了66.8%,同比增长了12.8%;其中每天使用网络达四个小时以上的占到了 45.3%,同比增长了11.3%。这说明博客作者对网络的依赖程度进一步加深,网络已经渗透到大多数博客作者的生活、工作当中,部分用户已经属于网络的重度使用者。