Copyright © 2012 Incitez Pte. Ltd. China Social Media Whitepaper September 2012 Whitepaper
China Social Media Whitepaper 2012
Jan 13, 2015
The first release of China social media whitepaper from Incitez peeking into the insights of China social media including weibo and social networking sites. Get the full version here: http://ciw.me/SwEHRt
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Copyright © 2012 Incitez Pte. Ltd.
China Social Media Whitepaper
September 2012
Whitepaper
Copyright © 2012 Incitez Pte. Ltd.
INSIGHTS China Social Media
Copyright © 2012 Incitez Pte. Ltd.
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2009Q4� 2010Q2� 2010Q4� 2011Q2� 2011Q4� 2012Q2�
Blog� Online video� Weibo� SNS�
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China Internet Watch
China Social Media Users by Channel
Source: CNNIC
Million
Copyright © 2012 Incitez Pte. Ltd.
Internet users in China has found that 95% of those living in Tier 1, Tier 2, and Tier 3 cities are registered on a social-media site
Active Social
Media Users
China: 91%
Japan: 30%
U.S.: 67%
South Korea:
70%
Source: iConsumer China Survey, McKinsey, April 2012
Copyright © 2012 Incitez Pte. Ltd.
Online Sharing
27% SNS
17% Search Engine
9% Games
7% Online video
5% News media
5%� Online music
4% Education & exam
3%�IT & digital products
12% Others
Source: Baidu
China Internet Watch
Copyright © 2012 Incitez Pte. Ltd.
Popular Social Media Channels for Sharing
Social media � Sharing percentage � Return traffic (%) Return ratio
1 Q-zone 43.72% 45.08% 0.61
2 � Sina weibo� 12.28% 26.05% 1.26
3 � Tencent weibo 9.04% 6.13% 0.4
4 � Renren� 7.46% 4.88% 0.39
5 � Baidu Favorites � 5.39% 4.30% 0.47
6 � Baidu post bar � 4.55% 8.19% 1.07
7 � Kaixin� 3.14% 0.98% 0.19
8 � Baidu zone� 2.04% 0.20% 0.06
9 � Douban� 1.97% 0.19% 0.06
10 � QQ favourites � 1.90% 0.19% 0.06
Return traffic: users’ returns via clicking sharing links after others’ sharing. Return traffic (%) : (returns to a specific websites/returns to social medias)*100%.�
Source: Baidu
Copyright © 2012 Incitez Pte. Ltd.
2012.1� 2012.6�
60% �
Daily shares on social medias �
2012.1� 2012.6�
758% �
Daily active websites on social medias�
2012.1� 2012.6�
147% �
Daily page views on sharing websites�
Sharing amount refers to sharing via Baidu Sharing Tools.�
Social Media Sharing
Source: Baidu
China Internet Watch
Copyright © 2012 Incitez Pte. Ltd.
Social media sites are nearly as important as portals
Preferred sites as entry point
to obtain content
Search: 80%
Portals.: 40%
Social media:
36%
Source: iConsumer China Survey, McKinsey, April 2012, Incitez Team experience
Men trend to share news about a specific industry, sports and technology and network online networking
Copyright © 2012 Incitez Pte. Ltd.
“Consumers in China spend 46 minutes a day visiting social-media sites,
compared with 7 minutes in Japan and 37 minutes in the United States
Source: iConsumer China Survey, McKinsey, April 2012
China Internet Watch
Copyright © 2012 Incitez Pte. Ltd.
3 Types of Popular Social Media in China
SNS
LBS
The most popular and most engaging social media channel in China
Used for making friends, entertainment, news and other functions
Incitez recommends Weibo for photos, video and breaking news content distribution
Mainly used for making friends and entertainment
The most popular and most engaging social media channel in China
Used for making friends, entertainment, news and other functions
Source: Incitez internal data
Copyright © 2012 Incitez Pte. Ltd.
97%
SNS
70% LBS
SNS & Weibo combined represent
66% of China social media users
Source: Nielsen
Copyright © 2012 Incitez Pte. Ltd.
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