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Digital Burson-Marsteller China State of the Chinese Internet

March 2011

State of the Chinese Internet


Width and depth Social media Geography By the numbers Top trend Sites of note Digital B-M

Digital China Width and Depth

China total population 1.4 billion

50% / 50%
700M Urban / 700M Rural
Source: World Bank

Total internet reach

450

million

Source: China Internet Watch

# 1 in the world 19% y-o-y increase

Internet population increase

per month

10
million

Digital broadband usage

460

million

30% y-o-y increase 98% broadband penetration


Source: China Internet Watch

Digital connection speed

100 kb/sec
Lower than world average of 230 kb/ sec

Source: China Internet Watch

Mobile web
usage

303
66%

million
Source: China Internet Watch

of PC Internet Users

Hours spent online

18 2.6

per week

per day
Source: China Internet Watch

Digital China Social Media

30

Kaixin 40M

Sina Weibo 70M Renren 95M


Pengyou 80M 51 40M

20 Age

Douban 20M

Tencent Weibo

100M 10 Urban to Rural

QZone 190M

Source: Techrice

No.

Platform

Type

User Demographic

Active Users (millions)

Reg. Users (millions)

Alexa Ranking

Source: Techrice

Digital China By Geography

19

of Chinas

provinces have

less
than

10

million netizens
Source: China Internet Watch

Digital China Geography Urban


1. Beijing 2. Shanghai 3. Guangdong 4. Zhejiang 8. Jiangsu 5. Tianjin 9. Xinjiang 6. Fujian 10. Shanxi 7. Liaoning 11. Shandong 12. Hainan 13. Chongqing 14. Shaanxi

Internet Penetration Rate > 34%


Source: China Internet Watch

Digital China Geography Quasi-urban


1. Qinghai 2. Hubei 3. Jilin 4. Hebei 5. Inner Mongolia 6. Heilongjiang

Internet Penetration Rate > 28% < 34%


Source: China Internet Watch

Digital China Geography Rural


1. Ningxia 2. Xizang 3. Hunan 4. Henan 5. Guangxi 6. Gansu 7. Sichuan 8. Anhui 9. Yunnan 10. Jiangxi 11. Guizhou

Internet Penetration Rate

< 28%

Source: China Internet Watch

Digital China By the Numbers

People trends in Chinese Social Media


Liu Ye

Huang Jianxiang

Yao Chen

Liu Xiang

Internet Access by Device


Device Usage Trends for Net Access

80% 70% 60% 50% 40% 30% 20% 10% 0% Desktop Laptop 2010 Source: China Internet Watch Mobile

Internet Access by Gender


Internet Usage by Gender

46% 46% 45% 45% 44% 44% 43% Male Female Source: China Internet Watch 2010

Internet Access by Age Group


Net Usage by Age Group
30% 25% 20% 15% 10% 5% 0% Below 10 10 to 19 20 to 29 30 to 39 40 to 49 50 to 59 Above 60 Source: China Internet Watch 2010

Internet Access by Education


Net Usage by Education
40% 35%
30% 25% 20% 15% 10% 5% 0% Primary Middle School High School Diploma University Source: China Internet Watch 2010

Internet Access by Habit


Net Usage by Habit
400 350 300

250
200 150 100 50 2010

0
Search Music News IM Gaming Blogging Video Email Source: China Internet Watch

Internet Access by Habit


Net Usage by Habit
200 180 160 140 120 100 80 60 40 20 0

2010

Source: China Internet Watch

Internet Access by Income


Net Usage by Monthly Income RMB
20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Above 8K 5-8K 3-5K 2-3K 1.5-2K 1-1.5K 0.5-1K Below 0.5K Source: China Internet Watch 2010

Internet Access by Mobile


Net Usage by Mobile
70% 60% 50%

40%
2010 30% 20% 10% 0% IM News Search Music Reading SNS BBS Source: China Internet Watch

Internet Access by Mobile


Net Usage by Mobile
30% 25% 20% 15% 10% 5% 0% 2010

Source: China Internet Watch

Digital China Microblogging

China Microblogging
By mid 2010, the number of microblog users in China has surpassed 60 million. To exceed

150 million by mid 2011.

Source: DCCI 2010 Microblog Survey

Microblogging Socio-graphics
Active posters, commentators, connectors 19%

Interested in sharing opinions but uninterested in other peoples opinions

Socializers Critics 54% 18% Spectators Commentators

9%

Interested in sharing their own opinions and in other opinions

Dont share just browse Source: DCCI 2010 Microblog Survey

Microblogging Platforms Reputation


13%

Qt: which microblogging service is the most famous in China?

20% Sina

14%

Netease

Tencent
Sohu 19% 16% 18% iFeng 139 (China Mobile)

Source: DCCI 2010 Microblog Survey

Digital Chinas Top 15 Social Sites

Top 15 Social Platforms

1.

Qzone - Chinas largest social network is backed by the 637 million active
accounts for Tencents QQ Messenger. The question for Qzone is not quantity, but rather the quality of its nickname-based social graph.

190M

Top 15 Social Platforms

2.

Renren Chinas leading real-name social network that intends to IPO soon.
It is setting the standard for SNS in China but still faces challenges from other social networks, notably Tencents Pengyou and Kaixin001.

95M

Top 15 Social Platforms

3.

Pengyou Tencents latest entry into the real-name social networking


space has many users. But even more so than with Qzone, the real question is, how strong is the social graph?

80M

Top 15 Social Platforms

4.

Sina Weibo The red-hot microblogging service that threatens Chinas social
networks with a new model. Can microblogging surpass social networking in terms of popularity in China? Its features now far surpass those of Twitter, including threaded comments, pictures, videos, IM, and LBS.

70M

Top 15 Social Platforms

5.

Kaixin001 Popular amongst white-collar workers via its social games


and post-forwarding features. But as the social games mania has died down and the appeal of its post-forwarding has been usurped by Sina Weibo, Kaixin001 is now struggling.

40M

Top 15 Social Platforms

6.

51.Com Enjoyed early popularity among comparatively rural users, but


now appears to be in a downward spiral. One recent report says peak simultaneous users are down to 700,000. 51.coms claim of 178 million registered users is either irrelevant or fake, a case that requires skepticism by the tonne.

40M

Top 15 Social Platforms

7.

Douban The strongest community of any social network in China. Its never had
explosive growth or a massive user base (in China terms), but it attracts young urban Chinese who together over movies, books, music, and events. A good network for hipsters and creatives.

20M

Top 15 Social Platforms

8.

Taomee A social network and gaming site (similar to the Disney-owned Club
Penguin) thats massively popular with Chinese children (and their mothers). Taomee is in fact the parent company that runs a number of different childrens sites, including: Moer (mole-themed), Saier (sci-fi themed), and XiaoHua (princess-themed).

20M

Top 15 Social Platforms

9.

Tencent Weibo Pushing its microblog service in order to compete


with Sina. It claims over 100 million registered users, but again with Tencent theres the concern of quality over quantity - Sina Weibo controls 87% of time spent by Chinese users on microblogs, while Tencent holds only 9%.

20M

Top 15 Social Platforms

10.

Jiayuan Chinas most popular online dating site, which is rumored to


have plans for an IPO.

11M

Top 15 Social Platforms

11.

Tao Jianghu SNS of popular e-commerce site, Taobao. Profiles are


automatically created for Taobao users. Adding a social layer is one of Taobaos key objectives for 2011.

10M

Top 15 Social Platforms

12.

Bai Shehui The white-collar society network by Sohu, one of Chinas largest
internet portals. Sohu also develops its own social games for this platform.

10M

Top 15 Social Platforms

13.

Zhenai - A leading China dating site, rumored to be preparing for an IPO.

5M

Top 15 Social Platforms

14.

Baihe Yet another of Chinas leading dating sites!

2M

Top 15 Social Platforms

15.

iPartment An avatar-based dating site from Taiwan where teens and


young adults move into a virtual apartment together. Revenues come from advertising, virtual goods, and e-commerce.

1M

Digital Burson-Marsteller China

Digital Burson-Marsteller
What we do? Identify audiences, tools and channels Provide actionable online solutions with measured results Partner to manage connections with stakeholders

Online Presence & Earned Media

Digital Burson-Marsteller Approach

ENGAGEMENT must be part of communications and marketing

SEARCH Strategy is essential

AUDIENCE will drive the agenda

Online Presence & Earned Media

Digital Burson-Marsteller Using the right tools to track Evidenced-based


Listen

issues that are critical to a company, gauging buzz and sentiment online is key.

Regular reporting on Measurement and ROI to business benefit.

Report

Plan

Once planning framework is in place, set up and begin engagement.

Engage

Developing a strategic framework of Online Engagement, based on experience, research and insights.

Digital Burson-Marsteller Results


Our evidence-based methodology. Delivering results driven by

LISTENING IDENTIFYING TARGETING

CONTENT
STORYTELLING

WEB EXPERIENCE DESIGN

ANALYTICS
MEASUREMENT ROI

Digital Burson-Marsteller Results


Synching offline with online.
Integrating activities and content from the traditional media world with online media plays a key role reputation is managed.

Online storytelling planning Social media guidelines Online media events


STORYTELLING

Digital Burson-Marsteller 360 Solutions


ONLINE MEDIA RELATIONS ONLINE REPUTATION MANAGEMENT DIGITAL & SOCIAL MEDIA STRATEGIC CONSULTANCY ONLINE COMMUNITIES ONLINE EXPERIENCE DIGITAL BUZZ E-INFLUENCER RESEARCH

Digital Objectives?
Contact us now
Ask Burson-Marsteller China how we can help develop Digital & Social Media programs in China and globally.
Zaheer Nooruddin
zaheer.nooruddin@bm.com

Lead Digital Strategist Burson-Marsteller China

@BMDigitalChina