Table of Contents
Executive Summary
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- Market trends
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- Figure 1: The usage of internet access devices in China, 2013-14
- IM-type social networking becomes a trend
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- Figure 2: Penetration of IM-type and microblogging platforms in China, 2013-14
- The emergence of specialised social and media networks
- Media networks use self-produced content to differentiate
- The popularity of “bullet comments” on media networks
- Micro video becomes a common feature
- The consumer
- WeChat leads China’s social media networks
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- Figure 3: Frequency of using leading social and media networks, February 2014 and March 2015
- Meipai emerges to be a dark horse
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- Figure 4: Usage of emerging social and media networks, March 2015
- Online shopping becomes an integrated part of social and media networks
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- Figure 5: Reasons for using social and media networks, March 2015
- Consumers are willing to interact with official accounts
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- Figure 6: Consumer interaction with and attitudes towards official accounts, March 2015
- Chinese consumers are more likely to make a purchase via social/media networks
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- Figure 7: Purchase-related behaviour on social and media networks, March 2015
- Creative and entertaining advertising is attractive to consumers
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- Figure 8: Attitudes towards advertisements on social and media networks, March 2015
- Key issues
- How can specialised social and media networks compete?
- How can brands embrace specialised social and media networks to talk to their target audience?
- Will social commerce be a trend?
- How important is customer service on social and media networks?
- What we think
Issues and Insights
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- How can specialised social and media networks compete?
- The facts
- The implications
- How can brands embrace specialised social and media networks to talk to their target audience?
- The facts
- The implications
- Will social commerce be a trend?
- The facts
- The implications
- How important is customer service on social and media networks?
- The facts
- The implications
Trend Application
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- Utilising reviews as brand advertisements
- Promoting customised services and products to guide consumers
- Make special offers more fun and less cheap
Market Trends
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- Key points
- China has almost 650 million netizens by 2014
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- Figure 9: The number of netizens and internet penetration in China, 2010-14
- 4G network boosts mobile social and media networking
- Over four fifths of internet users connect to the internet via mobile phones
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- Figure 10: Usage of internet access devices in China, 2013-14
- IM-type social networking drives the market
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- Figure 11: Penetration of IM-type and microblogging platforms in China, 2013-14
- Figure 12: Monthly active users of leading social networks, as at 31 December of each year, 2013-14
- A number of niche social and media networks are emerging
- Media networks differentiate by exclusive TV programmes
- Mock the show with “bullet comments”
- Micro-video sharing becomes more common
Who’s Innovating?
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- Key points
- Media networks become the new channel for live concerts
- More opportunities for location-based marketing with Weibo Sports
- Traditional TV stations embrace the internet to develop their own media networks
Companies and Products
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- Social networks
- Latest developments
- Qzone
- Latest development
- Latest development
- Sina Weibo
- Latest development
- Latest development
- Emerging social networks
- Media networks
- Youku Tudou Inc.
- Latest developments
- Douban
- Latest developments
- Baidu Tieba
- Latest development
- Zhihu
- Latest developments
- Emerging media networks
The Consumer – User Profile of Social and Media Networks
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- Methodology and how to read the charts
- Leading social and media networks
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- Figure 13: User profile of leading social and media networks, by gender and age, March 2015
- Figure 14: User profile of leading social and media networks, by monthly personal income and city tier, March 2015
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- Figure 15: User profile of leading social and media networks, by education level and type of organisation, March 2015
- Qzone
- Sina Weibo
- Momo
- Renren
- Jiayuan
- Youku
- Douban
- Baidu Tieba
- Zhihu
- Emerging social and media networks
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- Figure 16: User profile of emerging social and media networks, by gender and age, March 2015
- Figure 17: User profile of emerging social and media networks, by monthly personal income and city tier, March 2015
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- Figure 18: User profile of emerging social and media networks, by education level and type of organisation, March 2015
- Laiwang
- Yixin
- Meipai
- Weishi
- YY
- Papa
- Changba
- Guokr
- Bilibili
- Shise
- Duitang
- Same
The Consumer – Usage of Social and Media Networks
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- Key points
- Usage trends in leading social and media networks
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- Figure 19: Frequency of using leading social and media networks, February 2014 and March 2015
- Mobile apps drive popularity
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- Figure 20: Frequency of using leading social networks (continued), March 2015
- Signs to suggest consumers are focusing on fewer sites
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- Figure 21: Numbers of social and media networks being used, March 2015
- Multiple platform users fulfil various needs through social and media networks
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- Figure 22: Reasons for using social and media networks, by the number of leading social and media networks being used, March 2015
- Chinese consumers are quite open to new social and media networks
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- Figure 23: Penetration of emerging social and media networks, March 2015
The Consumer – Overview of Behaviours on and Attitudes towards Social and Media Networks
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- Key points
- Online shopping has become an essential function for social and media networks
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- Figure 24: Reasons for using social and media networks, March 2015
- Half of consumers are willing to recommend their favourite official account to others
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- Figure 25: Consumer usage habits on brands’ official accounts, March 2015
- …but personal information is still the top concern
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- Figure 26: Consumers’ concern over official accounts, March 2015
- Social/media networks have become an essential online information resource
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- Figure 27: Purchase-related behaviour on social and media networks, March 2015
- Creative and relevant advertisements don’t turn off consumers
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- Figure 28: Attitudes towards advertisements on social and media networks, by content related issues, March 2015
- Brands need to be more cautious on promoting interactive advertisements
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- Figure 29: Attitudes towards advertisements on social and media networks, by format related issues, March 2015
The Consumer – Gender and Age
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- Key points
- Men are more interested in meeting new friends on social and media networks
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- Figure 30: Selected reasons for using social and media networks, by gender and age, March 2015
- Men use more types of networks
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- Figure 31: Numbers of social and media networks being used, by gender and age, March 2015
- Females prefer to get special offers via official accounts
- Embrace 25-29 year-olds in social commerce
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- Figure 32: Purchase-related behaviour have been done on social and media networks, by age, March 2015
- Men have a higher churn rate after making a purchase on social and media networks
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- Figure 33: Consumer behaviour on “making a purchase by clicking an ad social and media networks”, by gender, March 2015
- Targeted and interactive advertisements are more appealing to men
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- Figure 34: Selected attitudes towards advertisements on social and media networks, by gender and age, March 2015
The Consumer – Income, Education Level and Working Organisation
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- Key points
- High earners use more social and media networks
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- Figure 35: Numbers of social and media networks being used, by monthly personal income, March 2015
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- Figure 36: Selected usage of leading social and media networks, by monthly personal income, March 2015
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- Figure 37: Selected usage of emerging social and media networks, by monthly personal income, March 2015
- High earners participate more in online discussion
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- Figure 38: Selected reasons for using social and media networks, by monthly personal income, March 2015
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- Figure 39: Selected reasons for using social and media networks, by education level and working organisation, March 2015
- High earners see brands’ official accounts on social media in a more positive way…
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- Figure 40: Selected consumer usage habits on official accounts, by monthly personal income, March 2015
- …and they are also making more purchases and posting reviews
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- Figure 41: Purchase-related behaviour done on social and media networks, by monthly personal income, March 2015
- Consumers with high income prefer customised advertising
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- Figure 42: Selected attitudes towards advertisements on social and media networks, March 2015
The Consumer – City Tiers
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- Key points
- Qzone, Baidu Tieba and Renren are popular among lower tier consumers
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- Figure 43: Selected usage of leading social and media networks, by city tier, March 2015
- Consumers from lower tier cities are more entertainment driven
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- Figure 44: Selected usage of emerging social and media networks, by city tier, March 2015
- Offering special offers on networks appeal more to consumers in tier one cities
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- Figure 45: Selected purchase-related behaviour have been done on social and media networks, by city tier, March 2015
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