china social media impact 2015 - kantar us - kantar · 50.0% 38.0% 10.0% 2.0% 3.0% 3.0% 5.0% 28.0%...
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Ranked by average reads per post
Funny Vide
o
97,77
2
Smar
t Life
Tips
95,94
1
Gossip
Ass
ociat
ion
94,44
0
Vision
91,08
8
Health
care
Servic
e
81,31
3
CCTV66
,822
For H
im M
agaz
ine
64,32
3
Shiliupo
Rep
ort
64,18
6
South
ern W
eekly
64,08
0
Fitnes
s Mom
ent
62,52
1
Entertainment Health & lifestyle
News & information Beauty & fashion
Regional distribution of social media users (%)
Tier 1 Tier 2 Tier 3 Tier 4
27.9
38.8
31.2
37.7 30.8 20.7 8.6
2.1
36.6
13.0
20.2
12.4
19.9
SOCIAL MEDIA USERS ARE MORE POLARIZEDAN INCREASE IN ULTRAS & DETACHERS (%)
UltrasUse social media whenever there is free time, very dependent
RegularsUse social media at fixed time of day (e.g. during commuting, lunch break or evening)
DippersUse social media only when need to complete a task
DetachersRarely use, dispensable
Dependent Detached
8.8
6.7
31.7
29.4
31.5
35.1
28.0
28.8
2014
2013
CHINA SOCIAL MEDIA IMPACT 2015
SOCIAL MEDIA USERS BECOMING MAINSTREAM AND DIVERSE
180 million urban residents100,000 respondents60 cities
DIFFERENCE BETWEEN SOCIAL MEDIA USERS AND URBAN RESIDENTS
China National Resident Survey
Education level of social media users (%)
Elementary level education
Middle level education
High level education
6.1 23.1 70.7
4.5 23.0 72.4
Age distribution by decade of birth (%)
1990s 1980s 1970s 1960s 1950s
2013: 28.8Average Age in 2014: 30.4
The percentage of urban residents who are social media users (%)
28.634.02014
2013
2013
2014
2014
2013
Device penetration for social media users (%)
71.585.0
Mobile penetration (%)
Urban residents
Social media users
MOBILE SOCIAL MEDIA IS COMMON
Media penetration (%)
Internet Mobile online OOH TV Internet video Magazine Newspaper Radio
69.4
56.0
84.676.6
35.5 37.242.6
14.4
100.091.4 88.7
77.1
55.649.2
42.3
16.1
2014 2013
WEIBO HOT TOPIC STUDY
46%
38%
37%
25%
41%
24%
32%
33%
45%
27%
Entertainment & sports
25.4%
News & information
19.6%
Healthcare & beauty
15.7%
Work & study
14.3%
Travel12%
Others13%
Positive
Negative
Buzz sentiment
FREQUENCY OF THE USE OF POSITIVE & NEGATIVE EMOTICONS
Laugh Snicker
Smile
Love
Clap Support
Others
67%
Angry Cry
Tear
Disappoint
Mad
Other
33%
12
25 23
14
12
8 6
35 23
16
12
8
6
BESIDES ENTERTAINMENT AND SOCIAL ISSUES, NETIZENS LEVERAGED WEIBO INFORMATION
TO BENEFIT THEIR PERSONAL LIVES
80% OF TOP 50 FALL INTO ENTERTAINMENT, HEALTH & LIFESTYLE, NEWS & INFORMATION
AND BEAUTY & FASHION CATEGORIES
WeChat CONTENT AND ENGAGEMENT STUDY
Tracked from:
01.08.2014 - 15.11.201412 711,276,971
Total posts:
17,993
Key tracking index:
Total likes
Total reads
Total article numbers
Average weekly post frequencyAverage reads per post
Average likes per post
Entertainment
Health & lifestyle
News & information
Beauty & fashion
Emotion
1514
10
8
3
50 accounts by category share (%)50 accounts by category
Entertainment
Health & lifestyle
News& information
Beauty& fashion
Emotion30
28
20
16
6
MOST READ CONTENT BY TOPIC, BASED ON CLICKS
Health& lifestyle
Entertainment
48.5%
Emotion
21.0% 13.7%
Beauty& fashion
12.2%
News& information
4.6%
42.0%
61.0%
28.0%
47.0%21.0%18.0%
14.0%
69.0%
23.0%
7.0%
1.0%
50.0% 38.0% 10.0% 2.0%
3.0%
5.0%3.0%
28.0% 20.0% 10.0%
TOP 3 SUBSCRIPTION ACCOUNTS
Smart Life Tips
Hot celebrity gossips
Straightforward captions
Distinctive language style
Sexy photos with cheeky or sarcastic comments
Build-in functional applications, such as: weather forecast, recipes, fortune telling etc.
Simple and practical life tips
- Data -
Funny Video
Gossip Association
96,051 39,531 Average reads per post
1621Average weekly post frequency
680154Average likes per post
Top 50 accounts average
Top 3 accounts average
- Characteristics -An account does not have to
publish lots of posts to be influential, but the account should have distinctive characteristics to engage social users.
No.1
No.2
No.3
WeChat REPLACES QQzoneWeibo EXPERIENCED A SIGNIFICANT DROP
72.5%
53.0%
QQzone64.5%
71.8%
58.8%
39.9%
ONLINE SURVEY OF SOCIAL MEDIA USERS
20142013
20142013
20142013
Sample volume:
13,34112,221
Research period:
19.12.2014 - 27.12.201419.12.2013 - 27.12.2013
12
Social media Social media
Makes mylife worse
Makes mylife better
68.073.42013
WHERE PRIVACY IS A CONCERN, SOCIAL USERS INTERACT LESS
Attitude towards privacy when using social media (%)
Pro-privacy
Pro-social
29.937.823.09.3
No social posting - to protect privacy
Limited social -actively protecting privacy
All social - no concern for privacy
Actively social - protecting only core privacy
SOCIAL MEDIA USERS INTERACT LESS
TOP 10 INFLUENTIAL SUBSCRIPTION ACCOUNTS
20142013
39%
13%
14%
34%
Repost
Comment or "like"
Post original content
Browsing only, do not comment
Join group or topic discussion
15.18.9 3.8
BBS
HIGH FREQUENCY WORD CLOUD
12Tracked from:
16.11.2013 - 15.11.2014 10,000Weibo users:Total tweets:
2,098,575√
711,276,971Total reads
Celebritygossip
Lovestories
"Chickensoup"
Smartlife tips
Fashion& accessories
Currentaffairs Economics
OthersBusiness
Skin care & makeup
Luxury brands
Others
Fitness& weight loss
Cooking Others
Friendship
FamilyOthers
Entertainmentnews Interesting
& funny topicsOthers
NEWS
NEWS
NEWS
Caixin Data Visualization Lab
Research Agencies:The Kantar China Social Media Impact Report 2015
15.918.4 4.8
9.374.8 5.2
50 INFLUENTIAL SUBSCRIPTION ACCOUNTS
13%
46%
15%
20%
6%
Design:
2013
2014
Entertainment
Social iss
ues
Personal life
Total reads:
21.538.332.47.9