2016 wechat data report

2016 WECHAT DATA REPORT

WECHAT TEAM: DIRECTOR USER GROWTH AND ENGAGEMENT, STEPHEN WANG 王传仁

ALL DATA: WECHAT TEAMTRANSLATION & SUPPLEMENTAL NOTES: MATTHEW BRENNAN

CHINACHANNEL.CO


CHINACHANNEL.CO

THIS DATA IS TAKEN FROM A PRESENTATION MADE ON DEC 28TH 2016

768,000,000WECHAT’S DAILY LOGGED IN ACTIVE

USERS FOR SEPTEMBER 2016

CHINACHANNEL.CO


CHCH NOTES:THIS IS ONLY THE 2ND TIME EVER THAT WECHAT HAS RELEASED THE DAILY NUMBER OF ACTIVE USERS.

OVER 90% OF WECHAT’S MONTHLY ACTIVE USERS (846 MILLION) ARE ALSO DAILY ACTIVE USERS. BASICALLY WECHAT IS AN INCREDIBLY STICKY AND ADDICTIVE APP.

THIS REPRESENTS A

35%. YEAR ON YEAR INCREASE

CHINACHANNEL.CO


50%OF USERS SPEND90 MINUTES

PER DAY IN WECHAT

CHINACHANNEL.CO


14% OF WECHAT MONTHLY ACTIVE

USERS ARE BETWEEN THE AGES OF 17 & 21(YOUTHS)

CHINACHANNEL.CO


1% OF WECHAT MONTHLY ACTIVE

USERS ARE ABOVE THE AGE OF 55+(SENIORS)

CHCH NOTES:THIS LAST STATISTIC IS AMAZING! IT CONFIRMS WHAT THOSE OF US ON THE GROUND IN CHINA MAY HAVE OBSERVERED: PEOPLE ABOVE THE AGE OF 55 IN CHINA BASICALLY DON’T USE SMARTPHONES.

67%. INCREASE IN THE DAILY NUMBER OF MESSAGES

SENT ON WECHAT OVER THE LAST YEAR

CHINACHANNEL.CO


AVERAGE NUMBER OF MESSAGES SENT PER DAY

81 74 44YOUTHS TYPICAL USERS SENIORS

CHINACHANNEL.CO


VOICE MESSAGES AS A PROPORTION OF ALL MESSAGES


CHINACHANNEL.CO


CHCH NOTES:OLDER USERS CLEARLY PREFER SENDING VOICE RATHER THAN TEXT. OLDER USERS ARE MORE LIKELY TO BE ILLITERATE AND / OR UNFAMILIAR WITH ‘PINYIN’ PHONE CHARACTER INPUT METHODS.

100,000,000DAILY WECHAT VOICE AND VIDEO CALLS CONNECTED

CHINACHANNEL.CO


THIS REPRESENTS A

180%. YEAR ON YEAR INCREASE

CHINACHANNEL.CO


CHCH NOTES:LAST YEAR WECHAT MADE SIGNIFICANT IMPROVEMENTS TO VOICE & VIDEO CALL QUALITY, GROUP VIDEO CALLS WERE ALSO INTRODUCED. THE ELDERLY IN CHINA PREFER THIS WAY OF COMMUNICATION TO CONNECT WITH FAMILY AND FRIENDS (SEE NEXT CHART).

AVERAGE CALLS CONNECTED PER MONTH


CHINACHANNEL.CO


AVERAGE MINUTES PER CALL


PROPORTION OF MOMENTS COMPRISED OF ORIGINAL CONTENT

CHINACHANNEL.CO


73% 65% 32%YOUTHS TYPICAL USERS SENIORS

CHCH NOTES:ORIGINAL CONTENT COMPRISES OF USER GENERATED PICTURES, TEXT OR VIDEO. TYPICAL USERS LOVE TO SEND PICTURES IN MOMENTS. SENIOR CHINESE WECHAT USERS ARE NOTORIOUS FOR THEIR OBSESSION WITH SENDING CHEESY HEART WARMING MOTIVATIONAL ARTICLES CALLED 鸡汤文 (JITANGWEN) IN CHINESE.

MOST LISTENED TO SONGS ON WECHAT MOMENTS BY GENERATION

CHINACHANNEL.CO


THOSE BORN AFTER 2000

THOSE BORN IN THE 90’S




TOP HOLIDAY DESTINATIONS FOR CHINESE TRAVELERS

CHINACHANNEL.CO


USA TAIWAN(CHINA)

JAPAN S.KOREA THAILAND

CHCH NOTES: WECHAT PROVIDED NO NUMBERS TO SUPPORT THIS GRAPHIC.

CHINESE WECHAT USERS TRAVELLING TO THE USA

CHINACHANNEL.CO


TRAVELLERS FROM TIER 2


90%CHCH NOTES:CHINESE TRAVELLING TO THE STATES ISDOMINATED BY THOSE FROM BEIJING AND SHANGHAI


CHINESE WECHAT USERS TRAVELLING TO ASIAN COUNTRIES

CHINACHANNEL.CO


TRAVELLERS FROM TIER 1 CITIES (BEIJING, SHANGHAI)



41%

CHCH NOTES:CHINESE FROM TIER 2 CITIES MAKE THE LARGEST GROUP FOR ASIAN DESTINATIONS

WERUN AVERAGE DAILY STEP COUNT

6,3005,9006,700

YOUTHS

TYPICAL USERS

SENIORS

CHINACHANNEL.CO


WECHAT LUCKY MONEY RED ENVELOPES SENT ON CHINESE FESTIVALS IN 2016

CHINACHANNEL.CO


CHCH NOTES: SENDING LUCKY MONEY ACROSS WECHAT IS NOW A DAILY HABIT OF CHINESE

CHINESE NEW YEAR’S EVE

VALENTINE’S DAY

WOMEN’S DAY

CHINESE 520VALENTINE’S DAY

QIXI FESTIVAL

MID AUTUMNFESTIVAL

TYPICAL DAY

2,350,000,000

202825

YOUTHS

TYPICAL USERS

SENIORS

CHINACHANNEL.CO


MONTHLY AVERAGE NUMBER OF LUCKY MONEY RED ENVELOPES SENT

CHINACHANNEL.CO


$53.2 $83.4 $54.6YOUTHS

(370 RMB)TYPICAL USERS

(580 RMB)SENIORS

(380 RMB)

MONTHLY AVERAGE AMOUNTS SPENT ON LUCKY MONEY RED ENVELOPES

EXCHANGE RATE: 1RMB = $0.14

CHCH NOTES:TO PUT THIS INTO CONTEXT THE AVERAGE SALARY AMONG 32 MAJOR CITIES IN CHINA IS $872 (6,070 YUAN) ACCORDING TO A SURVEY RELEASED EARLIER THIS YEAR BY ZHAOPIN.COM (ONE OF CHINA’S LEADING JOB HUNTING WEBSITES)

MATTHEW BRENNANWECHAT EXPERT, KEYNOTE SPEAKER, CONSULTANT, CO-FOUNDER OF CHINA CHANNEL MATTHEW IS A CONSULTANT AND KEY NOTE SPEAKER WITH A FOCUS ON CHINA’S MOBILE ECOSYSTEM, IN PARTICULAR WECHAT. HE WORKS PRIMARILY WITH INTERNATIONAL BUSINESSES HELPING TO FORM AND IMPLEMENT THEIR WECHAT PLATFORM STRATEGY. WITH 11+ YEARS ON THE GROUND ENTREPRENEURIAL EXPERIENCE IN CHINA MATTHEW IS A REGULAR KEYNOTE SPEAKER AND TRAINING HOST ON THE TOPIC OF WECHAT. HIS COMPANY ORGANIZES CHINA’S LARGEST WECHAT MARKETING CONFERENCE SERIES FOR INTERNATIONAL COMPANIES.

EMAIL: [email protected]: HTTPS://CN.LINKEDIN.COM/IN/MATTHEW-BRENNAN


TRANSLATION & SUPPLEMENTAL NOTES PROVIDED BY


WECHAT TEAM: DIRECTOR USER GROWTH AND ENGAGEMENT, STEPHEN WANG 王传仁

ALL DATA: WECHAT TEAMTRANSLATION & SUPPLEMENTAL NOTES: MATTHEW BRENNAN

CHINACHANNEL.CO

2016 wechat data report

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