Getting Social on Chinese Mobile Apps

By Crystal Jiang Lesley Ning

Internet Users in China

Internet Devices between Urban & Rural Netizens

The Story of W&L : China’s Great Internet

Divide

Ordered by total number of installs Source: iResearch

Ordered by total number of installs Source: iResearch

Tencent

Alibaba

QQ - Instant Messaging App

Number  of  QQ  users  online  �

QQ Users Number

Online customer service and tech support by QQ

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Tecent Product

Source: Value2020

Top 5 Countries Outside China (Views on Q1 2013)

QQ WeChat

Demographics Young audience; rural residents

Mature and well-educated audience

Format Formal conversation Casual chat, replacement of SMS

Wechat

Users                          Company�

-­‐  Make  a  post  on  website/  Weibo  to    encourage  users  add  the  company  on  WeChat    -­‐  Ul7mate  customer  service  tool  :  receive  daily  news    and  product  related  updates  via  WeChat  to    subscriber’s  cellphone    

-­‐  Scan  QR  code  

-­‐  Search  company  public  name  

WeChat QR Code on a Website

WeChat QR Code on a Weibo account

QQ

WeChat

Sina Weibo

Demographics Young

audience; rural residents

Mature and well-educated

audience

Mature audience;

urban residents

Format

Formal conversation;

private messages

Casual chat, replacement of SMS; private

messages

Microblogging; public

messages; broadcast

Sina Weibo

•  75% users are from mobile device •  34% advertisement revenue is from mobile

•  Mobile revamp: third party apps support

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