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Social Media Trends in China An Overview

March 16, 2011

INSIGHTS FROM THE REGION

The diversity of !Social Media ecosystems!

QQ!

Facebook!

Orkut!

hi5!

Friendster!

Wretch!

Mixi!

Cyworld!

Zing!

China

420 Million 65 Million

Chinese Netizens

France

Source: CNNIC 2010

Digital Natives Digital Immigrants

Age of population in millions; China in 2009. Source: U. S. Census Bureau, International Data Base

60 50 40 30 20 10 0 0 10 20 30 40 50 60

Critical mass of digital natives

0

10

20

30

40

50

60

70

80

90

100

Close Friends

Online Friends

Offline Friends

…in some countries more friends online than offline...

Source: MTV Music Matters Research (TNS) youth in 12 Countries

420 Million Chinese Internet Users

300 Million Qzone Users

160 Million 51.com Users

150 Million Renren Users

75 Million kaixin001

Users

Dunbar’s Number

150 Oprah’s Twitter Followers

4,947,198 Yao Chen’s Sina Weibo Followers

4,982,319

After purchasing

No clear purchasing plan

Heard about a brand or a service

Interested in certain brand or service

Have the desire of purchasing certain product

42.5%

11.8%

6%

1.3%

38.8%

CHINESE SEARCHING FOR PRODUCTS INFORMATION ONLINE

Source:iResearch China Social Network Research Report.

One social network

Two social networks

Three social networks

Four social networks

Five or above five social networks

27.1% 27.1%

29.1%

8.9%

27.2%

* 92.3% Netizens visits social networks at least three times per week

Source:iResearch China Social Network Research Report.

CHINESE USERS VISIT MANY SOCIAL NETWORKS FREQUENTLY*

Asians enjoy creating content

Asia Social Technographics – Forrester Research

Asians search before buying

0

20

40

60

80

100

Australia China Hong Kong

India Japan Korea Singapore Thailand

Asian Internet Users age 18 to 49 Who Browse Prior to Online Purchases %

Source: MasterCard Worldwide Insight/IPSOS n=4,157

Asians share brand messages online

Asia Digital Brands Survey Jan 2009 – TNS (n=479)

0% 10% 20% 30% 40% 50% 60% 70% 80%

Hong Kong

Taiwan

China

Thailand

Singapore

Malaysia

Have forwarded a link to an online ad

Soci

al M

edia

Equ

ival

ents

: Chi

na!

Online! Trade!

Deal-of-the-day!

Forums!

Q&A!

Check-in!

Social Bookmarking!

Photo!sharing!

Video!Sharing!

Instant!Messaging!

Micro-blogging!

Blogging!

Message Board!

SNS!

Orkut India

Orkut Brazil

May 2004

Face

book

Bra

zil

March 2011

Search trends in India and Brazil favor Facebook

Data: Google Trends

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

Dec 31, 2008 Dec 31, 2009 Feb 28, 2011

Sources: www.socialbakers.com/, http://www.nickburcher.com

Indonesia!

Philippines!India!

Malaysia!Taiwan!Thailand!

Hong Kong!

Facebookʼs rapid growth in Asia!

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

Dec 31, 2008 Dec 31, 2009 Feb 28, 2011

Sources: www.socialbakers.com/, http://www.nickburcher.com

Indonesia!

Philippines!India!

Malaysia!Taiwan!Thailand!

Hong Kong!

Facebookʼs rapidly growing population in Asia!

2009/2011 2008/2011 2008/2011

Indonesia 240% 3921% 1636.67%

Philippines 270% 5798% 2146.80%

India 409% 2059% 503.83%

Malaysia 255% 1192% 467.49%

Taiwan 182% 8857% 4862.98%

Thailand 429% 4992% 1163.80%

Hong Kong 136% 254% 187.04%

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

Number of Facebook Users!

March 2011 data from http://www.socialbakers.com/ !

Portion of total population on Facebook!

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

20%

March 2011 data from http://www.socialbakers.com/ !

Portion of Online Population on Facebook!

0%

20%

40%

60%

80%

100%

120%

50%

March 2011 data from http://www.socialbakers.com/ !

Fewer than !one Million!

35 Million!

North America3

1%!

Asia Pacific

22%!

Europe 30%!

Other 17%!

Global Facebook Population!

Data: March 2011, Social Bakers!

Asia’s 139mn Facebook Users

Singapore

Hong Kong

Indonesia !Philippines!India!Malaysia!Taiwan!Australia!Thailand!South Korea!Pakistan!Hong Kong!Japan!Singapore!New Zealand!Vietnam!China!Brunei!

Global!Rank!

2!5!6!

16!17!18!19!27!29!32!44!49!55!59!82!

113!

10-23 Million!

5-10 Million!

1.5 - 5 Million!

Asia’s Facebook Penetration

Singapore

Hong Kong

More than 50%!

More than !20%!

Less than!20%!

Indonesia*!Philippines!Hong Kong!Singapore !Taiwan !Brunei !Malaysia !Australia !New Zealand!Thailand!India!Pakistan !South Korea!Vietnam!Japan !China !

117%!76%!76%!63%!62%!60%!60%!57%!55%!48%!27%!21%!10%!6%!3%!0.16%!

% of online population on Facebook!

Indonesia shows more than 100%!because Facebook data is more!recent than Internet population data!Data: March 2011, Social Bakers!

Mobile + PC 68.2%

Gaming + PC (760,000)

Gaming + Mobile 130,000

Gaming + PC + Mobile (4,750,000)

0.1%

5.2%

0.8%

Only Games (20,000)

CONTACT

thomascrampton.com Asia-Pacific Director | 360° Digital Influence Ogilvy & Mather p +852 6397 1662 e thomas.crampton@ogilvy.com