state of the chinese internet
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State of the Chinese Internet March 2011TRANSCRIPT
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Digital Burson-Marsteller China
State of the Chinese Internet
March 2011
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• Width and depth
• Social media
• Geography
• By the numbers
• Top trend
• Sites of note
• Digital B-M
State of the Chinese Internet
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Digital China
Width and Depth
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China total population
1.4 billion
50% 50%
700M Urban
700M Rural
Source: World Bank
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Source: China Internet Watch
Total internet reach
450 million
# 1 in the world
19% y-o-y increase
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Internet
population
increase
per
month
10 million
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Source: China Internet Watch
Digital broadband
usage
460 million
30% y-o-y increase
98% broadband penetration
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Source: China Internet Watch
Digital connection speed
100 kb/sec
Lower than world average of
230 kb/ sec
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Source: China Internet Watch
Mobile web
usage
303 million
66% of PC Internet Users
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Source: China Internet Watch
Hours spent online
18 per week
2.6 per day
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Digital China
Social Media
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Source: Techrice
Sina
70M
Kaixin
40M
Douban
20M
Renren
95M
51
40M
QZone
190M
Tencent
100M
Age
Urban to Rural
10
20
30
Pengyou
80M
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Source: Techrice
No. Platform Type User Demographic Active Users(millions)
Reg. Users (millions)
Alexa Ranking
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Digital China
By Geography
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Source: China Internet Watch
19 of China’s
provinces have less
than
10 million
netizens
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Source: China Internet Watch
Digital China Geography
Urban
1. Beijing
2. Shanghai
3. Guangdong
4. Zhejiang
5. Tianjin
6. Fujian
7. Liaoning
8. Jiangsu
9. Xinjiang
10. Shanxi
11. Shandong
12. Hainan
13. Chongqing
14. Shaanxi
Internet Penetration
Rate > 34%
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Source: China Internet Watch
Digital China Geography
Quasi-urban
Internet Penetration
Rate > 28% < 34%
1. Qinghai
2. Hubei
3. Jilin
4. Hebei
5. Inner Mongolia
6. Heilongjiang
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Source: China Internet Watch
Digital China Geography
Rural
Internet
Penetration Rate
< 28%
1. Ningxia
2. Xizang
3. Hunan
4. Henan
5. Guangxi
6. Gansu
7. Sichuan
8. Anhui
9. Yunnan
10. Jiangxi
11. Guizhou
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Digital China
By the Numbers
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People trends in Chinese
Social Media
Huang Jianxiang
Liu Ye
Liu Xiang
Yao Chen
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Source: China Internet Watch
0%
10%
20%
30%
40%
50%
60%
70%
80%
Desktop Laptop Mobile
Device Usage Trends for Net Access
2010
Internet Access by Device
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Source: China Internet Watch
43%
44%
44%
45%
45%
46%
46%
Male Female
Internet Usage by Gender
2010
Internet Access by Gender
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Source: China Internet Watch
0%
5%
10%
15%
20%
25%
30%
Below 10 10 to 19 20 to 29 30 to 39 40 to 49 50 to 59 Above 60
Net Usage by Age Group
2010
Internet Access by Age Group
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Source: China Internet Watch
0%
5%
10%
15%
20%
25%
30%
35%
40%
Primary Middle School
High School Diploma University
Net Usage by Education
2010
Internet Access by Education
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Source: China Internet Watch
0
50
100
150
200
250
300
350
400
Search Music News IM Gaming Blogging Video Email
Net Usage by Habit
2010
Internet Access by Habit
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Source: China Internet Watch
0
20
40
60
80
100
120
140
160
180
200
Net Usage by Habit
2010
Internet Access by Habit
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Source: China Internet Watch
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Above 8K
5-8K 3-5K 2-3K 1.5-2K 1-1.5K 0.5-1K Below 0.5K
Net Usage by Monthly Income RMB
2010
Internet Access by Income
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Source: China Internet Watch
0%
10%
20%
30%
40%
50%
60%
70%
IM News Search Music Reading SNS BBS
Net Usage by Mobile
2010
Internet Access by Mobile
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Source: China Internet Watch
0%
5%
10%
15%
20%
25%
30%
Net Usage by Mobile
2010
Internet Access by Mobile
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Digital China
Microblogging
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Source: DCCI 2010 Microblog Survey
By mid 2010, the number of microblog users in China has surpassed
60 million. To exceed 150 million by mid 2011.
China Microblogging
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Source: DCCI 2010 Microblog Survey
Microblogging Socio-graphics
19%
18%
9%
54%
Socializers
Critics
Spectators
Commentators
Active posters,
commentators,
connectors
Interested in
sharing their
own opinions by
not interested in
other opinions
Don’t share –
just browse
Interested in
sharing opinions
but uninterested
in other peoples’
opinions
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Source: DCCI 2010 Microblog Survey
Microblogging Platforms
Reputation
20%
19%
18%
16%
14%
13%
Sina
Netease
Tencent
Sohu
iFeng
139 (China Mobile)
Qt: which microblogging
service is the most
famous in China?
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Digital China’s Top 15
Social Sites
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Top 15 Social Platforms
Qzone - China’s largest social network is back of the 637 million active accounts
for Tencent’s QQ Messenger. The question for Qzone is not quantity, but rather the quality of its
nickname-based social graph.1.
190M
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Top 15 Social Platforms
Renren – China’s leading real-name social network that intends to IPO soon.
It is setting the standard for SNS in China but still faces challenges from other social networks,
notably Tencent’s Pengyou and Kaixin001.2.
95M
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Top 15 Social Platforms
Pengyou – Tencent’s latest entry into the real-name social networking space has many users. But even more so than with Qzone, the real question is, how strong is the
social graph?3.
80M
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Top 15 Social Platforms
Sina Weibo – The red-hot microblogging service that threatens China’s social
networks with a new model. Can microblogging surpass social networking in terms of popularity in
China? Its features now far surpass those of Twitter, including threaded comments, pictures,
videos, IM, and LBS.
4.
70M
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Top 15 Social Platforms
Kaixin001 – Popular amongst white-collar workers via its social games and post-forwarding features. But as the social games mania has died down and the appeal of its
post-forwarding has been usurped by Sina Weibo, Kaixin001 is now struggling.5.
40M
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Top 15 Social Platforms
51.Com – Enjoyed early popularity among comparatively rural users, but
now appears to be in a downward spiral. One recent report says peak simultaneous users are
down to 700,000. 51.com’s claim of 178 million “registered users” is either irrelevant or fake, a
case that requires skepticism by the tonne.
6.
40M
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Top 15 Social Platforms
Douban – The strongest community of any social network in China. It’s never had
explosive growth or a massive user base (in China terms), but it attracts young urban Chinese
who together over movies, books, music, and events. A good network for hipsters and creatives.7.
20M
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Top 15 Social Platforms
Taomee – A social network and gaming site (similar to the Disney-owned Club
Penguin) that’s massively popular with Chinese children (and their mothers). Taomee is in fact the
parent company that runs a number of different children’s sites, including: Moer (mole-themed),
Saier (sci-fi themed), and XiaoHua (princess-themed).
8.
20M
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Top 15 Social Platforms
Tencent Weibo – Pushing its microblog service in order to compete with Sina. It claims over 100 million registered users, but again with Tencent there’s the concern of
quality over quantity - Sina Weibo controls 87% of time spent by Chinese users on microblogs,
while Tencent holds only 9%.
9.
20M
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Top 15 Social Platforms
Jiayuan – China’s most popular online dating site, which is rumored to
have plans for an IPO.10.
11M
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Top 15 Social Platforms
Tao Jianghu – SNS of popular e-commerce site, Taobao. Profiles are
automatically created for Taobao users. Adding a social layer is one of Taobao’s key
objectives for 2011.11.
10M
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Top 15 Social Platforms
Bai Shehui – The “white-collar society” network by Sohu, one of China’s largest
internet portals. Sohu also develops its own social games for this platform.12.
10M
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Top 15 Social Platforms
Zhenai - A leading China dating site, rumored to be preparing for an IPO.13.
5M
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Top 15 Social Platforms
Baihe – Yet another of China’s leading dating sites!14.
2M
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Top 15 Social Platforms
iPartment – An avatar-based dating site from Taiwan where teens and
young adults move into a virtual apartment together. Revenues come from advertising, virtual
goods, and e-commerce.15.
1M
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Digital Burson-Marsteller
China
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Digital Burson-Marsteller
Identify audiences,
tools and channels
Provide actionable
online solutions
with measured
results
Partner to manage
connections with
stakeholders
Online Presence & Earned Media
What we do?
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ENGAGEMENT
must be part of
communications
and marketing
SEARCH
Strategy is
essential
AUDIENCE will
drive the agenda
Digital Burson-Marsteller
Approach
Online Presence & Earned Media
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Digital Burson-Marsteller
Evidenced-based
Listen
Plan
Engage
Report
Using the right tools to track
issues that are critical to a
company, gauging buzz and
sentiment online is key.
Developing a strategic
framework of Online
Engagement, based on
experience, research and
insights.
Once planning
framework is in
place, set up and
begin engagement.
Regular reporting
on Measurement
and ROI to
business benefit.
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Our evidence-based methodology. Delivering results driven by
CONTENTSTORYTELLING
LISTENING
IDENTIFYING
TARGETING
WEB
EXPERIENCE
DESIGN
ANALYTICS MEASUREMENT
ROI
Digital Burson-Marsteller
Results
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Synching offline with online.
Integrating activities and content from the
traditional media world with online media plays
a key role reputation is managed.
• Online storytelling planning
• Social media guidelines
• Online media events
STORYTELLING
Digital Burson-Marsteller
Results
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ONLINE
REPUTATION
MANAGEMENT
DIGITAL BUZZ
E-INFLUENCER
RESEARCH
ONLINE MEDIA
RELATIONS
DIGITAL &
SOCIAL MEDIA
STRATEGIC
CONSULTANCY
ONLINE
COMMUNITIES
Digital Burson-Marsteller
360 Solutions
ONLINE
EXPERIENCE
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Digital Objectives?
Contact us now
Ask Burson-Marsteller China how we can help develop Digital
& Social Media programs in China and globally.
@BMDigitalChina
Zaheer [email protected]
Lead Digital Strategist
Burson-Marsteller China