This document provides statistics on social media, internet, and mobile phone usage in China as of December 2011. Some key findings include: - 485 million people in China accessed the internet, more than the total population of Western Europe. - China had over 900 million mobile subscribers and over 500 million people actively using Qzone, China's largest social network. - Weibo surpassed 110 million users and was growing at 209% annually. Weibo had more active users than the population of the United States. - E-commerce in China reached $26.75 billion in the second quarter of 2011, more than the GDP of Vietnam. Online shopping was very popular with 173 million online shoppers spending an average of

1. CHINA
SOCIAL, DIGITAL
AND MOBILE IN
DECEMBER 2011
we are social

2. we are social
CHINA
536,000,000
916,500,000
MOBILE SUBSCRIBERS
485,000,000
INTERNET USERS
1,339,724,852
TOTAL POPULATION
INTERNET PENETRATION
MOBILE PENETRATION
67%
40%
36%
USERS ON TOP SOCIAL NETWORK SOCIAL NETWORK PENETRATION
URBAN
50% 50%
RURAL
SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011;
LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011

3. we are social
THE NUMBER OF INTERNET USERS IN CHINA IS GREATER
THAN THE TOTAL POPULATION OF WESTERN EUROPE
INTERNET USERS IN CHINA
485,000,000 412,787,000
TOTAL POPULATION OF EUROPE
VS
SOURCE: INTERNET WORLD STATS ACCESSED NOVEMBER 2011 COMPARED TO UN DATA, JUNE 2011

4. we are social
10,000,000
NEW INTERNET USERS IN CHINA
THERE ARE AROUND
SOURCE: CHINA INTERNET WATCH
EVERY MONTH

5. we are social
130,000,000
NUMBER OF RURAL INTERNET USERS IN CHINA
SOURCE: CHINA INTERNET NETWORK INFORMATION CENTRE

6. we are social
CHINESE NETIZENS BELIEVE THE INTERNET
IS THE MOST ENGAGING MEDIUM –
EVEN MORE ENGAGING THAN TV
SOURCE: SYNOVATE, AS CITED IN PENN OLSON

7. we are social
58%OF CHINESE NETIZENS
SPEND 3 HOURS EACH
DAY ON THE INTERNET
17%OF CHINESE NETIZENS
SPEND 3 HOURS EACH
DAY WATCHING TV
SOURCE: MILLWARD BROWN DYNAMIC LOGIC
VS

8. we are social
77%ENGAGEMENT SCORE OF
THE INTERNET AS A MEDIUM
AMONGST CHINESE NETIZENS
73%ENGAGEMENT SCORE OF
TELEVISION AS A MEDIUM
AMONGST CHINESE NETIZENS
SOURCE: SYNOVATE, AS CITED IN PENN OLSON
VS

9. we are social
150 MINUTES
ONLINE EVERY DAY
CHINESE NETIZENS
SPEND AN AVERAGE OF
SOURCE: CHINA INTERNET WATCH

10. we are social
CHINESE PEOPLE AGED 18 - 27 SPEND ALMOST
5 HOURS PER DAY
USING EMAIL AND THE WEB
SOURCE: BERGSTRÖM TRENDS

11. we are social
87%
OF CHINESE INTERNET USERS ACCESS THE
INTERNET AND WATCH TV AT THE SAME TIME
SOURCE: MILLWARD BROWN DYNAMIC LOGIC

12. we are social
41%
OF THEIR ONLINE TIME
ON SOCIAL NETWORKS
CHINA’S NETIZENS SPEND
SOURCE: DCCI, AS CITED IN THE NEXT WEB

13. we are social
77%
OF CHINESE WEB USERS BELIEVE A SOCIAL MEDIA
PRESENCE MAKES A BRAND MORE ATTRACTIVE
SOURCE: MILLWARD BROWN DYNAMIC LOGIC

14. we are social
TOP SOCIAL NETWORKS IN CHINA BY USER NUMBERS
SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS, NOVEMBER 2011
RENRENSINA
WEIBO
137 M
250 M
KAIXIN
116 M
QZONE
536 M
TENCENT
WEIBO
310 M

15. we are social
AGE BREAKDOWN OF USERS ON CHINESE SOCIAL NETWORKS
QZONE RENREN KAIXIN DOUBAN PENGYOU 51.COM
50+
40-49
35-39
30-34
25-29
20-24
15-19
<14
7%
29%
17%
32%
8%
5%
1%
1%
6%
29%
13%
38%
5%
6%
1%
1%
4%
28%
23%
29%
10%
4%
<1%
2%
6%
30%
16%
34%
7%
6%
1%
1%
6%
33%
13%
37%
7%
3%
1%
1%
4%
26%
17%
29%
15%
7%
1%
2%
SOURCE: ENFODESK, AS CITED IN CHINA INTERNET WATCH

16. we are social
2.78
SOCIAL MEDIA PROFILES
THE AVERAGE CHINESE
SOCIAL MEDIA USER HAS
SOURCE: CHINA INTERNET WATCH

17. we are social
530,000,000
ACTIVE USER ACCOUNTS
QZONE HAS MORE THAN
SOURCE: SITE-REPORTED FIGURES, AS CITED IN CHINA INTERNET WATCH

18. we are social
…THAT’S 3 TIMES GREATER THAN THE TOTAL USER
BASE OF FACEBOOK ACROSS THE WHOLE OF ASIA
SOURCE: BASED ON LATEST SITE-REPORTED FIGURES
530 M
ACTIVE QZONE
USERS IN CHINA
172 M
ACTIVE FACEBOOK
USERS ACROSS ASIA
VS

19. we are social
OF THE NUMBER
OF QZONE USERS
THE NUMBER OF FACEBOOK
USERS IN CHINA IS LESS THAN
1%
SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS, NOVEMBER 2011

20. we are social
…BUT CHINA STILL HAS MORE
FACEBOOK USERS THAN ESTONIA
FACEBOOK USERS IN CHINA
493,460 436,240FACEBOOK USERS IN ESTONIA
VS
SOURCE: BASED ON LATEST SITE-REPORTED REGISTERED USER NUMBERS, NOVEMBER 2011

21. we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
18-24:
38%
13-17:
11%
25-34:
35%
35--44:
11%
45-54:
3%
65+:
2%
55-64:
1%
MALE:
59%
FEMALE:
41%
FACEBOOK DEMOGRAPHICS IN CHINA

22. SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011we are social
# BRAND PAGE LIKES GROWTH
1 PCCW CUSTOMER SERVICES (OFFICIAL) 6,669 0.00%
2 FLYING BLUE CLUB CHINA 5,183 8.84%
3 SUNTEKSTORE 4,208 21.35%
4 WHOLESALE-DRESS.NET 1,382 0.00%
TOP FACEBOOK PAGES IN CHINA

23. we are social
GROWTH IN THE
NUMBER OF PEOPLE USING
‘WEIBOS’ IN THE FIRST HALF OF 2011:
209%
SOURCE: PENN OLSON

24. we are social
MORE PEOPLE USE WEIBOS
IN CHINA THAN LIVE IN THE
WHOLE OF THE UNITED STATES
SOURCE: BASED ON SITE-REPORTED FIGURES AND UN DATA, JUNE 2011
(! )!

25. we are social
DAILY ACTIVE USERS OF
CHINA’S BIGGEST MICROBLOGS:
SOURCE: SITE-REPORTED FIGURES AS CITED ON CHINA INTERNET WATCH
SINA
WEIBO
TENCENT
WEIBO
25 M50 M
VS

26. we are social
910,000
PEOPLE IN CHINA STILL VISIT
TWITTER.COM EVERY MONTH
TWITTER IS USUALLY
BLOCKED IN CHINA, BUT
SOURCE: GOOGLE AD PLANNER

27. we are social
1,500,000
NUMBER OF USERS ON JIEPANG, CHINA’S
HOTTEST LOCATION-BASED SOCIAL NETWORK:
SOURCE: SITE-REPORTED NUMBERS, AS CITED IN BUSINESS WIRE

28. we are social
8,000,000
NUMBER OF USERS ON CHINA’S
TIANJI PROFESSIONAL SOCIAL NETWORK:
SOURCE: SITE-REPORTED NUMBERS, AS CITED IN PENN OLSON

29. we are social
1,854,000
NUMBER OF LINKEDIN USERS IN CHINA:
SOURCE: SOCIALBAKERS, ACCESSED NOVEMBER 2011

30. we are social
700,000,000
REGISTERED USERS
QQ, CHINA’S LARGEST INSTANT
MESSENGER PLATFORM, HAS MORE THAN
SOURCE: LATEST SITE-REPORTED FIGURES AS AT NOVEMBER 2011

31. we are social
QQ’S ‘POPULATION’ IS MORE THAN
DOUBLE THE POPULATION OF THE USA
SOURCE: BASED ON LATEST SITE-REPORTED FIGURES AS AT NOVEMBER 2011 AND UN DATA, JUNE 2011

32. we are social
$US$ 760,000,000
IN THE THIRD QUARTER OF 2011 ALONE
QQ’S OWNERS – TENCENT – MADE MORE THAN
SOURCE: SITE-REPORTED FIGURES

33. we are social
$5,737
PER MINUTE
THAT’S ABOUT
SOURCE: SITE-REPORTED FIGURES

34. we are social
465,000,000
ONLINE VIDEO VIEWERS IN CHINA IN 2011:
SOURCE: CHINA INTERNET WATCH

35. we are social
26,449,000
DAILY VISITORS TO YOUKU.COM,
CHINA’S EQUIVALENT OF YOUTUBE:
SOURCE: CHINA INTERNET WATCH

36. we are social
THAT’S MORE THAN THE
POPULATION OF AUSTRALIA
SOURCE: UN, JUNE 2011
(! )!

37. we are social
40%
OF CHINESE NETIZENS ARE ‘CONTENT CREATORS’
(THAT’S MORE THAN TWICE THE RATE IN THE USA)
SOURCE: FORRESTER

38. we are social
77.5 BILLION
WEB SEARCHES IN Q3 2011 ALONE
CHINESE NETIZENS CONDUCTED MORE THAN
SOURCE: CHINA INTERNET WATCH

39. we are social
10,000
EVERY SECOND
THAT’S ALMOST
SOURCE: CHINA INTERNET WATCH

40. we are social
173,000,000
ONLINE SHOPPERS IN CHINA:
SOURCE: CHINA INTERNET WATCH

41. we are social
US$ 26,750,000,000
VALUE OF CHINESE E-COMMERCE IN Q2 2011:
SOURCE: CHINA INTERNET WATCH

42. we are social
ON AN ANNUALISED BASIS, THAT’S
MORE THAN THE GDP OF VIETNAM
SOURCE: WIKIPEDIA
(! )!

43. we are social
US$ 600
PER PERSON PER YEAR
ONLINE SHOPPERS IN CHINA
SPEND AN AVERAGE OF
SOURCE: PROJECTED FROM DATA FROM CHINA INTERNET WATCH

44. we are social
5 HOURS PER WEEK
SHOPPING ON THE INTERNET
CHINESE NETIZENS SPEND AN AVERAGE OF
SOURCE: TNS DIGITAL LIFE

45. we are social
48,000
AVERAGE NUMBER OF ITEMS SOLD
EVERY MINUTE ON TAOBAO.COM:
SOURCE: ALIBABA

46. we are social
US$ 817,000,000
VALUE OF TRANSACTIONS ON TAOBAO
ON 11 NOVEMBER 2011 ALONE:
SOURCE: TAOBAO FIGURES AS CITED IN CHINA INTERNET WATCH

47. we are social
$9,456
EVERY SECOND
THAT’S ABOUT
SOURCE: TAOBAO FIGURES AS CITED IN CHINA INTERNET WATCH

48. we are social
42,000,000
NUMBER OF PEOPLE USING
GROUP BUYING SITES IN CHINA:
SOURCE: CHINA DAILY

49. we are social
81%
OF CHINESE YOUTH CHECK ONLINE COMMENTS
BEFORE MAKING A PURCHASE DECISION
SOURCE: SLIDESHARE.NET/JARRAHBEAR

50. we are social
66%
OF CHINESE INTERNET USERS
ACCESS VIA MOBILE DEVICES
SOURCE: CHINA INTERNET WATCH

51. we are social
PEOPLE IN CHINA CAN USE THEIR MOBILE PHONES TO:
SOURCE: ENOVATE
BUY STARBUCKS COFFEE
BUY SUBWAY TICKETS
DO THEIR BANKING
DO THEIR SHOPPING
BUY LOTTERY TICKETS
¥€$
88

52. we are social
70%
OF CHINESE PEOPLE SAY THEY
CAN’T LIVE WITHOUT THEIR PHONE
SOURCE: SYNOVATE

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