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WeChat October 2015 - Data (English)

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Its rare to get any official data from WeChat. So, when we were sent a 'year-to-date' review from WeChat in October, we wanted to translate and share it.

WeChat released the following report in Chinese last month. Its a summary of high-level user behavior/trends. Totem Media has translated the report to English ...without additional analysis/interpretation. In other words, it’s a straight translation of the Chinese report (without Totem’s point of view).

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WeChat October 2015 - Data (English)

  1. 1. WECHAT USER DATA UPDATE Released by WeChat - October 2015 Translated by Totem Media
  2. 2. WeChat released the following report in Chinese last month. Its a summary of high-level user behavior/trends. Totem Media has translated the report to English ...without additional analysis/interpretation. In other words, it’s a straight translation of the Chinese report (without Totem’s point of view). Translated By Totem Media About This Presentation
  3. 3. BIG PICTURE
  4. 4. Daily Active Users - September 2015
  5. 5. Daily Active Users Increase by 49% 2014 Increase by 64% 2015
  6. 6. City Penetration Rate 1st tier city 2nd tier city 3rd tier city 4th tier city 5th tier city
  7. 7. DAILY USAGE
  8. 8. A day from a typical user Get Up Check WeChat Moments Arrive at Company Buy breakfast with WeChat Payment Take a Break Check WeChat Moments, send/ receive messages Take a Nap Shop in JD, have a chat in groups Go Out Check WeChat Moments Start to work check group messing Lunch Time Use lucky money to pay for lunch Ready to get off work Check WeChat Moments Watch TV Read articles, check and engage in WeChat Moments, chat, play games, do some shoppings in JD Go Home Use WeChat payment for food/ cooking materials Ready for Sleep Have a chat with friends, grab lucky money
  9. 9. Activity peak 2014 2015
  10. 10. Daily Call Duration = 540 years 280 million minutes
  11. 11. YEARLY USAGE
  12. 12. Peak use times during year CNY Labour’s Day Mother’s Day Children’s Day Dragon Boat Festival Chinese Valentine’s Day Victory Parade Mid-autumn Festival China National Day
  13. 13. Young people are more emotional 30-60 years old 10-30 years old
  14. 14. SOCIAL
  15. 15. Chat Month of Year
  16. 16. Moments Month of Year
  17. 17. Calls
  18. 18. 1. USA 2. Japan 3. HK 4. Korea 5. TW Calls - Global
  19. 19. USA UK Mainland China HK India Malaysia Australia Most Popular Stickers Taiwan
  20. 20. LUCKY MONEY
  21. 21. Lucky Money has exceeded it’s original purpose Number of Participants Children’s Day Chinese Valentine’s Day 2015.05.20 New Year’s Eve Mid-Autumn Festival
  22. 22. Number of users who will hand out lucky money on 2016 New Year’s Eve
  23. 23. New Ways of Expression 4 Red Envelopes 6 Stickers/Emojis
  24. 24. READING
  25. 25. Entertainment & Gossip State Affairs Chicken Soup Post-90s Post-80s Post-60s Key Topics by Age Range
  26. 26. CHINESE NEW YEAR
  27. 27. Routes Used to “Go Home”
  28. 28. Go BackRoutes Used to “Return to Work”
  29. 29. CHINA NATIONAL DAY
  30. 30. Keywords - Chinese Tourist Attractions
  31. 31. Taiwan Japan Hong Kong USA Thailand Korea Keywords - Overseas Tourist Attractions
  32. 32. “WECHAT SPORTS”
  33. 33. “WeChat Sports” - Explained “WeChat Sports” calculates your daily steps. A list of your WeChat friends’ steps will be sent to you everyday. Brands can donate money for various charity projects and put their money in an account, while users can donate your steps to win the money from the account and then donate the money from your side.
  34. 34. Users like to walk after dinner peak time : 8pm to 9pm
  35. 35. Weekends are for entertainment & leisure. Users to more exercise during the week.
  36. 36. Thru WeChat sports, brands/users have made a lot of donations. Donated: 167.8billion steps, 33.57million RMB.
  37. 37. 260 times round trips between earth and moon. Distance traveled by WeChat Users (as calculated by “WeChat Sports”)
  38. 38. A one-way ticket to Mars Equal to the distance traveled to Mars.
  39. 39. SHOPPING
  40. 40. 1.3 x Monthly consumption ratio Male users have higher spending
  41. 41. GAMES
  42. 42. 15%+ of users play games
  43. 43. 75%+ of gameplay is more than 10 minutes/day
  44. 44. Board & leisure games are the most popular
  45. 45. WECHAT = YOUTH
  46. 46. 60% of WeChat users are young people (15-29 years old)
  47. 47. 128 WeChat friends Users have an average of...
  48. 48. WeChat friend counts increase (ave) 20% after graduation from university/finding a job.
  49. 49. 58% of long distance calls are between young people
  50. 50. Post-80s are the main force for dispatching lucky money
  51. 51. More than half of those who dispatch a lot lucky money are post-80s.
  52. 52. SHOPPING
  53. 53. Shopping Peaks
  54. 54. Favorite shopping items in September Remote Chargers Autumn Clothing Selfie Sticks
  55. 55. KEY CONTENTS (MEDIA)
  56. 56. Popular Music
  57. 57. Popular TV Dramas
  58. 58. Popular Movies
  59. 59. Popular Entertainment Programs
  60. 60. totem media DIGITAL I BRANDED CONTENT I SOCIAL MEDIA Chris Baker, Managing Director Email: chris@totemmedia.net Twitter/WeChat: Talktototem

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