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Social media and urban residents in China

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Insights from TGI in CHina about social media and urban residents in China

Publicada em: Dados e análise
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Social media and urban residents in China

  1. 1. Tian Tao, Vice President CTR Market Research Difference between social media users and urban resident in China
  2. 2. 3 CNRS-TGI is China's largest continuous survey on urban residents China National Resident Survey • CNRS-TGi covers 60 cities with an annual sample size of nearly 100,000, representing a population of 180 million urban residents • CNRS-TGi provides single source continuous data of tier 1-4 city residents in China on their product consumption, media habits and lifestyles • TGi is available in over 60 countries in the world • Date period: March – August 2013 • City coverage: 60 • Sample size: 53,700
  3. 3. 4 CNRS-TGI is China's largest continuous survey on urban residents China National Resident Survey • CNRS-TGi covers 60 cities with an annual sample size of nearly 100,000, representing a population of 180 million urban residents • CNRS-TGi provides single source continuous data of tier 1-4 city residents in China on their product consumption, media habits and lifestyles • Research Method: Door-to-door survey • Research Period: March – August 2014 • Research Coverage: 60 cities • Sample Volume: 53,112 samples
  4. 4. 28.6 34.0 5 The percentage of social media users in urban residents (%) Rapid growth in the number of people using social media. It’s becoming mainstream Data Source: CNRS 2013.3-8、2014.3-8 60 cities 2013 2014 Social media user refers to people who used social media through computer or mobile phone yesterday
  5. 5. Age distribution of social media users: 90s consists of the highest portion, growth in 70s, 60s & 50s 37.7 30.8 20.7 8.6 2.1 28.8 44.8 19.9 5.5 1.1 1990s 1980s 1970s 1960s 1950s or earlier 2014 2013 Age distribution by decade of birth(%) 6 Average Age: 30.4 Average Age: 28.8 Data Source: CNRS 2013.3-8、2014.3-8 60 cities
  6. 6. Regional distribution of social media users: Tier 2 to tier 4 cities rising, while tier 1 cities drop 31.2 36.6 12.4 19.9 27.9 38.8 13.0 20.2 Tier 1 Tier 2 Tier 3 Tier 4 2013 2014 7 Data Source: CNRS 2013.3-8、2014.3-8 60 cities
  7. 7. Education level of social media users: elementary level rises and high level drops 8 Elementary Level Education 4.5 Middle Level Education 23.0 High Level Education 72.4 Elementary Level Education 6.1 Middle Level Education 23.1 High Level Education 70.7 Elementary Level Education: 9-year-compulsory education or under Middle Level Education: High School to institution/college High Level Education: Universities or above Data Source: CNRS 2013.3-8、2014.3-8 60 cities 2013 2014
  8. 8. Mobile social media is common Device penetration for social media users(%) Mobile Phones Tablets Computers/Laptops 9.3 5.2 74.8 15.9 4.8 18.4 15.1 3.8 8.9 71.5% 85.0% Mobile penetration 2013 2014 9 Data Source: CNRS 2013.3-8、2014.3-8 60 cities WeChat Weibo BBS Mobile Phones Tablets Computers/Laptops Mobile Phones Tablets Computers/Laptops
  9. 9. 10 100.0 91.4 88.7 77.1 55.6 49.2 42.3 16.1 69.4 56.0 84.6 76.6 35.5 37.2 42.6 14.4 Internet Mobile Online OOH TV Internet Video Magazine Newspaper Radio Social media users Urban residents Mobile/outdoor media more popular among social media users Notes: Magazine is for monthly reach; other media are daily reach OOH = out of home Media Penetration(%) Data Source: CNRS 2014.3-8 60 cities
  10. 10. 11 100.0 88.8 88.7 73.8 46.1 38.2 44.4 14.8 100.0 91.4 88.7 77.1 55.6 49.2 42.3 16.1 Internet Mobile Online OOH TV Internet Video Magazine Newspaper Radio 2013 2014 As social media becomes more mainstream, traditional media penetration is higher than in 2013, except newspaper 2013-2014 Media Penetration Comparison(%) Data Source: CNRS 2013.3-8、2014.3-8 60 cities Notes: Magazine is for monthly reach; other media are daily reach OOH = out of home
  11. 11. 90s 80s 70s 83.6 76.2 78.0 The percentage of social media users using WeChat yesterday(%) 12 WeChat Data Source: CNRS 2014.3-8 60 cities WeChat is an app used most often by all generations Online behaviour of social media users by generation
  12. 12. Online behaviour of social media users by generation 59.6 52.4 52.4 70s 80s 90s 18.7 37.9 35.7 70s 80s 90s 53.8 48.9 56.8 70s 80s 90s 90s: Leisure & Entertainment 80s: Online Shopping 70s: Info & News Watching video online yesterday(%) Shopping online yesterday(%) Browsing news yesterday(%) 13 Data Source: CNRS 2014.3-8 60 cities
  13. 13. – Index(resident behaviour/attitude tendency indicator) – Index is a comparison of the target against the benchmark group. Benchmark is 100. When Index is above the benchmark, it means the target objectives have a stronger tendency. When index is below the benchmark, it means the target objectives have a weaker tendency. 14 Index definition Index= Target objectives character ratio Total residents character ratio Χ 100%
  14. 14. The influence of WOM (word of mouth) among social media users is growing WOM Matters It influences buying decisions 20.0 23.0 23.6 26.0 28.0 27.1 25.8 26.1 30.7 34.1 skincare/cosmetics IT & digital auto travel & holidays restaurants 2013 2014 “I share findings when discovering new products I like” Index 106 WOM influence on different product/service categories(%) 15 Data Source: CNRS 2013.3-8、2014.3-8 60 cities
  15. 15. 54.4 56.3 2013 2014 Social media users tend to be attracted by customisation and innovation “I love to search products and brands that haven’t been bought by another”(%) InnovationPursue creativity and distinction “I enjoy brands which are unique and full of imagination” Index 113 16 Data Source: CNRS 2013.3-8、2014.3-8 60 cities
  16. 16. Social media users are enthusiastic movie-goers The Percentage of Social Media Users Went to the Cinema last month 37.9% 2014 35.5% 2013 60.6 52.0 29.9 24.7 12.3 9.0 7.5 5.3 2.9 1.5 1.2 25.8 57.8 51.8 32.2 20.5 12.8 9.7 7.7 5.4 3.2 1.4 1.2 23.9 Shopping Centers Restaurants Cinema KTV Teahouses Gym Bath Centers Bars Leisure Clubs Disco Night Clubs others 2013 2014 Places to go on the weekend by social media users(%) The popularity of cinema grows rapidly 17 Data Source: CNRS 2013.3-8、2014.3-8 60 cities
  17. 17. Instant message Index 190 Role play video games Index 161 Travel around to escape the reality Index 161 Social media users have different attitudes towards online and offline life 48.5% Not enough time to do everything I would like to do perfectly 45.6% I rarely have time to do things important to me My life is getting busy 47.8% 45.4% 71.4% 65.6% 18 Data Source: CNRS 2014.3-8 60 cities Social Media Users Urban residents
  18. 18. Social Media Users 19 • WeChat has become the No.1 social media app across all generations • Rapid growth in the number of people using social media • Compared with 2013, social media users have become more common, diversified and mobile • 90s prefer online videos and 80s prefer online shopping. 70s browse news more than 90s • Word of mouth (WOM) plays an important role among all social media users • Social media users like being different and shopping differently • Social media users show different attitudes towards real life and online life
  19. 19. CNRS-TGI City List Tier 1 cities (4) Beijing, Shanghai, Guangzhou, Shenzhen Tier 2 cities (20) Harbin, Dalian, Shenyang, Tianjin, Nanjing, Hangzhou, Ningbo, Suzhou, Wuxi, Wenzhou, Xiamen, Jinan, Qingdao, Fuzhou, Foshan, Wuhan, Changsha, Chengdu, Chongqing, Xi’an Tier 3 cities (12) Changchun, Shijiazhuang, Taiyuan, Hefei, Nanchang, Haikou, Nanning, Zhengzhou, Guiyang, Kunming, Urumqi, Lanzhou Tier 4 cities (24) Anshan, Tangshan, Baoding, Hohhot, Xuzhou, Changzhou, Weifang, Zhuhai, Zhongshan, Jiangmen, Dongguan, Huizhou, Xiangfan, Mianyang, Xining, Yinchuan, Nantong, Jinhua, Shaoxing, Weihai, Quanzhou, Zhaoqing, Leshan, Yibin 20
  20. 20. Sophie Shen, General Manager CTR Media & Consumption Behaviour Online survey of social media users
  21. 21. 22 How does social media influence our lives?
  22. 22. 23 In 2014 Do users feel more happy or sad with social media? 2013 73.4
  23. 23. 24 iCTR @panel Online panel 500,000 Active samples 8.5% 58.5% 24.0% 9.0% 20 or younger 21-30 31-40 older than 40 51.2% 48.8% Gender Age
  24. 24. China Internet Users 13,341 samples Real-name survey Two weeks 25 Data source: China’s social media user attitude survey, n=13341 Sampling error: ±0.8% under 95% confidence level Sampling error: ±0.8% Survey background
  25. 25. Data source introduction 2013 Respondents:China Netizens Research Method:Online Research Period:2013.12.19-12.27 Sample Volume: 12,221 2014 Respondents: China Netizens Research Method: Online Research Period: 2014.12.19-12.27 Sample Volume: 13,341 The research is conducted in the same period of time in 2013 and 2014, therefore, the following data used for comparison is rational. 26
  26. 26. WeChat becomes the most popular social medium 27 Frequently used social media types % 64.5 72.5 58.8 24.3 25.4 7.0 6.9 71.8 53.0 39.9 16.8 15.0 4.8 4.0 1.0 6.7 WeChat QQzone Weibo Forum/BBS Renren Douban Momo LinkedIn Others 2013 2014 WeChat replaces QQzone, becoming the most popular social medium in China. Weibo has experienced a significant drop. Data source: China’s social media user attitude survey, n=13341 Sampling error: ±0.8% under 95% confidence level
  27. 27. In 2013, Weibo leads in original content In 2014, WeChat wins in every aspect 2013 2014 54.4 52.3 Weibo WeChat Post original content 35.4 41.8 40.6 50.1 32.8 72.9 56.8 70.1 84.4 56.2 browsing only, no comment or anything post original content repost comment or "like" join group or topic discussions Weibo WeChat 28 Data source: China’s social media user attitude survey, n=13341 Sampling error: ±0.8% under 95% confidence level
  28. 28. 29 Social media users are more polarized Ultras 31.7% Regulars 31.5% Dippers 28.0% Detachers 8.8% -3.6 pct-0.8 pct +2.3 pct +2.1 pct Social Media Personality Types Ultras: Use social media whenever there is free time, very dependent Regulars: Use social media at fixed time of day (e.g. during commuting, lunch break or evening) Dippers: Use social media only when need to complete some task Detachers: Rarely use, dispensable Data source: China’s social media user attitude survey, n=13341 Sampling error: ±0.8% under 95% confidence level
  29. 29. Social media users interact less 30 browsing only, no comment or anything 39% post original content 13% repost 14% comment or "like" 34% browsing only, no comment or anything 46% post original content 13% repost 15% comment or "like" 20% join group or topic discussions 6% 2013 2014 Data source: China’s social media user attitude survey, n=13341 Sampling error: ±0.8% under 95% confidence level
  30. 30. 57.6 45.0 43.8 34.6 29.0 31.0 33.6 4.5 46.1 36.1 33.9 27.8 26.0 24.3 24.2 5.4 Acquire news info Share your mood and daily life Acquire valuable info for myself kill time Communicating with family Expand friend circle and make more friends Seek value recognition and identification others Main purposes for using social media ( %) 2013 2014 31 Using social media less purposefully Data source: China’s social media user attitude survey, n=13341 Sampling error: ±0.8% under 95% confidence level
  31. 31. 7.9 32.4 38.3 21.5 9.3 23.0 37.8 29.9 32 Attitude towards privacy when using social media % 2013 2014 Data source: China’s social media user attitude survey, n=13341 Sampling error: ±0.8% under 95% confidence level Attitude towards privacy also polarizes All social - no concern for privacy Actively social - protecting only core privacy Limited social - actively protecting privacy No social posting - to protect privacy Pro-social Pro-privacy
  32. 32. 54.5 37.2 30.9 21.2 12.3 12.2 Adjust my mood and relieve pressure of reality Make my life more efficient and convenient Expand my social circle Solve difficulties of my life Give me confidence and improve my social skills Others Positive influence of social media % Positive: Social media can help relieve pressure and make life more convenient 33 Data source: China’s social media user attitude survey, n=13341 Sampling error: ±0.8% under 95% confidence level
  33. 33. 35.7 24.9 21.1 20.2 18.2 18.1 15.5 13.1 12.1 12.0 Reduced print book reading Lack of security or privacy Sleep deprivation affects health Get eye-sight worse No distress whatsoever Negative impact on personal relationships Make us detached and impulsive Disturb people's regular life/work Affected by some negative values online Lack of concentration Worries brought by social media % Negative: Less print book reading and privacy concerns 34 Data source: China’s social media user attitude survey, n=13341 Sampling error: ±0.8% under 95% confidence level
  34. 34. Average score of all users: 35 68.0 73.4(2013) 7-point scale, high score means social media makes our life better. Final score is converted to percentile. Data source: China’s social media user attitude survey, n=13341 Sampling error: ±0.8% under 95% confidence level Social media makes my life better Social media makes my life worse
  35. 35. 36 2.6 2.5 7.1 23.2 39.5 19.5 5.7 1 2 3 4 5 6 7 Distribution of ratings (%) Distribution of user ratings Data source: China’s social media user attitude survey, n=13341 Sampling error: ±0.8% under 95% confidence level Very bad Very good Neutral
  36. 36. Q&A

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