wearesocial.sg • @wearesocialsg • 1We Are Social
CHINA DIGITAL
LANDSCAPE 2014
WE ARE SOCIAL’S SNAPSHOT OF KEY DIGITAL DATA & STATISTICS
we
are
social

wearesocial.sg • @wearesocialsg • 3We Are Social
IF YOU’D LIKE HELP TRANSLATING THESE FINDINGS
INTO A POWERFUL SOCIAL STRATEGY, CONTACT US:
SAYHELLO@WEARESOCIAL.SG
@WEARESOCIALSG
+65 6423 1051
WEARESOCIAL.SG

wearesocial.sg • @wearesocialsg • 3We Are Social
CHINA COUNTRY OVERVIEW

wearesocial.sg • @wearesocialsg • 4We Are Social
TOTAL POPULATION
INTERNET USERS
MOBILE SUBSCRIBERS
INTERNET PENETRATION
URBAN
MOBILE PENETRATION
RURAL
ACTIVE QZONE USERS QZONE PENETRATION
CHINA: SNAPSHOT
APR
2014
1,362,000,000
618,000,000
625,000,000
1,240,000,000
53% 47%
45%
46%
91%
• Sources: NBS of China, CNNIC, Tencent, MIIT of China. Qzone is China’s largest active SNS

wearesocial.sg • @wearesocialsg • 5We Are Social
1,362,000,000
CURRENT POPULATION IN CHINA
• Source: NBS of China (accessed Apr 2014)

wearesocial.sg • @wearesocialsg • 6We Are Social
51%
OF THE POPULATION
IN CHINA IS MALE
• Source: NBS of China (accessed Mar 2014)

wearesocial.sg • @wearesocialsg • 7We Are Social
53%
OF THE POPULATION IN
CHINA LIVES IN URBAN AREAS
• Source: NBS of China (accessed Mar 2014)

wearesocial.sg • @wearesocialsg • 8We Are Social
INTERNET USE IN CHINA

wearesocial.sg • @wearesocialsg • 9We Are Social
618,000,000
INTERNET USERS IN CHINA
THERE ARE
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 10We Are Social
THAT’S NEARLY TWICE THE
POPULATION OF THE USA
• Sources: CNNIC (Jan 2014), US Census Bureau (accessed Mar 2014)

wearesocial.sg • @wearesocialsg • 11We Are Social
45%
CHINA HAS AN INTERNET
PENETRATION OF
• Sources: CNNIC (Jan 2014), NBS of China (accessed Mar 2014)

wearesocial.sg • @wearesocialsg • 12We Are Social
29%
OF NETIZENS IN CHINA
LIVE IN RURAL AREAS
ONLY
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 13We Are Social
14%
BUT IN 2013, RURAL INTERNET
USERS IN CHINA INCREASED BY
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 14We Are Social
INTERNET PENETRATION
IN CHINA BY REGION
BEIJING SHANGHAI
75% 71%
GUANGDONG
66%
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 15We Are Social
25 HOURS
ON THE INTERNET EVERY WEEK
THE AVERAGE CHINESE
NETIZEN SPENDS
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 16We Are Social
3.45 MB/S
THE AVERAGE INTERNET
CONNECTION SPEED IN CHINA IS
• Source: ChinaCache, as cited in Jinghua.cn (Feb 2014)

wearesocial.sg • @wearesocialsg • 17We Are Social
SHANGHAI
HAS THE FASTEST INTERNET IN CHINA
WITH A SPEED OF 5.4 MB/S,
• Source: ChinaCache, as cited in Jinghua.cn (Feb 2014)

wearesocial.sg • @wearesocialsg • 18We Are Social
81%
OF CHINESE NETIZENS ACCESS THE
INTERNET VIA A MOBILE DEVICE
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 19We Are Social
DEVICES THAT CHINESE
NETIZENS USE TO GO ONLINE
MOBILES DESKTOPS
81% 70%
LAPTOPS
44%
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 20We Are Social
TOP ONLINE ACTIVITIES IN CHINA
INSTANT
MESSAGING
ONLINE
NEWS
86% 80%
SEARCH
ENGINE
79%
ONLINE
MUSIC
73%
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 21We Are Social
532,000,000
UNIQUE USERS OF INSTANT
MESSAGING IN CHINA
THERE ARE AT LEAST
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 22We Are Social
808,000,000
ACTIVE ACCOUNTS AT
THE END OF 2013
QQ, CHINA’S TOP
MESSAGING PLATFORM HAD
• Source: Tencent (Mar 2014)

wearesocial.sg • @wearesocialsg • 23We Are Social
490,000,000
SEARCH ENGINE USERS IN CHINA
THERE ARE AT LEAST
• Source: CNNIC (Dec 2013)

wearesocial.sg • @wearesocialsg • 24We Are Social
SEARCH ENGINE USAGE IN CHINA
APR
2014
98%
43%
39%
35%
24%
SOGOU360BAIDU GOOGLE SOSO
• Source: CNNIC (Dec 2013)

wearesocial.sg • @wearesocialsg • 25We Are Social
FASTEST GROWING
ONLINE ACTIVITIES IN CHINA
GROUP
BUYING
TRAVEL
BOOKING
+69% +62%
ONLINE
SHOPPING
+25%
ONLINE
PAYMENT
+18%
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 26We Are Social
SOCIAL MEDIA USE IN CHINA

wearesocial.sg • @wearesocialsg • 27We Are Social
625,000,000
MONTHLY ACTIVE USERS
QZONE, THE LARGEST SOCIAL
NETWORK IN CHINA, HAS
• Source: Tencent (Mar 2014)

wearesocial.sg • @wearesocialsg • 28We Are Social
THAT’S MORE THAN
HALF OF FACEBOOK’S
GLOBAL MONTHLY
ACTIVE USERS
• Sources: Tencent (Mar 2014), Facebook (Jan 2014)

wearesocial.sg • @wearesocialsg • 29We Are Social
TOP SOCIAL NETWORKS IN CHINA
APR
2014
600M 580M
556M
206M
160M
RENRENTENCENT
WEIBO
WECHAT SINA
WEIBO
KAIXIN
• Sources: CIC (Dec 2013), Tencent, Sina, Renren and Kaixin (accessed Apr 2014)
BY REGISTERED USERS

wearesocial.sg • @wearesocialsg • 30We Are Social
TOP SOCIAL NETWORKS IN CHINA
APR
2014
625M
355M
129M
RENRENWECHATQZONE SINA WEIBO MOMO
45M 40M
• Sources: Tencent, Sina and Tech.qq.com (Mar 2014), Immomo.com (Feb 2014)
BY MONTHLY ACTIVE USERS

wearesocial.sg • @wearesocialsg • 31We Are Social
37%
OF CHINESE SOCIAL NETWORK USERS
USE ALL OF WEIBO, WECHAT AND SNS
• Source: CNNIC (Nov 2013)

wearesocial.sg • @wearesocialsg • 32We Are Social
46%
OF CHINESE SOCIAL NETWORK USERS
USE BOTH WEIBO AND WECHAT
• Source: CNNIC (Nov 2013)

wearesocial.sg • @wearesocialsg • 33We Are Social
355,000,000
MONTHLY ACTIVE USERS
WECHAT, THE POPULAR MESSAGING
APP OWNED BY TENCENT, HAS
• Source: Tencent (Mar 2014)

wearesocial.sg • @wearesocialsg • 34We Are Social
THAT'S 79% OF
WHATSAPP’S TOTAL
GLOBAL MONTHLY
ACTIVE USERS
• Sources: Tencent (Mar 2014), WhatsApp (Feb 2014)

wearesocial.sg • @wearesocialsg • 35We Are Social
74%
OF WECHAT USERS CHECK
WECHAT AFTER THEIR MEAL
• Source: CNNIC (Nov 2013)

wearesocial.sg • @wearesocialsg • 36We Are Social
TIMING OF WECHAT USAGE
AFTER
MEAL
BEFORE
SLEEP
74% 73%
WHILE
COMMUTING
55%
AT WORK
OR STUDY
51%
• Source: CNNIC (Nov 2013)

wearesocial.sg • @wearesocialsg • 37We Are Social
75%
OF WECHAT USERS ARE USING
‘MOMENTS’, THE TIMELINE FEATURE
• Source: CNNIC (Nov 2013)

wearesocial.sg • @wearesocialsg • 38We Are Social
TOP ACTIVITIES ON WECHAT
TEXT
MESSAGING
VOICE
MESSAGING
92% 90%
USING
‘MOMENTS’
75%
GROUP
CHATTING
62%
• Source: CNNIC (Nov 2013)

wearesocial.sg • @wearesocialsg • 39We Are Social
129,000,000
MONTHLY ACTIVE USERS
SINA WEIBO HAS
• Source: Sina (Mar 2014)

wearesocial.sg • @wearesocialsg • 40We Are Social • Source: Sina Weibo Data Center (Dec 2013)
MORE THAN HALF OF
SINA WEIBO’S USERS
WERE BORN AFTER 1990

wearesocial.sg • @wearesocialsg • 41We Are Social
73%
OF SINA WEIBO USERS ACCESS
WEIBO FROM MOBILE
• Source: Sina Weibo Open Platform (accessed Apr 2013)

wearesocial.sg • @wearesocialsg • 42We Are Social
TIMING OF WEIBO USAGE
AFTER
MEAL
BEFORE
SLEEP
65% 62%
AT WORK
OR STUDY
39%
WHILE
COMMUTING
38%
• Source: CNNIC (Nov 2013)

wearesocial.sg • @wearesocialsg • 43We Are Social
TOP ACTIVITIES ON WEIBO
SHARING
INFORMATION
READING
NEWS
70% 70%
MAKING
POSTS
65%
ENJOYING
VIDEOS/MUSIC
52%
• Source: CNNIC (Nov 2013)

wearesocial.sg • @wearesocialsg • 44We Are Social
企业版
404,000
CORPORATE WEIBO
ACCOUNTS ON SINA WEIBO
THERE ARE ALREADY
• Source: Sina Weibo Data Center (Dec 2013)

wearesocial.sg • @wearesocialsg • 45We Are Social
$56,000,000
IN Q4 2013, SINA WEIBO GENERATED
AN ADVERTISING REVENUE OF
• Source: Sina (Feb 2014)

wearesocial.sg • @wearesocialsg • 46We Are Social
163%
IN Q4 2013, SINA WEIBO’S ADVERTISING
REVENUE SAW Y-O-Y GROWTH OF
• Source: Sina (Feb 2014)

wearesocial.sg • @wearesocialsg • 47We Are Social
820,000
USERS IN CHINA
FACEBOOK HAS AROUND
• Source: Facebook (accessed Mar 2014)

wearesocial.sg • @wearesocialsg • 48We Are Social
4,000,000
USERS IN CHINA
LINKEDIN HAS OVER
• Source: LinkedIn (Feb 2014)

wearesocial.sg • @wearesocialsg • 49We Are Social
DAJIE TIANJI
24 M 18 M
USERS ON TOP PROFESSIONAL
SOCIAL NETWORKS IN CHINA
• Sources: Dajie.com (accessed Apr 2014), Tianji.com (accessed Apr 2014)

wearesocial.sg • @wearesocialsg • 50We Are Social
豆200,000,000
MONTHLY UNIQUE VISITORS
DOUBAN, A POPULAR INTEREST-
BASED SNS IN CHINA HAS
• Source: Douban (accessed Mar 2014)

wearesocial.sg • @wearesocialsg • 51We Are Social
瓣
豆ONE THIRD
OF MOVIE VIEWERS IN CHINA
ARE DOUBAN USERS
• Source: Douban (accessed Mar 2014)

wearesocial.sg • @wearesocialsg • 52We Are Social
428,000,000
ONLINE VIDEO VIEWERS IN CHINA
THERE ARE AT LEAST
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 53We Are Social
400,000,000
UNIQUE VIEWERS EVERY MONTH
YOUKU AND TUDOU, THE TOP
CHINESE ONLINE VIDEO SITES, ATTRACT
• Source: Youku Tudou Inc. (accessed Mar 2014)

wearesocial.sg • @wearesocialsg • 54We Are Social
THAT’S 40%
OF YOUTUBE’S
GLOBAL
UNIQUE USERS
• Sources: Youku Tudou Inc. (accessed Mar 2014), YouTube (accessed Mar 2014)

wearesocial.sg • @wearesocialsg • 55We Are Social
58%
OF CHINESE ONLINE VIDEO USERS
WATCHED VIDEOS ON MOBILE IN 2013
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 56We Are Social
MOBILE PHONE USAGE IN CHINA

wearesocial.sg • @wearesocialsg • 57We Are Social
1,240,000,000
THE NUMBER OF MOBILE PHONE
SUBSCRIPTIONS IN CHINA IS
• Source: MIIT of China (Mar 2014)

wearesocial.sg • @wearesocialsg • 58We Are Social
THAT’S MORE
THAN 6 TIMES
THE POPULATION
OF BRAZIL
• Sources: MIIT of China (Mar 2014), US Census Bureau (accessed Mar 2014)

wearesocial.sg • @wearesocialsg • 59We Are Social
91%
CHINA HAS A MOBILE
SUBSCRIPTION PENETRATION OF
• Sources: MIIT of China (Mar 2014), MBS of China (accessed Mar 2014)

wearesocial.sg • @wearesocialsg • 60We Are Social
640,000,000
UNIQUE MOBILE PHONE
USERS IN CHINA
THERE ARE AROUND
• Source: GSMA Intelligence

wearesocial.sg • @wearesocialsg • 61We Are Social
THE AVERAGE PHONE
USER IN CHINA HAS
1.95 ACTIVE MOBILE
SUBSCRIPTIONS
• Sources: extrapolated from GSMA Intelligence and MIIT of China (Mar 2014)

wearesocial.sg • @wearesocialsg • 62We Are Social
PERCENTAGE OF TOTAL
MOBILE SUBSCRIPTIONS
THAT ARE PRE-PAID
PERCENTAGE OF TOTAL
MOBILE SUBSCRIPTIONS
THAT ARE POST-PAID
PERCENTAGE OF MOBILE
SUBSCRIPTIONS THAT
ARE 3G CONNECTIONS
• Source: GSMA Intelligence
APR
2014
3G
CHINA’S MOBILE CONTRACTS BY TYPE
79% 21% 34%

wearesocial.sg • @wearesocialsg • 63We Are Social
700,000,000
ACTIVE SMART MOBILE DEVICES
IN CHINA, THERE ARE OVER
• Source: Umeng (Mar 2014)

wearesocial.sg • @wearesocialsg • 64We Are Social
430,000,000
3G MOBILE SUBSCRIBERS
CHINA HAS ROUGHLY
• Source: MIIT of China (Mar 2014)

wearesocial.sg • @wearesocialsg • 65We Are Social
500,000,000
MOBILE INTERNET USERS IN CHINA
THERE ARE OVER
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 66We Are Social
19%
IN 2013, CHINA’S MOBILE
INTERNET USERS GREW BY
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 67We Are Social
TOP ONLINE ACTIVITIES OF MOBILE
INTERNET USERS IN CHINA
INSTANT
MESSAGING
ONLINE
NEWS
86% 73%
MOBILE
SEARCH
73%
ONLINE
MUSIC
58%
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 68We Are Social
100,000,000
REGISTERED USERS
MOMO, A POPULAR LOCATION-
BASED SOCIAL NETWORKING APP HAS
• Source: Immomo.com (Feb 2014)

wearesocial.sg • @wearesocialsg • 69We Are Social
KUAIDI DIDI
14 M 9 M
NUMBER OF PEOPLE USING MOBILE
TAXI BOOKING APPS EACH MONTH:
• Source: iResearch (Mar 2014)
TAXI%

wearesocial.sg • @wearesocialsg • 70We Are Social
E-COMMERCE IN CHINA

wearesocial.sg • @wearesocialsg • 71We Are Social
300,000,000
ONLINE SHOPPERS IN CHINA
THERE ARE MORE THAN
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 72We Are Social
500,000,000
REGISTERED USERS
TAOBAO, CHINA’S BIGGEST
ONLINE RETAIL PLATFORM, HAS
• Source: Taobao.com (accessed Apr 2014)

wearesocial.sg • @wearesocialsg • 73We Are Social
$296 BILLION
IN 2013, THE MARKET SIZE OF
ONLINE SHOPPING IN CHINA REACHED
• Sources: based on data from iResearch (Jan 2014)

wearesocial.sg • @wearesocialsg • 74We Are Social
$1,000
ON ONLINE SHOPPING
IN 2013, EACH CHINESE
ONLINE SHOPPER SPENT ALMOST
• Sources: Based on data from iResearch (Mar 2014), CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 75We Are Social
GROUP BUYING
IS THE FASTEST GROWING ONLINE
ACTIVITY AMONGST CHINESE NETIZENS
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 76We Are Social
260,000,000
ONLINE PAYMENT USERS IN CHINA
THERE ARE AT LEAST
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 77We Are Social
$865 BILLION
IN 2013, THE TOTAL VOLUME OF
THIRD-PARTY ONLINE PAYMENT REACHED
• Sources: based on data from iResearch (Jan 2014), CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 78We Are Social
$3,327
VIA THIRD-PARTY
ONLINE PAYMENT
IN 2013, EACH CHINESE
ONLINE PAYMENT USER SPENT
• Source: Based on data from iResearch (Jan 2014)

wearesocial.sg • @wearesocialsg • 79We Are Social
300,000,000
VERIFIED USERS AT THE END OF 2013
ALIPAY, THE TOP CHINESE THIRD-PARTY
PAYMENT PLATFORM, HAD NEARLY
• Source: Alipay.com (accessed Mar 2014)

wearesocial.sg • @wearesocialsg • 80We Are Social
THAT'S MORE THAN
TWICE THE NUMBER
OF GLOBALLY ACTIVE
PAYPAL ACCOUNTS
• Sources: Tencent (Mar 2014), PayPal (Mar 2014)

wearesocial.sg • @wearesocialsg • 81We Are Social
M-COMMERCE IN CHINA

wearesocial.sg • @wearesocialsg • 82We Are Social
9%
OF THE ONLINE SHOPPING
MARKET IN CHINA IN 2013
MOBILE SHOPPING
REPRESENTED
• Source: Based on data from iResearch (Mar 2014)

wearesocial.sg • @wearesocialsg • 83We Are Social
169%
IN 2013, THE MARKET SIZE OF MOBILE
SHOPPING IN CHINA INCREASED BY
• Source: Based on data from iResearch (Mar 2014)

wearesocial.sg • @wearesocialsg • 84We Are Social
48%
OF ONLINE SHOPPERS IN CHINA
ARE ALSO MOBILE SHOPPERS
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 85We Are Social
160%
IN 2013, THE NUMBER OF MOBILE
SHOPPERS IN CHINA INCREASED BY
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 86We Are Social
48%
OF TOTAL ONLINE
PAYMENT USERS
MOBILE PAYMENT USERS
IN CHINA ACCOUNT FOR
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 87We Are Social
127%
IN 2013, THE NUMBER OF PEOPLE USING
MOBILE PAYMENTS IN CHINA GREW BY
• Source: CNNIC (Jan 2014)

wearesocial.sg • @wearesocialsg • 88We Are Social
2,780,000,000
MOBILE PAYMENTS WERE
MADE ON ALIPAY
IN 2013, A TOTAL OF
• Source: Alipay.com (accessed Mar 2014)

wearesocial.sg • @wearesocialsg • 89We Are Social
THAT’S NEARLY 5,300
MOBILE PAYMENTS
EVERY MINUTE
• Source: Alipay.com (accessed Mar 2014)

wearesocial.sg • @wearesocialsg • 90We Are Social
88%
OF SINA WEIBO USERS ARE ALSO
USERS OF MOBILE PAYMENT
• Source: Sina Weibo Data Center (Dec 2013)

wearesocial.sg • @wearesocialsg • 91We Are Social
3 IN 4
MOBILE PAYMENT USERS ON SINA
WEIBO HAVE USED ALIPAY
• Source: Sina Weibo Data Center (Dec 2013)

wearesocial.sg • @wearesocialsg • 92We Are Social
18-22
YEARS OLD
NEARLY HALF OF MOBILE
PAYMENT USERS ON SINA WEIBO ARE
• Source: Sina Weibo Data Center (Dec 2013)

wearesocial.sg • @wearesocialsg • 250We Are Social
FIND OUT MORE AT
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Making Friends & Influencing People • 45We Are Social
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.

wearesocial.sg • @wearesocialsg • 95We Are Social
WE ARE SOCIAL SINGAPORE
TIANYU XU & SIMON KEMP
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG