burson-marsteller state of the chinese internet march 2011

8/6/2019 Burson-Marsteller State of the Chinese Internet March 2011

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Digital Burson-MarstellerChina

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 Ban


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Source: China In

Total internet reach

450 million# 1 in the world

19% y-o-y increase


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Internet

population

increase

per

month

10million


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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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Digital connection speed

100 kb/sec

Lower than world average of

230 kb/ sec


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Mobile web

usage

303 million66% of PC Internet Users


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Source: China In

Hours spent online

18 per week

2.6per da


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Digital China

Social Media


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Source: Techrice

SinaWeibo

70M

Kaixin40M

Douban

20M

Renren95M

5140M

QZone190M

TencentWeibo

100M

Age

Urban to Rural

10

20

30

Pengyou80M


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Source: T

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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19 of Chinaprovinces have les

th

10 millionetizen


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Source: China Internet W

Digital China Geography

Urban

1. Beijing2. Shanghai3. Guangdong4. Zhejiang5. Tianjin6. Fujian

7. Liaoning

8. Jiangsu9. Xinjiang

10. Shanxi11. Shandong12. Hainan13. Chongqing14. Shaanxi

Internet

PenetrationRate > 34%


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Quasi-urban

Internet Penetration

Rate > 28% < 34%

1. Qinghai2. Hubei3. Jilin4. Hebei5. Inner Mongolia6. Heilongjiang


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Rural

Internet

Penetration Rate

< 28%

1. Ningxia2. Xizang3. Hunan4. Henan5. Guangxi6. Gansu7. Sichuan

8. Anhui9. Yunnan10. Jiangxi11. Guizhou


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Digital China

By the Numbers


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People trends in Chinese

Social MediaHuang Jian

Liu Ye

Liu Xiang

Yao Chen


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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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43%

44%

44%

45%

45%

46%

46%

Male Female

Internet Usage by Gender

2010

Internet Access by Gender


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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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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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0

50

100

150

200

250

300

350

400

Search Music News IM Gaming Blogging Video Email

Net Usage by Habit

Internet Access by Habit


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0

20

4060

80

100

120

140

160

180

200

Net Usage by Habit

Internet Access by Habit


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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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0%

10%

20%

30%

40%

50%

60%

70%

IM News Search Music Reading SNS BBS

Net Usage by Mobile

Internet Access by Mobile


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0%

5%

10%

15%

20%

25%

30%

Net Usage by Mobile

Internet Access by Mobile


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Digital China

Microblogging


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Source: DCCI 2010 Microblog

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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Microblogging Socio-graphics

19%

18%

9%

54%

Socializers

Critics

Spectators

Commentators

Active posters,commentators,

connectors

Interested insharing theirown opinionsand in otheropinions

Dont share just browse

Interested insharing opinionsbut uninterested

in other peoplesopinions


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Microblogging Platforms

Reputation

20%

19%

18%

16%

14%

13%

Sina

Netease

Tencent

Sohu

iFeng

139 (China Mobile)

Qt: which microbloggingservice is the most

famous in China?


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Digital Chinas Top 15

Social Sites


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Top 15 Social Platforms

Qzone - Chinas largest social network is backed by the 637 million activeaccounts for Tencents QQ Messenger. The question for Qzone is not quantity, but rather thequality of its nickname-based social graph.

1.

190


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Renren Chinas leading real-name social network that intends to IPO sIt is setting the standard for SNS in China but still faces challenges from other social networknotably Tencents Pengyou and Kaixin001.

2.

95M


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Pengyou Tencents latest entry into the real-name social networkin

space has many users. But even more so than with Qzone, the real question is, how strong is tsocial graph?

3.

80M


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Sina Weibo The red-hot microblogging service that threatens Chinas soc

networks with a new model. Can microblogging surpass social networking in terms of popularityChina? Its features now far surpass those of Twitter, including threaded comments, pictures,videos, IM, and LBS.4.

70M


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Kaixin001 Popular amongst white-collar workers via its social gam

and post-forwarding features. But as the social games mania has died down and the appeal of post-forwarding has been usurped by Sina Weibo, Kaixin001 is now struggling.

5.

40M


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51.Com Enjoyed early popularity among comparatively rural users,

now appears to be in a downward spiral. One recent report says peak simultaneous users aredown to 700,000. 51.coms claim of 178 million registered users is either irrelevant or fake, acase that requires skepticism by the tonne.6.

40M


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Douban The strongest community of any social network in China. Its never ha

explosive growth or a massive user base (in China terms), but it attracts young urban Chinesewho together over movies, books, music, and events. A good network for hipsters and creatives

7.

20M


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Taomee A social network and gaming site (similar to the Disney-owned Clu

Penguin) thats massively popular with Chinese children (and their mothers). Taomee is in fact parent company that runs a number of different childrens sites, including: Moer (mole-themed)Saier (sci-fi themed), and XiaoHua (princess-themed).8.

20M


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Tencent Weibo Pushing its microblog service in order to competewith Sina. It claims over 100 million registered users, but again with Tencent theres the concer

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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Jiayuan Chinas most popular online dating site, which is rumored tohave plans for an IPO.

10.

11M


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Tao Jianghu SNS of popular e-commerce site, Taobao. Profiles aautomatically created for Taobao users. Adding a social layer is one of Taobaos key

objectives for 2011.

11.

10M


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Bai Shehui The white-collar society network by Sohu, one of Chinas largestinternet portals. Sohu also develops its own social games for this platform.

12.

10M


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Zhenai - A leading China dating site, rumored to be preparing for an IPO.

13.

5

T 15 S i l Pl tf


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Baihe Yet another of Chinas leading dating sites!14.

2M

T 15 S i l Pl tf


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iPartment An avatar-based dating site from Taiwan where teens anyoung adults move into a virtual apartment together. Revenues come from advertising, virtgoods, and e-commerce.

15.

1M


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Digital Burson-Marsteller

China

Digital Burson Marsteller


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Identify audiences,

tools and channels

Provide actionableonline solutionswith measuredresults

Partner to manage

connections withstakeholders

Online Presence & Earned Med

What we do?



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ENGAGEMENTmust be part of

communicationsand marketing

SEARCH

Strategy isessential

AUDIENCE willdrive the agenda


Approach

Online Presence & Earned Med



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Evidenced-based

Listen

Plan

Engage

Report

Using the right tools to trackissues that are critical to acompany, gauging buzz and

sentiment online is key.

Developing a strategicframework of OnlineEngagement, based onexperience, research andinsights.

Once planningframework is inplace, set up and

begin engagement.

Regular reportingon Measurementand ROI to

business benefit.



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Our evidence-based methodology. Delivering results driven by

CONTENTSTORYTELLING

LISTENINGIDENTIFYING

TARGETING

WEBEXPERIENCE

DESIGN

ANALYTICSMEASUREMENT

ROI


Results



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Synching offline with online.

Integrating activities and content from thetraditional media world with online media playsa key role reputation is managed.

Online storytelling planning

Social media guidelines

Online media events

STORYT


Results



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ONLINEREPUTATION

MANAGEMENT

DIGITAL BUZZ

E-INFLUENCERRESEARCH

ONLINE MEDIARELATIONS

DIGITAL &SOCIAL MEDIA

STRATEGICCONSULTANCY

ONLINECOMMUNITIES


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 StrategistBurson-Marsteller China
mailto:[email protected]:[email protected]

burson-marsteller state of the chinese internet march 2011

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