Tian Tao, Vice President

CTR Market Research

Difference between social media

users and urban resident in China

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

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

28.634.0

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

Age distribution of social media users:

90s consists of the highest portion, growth in 70s, 60s & 50s

37.7

30.820.7

8.6

2.1

28.8

44.8

19.9

5.5

1.11990s 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

Regional distribution of social media users:

Tier 2 to tier 4 cities rising, while tier 1 cities drop

31.236.6

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

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

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

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

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 citiesNotes: Magazine is for monthly reach; other media are daily reach

OOH = out of home

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

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

– 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%

The influence of WOM (word of mouth) among social media users is

growing

WOM MattersIt 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

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

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

Instant messageIndex 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

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

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

Sophie Shen, General Manager

CTR Media & Consumption Behaviour

Online survey of social media users

22

How does social media influence our lives?

23

In 2014

Do users feel more happy

or sad with social media?

2013

73.4

24

iCTR

@panelOnline panel

500,000Active 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

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

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

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

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, nocomment or anything

post original content

repost

comment or "like"

join group or topicdiscussions

Weibo WeChat

28

Data source: China’s social media user attitude survey, n=13341

Sampling error: ±0.8% under 95% confidence level

29

Social media users are more polarized

Ultras31.7%

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

Social media users interact less

30

browsing only, no

comment or anything

39%

post original content

13%

repost14%

comment or "like"

34%

browsing only, no comment or anything

46%

post original content

13%

repost15%

comment or "like"20%

join group or topic

discussions6%

2013 2014

Data source: China’s social media user attitude survey, n=13341

Sampling error: ±0.8% under 95% confidence level

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

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

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

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

Average score of all users:

35

68.073.4（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

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

Q&A