While travel

1. Observations of China’s Social & Digital Media Industry
China Industry Discovery Report
By Peta Howard

2. Observations of China’s Social & Digital Media Industry
General Observations and Stats on China
By Peta Howard

3. Observations of China’s Social & Digital Media Industry
The scale of the Chinese market allows for fast product and
idea development as well as more innovation
 Innovation and speed to market is high with a rapid turn over of products
and ideas
 Large scale roll outs and changes are possible due to the numbers of
the available work force.
 Competition is extremely steep with many players in the market Telco
players are trying to get ahead of their competition by releasing high
tech devices on specialised or dedicated networks
 For all internet / online services speed and coverage are crucial and
Telco’s own their own networks to provide dedicated services to their
customers
 Data is much more important than the ability to send voice or text
messages content will be sent using images and video or via the many
social applications
Source: www.bjconsultinggroup.com/ By Peta Howard

4. Observations of China’s Social & Digital Media Industry
Government recognises the demand for digital content and
look to enable and encourage with a focus on development
within new technologies
The government is targeting “New Generation ICT’ such as:
Next Generation Network (NGN)
‘The internet of things’
Integration of telecommunication, TV/broadcasting and
internet/mobile networks
New types of flat panel display
Advanced Integrated circuits
Cloud computing
By Peta Howard
Source: Austrade

5. Observations of China’s Social & Digital Media Industry
Presenting opportunities within individual cities with a focus
on enabling continuous online connection.
Beijing
The city will sign a strategic cooperation framework agreement with China
Mobile to build a world-class, leading wireless network system.
Shanghai
The government is aiming to create a ‘smart city’ with 70% of the local
economy (finance, shipping, tourism etc) using wireless, radio and smart grid
technology
Nanjing
Nanjing is aiming to create ICT research centres and aims to host more
than 300 companies in its ‘wireless valley’.
Source: NZTE Report on the 12th FYP By Peta Howard

6. Observations of China’s Social & Digital Media Industry
Social Media Trends in China
By Peta Howard

7. Observations of China’s Social & Digital Media Industry
Social Media is dramatic in China, however, not as we know it
 There are only 611,640 Facebook users in China as compared to 28,631m
Ozone users a Facebook equivalent
 Chinese users access local applications and services rather than westernised
ones
– Due to internet restrictions
– Due to preference for a Chinese “minded” product
 All western popular application have at least two or three Chinese versions, the
version compete internally with each other and not with the western version
 Users connect of Social Media for:
– Interactive and independent gaming
– Watching and creating video content
– Sharing their personal content with their friends
– Network professionally
By Peta Howard

8. Observations of China’s Social & Digital Media Industry
Since the loosening of the firewall in China there has been
an incredible boom in all forms of online media
 World’s biggest online population
 According to a McKinsey study 95% of Netizens in Chinese Tier
1, 2 and 3 cities use social media (as compared to 30% in Japan
and 67% in the US)
 Social media has more of an influence on Chinese consumers
than other regions
 Weibo has over 300 million subscribers
 The recently merged Chinese online video giant Youku.com /
Tudou.com is probably the 2nd largest online video website
globally behind YouTube.
Source: www.bjconsultinggroup.com/ By Peta Howard

9. Observations of China’s Social & Digital Media Industry
Some of the Digital
tools currently
used in China:
Chinese users use
local applications
and services over
westernized ones.
The market is
completely packed
with choice of
digital choices
Source: www.bjconsultinggroup.com/ By Peta Howard

10. Observations of China’s Social & Digital Media Industry
Applications and services produced for the local market will
have more traction and up take than foreign products
Source: www.bjconsultinggroup.com/ By Peta Howard

11. Observations of China’s Social & Digital Media Industry
Social Media & Women
By Peta Howard

12. Observations of China’s Social & Digital Media Industry
Chinese women use social media to
reinforce their status
 Online identities are inclusive of
– Your friends, followers, connections
– Your comments, your content, your comments on other peoples content, what you
share or re-share
 Image and saving face is very important to the Chinese and to Chinese
Women especially
– Chinese women will use social media as their personal advertising platform
– It’s fashionable to be connected
– Most Chinese users are on multiple social media platforms
 Social Media is used to express opinions and to portray the desire
image and to stay collective
 Chinese users are actively engaged with the internet, the majority are
active users in online applications
Source: http://www.bbc.co.uk/news/world-asia-china-19756503 By Peta Howard
Dr Margaret Byrne

13. Observations of China’s Social & Digital Media Industry
Women find that using social media
empowers them
 Women use digital tools as a way of extracting information on the world around
them and sharing that with their friends
 Over 90% of women online read blogs to obtain information and answer their
questions
 Over 50% of business women use social media as a marketing platform for their
business, with Facebook slightly ahead of Twitter
 Women are more open to brands than men are and more likely to respond
positively to a brand interaction
 Opinions are valued and shared, women like to feel like they are listen to and
hear and respects by the wider community, this gives them a sense of status
online
 Marketers should use social media to content with the emotional side of women
and deliver a deeper connection for longer term value
 Women feel more connected and inspired by brands and their online voice than
men to, this can be used to mobilise and engage the community
Source
-http://www.blogher.com/frame.php?url=http://www.slideshare.net/BlogHer/2012-social-media-final-v2
By Peta Howard
-http://www.onlinemarketizing.com/marketing/australian-women%E2%80%99s-social-media-habits-revealed-2011/

14. Observations of China’s Social & Digital Media Industry
The most popular apps for women fall
into these categorises
 Organisation – note taking, alarms and reminder apps, with Evernote leading
the way.
 Housekeeping – house jobs organisation, kids organisations, shopping and
cooking, with Grocery Gadget leading
 Fitness & Health – weight loss, fitness programs, calorie counting
 Finance Mgt – Credit management, mobile banking
 Women’s troubles – period tracking, pregnancy tracking, breast feeding
Source
-http://www.businessinsider.com/the-top-8-iphone-apps-for-women-2011-2
-The Best Apps for Women | Love Twenty
By Peta Howard
-Best iPhone Apps For Women: Simplify Your Life
-http://www.guidespot.com/guides/iphone_apps_for_women

15. Observations of China’s Social & Digital Media Industry
Chinese Mobile and Mobile App Trends
By Peta Howard

16. Observations of China’s Social & Digital Media Industry
China Mobile landscape: Quick Facts and Figures
 Mobile users/subscribers: over 1 billion
 Chinese Netizens: 513 million
 Mobile internet users: 360 million
 Mobile gamers: 215 million
 Smart phone users: 130 million
By Peta Howard

17. Observations of China’s Social & Digital Media Industry
Mobile is the focus of Chinese digital media development
 There are 356 million mobile web users in China
 China is the world’s largest smartphone market
 Big Chinese internet players such as Baidu are investing in mobile to secure and
grow their business. Baidu has recently worked with both Android and Apple in
providing mobile services over their platforms and is investing 25% of their R&D
budget in Mobile Web research.
 Mobile-ad sales in China more than doubled to $380 million last year, according
to research company iResearch
 China is overflowing with boutique mobile application companies, mostly
small with only one or two defined products to offer these companies run their
products with their own systems as opposed to designing a product specifically
for the apple or android store
 In Chinese style application developer look to imitate what exists in overseas
markets and then to develop locally, locally designed products for the Chinese
market have a higher uptake rate than overseas products
-http://www.theatlantic.com/technology/archive/2011/08/infographic-apple-vs-android-in-chinas-mobile-ad-market/244215/
-http://thenextweb.com/asia/2012/10/01/chinas-baidu-putting-25-rd-mobile-revenue-devices-triples/ By Peta Howard
http://www.bloomberg.com/news/2012-09-29/baidu-ceo-li-says-mobile-web-revenue-remains-elusive-in-china.html
-http://thenextweb.com/asia/2012/09/24/asia-companies-crack-us-market/

18. Observations of China’s Social & Digital Media Industry
Biggest players in the Mobile space
Source: NetEase
-IDI is ICT Development Index- this ranking shows China still has a long way to go meaning more
development and opportunities. http://www.itu.int/newsroom/press_releases/2009/07.html
By Peta Howard

19. Observations of China’s Social & Digital Media Industry
Biggest players in the Mobile space
By Peta Howard