6 trends of China social media and consumer insights
•
11 gefällt mir•9,696 views
6 trends of China social media and consumer insights
![Prepared by Edelman Digital # CONFIDENTIAL #ALL RIGHTS RESERVED RISRING DRAGON ,[object Object],CHINA HAS THE LARGEST ONLINE POPULATION IN THE WORLD. EVERYDAY, 400 MILLION + CHINESE PEOPLE USE QQ TO COMMUNICATE WITH FRIENDS, FAMILIES AND COLLEAGUES; 100 MILLION + PEOPLE USE SOCIAL NETWORKING SERVICES; 50 MILLION + PEOPLE POST TWEETS IN SINA WEIBO…… THIS CREATE GREAT OPPORTUNITIES FOR BRANDS TO COMMUNICATE DIRECTLY WITH THOSE NETIZENS, WHO ACCOUNTS NEARLY HALF OF WHOLE CHINESE POPULATION AND HAVE MUCH MORE POWER THAN WHO ARE NOT ONLINE IN CHINA……](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie 6 trends of China social media and consumer insights
Ähnlich wie 6 trends of China social media and consumer insights (20)
Mehr von Vincent lee
Mehr von Vincent lee (16)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
6 trends of China social media and consumer insights
- 1. #ALL RIGHTS RESERVED China Consumer Sophistication Social Media 6 trends
- 3. THE ONLINE WORLD OF CHINA 485 M NETIZENS 318M MOBILE NETIZENS 250M+ SOCIAL MEDIA USERS Source: China Internet the 28th Survey Report, CNNIC, July 2011
- 4. THE ONLINE WORLD OF CHINA: CHINA POPULATION OF NETIZENS Source: China Internet the 28th Survey Report, CNNIC, July 2011
- 5. THE ONLINE WORLD OF CHINA: CHINA POPULATION OF MOBILE NETIZENS Source: China Internet the 28th Survey Report, CNNIC, July 2011
- 6. CHINESE NETIZEN SOCIAL GRAPH Source: Global Trends in Online Shopping A Nielsen Global Consumer Report, AC NIELSON, June 2010 Age Education Primary school Middle school High school College University + Device Desktop Mobile Laptop Others
- 7. CHINESE NETIZEN SOCIAL GRAPH: CAREER BREAKDOWN Source: Global Trends in Online Shopping A Nielsen Global Consumer Report, AC NIELSON, June 2010 Students White collars Self-employed Managers Government officials Jobless
- 8. CHINESE NETIZEN SOCIAL GRAPH: MONTHLY INCOME BREAKDOWN Source: Global Trends in Online Shopping A Nielsen Global Consumer Report, AC NIELSON, June 2010 RMB
- 9. CHINESE NETIZEN ONLINE BEHAVIORS: GENERAL Source: Global Trends in Online Shopping A Nielsen Global Consumer Report, AC NIELSON, June 2010 June 2010 June 2011 Online Behaviors Number of users (million) Percentage(of total online population) Number of users (million ) Percentage(of total online population) Change Searching Engine 386.06 79.6% 374.53 81.9% 3.1% Instant Message 385.09 79.4% 352.58 77.1% 9.2% Online Music 381.70 78.7% 362.18 79.2% 5.4% Online Radio 362.30 74.7% 353.04 77.2% 2.6% Blog/QQzone 317.68 65.5% 294.50 64.4% 7.9% Online Game 311.37 64.2% 304.10 66.5% 2.4% Online Video 301.19 62.1% 283.98 62.1% 6.1% Email 251.72 51.9% 249.69 54.6% 0.8% Social Networking 229.89 47.4% 235.05 51.4% -2.2% Online Books 194.97 40.2% 194.81 42.6% 0.1%
- 10. CHINESE NETIZEN ONLINE BEHAVIORS: ONLINE SHOPPING AND E-COMMERCE Source: Global Trends in Online Shopping A Nielsen Global Consumer Report, AC NIELSON, June 2010 June 2010 June 2011 Online Behaviors Number of users (million) Percentage(of total online population) Number of users (million ) Percentage(of total online population) Change Online Shopping 172.66 35.6% 160.51 35.1% 7.6% Online Payment 153.26 31.6% 137.19 30.0% 11.7% Online Bank 150.35 31.0% 139.48 30.5% 7.8% BBS 144.05 29.7% 148.17 32.4% -2.8% Online Stock Trade 56.26 11.6% 70.88 15.5% -20.6%
- 11. HOW BIG IS SOCIAL MEDIA IN CHINA
- 12. SOCIAL MEDIA LANDSCAPE TRUST FREQUENCY Sina Weibo Renren BBS Taobao KAIXIN001 LBS Jiepang Douban LinkedIn 0 Trust measures the level of trust in a certain social media channel Frequency measures how often students use a certain social media channel The size of each circle measures the popularity of a certain social media channel. QQ Weibo Groupon
- 13. CHINESE NETIZEN ONLINE BEHAVIORS : ONLINE SHOPPING Source: Global Trends in Online Shopping A Nielsen Global Consumer Report, AC NIELSON, June 2010
- 15. CHINESE CONSUMER PROFLE These eight archetypes can be grouped into three spending tiers
- 16. CHINA CONSUMER SOPHISTICATION November 10, 2010 Actively Involved and Highly Engaged 1
- 17. CHINA CONSUMER SOPHISTICATION November 10, 2010 Engaging with online communities Engaging with trusted brands
- 19. CHINA CONSUMER SOPHISTICATION November 10, 2010 Independent but Information is Key to Influence 2
- 20. CHINA CONSUMER SOPHISTICATION November 10, 2010
- 22. CHINA CONSUMER SOPHISTICATION Share Experience and Take Actions 3
- 23. CHINA CONSUMER SOPHISTICATION Chinese consumers want their social networks to know about their brand experiences online. Chinese consumers do not hesitate to write positive experience but are also mostly like to share negative comments and join online boycott again brands they do not like
- 25. CHINA CONSUMER SOPHISTICATION While Online Entertainment Widely Embraced, Demand Valued-Added Content Rise 4
- 28. CHINA CONSUMER SOPHISTICATION Purchase or not: they need real-time engagement; they want your response and want it now 5
- 31. CHINA CONSUMER SOPHISTICATION Experience offline and place the order on line 6
- 34. Contact information Direct talk Vincent Lee Edelman Digital Vincent.lee@edelman.com Sina Weibo: @liblog