Every year, for the last few years, we are social has been producing a Global Digital Statistics report that covers social media users’ demographics and behaviors. Below is their report for 2014, in the report there is a section on Asia Pacific and on China.
Social, Digital & Mobile Around The World (January 2014) from We Are Social Singapore
Asia pacific digital overview 2014 from Nan Lieopairoj
In these SlideShares, we can see that the average time internet users spend using the internet each day through a desktop or laptop is 4 hours 31 minutes and the average time mobile internet users spend using mobile internet is 1 hour 55 minutes. Combined, the average time spent online by a Chinese internet user per day is over 6 hours.
The report also goes on to show that the average social media user spends 1 hour 30 minutes on social media sites each day, with 51% of mobile users using social media apps on their phones.
The report continues to look at social media users and shows that 98% of all Chinese internet users have at lest one social media account and 87% have logged on in the past month.
Weibo, one of the most popular social networking sites in China, was recently analysed by China Skinny and they have put together an infograph about the users’ demographics. According to their research, 52% of users are female, 63% are married, 42% are between the age of 25-34, 54% have a bachelor degree, and most (32%) live in 2nd tier cities.
Chinese Social Media Users’ Behaviors
One of the biggest problems when compiling Chinese social media users’ behavior is there is very little data available. The data is very fragmented and does not provide a clear user picture. The main problem is companies including WeChat (Ten Cent) and Weibo do not release demographic and behavior data.
According to Duncan Wakes-Miller, “Today, it is crucial to understand the nuances in consumer behavior by city tier, category type and socio-economic development level. Indeed, many people point to the fact that China’s second and third tier cities represent the biggest opportunities and arguably the most important consumer segment on the planet.”
If China’s second and third tier cities represent the biggest opportunities in the world than more information on social media usage will need to be compiled in order to understand consumer behavior for these segments. Currently, the research only provides a fragmented view into their social media use.
We continue to see snapshots aimed at individuals in subsections of the market. Chinese tourists are 50% more likely to post a photo or tweet an experience than their western counterparts, but is this true for all social media users? Or just travelers? Another report, claims 95% of Chinese Internet users trust a brand more if they see it on Weibo, but is this also true for WeChat, RenRen, Qzone or any other social media site?
These fragmented profiles of the Chinese social media users’ are holding back the social media industry in China. If marketers are incapable of accessing accurate and timely information, than there will continue to be confusion and mistrust within the social media marketing/advertising industry in China.
The better the profile, the higher chance of eliminating confusion and mistrust within the industry, with the help of WeChat and Weibo, a comprehensive profile could be created that would allow marketers to make informed decisions but until this time, we will be forced to see one sided snapshots of a massive market.
What are your thoughts about creating a comprehensive Chinese social media user profile? Have you found any good resources on Chinese social media users’ demographics or behaviors? Please share in the comments.