Understand China Social Media Users (2015) in One Minute

2015 is an important year in China media history. Because in this year, the time China users spent in digital media has exceed in traditional media.

Along with the tendency, advertisement is also turning to new media from traditional media. Online media is now taking the largest share of advertising income. In the future, online, especially mobile advertisement income will keep increasing.

Currently, social media are still one of the most active and promising field in China, showing its own unique features and trends. Here we synthesized related reports, trying to profile the social media users in China.

In 2015, the total time users spent in media is 6 hours and 8 minutes. Time in digital media is 3 hours and 5 minutes, in traditional TV has down to 2 hours 40 minutes, radio down to 11 minutes, print also down to 11 minutes.

In people above 18, the penetration rate of TV is 94.8%, but the time using is decreasing. The penetration rate of PC end Internet users, smartphone Internet users are 46%, and 43.1% respectively.

According to a report about China social media released by Kantar, the size of social media user is growing rapidly. The user penetration of social media in urban residents has risen to 34% in 2014. 

"Post-90s" are the largest group of people among the social media users. 

Mobile social media has become mainstream, social platforms with mobile feature are more popular.

Online video are most popular by post-90s, post-70s and post-80s take the largest share of online shopping market.

WeChat now has the largest amount of users among all social applications, followed by QQ space. Weibo had the largest amount of UGC in 2013. It becomes WeChat in 2014.

Reading news and obtain information are the main purpose people using social media, user interaction is reducing.

Weibo

According to the 2014 Weibo user development report, by September 30, 2014, Weibo monthly users(MAU) has reached 167 million. Weibo users age structure is balanced: from the monthly live user age proportion, 19-35 years old users accounted for 72% of total monthly active users, the post-80s and post-90s are the main body, and the trend of the growth of the younger users is more apparent. 

As for Weibo monthly active users, male users accounted for 60.9%, and female users accounted for 39.1%. 

The general user activity time is between 6am to12pm, but the most active publish time is between 10pm to 11pm.

WeChat

WeChat monthly active user: over 468 million.
Male: Female=64.3%: 35.7% (about1.8:1)
Users are young, the average age is 26. 97.7% users are under 50, 86.2% users are between 18-36.

Usual occupation: corporate staff, freelancer, student, employees of public institutions.

Usage condition: 
25% users use WeChat over 30 times/day, 55.2% users use WeChat over 10 times/day.
About 50% users possess WeChat friends over 100, 62.7% users possess WeChat friends over 50.
The life consumption scale bring along WeChat has reach 176 million dollars. Entertainment: Public Platform: Shopping: Travel: Catering=53.6%：20.0%：13.2%：11.3%：2.0%. The entertainment cost is the highest cost, about 94.3 million dollars.

Public Account is one of the main services of WeChat, about 80% users focus on WeChat public account. Users are major focus on the public account of enterprises and media, as high as 73.4%.

The proportion of WeChat public account users:
we media: accredited media: pay no attention: enterprise business: marketing promotion=29.1%:25.4%:20.7%:18.9%:5.9%.

Summary: In 2015, as the "Internet +" is being carried out, new media is penetrating all fields. Social and mobile media has launched a revolution that changing our lives.