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Social Networks - China - May 2017

Published By :

Mintel

Published Date : May 2017

Category :

Unified Communications

No. of Pages : N/A

That consumers are showing a trend to ‘switch off’ does not mean that marketing on social networks is no longer important. Instead of keeping consumers online, marketing should offer people alternative ways to connect with the real world.

Table of Content

OVERVIEW
What you need to know
Covered in this Report
Demographic groups
Social and media networks users
Personal income

EXECUTIVE SUMMARY
The market
Rural areas show potential
Figure 1: Internet users and year-on-year growth in China, 2009-16
Social networks become information channels, and live streaming is developing rapidly
Companies and brands
WeChat tops
Figure 2: Monthly active users of WeChat, QQ, Qzone and Sina Weibo, December 2013-16
YY Inc. leads live streaming sector but also faces fierce competition
The strategies: ‘Super Apps’ and paid content
The consumer
Declining heavy users of leading social networks
Figure 3: Heavy users of leading social networks, February 2017, January 2016 and March 2015
Fewer activities via social networks
Figure 4: Activities on social networks in the last 6 months, February 2017 and January 2016
Relevant content is more important than promotion to motivate repost
Figure 5: Reasons for reposting content from public accounts, February 2017
25-29s are core target audience of live streaming
Figure 6: Live streaming penetration in the last 6 months, by age, February 2017
Potentials within variety shows/live shows and lifestyle-related shows
Figure 7: Types of live streamed shows watched in the last 6 months, February 2017
Consumers watch live streamed shows to relax
Figure 8: Reasons for watching live streaming, February 2017
What we think

ISSUES AND INSIGHTS
Switching off?
The facts
The implications
From purely social to knowledge and information sharing
The facts
The implications
Live streaming campaigns: interaction and information are key
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Total internet users saw a 6.2% increase in 2016
Social networks become news feeds
344 million users of live steaming by 2016

MARKET TRENDS
Growth potential in rural areas
Figure 9: Internet users and year-on-year growth in China, 2009-16
Social networks become important information channels
Figure 10: Channels to read news on mobile phones, 2016
Live streamed shows bring brands closer to consumers

KEY PLAYERS – WHAT YOU NEED TO KNOW
Tencent continues to dominate, WeChat taking the lead
‘Super Apps’ and paid content
Fierce competition in live streaming market
Innovation highlights

KEY PLAYERS
WeChat became No. 1
Figure 11: Monthly active users of WeChat, December 2013-16
QQ and Qzone losing appeal
Figure 12: Monthly active users of QQ and Qzone, December 2013-16
Sina Weibo maintains growth
Figure 13: Monthly active users of Sina Weibo, December 2013-16
YY Inc. leads live streaming while the competition is heating up

COMPETITIVE STRATEGIES
The ‘Super App’
Figure 14: Examples of Mini Programs on WeChat, May 2017
Paying to learn
More ways to leverage the power of KOLs

WHO’S INNOVATING?
The ‘Chatbots’: from online retailer to social networks
Figure 15: KLM Emoji ‘Chatbot’ on Facebook Messenger, May 2017
Gifting, what’s next after Red Pocket?
Figure 16: Starbucks Mini Programs on WeChat, May 2017

THE CONSUMER – WHAT YOU NEED TO KNOW
Fewer heavy users
Only 16% would repost for discounts
25-29s are core target audience of live streamed shows
Variety shows/live shows and life-style related content have potential

USAGE OF SOCIAL NETWORKS
WeChat dominates
The users of Facebook and Instagram
Figure 17: Usage frequency of leading social networks, February 2017
Fewer heavy users of leading social networks
Figure 18: Heavy users of leading social networks, February 2017, January 2016 and March 2015
Females and the early 20s switching away from dominating social networks
Figure 19: Annual change of social network heavy users, by gender, February 2017, January 2016 and March 2015
More heavy users in tier one cities
Figure 20: Annual change of social network heavy users, by city tier, February 2017, January 2016 and March 2015

ACTIVITIES ON SOCIAL NETWORKS
Fewer types of activities on social networks
Figure 21: Repertoire of activities on social networks in the last 6 months, February 2017 and January 2016
Figure 22: Activities on social networks in the last 6 months, February 2017 and January 2016
Switching off trend more apparent among females
Figure 23: Activities on social networks in the last 6 months, by gender, February 2017 and January 2016
Switching-off less obvious among those in their 30s and high earners
Figure 24: Annual change of activities on social networks, February 2017 and January 2016

REASONS FOR REPOSTING
Informative and resonating content appeals more than promotions
Figure 25: Reasons for reposting content from public accounts, February 2017
Event marketing works better on males and high earners
Figure 26: Key drivers of reasons for reposting, February 2017
Humour is important for engaging the 20-24s
Figure 27: Reasons for reposting content from public accounts, by age, February 2017
High earners are more likely to advertise for brands
Figure 28: Reasons for reposting content from public accounts, by monthly personal income, February 2017
Reasons vary by the type of organisations people work for
Figure 29: Reasons for reposting content from public accounts, by company type, February 2017

LIVE STREAMING PENETRATION
Consumers aged 25-29 are target audience
Figure 30: Live streaming penetration in the last 6 months, by age, February 2017
Figure 31: Live streaming penetration in the last 6 months, by personal income and education level, February 2017
Live stream audiences tend to be heavy users of QQ, Qzone and Weibo
Figure 32: Social networks heavy users among live streaming audience, February 2017

TYPES OF LIVE STREAMING SHOWS
A wide range of interest
Figure 33: Types of live streamed shows watched in the last 6 months, February 2017
Women are more interested in shopping-related, food/cooking and celebrity shows
Figure 34: Audience profile of live streamed shows, by gender and age, February 2017
Lifestyle related shows have monetisation potential
Figure 35: Audience profile of live streamed shows, by personal income and city tier, February 2017

REASONS FOR WATCHING LIVE STREAMING
Top reason: just to relax
Figure 36: Reasons for watching live streaming, February 2017
Different purposes between men and women
Figure 37: Reasons for watching live streaming, by gender, February 2017
20-24s watch live streaming to kill time and chase celebrities
Figure 38: Reasons for watching live streaming, by age, February 2017

MEET THE MINTROPOLITANS
Biggest drop in Baidu Tieba, Qzone and Sina Weibo
Figure 39: Annual change of heavy users, by consumer classification, February 2017 and January 2016
Figure 40: Annual change of activities via social networks, by consumer classification, February 2017 and January 2016
Lifestyle related live streaming content appeals to Mintropolitans
Figure 41: Types of live streamed shows watched in the last 6 months, by consumer classification, February 2017
Getting information rather than killing time
Figure 42: Reasons for watching live streaming, by consumer classification, February 2017

APPENDIX – KEY DRIVER ANALYSIS
Methodology
Interpretation of results
Figure 43: Key drivers of reasons for reposting – key driver output, February 2017

APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

List of Table

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