netpop | connect social networkers china 2008 teaser

中国社交网用户分析中国社交网用户分析Social Networkers China

Who they are and what they mean for next generation advertising他们是谁？他们对未来广告营销意味着什么？

Flickr photo by: D’Arcy Norman

| Connect

Social media is not a “new and growing” phenomenon in China –it is the standard way of being online

社交媒体在中国早已悄然成长 —它是一种重要的网络应用

In fact, the amount of talking and sharing online in China far exceeds that of the United Statesthat of the United States

事实上，中国网民在使用互联网进行聊天、分享上已远远超过了美国

2Netpop | Connect Social Networkers China 2008Netpop Research, LLC

Social networking is among the more recent forms of socialmedia to take hold in China

社交网站是社交媒体在中国新近存在的形式之一

Yet 46 million Chinese are now contributing regularly to thesingular, intimate posts on social networking sites

目前定期使用社交网站发布各样信息的网民在中国已有四千六百万目前，定期使用社交网站发布各样信息的网民在中国已有四千六百万


This figure is already 15% higher than in the U.S. – where 40 million people use social networking sites

这个数字高出美国15% — 美国仅有四千万社交网用户

… yet social networkers still represent a smaller proportion of the total Chinese broadband population (24% compared to 29% in the U S )Chinese broadband population (24% compared to 29% in the U.S.)

但是，中国的社交网用户在宽带网民中所占的比例相对较小（24%，而美国有29%）


Among the young urban professionals who make-up China’s broadbandAmong the young urban professionals who make up China s broadband population, social networking offers a way to:

对于中国宽带网民中的都市年轻专业人士来说，社交网站使他们能够：

E d th i t k f f i d d t tExpand their network of friends and contacts拓展交际圈

Advance their careers and business interests增进工作兴趣

Share their expertise, enhancing their reputations分享专业知识从而提升知名度分享专业知识，从而提升知名度


Given the integral role of social networking in the daily lives of China’s young digital elites

考虑到社交网站在中国年轻的数字精英日常生活中所占比重，

… marketers cannot underestimate, let alone ignore, the importance of reaching Chinese consumers in new ways

市场营销人士不应忽视或低估以新方式影响中国消费者的重要性市场营销人士不应忽视或低估以新方式影响中国消费者的重要性


This Netpop report examines the users who, through the vein of social networking, are influencing global changes此份Netpop报告，以网络社交为脉络，分析了其用户

… both in the way consumers behave and the way purchase decisions are made

在消费行为以及如何做购买决定方面的与众不同之处在消费行为以及如何做购买决定方面的与众不同之处

Bring on the Social Networkers of China敬请阅读《中国社交网用户》


The Social LandscapeThe Social Landscape


Almost all (92%) broadband users in China are active contributors to the Web via social media

192 Million Chinese Broadband Users age 13+

Contributors: 92% (177 million)

age 13

Non-Contributors: 8%

Upload audioUpload video8%

(15 million)Upload videoPost to a wiki

Publish a blogUpload photos

Upload podcastsPublish a websitePublish a website

Tag articles, videosPost to a micro-blogSend/forward emailsLive in a virtual worldPost to a blog, forum


Base: All respondentsN=4269

Rate or review a productShare files in P2P network

Use SN sites/publish personal page

Approximately 46 million Chinese regularly contribute through social networking sites …


Contributors: 92% (177 million)

age 13

Social Networkers: 24%(46 million)

Upload audioUpload video

Non-Contributors: 8% (46 million) Upload video

Post to a wikiPublish a blogUpload photos

Upload podcastsPublish a website

… approximately 6 million more than in the United States

8%(15 million)

Publish a websiteTag articles, videos

Post to a micro-blogSend/forward emailsLive in a virtual worldPost to a blog, forum

the United States


Rate or review a productShare files in P2P network

Use SN sites/publish personal pageBase: All respondentsN=4269

Xiaonei and 51.com duel for supremacy among Chinese social network brands


Contributors:

Users age 13+

Contributors: 92%(177 million users)

Social

Among CN Broadband Users:8% use Facebook CN10% use MySpace CN23% use Xiaonei19% use 51 com

23%

19%

Social Networkers: 24%(46 million users)

19% use 51.com12% use Kaixin001

8%10%

12%


Among community sites, QQ retains the highest ratio of regular users among those aware of the siteusers among those aware of the site

Top Community Sites among Those Employed:Ratio of regular users among those aware of site

(Multiple colors) Percent among China broadband users who are aware of sitePercent who use site regularly

90%

72%

63%

66%

25%

19%

QQ

Tianya

ChinaRen

SoufunChinaRen

XiluMOP

Groups.Google.com

73%

35%

30%

63%

63%

61%

19%

15%

19%

ChinaRen

Xici

51.com

Top Community Sites among Women:

Spaces.MSN

30%

24%

30%

38% 61%

56%

54%

23%

15%

14%

Xiaonei.com

Yahoogroups

Groups.Google.com

pTudouSoufun

Kaixin001

38%

27%

26%

54%

51%

50%

10%

11%

12%

MySpace CN

58.com

Kaixin001

Top Community Sites among Higher Income Earners

FlickrFacebook CN

Soufun

19%

22%

24%


44%

%

8%Facebook CNXilu

Base: All respondents

18%

Summarizing the differences across brands, unique profiles come to light

Facebook CN Users

come to light

Facebook CN users are the “elites” among Chinese netizens. They are highly educated Online Insiders; highly connected, Facebook CN Users

MySpace CN Users

y g y ; g y ,and use a variety of devices and modes to communicate

MySpace CN users are netizens from a wide range of age groups (teens to 40+), who have lots of interests, and use MySpace CN Users

Xiaonei Users

g p ( )many devices and modes to communicate

Xiaonei is where users go to connect with fellow college students and alumnae. Most are single, full-time students

d 18 29 h th b f bil d i

51.com Users

aged 18-29 who access the web from mobile devices

51.com users are mostly men with lower incomes. While they spend more time online on weekends, they tend to

connect with fewer people and on fewer devices

Kaixin001 Users

connect with fewer people and on fewer devices

Kaixin001 is the only site compared in this report with a higher proportion of women, many of whom work full-time. They are highly connected and are heavy users of blogs.


Now that you have been introduced to Netpop | Connect andNow that you have been introduced to Netpop | Connect and Social Networkers, we hope you are interested in learning more

To purchase the full report go to www.netpopresearch.com

Topics covered in the full report include:p p

Social Networkers and Non-Contributors

Demos: age, gender, employment, marital statusNumber people connect with in typical weekModes of communicating onlineAverage hrs. spent online per weekday, weekend dayDigital devices used to access the internet

Facebook, MySpace, Xiaonei, 51.com and Kaixin001 users

Digital devices used to access the internetNetpop attitudinal segmentationProducts purchased or planned for purchasedMonthly online spendingSources used to make purchase decisions


Implications for online advertising

netpop | connect social networkers china 2008 teaser

Technology

young urban

upload photosupload

top community

social networking

myspace cn

facebook cn

upload video

social networking