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Digital, Social & Mobile in China in 2015

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we are social DIGITAL STATSHOT CHINA KEY STATISTICAL INDICATORS FOR INTERNET, MOBILE, AND SOCIAL MEDIA USAGE IN CHINA IN AUGUST 2015 We Are Social SIMON KEMP • WE ARE SOCIAL wearesocial.sg • @wearesocialsg


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We Are Social wearesocial.sg • @wearesocialsg


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AUG 2015 DIGITAL IN CHINA TOTAL POPULATION ACTIVE INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS 1,371 668 659 675 574 MILLION MILLION MILLION MILLION MILLION URBANISATION: 55% PENETRATION: 49% PENETRATION: 48% PENETRATION: 49% PENETRATION: 42% FIGURE REPRESENTS TOTAL GLOBAL POPULATION, INCLUDING CHILDREN FIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONS FIGURE REPRESENTS ACTIVE USER ACCOUNTS ON THE MOST ACTIVE SOCIAL PLATFORM IN EACH COUNTRY, NOT UNIQUE USERS FIGURE REPRESENTS INDIVIDUALS WITH AN ACTIVE MOBILE SUBSCRIPTION / CONNECTION FIGURE REPRESENTS ACTIVE USER ACCOUNTS ON THE MOST ACTIVE SOCIAL PLATFORM IN EACH COUNTRY, NOT UNIQUE USERS We Are Social • Sources: World Population Clock, Wikipedia, CNNIC, Tencent, Sina, GSMA Intelligence wearesocial.sg • @wearesocialsg


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AUG 2015 DIGITAL GROWTH TRENDS GROWTH TRENDS FOR THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS GROWTH IN THE NUMBER OF ACTIVE INTERNET USERS GROWTH IN THE NUMBER OF ACTIVE SOCIAL MEDIA USERS GROWTH IN THE NUMBER OF MOBILE SUBSCRIPTIONS GROWTH IN THE NUMBER OF ACTIVE MOBILE SOCIAL USERS +6% +2% +8% +15% +36 MILLION + 14 MILLION + 94 MILLION + 77 MILLION 12 MONTHS TO JUL 2015 12 MONTHS TO AUG 2015 12 MONTHS TO JAN 2015 12 MONTHS TO AUG 2015 NOTE THAT THIS FIGURE REPRESENTS MOBILE SUBSCRIPTIONS, NOT UNIQUE USERS We Are Social • Sources: CNNIC, Tencent, Sina, GSMA Intelligence wearesocial.sg • @wearesocialsg


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AUG 2015 TIME SPENT WITH MEDIA SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY NOTE THAT AVERAGE TIMES ARE BASED SOLELY ON PEOPLE WHO USE EACH MEDIUM, AND DO NOT FACTOR NON-USERS AVERAGE DAILY USE OF THE INTERNET VIA A PC OR TABLET (INTERNET USERS) AVERAGE DAILY USE OF THE INTERNET VIA A MOBILE PHONE (MOBILE INTERNET USERS) AVERAGE DAILY USE OF SOCIAL MEDIA VIA ANY DEVICE (SOCIAL MEDIA USERS) AVERAGE DAILY TELEVISION VIEWING TIME (INTERNET USERS WHO WATCH TV) 3H 45M 2H 46M 1H 43M 1H 24M We Are Social • Source: GlobalWebIndex, Q2 2015. Based on a survey of internet users aged 16-64 wearesocial.sg • @wearesocialsg


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DIGITAL MEDIA WILL ACCOUNT FOR MORE THAN HALF OF THE TIME CHINESE ADULTS SPEND CONSUMING MEDIA IN 2015 We Are Social • Source: eMarketer wearesocial.sg • @wearesocialsg


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INTERNET IN CHINA We Are Social wearesocial.sg • @wearesocialsg


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AUG 2015 INTERNET USE TOTAL NUMBER OF ACTIVE INTERNET USERS INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION # 668M TOTAL NUMBER OF ACTIVE MOBILE INTERNET USERS MOBILE INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION # 49% We Are Social • Sources: CNNIC; Wikipedia for population data 594M 42% wearesocial.sg • @wearesocialsg


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AUG 2015 INTERNET USE: RURAL vs. URBAN COMPARING ACTIVE INTERNET USAGE: PEOPLE LIVING IN CITIES vs. RURAL POPULATIONS ACTIVE INTERNET USERS LIVING IN CHINA’S URBAN AREAS INTERNET PENETRATION AMONGST CHINA’S URBAN POPULATION # 473M We Are Social • Source: CNNIC ACTIVE INTERNET USERS LIVING IN CHINA’S RURAL AREAS INTERNET PENETRATION AMONGST CHINA’S RURAL POPULATION # 64% 186M 30% wearesocial.sg • @wearesocialsg


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AUG 2015 INTERNET USE BY DEVICE INTERNET USERS: ALL DEVICES INTERNET USERS: MOBILE DEVICES VS 668 594 MILLION MILLION 49% OF CHINA’S TOTAL POPULATION 89% OF ALL CHINA’S INTERNET USERS We Are Social • Sources: CNNIC; Wikipedia for population data wearesocial.sg • @wearesocialsg


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AUG 2015 SHARE OF WEB TRAFFIC BASED ON EACH DEVICE’S SHARE OF THE TOTAL WEB PAGES SERVED TO WEB BROWSERS SHARE OF WEB PAGES SERVED: LAPTOPS & DESKTOPS SHARE OF WEB PAGES SERVED: MOBILE PHONES SHARE OF WEB PAGES SERVED: TABLETS 56% 42% 3% YEAR-ON-YEAR: YEAR-ON-YEAR: YEAR-ON-YEAR: -29% +136% -22% We Are Social • Source: StatCounter, August 2015 wearesocial.sg • @wearesocialsg


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AUG 2015 AVERAGE CONNECTION SPEEDS FIXED INTERNET CONNECTIONS MOBILE INTERNET CONNECTIONS VS 3.7 4.7 32% OF FIXED CONNECTIONS ARE ‘BROADBAND’ (4MBPS+) 56% OF MOBILE CONNECTIONS ARE ‘BROADBAND’ (4MBPS+) MBPS We Are Social • Source: Akamai State of the Internet Report MBPS wearesocial.sg • @wearesocialsg


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SOCIAL MEDIA IN CHINA We Are Social wearesocial.sg • @wearesocialsg


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AUG 2015 SOCIAL MEDIA USE BASED ON MONTHLY ACTIVE USER NUMBERS REPORTED BY THE COUNTRY’S MOST ACTIVE SOCIAL NETWORK TOTAL NUMBER OF ACTIVE SOCIAL MEDIA USERS ACTIVE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION # 659M TOTAL NUMBER OF ACTIVE SOCIAL USERS ACCESSING VIA MOBILE ACTIVE MOBILE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION # 48% We Are Social • Sources: Tencent, Sina, Baidu; Wikipedia for population data 574M 42% wearesocial.sg • @wearesocialsg


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AUG 2015 SOCIAL USE: PLATFORM CLAIMED ACCOUNTS THAT LOGGED IN AT LEAST ONCE IN THE MOST RECENT 30-DAY REPORTING PERIOD, IN MILLIONS 843 ! QQ 627 ! 659 ! QZONE 574 ! 600 ! WECHAT & WEIXIN BAIDU TIEBA 600 ! 300 ! N/A! 176 ! SINA WEIBO YY 141 ! 105 ! TOTAL USERS [ANY DEVICE] USERS ACCESSING VIA MOBILE DEVICES 30 ! We Are Social • Sources: latest company statements, correct as at 12 August 2015 wearesocial.sg • @wearesocialsg


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AUG 2015 SOCIAL USE: USER REPORTED PERCENTAGE OF INTERNET USERS WHO CLAIM TO HAVE USED EACH PLATFORM IN THE PAST MONTH WECHAT & WEIXIN 61%! SINA WEIBO 54%! 54%! QZONE TENCENT WEIBO 38%! 38%! BAIDU TIEBA 20%! RENREN 17%! GOOGLE+ FACEBOOK 15%! KAIXIN001 14%! TWITTER SOCIAL NETWORK 14%! We Are Social • Source: GlobalWebIndex, Q2 2015. Based on a survey of internet users aged 16-64 MESSENGER / CHAT APP / VOIP wearesocial.sg • @wearesocialsg


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MOBILE IN CHINA We Are Social wearesocial.sg • @wearesocialsg


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AUG 2015 SUBSCRIPTIONS vs. USERS NUMBER OF UNIQUE MOBILE SUBSCRIBERS TOTAL NUMBER OF MOBILE SUBSCRIPTIONS # # 675 M We Are Social • Sources: GSMA Intelligence, Ericsson 1,300 M AVERAGE NUMBER OF SUBSCRIPTIONS PER UNIQUE MOBILE USER 1.93 wearesocial.sg • @wearesocialsg


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AUG 2015 MOBILE PHONES BASED ON THE NUMBER OF CELLULAR SUBSCRIPTIONS / CONNECTIONS (NOT UNIQUE USERS) TOTAL NUMBER OF MOBILE SUBSCRIPTIONS MOBILE SUBSCRIPTIONS AS A PERCENTAGE OF THE TOTAL POPULATION PERCENTAGE OF MOBILE CONNECTIONS THAT ARE PRE-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE POST-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE BROADBAND (3G & 4G) 95% 79% 21% 46% # 1.3B We Are Social • Source: GSMA Intelligence wearesocial.sg • @wearesocialsg


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AUG 2015 MOBILE SHARE BY DEVICE TYPE SALES OF NEW MOBILE PHONE HANDSETS IN CHINA IN Q1 2015 90% SMART PHONES 10% FEATURE PHONES SHARE OF MOBILE CONNECTIONS IN CHINA BY ACTIVE DEVICES IN Q1 2015 62% SMART PHONES We Are Social • Source: Counterpoint, as cited in Wall Street Journal; GSMA Intelligence 38% FEATURE PHONES wearesocial.sg • @wearesocialsg


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AUG 2015 ACTIVITIES ON MOBILE PEOPLE USING MOBILE PAYMENT SERVICES PEOPLE SHOPPING VIA MOBILE DEVICES (M-COMMERCE) PEOPLE MAKING TRAVEL BOOKINGS VIA MOBILE DEVICES 276M 270M 168M PENETRATION: 20% PENETRATION: 20% PENETRATION: 12% $! We Are Social • Sources: CNNIC; Wikipedia for population data wearesocial.sg • @wearesocialsg


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MOBILE DEVICES WILL ACCOUNT FOR ROUGHLY ONE-THIRD OF THE TIME CHINESE ADULTS SPEND CONSUMING MEDIA IN 2015 We Are Social • Source: eMarketer wearesocial.sg • @wearesocialsg


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AUG 2015 REGULAR MOBILE ACTIVITIES SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY CHECKED THE WEATHER ONLINE USING MOBILE DEVICE PURCHASED A PRODUCT ONLINE VIA A MOBILE DEVICE 22% 20% USED A SOCIAL CHATTED TO SOMEONE VIA NETWORKING SERVICE INSTANT MESSENGER OR VIA MOBILE DEVICE LIVE CHAT TOOL ON MOBILE 20% 20% UPLOADED PHOTOS USING A MOBILE DEVICE 19% FIGURES REPRESENT THE PERCENTAGE OF THE TOTAL CHINESE POPULATION THAT PARTICIPATED IN EACH ACTIVITY VIA A MOBILE DEVICE IN THE MOST RECENT 30-DAY REPORTING PERIOD We Are Social • Source: GlobalWebIndex, Q2 2015. Based on a survey of internet users aged 16-64 wearesocial.sg • @wearesocialsg


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E-COMMERCE IN CHINA We Are Social wearesocial.sg • @wearesocialsg


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CONSUMER E-COMMERCE IN CHINA GENERATED MORE THAN US$253 BILLION (RMB1.6 TRILLION) IN SALES IN THE FIRST HALF OF 2015 – ROUGHLY 10% OF CHINA’S TOTAL CONSUMER RETAIL SALES We Are Social • Source: National Bureau of Statistics of China wearesocial.sg • @wearesocialsg


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AUG 2015 E-COMMERCE BY DEVICE SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY PERCENTAGE OF THE POPULATION WHO USED A PC TO RESEARCH A PRODUCT TO BUY LAST MONTH PERCENTAGE OF THE POPULATION WHO BOUGHT SOMETHING ONLINE VIA A PC LAST MONTH PERCENTAGE OF THE POPULATION WHO USED A MOBILE PHONE TO RESEARCH A PRODUCT TO BUY LAST MONTH PERCENTAGE OF THE POPULATION WHO BOUGHT SOMETHING ONLINE VIA A MOBILE PHONE LAST MONTH 18% 29% 15% 20% We Are Social • Source: GlobalWebIndex, Q2 2015. Based on a survey of internet users aged 16-64 wearesocial.sg • @wearesocialsg


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M-COMMERCE WILL ACCOUNT FOR HALF OF ALL CONSUMER E-COMMERCE IN CHINA IN 2015 – UP 85% FROM 2014 We Are Social • Source: eMarketer wearesocial.sg • @wearesocialsg


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CLICK HERE TO READ OUR IN-DEPTH REPORTS ON DIGITAL, SOCIAL & MOBILE USE AROUND THE WORLD: http://bit.ly/SDMW2015 We Are Social http://bit.ly/DSMAP15 http://wearesocial.sg • @wearesocialsg


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DOWNLOAD READ MORE SUBSCRIBE CLICK HERE TO DOWNLOAD YOUR COMPLIMENTARY COPY OF THIS REPORT CLICK HERE TO READ OUR ANALYSIS OF THESE STATS AND FIND MORE DATA ON OUR BLOG CLICK HERE TO SUBSCRIBE TO OUR MAILING LIST AND RECEIVE OUR LATEST STATS & REPORTS IN YOUR INBOX We Are Social wearesocial.sg • @wearesocialsg


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SPECIAL THANKS We’d like to offer our thanks to GlobalWebIndex for providing their valuable data and support in the development of this report. GlobalWebIndex is the world’s largest market research study on the digital consumer, spanning 37 countries, 4,500 data points, and conducting fieldwork 4 times a year: 90% GLOBAL COVERAGE 37 MARKETS & 200,000 INTERVIEWS PER YEAR QUARTERLY DATA COLLECTION TOTAL DEVICE COVERAGE Find out more: http://www.globalwebindex.net/ Please note that certain elements of this report are protected by Copyright © Trendstream Limited 2015: The GlobalWebIndex (GWI) data featured in this report - identified in each case by a citation to GlobalWebIndex in the footnote of the relevant slide(s) - is protected by copyright, and is used by permission of Trendstream Limited. All rights to this data, including copyright, remain with Trendstream Limited, and by accessing this report, you agree that you may only use this data for your own personal, non-commercial use, and that you will not use the wearesocial.sg • @wearesocialsg We Are Social for any other purpose whatsoever without an appropriate licence from, or the prior written permission of, Trendstream Limited. data


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SPECIAL THANKS We’d also like to offer our thanks to the following data partners for providing much of the valuable data included in this report: GSMA INTELLIGENCE! We Are Social STATCOUNTER! ERICSSON MOBILITY! AKAMAI TECHNOLOGIES! wearesocial.sg • @wearesocialsg


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SOURCES USED IN THIS REPORT Population data Latest reported country population from World Population Clock as cited by Wikipedia, correct as at August 2015. Urbanisation data from China’s National Bureau of Statistics, as cited by Xinhua, January 2015 Internet user data Latest available data from CNNIC (36th Statistical Report, Jul 2015); data extrapolated from GlobalWebIndex (Q2 2015); StatCounter (Aug 2015); TechInAsia; TechCrunch; ChinaInternetWatch; Akamai’s State of the Internet report (Q2 2015). Social media active account data Latest reported monthly active user data as reported by Tencent, Sina, Baidu, and YY, all correct as at August 2015; data extrapolated from GlobalWebIndex (Q2 2015). Mobile phone connections and user data Latest reported data from GSMA Intelligence (Q2 2015; Q4 2014); Ericsson Mobility Report (Jun 2015); data extrapolated from GlobalWebIndex (Q2 2015); Akamai’s State of the Internet report (Q2 2015); Counterpoint, as cited in the Wall Street Journal (May 2015). Icons and graphics Special thanks to TheNounProject.com for inspiring many of the icons in this report. We Are Social wearesocial.sg • @wearesocialsg


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WE ARE A GLOBAL AGENCY. WE DELIVER WORLD-CLASS CREATIVE IDEAS WITH FORWARD-THINKING BRANDS. WE BELIEVE IN PEOPLE, NOT PLATFORMS, AND THE POWER OF SOCIAL INSIGHT TO DRIVE BUSINESS VALUE. WE CALL THIS SOCIAL THINKING. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG. We Are Social wearesocial.sg • @wearesocialsg


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WE ARE SOCIAL SIMON KEMP, REGIONAL MANAGING PARTNER @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG We Are Social @wearesocialsg • 375


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