1. Digital Burson-Marsteller China
State of the Chinese Internet
March 2011

2. State of the Chinese Internet
• Width and depth
• Social media
• Geography
• By the numbers
• Top trend
• Sites of note
• Digital B-M

3. Digital China
Width and Depth

4. China total population
1.4 billion
50% / 50%
700M Urban / 700M Rural
Source: World Bank

5. Total internet reach
450 million Source: China Internet Watch
# 1 in the world
19% y-o-y increase

6. Internet
population
increase
per
month
10
million

7. Digital broadband
usage
460 million
30% y-o-y increase
98% broadband penetration
Source: China Internet Watch

8. Digital connection speed
100 kb/sec
Lower than world average of
230 kb/ sec
Source: China Internet Watch

9. Mobile web
usage
303 million
66% of PC Internet Users
Source: China Internet Watch

10. Hours spent online
18 per week
2.6 per day
Source: China Internet Watch

11. Digital China
Social Media

12. 30
Kaixin Sina
40M Weibo
70M
Renren
95M
20 Douban
20M Pengyou
80M 51
Age 40M
Tencent
Weibo
QZone
100M 190M
10
Urban to Rural
Source: Techrice

13. No. Platform Type User Demographic Active Users Reg. Users Alexa Ranking
(millions) (millions)
Source: Techrice

14. Digital China
By Geography

15. 19 of China’s
provinces have less
than
10 million
netizens
Source: China Internet Watch

16. Digital China Geography
Urban
1. Beijing
2. Shanghai
3. Guangdong
4. Zhejiang
5. Tianjin 8. Jiangsu Internet
Penetration
6. Fujian 9. Xinjiang
7. Liaoning 10. Shanxi
Rate > 34%
11. Shandong
12. Hainan
13. Chongqing
14. Shaanxi
Source: China Internet Watch

17. Digital China Geography
Quasi-urban
1. Qinghai
2. Hubei
3. Jilin
4. Hebei
5. Inner Mongolia
6. Heilongjiang
Internet Penetration
Rate > 28% < 34%
Source: China Internet Watch

18. Digital China Geography
Rural
1. Ningxia
2. Xizang
3. Hunan
4. Henan
5. Guangxi Internet
Penetration Rate
6. Gansu
7. Sichuan
< 28%
8. Anhui
9. Yunnan
10. Jiangxi
11. Guizhou
Source: China Internet Watch

19. Digital China
By the Numbers

20. People trends in Chinese Huang Jianxiang
Social Media
Liu Ye
Yao Chen
Liu Xiang

21. Internet Access by Device
Device Usage Trends for Net Access
80%
70%
60%
50%
40%
30%
20%
10%
0%
Desktop Laptop Mobile
2010
Source: China Internet Watch

22. Internet Access by Gender
Internet Usage by Gender
46%
46%
45%
2010
45%
44%
44%
43%
Male Female
Source: China Internet Watch

23. Internet Access by Age Group
Net Usage by Age Group
30%
25%
20%
15% 2010
10%
5%
0%
Below 10 10 to 19 20 to 29 30 to 39 40 to 49 50 to 59 Above 60
Source: China Internet Watch

24. Internet Access by Education
Net Usage by Education
40%
35%
30%
25%
20%
2010
15%
10%
5%
0%
Primary Middle High School Diploma University
School
Source: China Internet Watch

25. Internet Access by Habit
Net Usage by Habit
400
350
300
250
200 2010
150
100
50
0
Search Music News IM Gaming Blogging Video Email
Source: China Internet Watch

26. Internet Access by Habit
Net Usage by Habit
200
180
160
140
120
100
80
60 2010
40
20
0
Source: China Internet Watch

27. Internet Access by Income
Net Usage by Monthly Income RMB
20%
18%
16%
14%
12%
10%
2010
8%
6%
4%
2%
0%
Above 5-8K 3-5K 2-3K 1.5-2K 1-1.5K 0.5-1K Below
8K 0.5K
Source: China Internet Watch

28. Internet Access by Mobile
Net Usage by Mobile
70%
60%
50%
40%
2010
30%
20%
10%
0%
IM News Search Music Reading SNS BBS
Source: China Internet Watch

29. Internet Access by Mobile
Net Usage by Mobile
30%
25%
20%
15%
10% 2010
5%
0%
Source: China Internet Watch

30. Digital China
Microblogging

31. China Microblogging
By mid 2010, the number of microblog users in China has surpassed
60 million. To exceed 150 million by mid 2011.
Source: DCCI 2010 Microblog Survey

32. Microblogging Socio-graphics
Active posters,
commentators,
connectors
19%
Socializers
Interested in
sharing opinions Critics
but uninterested 54% Spectators
18%
in other peoples’ Commentators
opinions
Interested in
9%
sharing their
own opinions
and in other
opinions
Don’t share –
just browse
Source: DCCI 2010 Microblog Survey

33. Microblogging Platforms
Reputation Qt: which microblogging
service is the most
famous in China?
13%
20%
Sina
14% Netease
Tencent
Sohu
19% iFeng
139 (China Mobile)
16%
18%
Source: DCCI 2010 Microblog Survey

34. Digital China’s Top 15
Social Sites

35. Top 15 Social Platforms
1.
Qzone - China’s largest social network is backed by the 637 million active
accounts for Tencent’s QQ Messenger. The question for Qzone is not quantity, but rather the
quality of its nickname-based social graph.
190M

36. Top 15 Social Platforms
2. Renren – China’s leading real-name social network that intends to IPO soon.
It is setting the standard for SNS in China but still faces challenges from other social networks,
notably Tencent’s Pengyou and Kaixin001.
95M

37. Top 15 Social Platforms
3. Pengyou – Tencent’s latest entry into the real-name social networking
space has many users. But even more so than with Qzone, the real question is, how strong is the
social graph?
80M

38. Top 15 Social Platforms
4. Sina Weibo – The red-hot microblogging service that threatens China’s social
networks with a new model. Can microblogging surpass social networking in terms of popularity in
China? Its features now far surpass those of Twitter, including threaded comments, pictures,
videos, IM, and LBS.
70M

39. Top 15 Social Platforms
5. Kaixin001 – Popular amongst white-collar workers via its social games
and post-forwarding features. But as the social games mania has died down and the appeal of its
post-forwarding has been usurped by Sina Weibo, Kaixin001 is now struggling.
40M

40. Top 15 Social Platforms
6. 51.Com – Enjoyed early popularity among comparatively rural users, but
now appears to be in a downward spiral. One recent report says peak simultaneous users are
down to 700,000. 51.com’s claim of 178 million “registered users” is either irrelevant or fake, a
case that requires skepticism by the tonne.
40M

41. Top 15 Social Platforms
7. Douban – The strongest community of any social network in China. It’s never had
explosive growth or a massive user base (in China terms), but it attracts young urban Chinese
who together over movies, books, music, and events. A good network for hipsters and creatives.
20M

42. Top 15 Social Platforms
8. Taomee – A social network and gaming site (similar to the Disney-owned Club
Penguin) that’s massively popular with Chinese children (and their mothers). Taomee is in fact the
parent company that runs a number of different children’s sites, including: Moer (mole-themed),
Saier (sci-fi themed), and XiaoHua (princess-themed).
20M

43. Top 15 Social Platforms
9. Tencent Weibo – Pushing its microblog service in order to compete
with Sina. It claims over 100 million registered users, but again with Tencent there’s the concern of
quality over quantity - Sina Weibo controls 87% of time spent by Chinese users on microblogs,
while Tencent holds only 9%.
20M

44. Top 15 Social Platforms
10. Jiayuan – China’s most popular online dating site, which is rumored to
have plans for an IPO.
11M

45. Top 15 Social Platforms
11. Tao Jianghu – SNS of popular e-commerce site, Taobao. Profiles are
automatically created for Taobao users. Adding a social layer is one of Taobao’s key
objectives for 2011.
10M

46. Top 15 Social Platforms
12. Bai Shehui – The “white-collar society” network by Sohu, one of China’s largest
internet portals. Sohu also develops its own social games for this platform.
10M

47. Top 15 Social Platforms
13. Zhenai - A leading China dating site, rumored to be preparing for an IPO.
5M

48. Top 15 Social Platforms
14. Baihe – Yet another of China’s leading dating sites!
2M

49. Top 15 Social Platforms
15. iPartment – An avatar-based dating site from Taiwan where teens and
young adults move into a virtual apartment together. Revenues come from advertising, virtual
goods, and e-commerce.
1M

50. Digital Burson-Marsteller
China

51. Digital Burson-Marsteller
What we do?
Identify audiences,
tools and channels
Partner to manage
Provide actionable connections with
online solutions stakeholders
with measured
results
Online Presence & Earned Media

52. Digital Burson-Marsteller
Approach
ENGAGEMENT
must be part of SEARCH
Strategy is AUDIENCE will
communications
essential drive the agenda
and marketing
Online Presence & Earned Media

53. Digital Burson-Marsteller
Evidenced-based Using the right tools to track
issues that are critical to a
company, gauging buzz and
sentiment online is key.
Listen
Regular reporting
on Measurement
Report Plan
and ROI to
business benefit.
Developing a strategic
framework of Online
Engage Engagement, based on
Once planning
framework is in experience, research and
place, set up and insights.
begin engagement.

54. Digital Burson-Marsteller
Results
Our evidence-based methodology. Delivering results driven by
WEB ANALYTICS
LISTENING CONTENT MEASUREMENT
STORYTELLING EXPERIENCE
IDENTIFYING DESIGN ROI
TARGETING

55. Digital Burson-Marsteller
Results
Synching offline with online.
Integrating activities and content from the
traditional media world with online media plays
a key role reputation is managed.
• Online storytelling planning
• Social media guidelines
• Online media events
STORYTELLING

56. Digital Burson-Marsteller
360 Solutions
ONLINE MEDIA
RELATIONS
ONLINE E-INFLUENCER
REPUTATION RESEARCH
MANAGEMENT
DIGITAL &
SOCIAL MEDIA
STRATEGIC
CONSULTANCY
ONLINE
DIGITAL BUZZ
COMMUNITIES
ONLINE
EXPERIENCE

57. Digital Objectives?
Contact us now
Ask Burson-Marsteller China how we can help develop Digital
& Social Media programs in China and globally.
Zaheer Nooruddin
zaheer.nooruddin@bm.com
Lead Digital Strategist
Burson-Marsteller China
@BMDigitalChina