China internet statistics, trends, and industry insights. For the latest content, please visit http://ciw.me/2o6sKLC

1. CIW Premium
CIW China Internet
Insights Report 2014
A Semi-annual China Internet Report
March 2014
A Publication of
China Internet Watch
Copyright © 2014 Incitez Pte. Ltd.

2. INTRODUCTION
China Internet Statistics Overview 2014 will give
you a general understanding of China PC and
mobile market performance in the past year. The
full report CIW China Internet Insights 2014
includes seven chapters which are China internet
overview, internet users overview, demographic
insights of China internet users, internet access,
online application, mobile internet insights and
China internet user behaviors.

3. TABLE OF
CONTENTS
1. China Internet Overview
2. China Internet Users Overview
3. Demographic insights of China
Internet Users
4. China Internet Access Insights
5. China Online Application Insights
6. China Mobile Internet Insights
7. China Internet User Behaviors

4. CHAPTER
1
China Internet Overview

5. 231.08
338.75
492.12
640.43
781.06
932.92
1118.22
30.52 59.22
108.29
190.04
292.37
434.43
604.93
46.6% 45.3%
30.1%
22.4% 19.4% 19.9%
94.0%
82.9%
75.5%
53.9%
48.6%
39.2%
2011 2012 2013e 2014e 2015e 2016e 2017e
PC market (bn Yuan) Mobile market (bn Yuan)
% YoY growth of PC market % YoY growth of mobile market
China internet economy hit 600.41 billion Yuan (USD 99
billion), maintaining a fast increase. Transaction of mobile
segments such as mobile search and mobile payment
skyrocketed in 2013.
Internet Economy
China Internet Economy of PC and Mobile
2011-2017
Source: iResearch, 2014
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6. Major Segments of Internet Industry in 2013
Industry segment Transaction
(bn Yuan)
% YoY growth
Online Shopping
(mobile shopping
excluded)
1682.36 35.7%
Industry segment Transaction
(bn Yuan)
% YoY growth
Online Advertising 110.00 46.1%
Online Game
(mobile game excluded)
74.31 27.4%
Third-party Online
Payment
16.89 53.9%
Source: iResearch, 2014
The major market segments of PC internet industry
included online shopping, online advertising, online game
and third-party online payment. Among these market
segments, online shopping (mobile shopping excluded )
accounted for the biggest part, with 1.68 trillion Yuan (USD
274 billion) transaction in 2013.
As for major mobile market segments, there were mobile
shopping , mobile marketing, mobile search, mobile
game, mobile payment and mobile value added services.
Mobile shopping market reached 167 billion Yuan (USD 27
billion) in 2013.

7. Major Segments of Mobile Internet Industry in 2013
Industry segment Transaction
(bn Yuan)
% YoY growth
Mobile Shopping 167.64 165.4%
Industry segment
Transaction
(bn Yuan)
% YoY growth
Mobile Marketing 10.97 73.6%
Mobile Search 4.55 26.41%
Mobile Game 14.85 69.3%
Mobile Payment 2.31 220.8%
Mobile Value
Added
34.41 18.1%
Source: iResearch, 2014
1010.48
2203.80
3658.91
5372.98
7436.89
10406.63
14143.96
18480.44
100.1%
118.1%
66.0%
46.8%
41.6%
39.9% 35.9%
30.7%
2010 2011 2012 2013e 2014e 2015e 2016e 2017e
Market (bn Yuan) % YoY growth
Market of China Mobile Internet 2010-2017
Source: iResearch, 2014
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8. 230
300
360
420
500
580
640
690
750
350
450
490
550
590
630
670 700 730
30.5%
17.5% 18.1% 19.1% 15.6%
10.2% 8.2% 8.1%29.7%
9.5% 12.3%
6.8% 6.3% 6.7% 4.9% 3.1%
2009 2010 2011 2012 2013e 2014e 2015e 2016e 2017e
Mobile netizen (Mn) PC netizen (Mn)
% YoY growth of mobile netizen % YoY growth of PC netizen
Numbers of Chinese Netizens 2009-2017
The market size of China mobile internet kept a
considerable growth rate. Mobile netizen will surpass PC
netizen to make mobile the main internet terminal
device.
According to iResearch, Chinese mobile internet market
reached 5.37 trillion Yuan (USD 876 billion). It was
expected to keep an growing rate of 41.6% in 2014,
reaching 7.44 trillion Yuan (USD 1.21 trillion).
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9. The number of Chinese mobile netizen reached 500
million, while PC netizen was 590 million in 2013.
iResearch estimated that Chinese mobile netizen would
surpass PC end netizen in 2017, reaching 750 million.
The growing rate of mobile netizen in 2013 reached
19.1%, increasing 1 percentage point than 2012. PC
netizen growth rate fell far behind mobile netizen, with
only 6.8% in 2013.
11.68
63.17
167.64
320.34
495.31
716.25
998.47
426.1% 440.8%
165.4%
91.1%
54.6% 44.6% 39.4%
2011 2012 2013e 2014e 2015e 2016e 2017e
Transaction (bn Yuan) YoY growth
China Mobile Shopping Market 2011-2017
E-Commerce
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10. China Mobile Shopping Market Share in 2013
Taobao,
76.1%
Jingdong,
5.2%
Tencent ECC,
1.5%
Suning, 0.9%
Dangdang,
0.6%
Amazon,
0.6%
Vancl, 0.5%
Others, 14.7%
China mobile shopping market transaction reached
167.64 billion (USD 27.459 billion) in 2013 with fast growing
penetration. Mobile Taobao, Jingdong and Tencent
ECC continued to lead the mobile shopping market.
Source: iResearch, 2014
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11. A new upsurge of third-party payment was coming
owing to the in-depth cooperation with traditional
finance. The GMV (gross merchandise volume) of mobile
payment exploded in 2013. There was an intense
competition for reverse-O2O (an offline to online model
by reversing online to offline) market between
companies.
17.21 30.52
58.50
105.98
185.72
284.31
420.92
564.88
4.0%
77.4%
91.7%
81.2%
75.2%
53.1%
48.1%
39.0%
2010 2011 2012 2013e 2014e 2015e 2016e 2017e
GMV (bn Yuan) % YoY growth
China Third-party Online Payment GMV*
2010-2017
Source: iResearch, 2014
*GMV：Gross
Merchandise
Volume
(in
one
year)
Payment
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12. 58.61 79.87 151.14
1219.74
2941.24
5257.06
8457.67
11943.92
50.4% 36.3%
89.2%
707.0%
141.1%
78.7% 60.9% 41.2%
2010 2011 2012 2013e 2014e 2015e 2016e 2017e
GMV (bn Yuan) % YoY growth
China Third-party Mobile Payment GMV 2010-2017
Source: iResearch, 2014
Online Advertising
The market size was predicted to reach 110 billion
Yuan(USD 18.14 billion) in 2013. The growth rate in 2013
was expected to drop slightly compared to that of 2012,
with 46.1%.
In the same period, the market size of search advertising
had a YoY growth rate of 34.9%, with 34.52 billion Yuan
(USD 5.63 billion) market.
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13. 32.55
51.30
75.31
110.00
148.30
196.80
242.20
285.20
57.6%
46.8% 46.1%
34.8% 32.7%
23.1% 17.8%
2010 2011 2012 2013e 2014e 2015e 2016e 2017e
Market size (bn Yuan) % YoY growth
Market of China Online Advertising 2010-2017
4.85 6.61
10.29
17.20
25.58
34.52
45.73
58.54
71.56
84.3
36.2%
55.6%
67.1%
48.8%
34.9% 32.5% 28.0%
22.3% 17.8%
2008 2009 2010 2011 2012 2013e 2014e 2015e 2016e 2017e
Market size (bn Yuan) % YoY growth
Source: iResearch, 2014
Market of China Search Advertising 2008-2017
Source: iResearch, 2014
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14. 3.14
6.27
9.03
12.81
17.78
23.53
29.84
36.6
78.1%
100.1%
43.9% 41.9% 38.7%
32.4%
26.8%
22.7%
2010 2011 2012 2013e 2014e 2015e 2016e 2017e
Market size (bn Yuan) % YoY growth
Market of China Online Video 2010-2017
Online Video
The online video market maintained rapid growth in
2013, with 41.9% YoY increase. And it was expected to
reach 36.6 billion Yuan (USD 5.97 billion) in 2017.
Source: iResearch, 2014
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15. CHAPTER
2
China Internet Users Overview

16. By December 2013, the number of China internet users
reached 618 million, with 53.58 million new. The internet
penetration reached 45.8%, 3.7% higher than last year
with a slow-down tendency overall.
In recent years, the growth stemmed from a
combination of the following four factors：
• Firstly, Chinese government drew up a series of
guidelines to strengthen the internet infrastructure
construction which helped with Internet
development.
111
137
210
298
384
467
513
564
618
8.5%
10.5%
16.0%
22.6%
28.9%
34.3%
38.3%
42.1%
45.8%
2005 2006 2007 2008 2009 2010 2011 2012 2013
Number of netizens (million)
Proportion
China Internet User Overview
Overview
Source: CNNIC, 2014
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17. • Secondly, the operators and manufacturers actively
promoted internet applications development, and
speeded up the penetration of applications to the daily
social life to attract more people to use internet, such
as taxi-calling app, mobile payment and others.
• Thirdly, traditional media joined hands with new media,
spreading internet knowledge to the whole society.
• Fourthly, on one hand, the social function and the
instantly-communicating convenience assured the
internet users loyalty. On the other hand, it exerted the
influence to the non-netizens and accelerated the
transformation of non-netizens to netizens.
28.7%
16.9%
73.3%
Desktop Computer Laptop Mobile
New
Ne%zens
Internet-­‐enabled
Devices
Usage
in
2013
Source: CNNIC, 2014
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18. These factors jointly improved the growth of netizen,
especially the mobile internet users. Being the dominant
drive of internet growth, mobile phone accounted for
73.3% of all internet-abled devices for the new netizens in
2013.
From the intention analysis of non-netizens, the
proportion of potential netizens among non-netizens
totaled 11.9%, being flat comparing with the result in
2012. It indicated gradually-transformation of non-
netizens to the netizens. And the group of being not sure
accounted for 13.7%, lower than 2012, showing the
growing positive attitude of this group.
17.5% 16.3% 17.0%
13.4% 12.5%
11.9%17.5% 14.3%
10.2% 9.3% 9.4%
13.7%
65.0%
69.5%
72.9%
77.3% 78.1%
74.5%
2011.6 2011.12 2012.6 2012.12 2013.6 2013.12
Willing to Not sure Definitely/Maybe no
Non-netizens Intention
Source: CNNIC, 2014
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19. The steadily improvement of infrastructure construction,
internet-using convenience and decrease of internet-
using cost helped to lower down the objective factors
which affected the internet-using transformation. The
ratio of being too young or too old and having no
computer/internet knowledge groups went up,
indicating the difficulty of internet-using popularization
and showing the emphasis of popularization should be
laid on ICT (Information Communication Technology).
In the future, the internet usage of mobile phone is still
the important factor of new netizen growth. Comparing
with computers, mobile phones required less technical
knowledge and hence it was a crucial channel to
penetrate rural area and low income earners.
57.5%
18.6%
11.7%
2.8%
18.0%
10.8%
58.1%
20.6%
10.0%
1.8%
17.4%
10.5%
2012 2013
Reasons
of
Not
Using
Internet
Source: CNNIC, 2014
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20. The population of mobile netizens summed up to 500
million in Dec. 2013, increasing 80.09 million more than
the end of 2012. The ratio of mobile users of all netizens
went up from 74.5% in 2012 to 81% in 2013 with a steady
growth.
China Mobile Internet Users
Two factors contributed to the continually growing
tendency:
• One was the hardware facilities optimization
including popularity of 3G, price decrease of
smartphone and wireless development. According
to the statistics issued by CMITT (Chinese Ministry of
Industry and Information Technology),
50.4
117.6
233.44
302.74
355.58
419.97
500.06
24.0%
39.5%
60.8%
66.2%
69.3%
74.5%
81.0%
2007 2008 2009 2010 2011 2012 2013
NO. of mobile internet users(million)
Proportion
China Mobile Internet Users
Source: CNNIC, 2014
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21. the sales volume of smart phones reached 348
million with a rapid growth from Jan. to Oct. in 2013.
Till Nov. 2013, 3G users summed up to 386 million,
increasing 154 million more than last year.
• The other factor owed to the diversity and depth of
mobile applications, especially the new instant
communication apps and other apps related to
daily life. The mobile internet penetration to social
life was strengthened.
Gradually, mobile internet usage would be the
dominant impetus of internet development under the
circumstances of popularity of smart terminals,
decrease of network charge by operators, and the
comprehensive coverage of WiFi.
The population of mobile netizens are increasing steadily.
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22. The number of provinces with over 10 million China
internet users hit 25 in 2013, among 31 provinces
(including municipalities and autonomous regions).
Compared with 2012, including the newly added
Qinghai and Hebei, the number of provinces with
above-average penetration went up to 13.
Regional difference still remained in the internet
development. The internet penetration of Beijing,
Shanghai and Guangdong were higher, with more than
65%. The internet penetration of Jiangxi, Yunan, Guizhou
were comparatively lower and with only 33%. As a result,
in the provinces with lower penetration, the growth of
new netizens was faster in 2013. Nevertheless, the
provinces with high penetration rate such as Beijing,
Shanghai and Guangdong had a slow growth of
netizens. The gap is closing.
Province Distribution
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23. Province
Netizen
(Million)
Penetration
New Netizen
Growth Rate
Penetration
Ranking
Beijing 15.56 74.2% 6.7% 1
Shanghai 16.83 70.7% 4.8% 2
Guangdong 69.92 66.0% 5.5% 3
Fujian 24.02 64.1% 5.4% 4
Tianjin 8.66 61.3% 9.2% 5
Zhejiang 33.3 60.8% 3.4% 6
Liaoning 24.53 55.9% 11.6% 7
Jiangsu 40.95 51.7% 3.6% 8
Xinjiang 10.94 49.0% 13.7% 9
Shanxi 17.55 48.6% 10.4% 10
Qinghai 33.89 47.8% 15.1% 11
Hebei 4.11 46.5% 12.7% 12
Hainan 16.89 46.4% 7.0% 13
Shanxi 43.29 45.0% 8.9% 14
Shandong 12.93 44.7% 12.0% 15
Chongqing 10.93 43.9% 8.2% 16
Neimenggu 10.93 43.9% 13.3% 17
Ningxia 2.83 43.7% 9.7% 18
Hubei 24.91 43.1% 7.9% 19
Jilin 11.63 42.3% 9.5% 20
Heilongjiang 15.14 39.5% 13.9% 21
Guangxi 17.74 37.9% 11.9% 22
Tibet 1.15 37.4% 13.9% 23
Hunan 24.1 36.3% 9.5% 24
Anhui 21.5 35.9% 15.0% 25
Sichuan 28.35 35.1% 10.7% 26
Henan 32.83 34.9% 15.0% 27
Gansu 8.94 34.7% 12.5% 28
Guizhou 11.46 32.9% 15.6% 29
Yunan 15.28 32.8% 15.7% 30
Jiangxi 14.68 32.6% 15.9% 31
Whole Nation 617.58 45.8% 9.5%
Chinese Netizen Province Distribution in 2013
Source: CNNIC, 2014
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24. Rural inhabitants accounted for 28.6% of total China
netizens with 177 million, 21.01million more than 2012. The
growth of new netizens was 13.5% in rural area and 8% in
city in 2013. The rural-urban disparity narrowed down.
Rural Internet Users
72.4%
27.6%
71.4%
28.6%
Urban Areas Rural Areas
2012 2013
Urban and Rural Netizens Structure
Source: CNNIC, 2014
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25. In recent years, along with the urbanization progress, the
proportion of rural population went down but the
proportion of rural netizens went up on the contrary.
The rural internet penetration in 2012 was 27.5%. Rural
area was still an important impetus of netizens growth.
35.9%
45.7%
53.4%
56.7%
59.1%
62.0%
11.6%
14.8%
17.5%
20.2%
23.7%
27.5%
55.1% 54.3% 53.5%
50.3% 48.7%
47.4%
2008 2009 2010 2011 2012 2013
Urban Penetration Rural Penetration
China Internet Penetration and Urbanization
Source: CNNIC, 2014
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26. CHAPTER
3
Demographic insights of China
Internet Users

27. The male to female ratio of Chinese netizens is 56:44 by
Dec. 2013, barely changed compared to the previous
year.
Gender
55.8% 56.0%
44.2% 44.0%
Male Female
2012 2013
Chinese
Ne%zen
Demographic:
Gender
Age
The population ratio of the 20 to 29 years old group was
31.2% in 2013 and 30.4% in 2014 , remained as the largest
age groups.
Source: CNNIC, 2014
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28. 1.7%
24.0%
30.4%
25.3%
12.4%
4.4%
1.8%1.9%
24.1%
31.2%
23.9%
12.1%
5.1%
1.9%
Below 10 10-19 20-29 30-39 40-49 50-59 Above 60
2012 2013
Chinese Netizen Demographic: Age
By Dec. 2013, the groups of netizens who received
education from high school to university reached a high
proportion which was difficult to grow. The groups who
received only primary education went up to 11.9% .
Education
10.9%
35.6%
32.3%
9.8% 11.3%
11.9%
36.0%
31.2%
10.1%
10.8%
Primary Middle school High school /
Vocational
Course
Junior College University
2012 2013
Chinese Netizen Demographic: Education
Source: CNNIC, 2014
Source: CNNIC, 2014
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29. Among all the occupations, students still remained the
primary group, 25.5% of total. The group of self-employed
or freelance followed the next,18.6%.
Occupation
0.00%
10.20%
2.40%
6.60%
4.00%
18.60%
3.50%
3.80%
6.60%
11.40%
2.10%
0.40%
4.30%
0.50%
25.50%
1.80%
9.80%
2.30%
5.50%
3.50%
18.10%
4.10%
3.80%
8.10%
10.10%
2.50%
0.60%
4.20%
0.50%
25.10%
Others
Laid-offs
Retired
Primary industry workers
Migrant workers
Self-employed or
freelance
Secondary industry
workers
Service industry workers
Technology professionals
Enterprise staff
Enterprise middle
managers
Enterprise top managers
Public institution servants
Public institution leaders
Students
2012
2013
Chinese Netizen Demographic-Occupation
Source: CNNIC, 2014
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30. In the monthly income structure, the group with income
of 2001 to 3000 Yuan (USD 328 to 491) and 3001 to 5000
Yuan (USD 491 to 819) were the vital force, being 17.8%
and 15.8% in 2013.
Income
Chinese Netizen Demographic-Income
9.7%
11.1%
13.3%
8.8%
10.7%
17.8%
15.8%
7.7%
5.1%
8.4%
14.2%
12.3%
8.2%
10.1%
18.0%
18.4%
5.6%
4.7%
No income
Below 500
CNY
501-1000 CNY
1001-1500
CNY
1501-2000
CNY
2001-3000
CNY
3001-5000
CNY
5001-8000
CNY
Above 8000
CNY
2012
2013
Source: CNNIC, 2014
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31. CHAPTER
4
China Internet Access Insights

32. Among all the internet-enabled devices, mobile phone
grew the fastest from 74.5% to 81.0%, up 6.5%.
70.6%
45.9%
74.5%
69.7%
44.1%
81.0%
Desktop Computer Laptop Mobile Phone
2012 2013
China Internet-enabled Devices
Internet Access Devices
Source: CNNIC, 2014
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33. Among all places for using computers, home, internet
café and campus had slow-down tendency with 1.9%,
3.7% and 4.4% drop. The campus had a biggest drop
owing to the price decrease of smartphone and internet
price package.
91.7%
22.4%
32.4%
15.7% 13.3%
89.8%
18.7%
32.5%
11.3%
14.6%
Home Internet Café Office School Public Area
2012 2013
Locations of Computer Access
Internet Access Locations
Source: CNNIC, 2014
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34. China netizen on average spent 25 hours per week
surfing the internet in 2013, being 4.5 hours more time
than that of 2012. Accompanied with fast development
of WiFi and 3G technology which accelerated the using
of video applications and the internet using time would
be longer.
Chinese Netizen Weekly Internet-surfingTime
(hours)
Internet Access Duration
18.3 18.7
20.5
25.0
2010 2011 2012 2013
Source: CNNIC, 2014
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35. CHAPTER
5
China Online Application
Insights

36. Online applications that suited the characteristics of
mobile had a further growth in 2013, driven by the
development of mobile internet. As the largest internet
application category, the usage of IM (instant
messaging) continued to rise, while the usage of other
communication applications, such as Weibo, has been
falling; E-commerce application maintained a rapid
development, and the number of online shoppers
increased a lot; applications with higher requirement of
network traffic and user experience, such as mobile
video and mobile game, had a gained much popularity
in 2013.
Overview
• Development of High-traffic Mobile Apps
The high-traffic services such as mobile video and music
grew rapidly. The number of mobile video users had a
significant increase; the number of Chinese users
watching videos online or downloading videos increased
by 112 million to reach 247 million, with an 83.8% YoY
growth. Mobile online video had become the fifth
largest internet application.
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37. The usage of internet applications like Weibo, SNS (social
network sites) and forum/BBS went down. Analyzed from
CNNIC data, Weibo users fell by 27.83 million; the usage
fell by 9.2 percentage point.
The overall number of IM users rose to 532 million with the
push on mobile clients. It has increased by 64.40 million
from the end of 2012, with usage up to 86.2%; IM still
remained at the top.
• Multiplatform Social Apps Developed Fast
• Online Shopping Increased With Group-
Buying Becoming a Growth Point
Business applications maintained a high growth rate,
especially online shopping and group-buying. The
number of China online shoppers reached 302 million
and the usage was 48.9% in 2013 with a six-point increase
over 2012. The number of group-buying users reached
141 million and the usage was 22.8% with an eight-point
increase over 2012.
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38. 2013 2012
Application User (million)
Netizens
Usage
User (million)
Netizens
Usage
YoY
growth
IM 532.15 86.2% 467.75 82.9% 13.8%
Online News1 491.32 79.6% 460.92 78.0% 6.6%
Search Engine 489.66 79.3% 451.1 80.0% 8.5%
Online Music 453.12 73.4% 435.86 77.3% 4.0%
Blog/Space 436.58 70.7% 372.99 66.1% 17.0%
Online Video 428.2 69.3% 371.83 65.9% 15.2%
Online Game 338.03 54.7% 335.69 59.5% 0.7%
Online
Shopping
301.89 48.9% 242.02 42.9% 24.7%
Weibo 280.78 45.5% 308.61 54.7% -9.0%
SNS 277.69 45.0% 275.05 48.8% 1.0%
Online
Literature
274.41 44.4% 233.44 41.4% 17.6%
Online
Payment
260.2 42.1% 220.65 39.1% 17.9%
E-mail 259.21 42.0% 250.8 44.5% 3.4%
Online Banking 250.06 40.5% 221.48 39.3% 12.9%
Travel
Reservation2 180.77 29.3% 111.67 19.8% 61.9%
Group-buying 140.67 22.8% 83.27 14.8% 68.9%
Forum/BBS 120.46 19.5% 149.25 26.5% -19.3%
1. This is the data at 2013/06, cause no survey data at 2012/12.
2. Travel reservation in this report is defined as making an online reservation of air
tickets, hotels, train tickets or itineraries in the last half year.
Chinese Netizen Usage of Online Applications 2012-2013
Source: CNNIC, 2014
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39. The number of search
engine users reached
490 million by December
2013, increasing 38.56
million from the end of
2012. The YoY growth was
8.5% and the usage was
79.3%.
Information Retrieval
• Search Engine
451.10
489.66
80.0%
79.3%
2012 2013
Number of Search Engine Users (Million)
Netizen Usage
Business Transaction
• Online Shopping
The number of online
shopping users increased
59.87 million to 302 million
by December 2013, with
a 24.7% YoY. The usage
rose from 42.9% to 48.9%
last year.
242.02
301.89
42.9%
48.9%
2012 2013
Number of Online Shopping Users (Million)
Netizen Usage
Source: CNNIC, 2014
Source: CNNIC, 2014
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40. Group-buying had become the fastest-growing internet
application. By December 2013, the number of user in
China achieved 141 million, with an increase of 68.9%.
The usage rose to 22.8%, with an eight-point increase.
The fast development of mobile client promoted high
growth of the group-buying. The usage of mobile group-
buying rose from 4.6% at the end of 2012 to 16.3% in
2013.
• Group-buying
83.27
140.67
14.8%
22.8%
2012 2013
Number of Group-buying Users (Million) Netizen Usage
Source: CNNIC, 2014
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41. Up to December 2013, the
number of online payment
users in China had risen
39.55 million to 260 million,
with a 17.9% growth; the
usage rose to 42.1%.
• Online Payment
220.65
260.20
39.1%
42.1%
2012 2013
Number of Online Payment Users
(Million)
Netizen Usage
• Travel Reservation
Up to December 2013, the number of China netizen who
had reserved train tickets, air tickets, hotels or itineraries
online grew 61.9% (69.1 million) to 181 million, and the
usage rose to 29.3%. The proportion of netizen reserving
train tickets, air tickets, hotels or itineraries was
respectively 24.6%, 12.1%, 10.2% and 6.3%. With the
fastest growth of 10.6 percentage points, the train ticket
reservation had become the main power of the growth
of overall online travel reservation.
Source: CNNIC, 2014
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42. 111.67
180.77
19.8%
29.3%
2012 2013
Number of Travel Reservation Users (Million)
Netizen Usage
Number of Travel Reservation Users and Usage
2012-2013
14.0%
9.0%
7.2%
5.4%
24.6%
12.1%
10.2%
6.3%
Train
tickets
Air tickets
Hotels
Itineraries
2012
2013
Types of Online Travel Reservation 2012-2013
Source: CNNIC, 2014
Source: CNNIC, 2014
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43. Up to December 2013, the
number of IM users in China
increased 64.40 million to 532
million, with a 13.8% YoY
growth. The usage increased
3.3 percentage points to
86.2%, becoming the highest-
usage application.
Communication
• IM
• Blog/Space
The number of blog or space users increased 63.59 million
to 437 million by December 2013. The blog/space usage
among China netizens was 70.7% with a growth of 3.3
percentage points. The blog usage among China netizens
was 14.2% down by 10.6 percentage points. The number
of users kept downsizing and the user activity declined
either. In the second half of 2013, the blog visits fell 27.2%
compared to that of 2012, and the total page views
declined 22.3%, according to CNNIC.
467.75
532.15
82.9%
86.2%
2012
2013
Number
of
IM
Users
(Million)
Ne%zen
Usage
Source: CNNIC, 2014
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44. 372.99
436.58
66.1%
70.7%
2012 2013
Number of Blog/Space Users (Million) Netizen Usage
Number of Blog/Space Users and Usage 2012-2013
• Weibo
2013 was a turning point of
Weibo development: the
number of users and usage
both declined sharply.
Weibo users in China
decreased 27.83 million
(9.0%) to 281 million by the
end of 2013. The netizen
usage of Weibo was 45.5%,
with a drop of 9.2 points.
308.61
280.78
54.7%
45.5%
2012 2013
Number of Weibo Users (Million)
Netizen Usage
Source: CNNIC, 2014
Source: CNNIC, 2014
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45. • SNS
The number of SNS users in China was 278 million and
the usage drop 3.8 points to 45.0%, up to December
2013. Although the usage of SNS decreased in recent
year, social had become the element factor of other
internet applications, for example, online shopping,
game and video all introduced social factor for
development.
275.05
277.69
48.8%
45.0%
2012 2013
Number of SNS Users (Million) Netizen Usage
Source: CNNIC, 2014
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46. The number of network
literature users increased
40.97 million (17.6%) to
274 million by December
2013. The usage rose 3
points to 44.4%,
compared with the end
of 2012.
Internet Entertainment
• Network Literature
• Online Video
The number of online
video users reached 428
million with a 15.2%
growth (56.37 million).
The usage increased to
3.4 points to 69.3%.
233.44
277.41
41.4%
44.4%
2012 2013
Number of Network Literature Users
(Million)
Netizen Usage
371.83
428.20
65.9%
69.3%
2012 2013
Number of Online Video Users (Million)
Netizen Usage
Source: CNNIC, 2014
Source: CNNIC, 2014
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47. CHAPTER
6
Chinese Mobile Internet
Insights

48. The overall industry of China mobile internet kept strong
development in 2013. The characteristics of mobile client
were embodied further, with new development
characteristics of mobile applications.
Communication apps were still the mainstream, taking
the first place in both the number of user and usage,
among all mobile applications; however, most were IM
users, and the usage of Weibo, SNS and forum was
falling. Leisure and entertainment application
developed rapidly; the number of mobile game,
mobile video and mobile music users all had a sharp
rising. All kinds of mobile business apps showed rapid
increasing, although the penetration of overall industry
was relative low.
WeChat:
The
most
popular
mobile
IM
in
China
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49. 83.9%
67.6%
69.4%
50.9%
32.0%
33.2%
43.3%
48.2%
42.0%
13.2%
29.1%
13.2%
12.9%
4.6%
22.9%
5.9%
86.1%
73.3%
73.0%
58.2%
49.3%
43.1%
40.5%
39.3%
30.9%
28.9%
25.4%
25.1%
23.4%
16.3%
11.2%
9.1%
IM
Online News
Search
Online Music
Online Video
Online Game
Network Literature
Weibo
SNS
Online Shopping
E-mail
Online Payment
Online Bank
Group-buying
Forum
Travel Reservation
2012
2013
Types of Mobile Application Usage 2012-2013
Source: CNNIC, 2014
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50. The number of mobile IM
netizens increased 78.64
million to 431 million by
December 2013, with a
22.3% YoY growth. The
usage of mobile IM
increased 2.2 points to
86.1%.
Fast-growing Mobile IM
352.15
430.79
83.9%
86.1%
2012 2013
Number of Mobile IM Users (Million)
Netizen Usage
Growing Mobile Search Became the Focus
By December 2013, the
number of mobile search
users increased 73.65 million
to 365 million, with a growth
rate of 25.3%. The usage
rose 3.6 points to 73.0%. As
mobile search developed
rapidly, part of netizens’
search activities turns from
PC to mobile.
291.38
365.03
69.4%
73.0%
2012 2013
Number of Mobile Search Users (Million)
Netizen Usage
Source: CNNIC, 2014
Source: CNNIC, 2014
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51. The number of mobile Weibo users dropped 5.96 million,
decreasing 2.9%, to 196 million by December 2013. The
usage dropped 8.9 points to 39.3%, compared with the
end of 2012. The mobile apps are strongly exclusive, so
the fast development of platform-liked IM apps with high
coincident Weibo functions shunted part of the Weibo
users.
The Decline of Mobile Weibo
202.41
196.95
48.2% 39.3%
2012 2013
Number of Mobile Weibo Users (Million) Netizen Usage
Source: CNNIC, 2014
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52. The number of users increased 112 million to 247 million
up to December 2013, with an 83.8% growth rate. The
netizen usage rose 17.3 points to 49.3%.
Mobile Video Ranked No.5
134.25
246.69
32.0%
49.3%
2012
2013
Number
of
Mobile
Online
Video
Users
(Million)
Ne%zen
Usage
Fast-growing Mobile Business
The mobile business market showed huge market
potential in 2013. The mobile shopping developed
rapidly to reach a number of 144 million users. Mobile
payments market also soared in 2013, with a number of
125 million. The usage increased 11.9 points to 25.1%.
Source: CNNIC, 2014
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53. 55.49
144.40
13.2%
28.9%
2012 2013
Number of Mobile Shopping Users (Million) Netizen Usage
Number of Mobile Shopping Users and Usage
2012-2013
55.31
125.48
13.2%
25.1%
2012 2013
Number of Mobile Payment Users (Million) Netizen Usage
Number of Mobile Payment Users and Usage 2012-2013
Source: CNNIC, 2014
Source: CNNIC, 2014
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54. CHAPTER
7
China Internet User Behaviors

55. 7-1
Search Engine： Segment Market and
Terminal Device Changed User Search Habit
In 2013, new entrants into search engine market
made competition more intensified, while the mature
of segment search market and improving terminal
device was changing user search habit. According
to CNNIC Chinese Netizen Search Behavior Report in
2013, search engine was still the main search tool and
in the past half year, 98% Chinese netizen used
comprehensive search sites.
Compared to 2012, Chinese netizen showed a
different trend in mobile input methods. The
percentage of using QR code input increased from
7.9% to 25.1%, and voice input rose from 12.7% to
22.1%.
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56. 97.1%
7.9%
12.7%
95.9%
25.1% 22.1%
Text input QR code input Voice input
2012 2013
Comparisons of Mobile Phone Input 2012-2013
Most Chinese used search engine in PC for studying and
work, while mobile search engine was used frequently for
interesting information. Therefore, the mobile search was
more about entertainment and less about work and study
compared to PC search results.
When it comes to search for people in the neighborhood,
mobile search was much higher than web search
because mobile had location function.
Source: CNNIC, 2014
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57. Chinese Search Comparisons in PC and mobile in 2013
75.6%
73.5%
58.9%
56.8%
56.7%
50.4%
44.5%
29.2%
28.6%
66.9%
70.6%
56.4%
48.2%
50.7%
41.0%
29.8%
33.4%
27.0%
To know about work
and study related info
To know about
interesing info
When hot events occur
To know about daily life
info
Download software
Travel(including tickets
booking)
Online shopping
Search for people in
the neighborhood
Offline shopping
Computer
Mobile
News was the top search content both in PC and mobile.
But Chinese netizen tended to search music and video in
PC rather than mobile, for listening to music and watching
video on mobile required fast internet speed and large
data traffic.
Source: CNNIC, 2014
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58. Chinese netizen preferred to search novels on mobile,
because novels are more suitable to read utilizing
fragmented time.
Though mobile app search percentage in mobile was
much higher than in PC, still 28% netizen searched app in
PC.
Chinese
Search
Results
Comparisons
in
PC
and
mobile
in
2013
60.8%
60.1%
48.3%
45.9%
41.9%
37.9%
37.7%
36.8%
35.3%
33.4%
28.0%
24.9%
58.3%
47.5%
47.7%
41.7%
40.2%
30.6%
41.9%
35.2%
31.7%
29.1%
33.8%
23.1%
News
Music and video
Food and
entertainment info
LBS info
Q&A
Product info
Novel and other
literature
Game
Travel info
Application info
Mobile app
Forum and online
community info
Computer
Mobile
Source: CNNIC, 2014
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59. Compared to web search, mobile search market share
determinants were more, and search entrances were
more complex.
Generally, there are five determinants in mobile search
engine:
• Habit:
User
would
conPnue
using
the
search
engine
they
used
in
PC.
• Third
party
traffic
driving:
search
engines
were
recommended
to
users
by
browser,
preinstalled
search
engine,
navigaPon
websites,
etc.
• Search
use
experience:
the
speed,
accuracy,
safety,
convenience
of
the
search
engine.
• Enterprise
brand
recogniPon:
search
engine
brand
awareness
and
patrioPsm.
• NePzen
and
other
factors:
NePzen’s
knowledge
of
internet,
search
engine,
etc.
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60. 74.3%
54.8%
51.9%
51.6%
50.8%
45.4%
44.1%
48.3%
47.3%
43.1%
28.3%
45.5%
38.6%
30.9%
35.5%
1.1%
0.3%
Habit
High search result matching rate
Good search experience
Fast search speed
Could find segment market info
effectively
High safety in search results
Fewer ads in search results
Provided by frequently used browser
Preinstalled search engine in mobile
Provided by frequently used
navigation website
Many websites have its search
engine box
The enterprises is trustworthy
Recommended by many people
It's our country's search engine
Seldom use search engine and don't
care about which
No special reasons
Other
Reasons
Why
Chinese
Pick
Certain
Search
Engine
in
Mobile
in
2013
Source: CNNIC, 2014
Habit
Search
experience
Third-party
traffic driving
Enterprise
brand
Netizen
knowledge
and others
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61. 7-2
Social Media: User Activity Dropped
and Transferred to Other Apps
Social media includes SNS, Weibo and other vertical
apps. In 2013, some traditional social media user activity
decreased, and new apps attracted part of traffic from
SNS and Weibo.
In 2013, as high as 23.5% of Chinese netizen used less SNS,
and merely 12.7% increased SNS usage. Weibo also
suffered 22.8% user activity decrease, and 12.7%
increased Weibo usage.
5.4% 5.6%
7.3% 7.1%
63.7% 64.5%
8.6% 7.2%
14.9% 15.6%
SNS Weibo
Obvious decrease
Slight decrease
No change
Slight increase
Obvious increase
↓23.5%
↑12.7%
↓22.8%
↑12.7%
Chinese Netizen Social Media Usage Change in 2013
Source: CNNIC, 2014
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62. From the aspect of Chinese netizen demographics, SNS
users tended to have low-income and low education
background. In other words, high-income and high
education background users SNS usage decreased.
26% users with 5,000 Yuan (USD 819) above monthly
income reduced their SNS usage, and 22% users with 3,000
Yuan (USD 491) and below monthly income reduced SNS
usage.
25.7% users with junior college and above education
reduced SNS usage, 21.1% users with high school and
lower education reduced SNS usage.
SNS
10.1%
11.7%
14.7%
11.8%
14.3%
63.9%
63.2%
63.3%
62.6%
64.6%
26.0%
25.1%
22.0%
25.7%
21.1%
5000 yuan
above
3000-5000
below 3000
yuan
Junior college
and above
Below high
school
Increase No change
Chinese Netizen Demographics in SNS Usage
Change in 2013
Income
Education
Source: CNNIC, 2014
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63. As for Weibo usage, high-income and high education
users both had highest increasing as well as decreasing
percentage.
Monthly income over 5,000 Yuan (USD 819) users had a
percentage of 26.1% who used Weibo less often, and
14.3% of which increased Weibo usage.
23.7% of users with junior college above education used
Weibo less often, while 13.2% of which increased the
usage.
Weibo
14.3%
11.0%
12.5%
13.2%
11.8%
59.6%
67.6%
64.6%
63.0%
66.3%
26.1%
21.4%
22.9%
23.7%
21.9%
5000 yuan
above
3000-5000
below 3000
yuan
Junior college
and above
Below high
school
Increase No change
Chinese Netizen Demographics in SNS Usage
Change in 2013
Income
Education
Source: CNNIC, 2014
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64. First, many netizens considered social media a waste of
time. 43.1% of those who decreased SNS usage regarded
it time wasting, so did 40.1% of those Weibo users.
Second, other social apps substitutes emerged. 32.6% of
users who reduced SNS usage turned to Wechat, and
20.3% of them turned to Weibo. 37.4% of users who
reduced Weibo usage turned to Wechat.
Third, long time social media usage reduced users
interests and using time. 35.2% reduced SNS usage for lack
of interest, as well as for 33.2% of those Weibo users.
Last, the decrease of interactions with friends was another
important factor. Few friends updates and few comments
would affect user activity.
Reasons Why Social Media
User Activity Dropped
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65. User
Flow
AZer
the
Decrease
of
a
Certain
SNS
Weibo
1.time wasting; 2.use wechat
instead;
3.bored; 4. few friends
update;
5. weibo posts have fewer
comments
SNS
1.time wasting;
2.bored;
3.use wechat
instead;
4.use weibo instead;
5.few friends
update
Wechat
1.Time wasting;
2.bored;
3. it’s useless
Reasons of social
apps Usage
Decrease
20.3
%
37.4
%
32.6
%
Source: CNNIC, 2014
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66. 7-3
E-Commerce: Multiple Factors Drove
the Rapid Development
Different generations showed diversified preferences
when they purchased unfamiliar products. Post 60s
regarded relatively highly of shopping site brand; post 70s
thought cost performance was important; post 80s
focused on users’ comments and website popularity and
word of mouth; post 90s centered on users’ comments.
Generation Gap
Double
11
has
become
a
shopping
carnival
year
by
year
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67. 27.0% 28.9% 30.2%
25.8%
7.3% 6.5% 5.7%
3.9%
7.3% 5.0%
7.2%
8.2%
30.7% 34.2%
37.3%
41.1%
12.4% 9.0%
7.7% 6.6%
5.8%
3.3%
4.2%
4.3%
8.0%
13.1%
7.3% 9.2%
post 60s post 70s post 80s post 90s
Price Special offers and coupons
Shopping site brand Users' comments
Logistics speed and customer service Previous shopping experience
Website popularity and word of mouth
Different
Chinese
Genera%ons’
Considera%on
Factors
When
Shopping
for
Unfamiliar
Products
Online
in
2013
Source: CNNIC, 2014
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68. Different generations showed consistent consideration
factors when they purchased familiar products.
Post 60s focused on shopping site brand, and website
popularity and word of mouth; post 70s cared about
price; post 80s regarded highly of users’ comments and
cost performance; post 90s centered on users’ comments.
24.1% 22.4% 21.8% 21.9%
10.9% 14.3% 14.4% 12.3%
8.0% 6.3% 7.6% 9.1%
21.2% 20.9%
24.1% 28.8%
15.3%
10.8%
8.7%
5.9%
4.4%
4.5%
6.4% 6.5%
14.6%
20.6% 16.9% 15.0%
post 60s post 70s post 80s post 90s
Price Special offers and coupons
Shopping site brand Users' comments
Logistics speed and customer service Previous shopping experience
Website popularity and word of mouth
Different
Chinese
Genera%ons’
Considera%on
Factors
When
Shopping
for
Familiar
Products
Online
in
2013
Source: CNNIC, 2014
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69. In 2013, Chinese mobile shopping users reached 144 million,
with 160.2% YoY increase and as high as 28.9% usage rate.
58.2% used mobile to search for product info during
shopping. Mobile shopping accounted for 47.8% of total
online shopping.
Mobile shopping became an important complement of
online shopping and its users would continue growing in the
coming years.
Data showed that 81.8% used mobile search engines such
as Baidu to search for product info, 78.8% would enter
website domain name to visit. Compared with 2012, the
percentage of different methods all increased.
Mobile Shopping
81.8%
78.8%
54.5%
54.5%
48.5%
33.3%
Use mobile search
engines
Enter website domain
names
Visit shopping sites
Login to shopping site
mobile apps
Use Pinterest like
apps(Mogujie and
Use QR-code scanning
How Chinese Netizen Check Product Info on Mobile in
2013
Source: CNNIC, 2014
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70. Mobile shopping scenarios varied. 86.7% did mobile
shopping during leisure time at home. For some users,
mobile began replacing PC for online shopping. 60% used
mobile for shopping when their computers could not access
internet. 20% used mobile for shopping when they were at
work or school. 40% and 13.3% did mobile shopping during
transportation and waiting in a line.
86.7%
60.0%
53.3%
46.7%
40.0%
26.7%
20.0%
20.0%
13.3%
Leisure time at home
Could not access
internet via PC
In bed before falling
asleep
After meal break
On transportation
Eating
In class or at work
Before getting up in the
morning
In a line waiting
Chinese Mobile Shopping Scenario in 2013
Source: CNNIC, 2014
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71. Compared with PC end, 21.2% users preferred visiting
shopping site via mobile.
20.5% users time spent in viewing shopping sites in mobile
was longer than in PC.
18.5% said they purchased faster using mobile and 18.2%
preferred mobile shopping experience.
Chinese Netizen Shopping Habits and Willingness
Comparison in PC and mobile in 2013
21.2%
20.5%
18.5%
18.2%
I prefer visiting
shopping sites via
mobile than PC
My time spent in
viewing shopping sites
in mobile is longer
than PC end
I purchase faster using
mobile than PC
I prefer mobile
shopping site user
experience
Source: CNNIC, 2014
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72. Shopping sites became the most popular search engines,
Chinese netizens were likely to search directly on shopping
sites. 75.8% said they used search engines on shopping
sites, while 23.7% used comprehensive search engines.
With the popularity of E-Commerce and the improvement
of logistics and online payment, Chinese netizens were
more willing to shop online. 62.2% would purchase online
after searching product info online.
Chinese Netizen Purchase Channel After
Searching in PC in 2013
Mostly
purchase
online
62.2%
Mostly
purchase
offline
22.6%
Online equals
offline
purchase
13.4%
Not
purchasing
1.6%
other
0.2%
Source: CNNIC, 2014
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73. Compared with 2012, in 2013, online purchase increased
significantly after searching product info online, by 22.5
percentage point.
As for those users who regarded online purchase equaled
to offline purchase, they tended to prefer purchasing
online in 2013.
Not purchasing users after search dropped from 8.3% in
2012 to 1.6% in 2013.
Online shopping became more common among Chinese
search netizens in 2013.
Chinese Netizen Purchase Channel After Searching
in PC Comparison Between 2012 and 2013
62.2%
22.6%
13.4%
1.6%
0.2%
39.7%
21.3%
30.7%
8.3%
0.0%
Mostly purchase
online
Mostly purchase
offline
Online equals
offline purchase
Not purchasing
other
2013
2012
Source: CNNIC, 2014
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74. For travel online booking users, 20.3% of them had used
mobile for travel booking. Most people who installed travel
app would use it.
Mobile was convenient for not only contacting family and
friends, but also itinerary check, LBS and navigation and
sharing stories with friends.
Interactions within friends stimulated travel needs and
consumption
Mobile Travel Booking
Smartphone Performances in Travel Booking in 2013
90.9%
46.7%
42.5%
34.2%
35.8%
13.9%
8.3%
11.7%
93.0%
60.6%
59.8%
45.3%
36.6%
21.9%
20.6%
3.8%
Contact with family
and friends
Itinerary check before
arriving destination
LBS and navigation
Share stories during
travel
Share interesting stuff
after travel
Comment after the
travel
Mobile booking and
payment before travel
other
Offline travel
booking
Source: CNNIC, 2014
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75. As for air ticket booking, the focus of online booking differed
from offline booking. Online ticket booking users centered
on discount rate and flight schedule, with 84% and 78.4%,
higher than offline booking.
Offline booking users considered about airline safety, flight
punctuality, flight attendants service and airline meal.
Air Ticket Booking
Consideration Factors When Book Air Ticket
Online and Offline in 2013
70.0%
73.3%
65.0%
63.3%
26.7%
21.7%
23.3%
35.0%
13.3%
13.3%
23.3%
1.7%
84.0%
78.4%
53.7%
48.8%
34.2%
33.4%
31.5%
28.6%
19.8%
18.9%
15.5%
3.4%
Discount rate
Flight schedule
Airline safety issue
Flight punctuality
Ticket change and refund
convenience
Choose an airline out of
habit
Aircraft type
Flight attendants service
attitude
Joined a frequent flyer
program
Airline appointed by
company
Good airline meal
other
Offline air ticket
booking
Source: CNNIC, 2014
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76. 46.7% users who preferred booking offline regarded offline
ticket was cheaper and 40% were out of habit.
33% were because of convenient contacting methods, and
32% didn’t trust online ticket security.
28.3% cared more about customer service and special
offers offline.
Reasons Why Chinese Choose Offline Air Ticket
Booking Over Online in 2013
46.7%
40.0%
33.3%
31.7%
28.3%
28.3%
15.0%
13.3%
11.7%
11.7%
10.0%
10.0%
10.0%
Cheaper price
Out of habit
Convenient contacting
Don't trust online security
Customer service is better
Speical offers and discounts
Help out friend's business
Book for other people
Not used to internet
Long-term contract service
Group booking
Don't know about online
other
Source: CNNIC, 2014
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77. 7-4
Mobile Internet: Penetrated into
Chinese Netizen’s Daily Life
Mobile Browser
Mobile browser was one of the main entrances of
mobile internet. 75.6% used it everyday, and 63.3% used
many times a day.
The convenience of mobile phone made it possible to
utilize fragmented time, and increasing mobile browser
user experience (reading and game functions)
attracted Chinese netizen to use it more often.
Mobile browser average using time was between 10 to
30 mins, accounted for 33.1%. Chinese netizen’s habit
was to use mobile many times a day, and each time
lasted for a short period. It had typical fragmented time
feature, for mobile browser was used to browse web
pages and read news.
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78. 63.3%
12.3% 10.6%
2.6%
11.2%
Many times a
day
Once a day Once in two or
three days
Once a week Seldom use it
Mobile Browser Usage
in 2013
24.7%
33.1%
18.8%
10.4%
12.9%
Within 10 mins 10-30 mins 30-60 mins 1-2 hours 2 hours and
above
Average Time Spent on Mobile Browser Each Time
in 2013
Source: CNNIC, 2014
Source: CNNIC, 2014
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79. News was the most visited websites from mobile browser,
with 71.8%. Novel and literature ranked the second with
43.1%. Reading was the core need of mobile browser users.
Shopping sites and video accounted for 39.1% and 36.6%,
increasing faster than other categories since 2012.
Game and SNS were less used in mobile browser, with only
29.8% and 24%.
Website Categories Visited from Mobile Browser in 2013
71.8%
43.1%
42.6%
39.9%
39.1%
37.6%
37.5%
37.3%
36.7%
36.6%
34.8%
31.4%
31.3%
29.8%
24.0%
News
Novel website
Weibo
Email
Shopping website
Life service
Software
Map
Music
Video
Picture website
Blog
Forum
Game website
SNS
Source: CNNIC, 2014
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80. Entertainment occupied a large sum of mobile phone
users’ time except for calling and texting, with 60.6%.
97.6% of Chinese netizens had used mobile entertainment
apps in the past half year.
Mobile entertainment scenario included “before bed
time” and “eating and watching TV”, which indicated it
had become a family entertainment.
77.8% of Chinese netizen used it before bedtime, 73.2%
used at home or dorm.
Smartphone Entertainment Usage Scenario in 2013
Mobile Entertainment
52.7%
38.6%
56.5%
68.5%
69.2%
5.6%
33.1%
25.5%
50.3%
66.2%
60.1%
2.6%
45.4%
34.4%
61.2%
69.6%
60.0%
3.8%
Work break and waiting
time
Eating and watching TV
Lunch break and
transportation time
Before bed time
At home or dorm
other
Mobile game
Mobile video
Mobile reader
Source: CNNIC, 2014
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81. Mobile entertainment usage time lasted for over half an
hour mostly, especially for reading and video with 64.9%
and 55.2%.
The usage scenario of mobile phone expanded from
transportation to home and work places, which often
equipped with good internet connection and sufficient
time.
Smartphone Entertainment Usage Time in 2013
16.6%
47.6%
24.3%
7.9%
3.7%
11.7%
23.3%
29.1%
26.7%
9.1%
10.1%
34.7%
28.0%
15.6%
11.6%
17.3%
41.6%
23.8%
10.1%
7.2%
within 10
mins
10-30 mins
30-60 mins
1-2 hours
2 hours and
above
Mobile game
Mobile video
Mobile reader
Mobile music
Source: CNNIC, 2014
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82. Mobile map penetration went up as smartphone
penetration increased. By December in 2012, Chinese
mobile netizen reached 420 million, of which mobile map
penetration rate reached 35.4% and. Mobile map users
almost reached 150 million.
62.7% of mobile map users would use navigation, and
45.3% used place searching. To be noted, hot spots in the
neighborhood searching already reached 29.2%, and 10%
used check-in and location sharing.
Mobile Map Usage in 2013
Mobile Map
62.7%
45.3%
29.2%
28.1%
24.6%
15.1%
14.6%
10.4%
Navigation
Place searching
Hot spots in the
neighborhood
Bus and metro search
Itinerary plan or search
Satellite view
Real time traffic status
check
Check-in or LBS info
sharing
Source: CNNIC, 2014
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83. CIW Premium
CIW E-Book
China Internet Watch
China digital trend & insights
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