Incitez EBook-What Sina Weibo Can Tell You About Chinese Netizens (Abridged)

What Sina Weibo
Can Tell You
About Chinese
Netizens
2013 Sina Weibo User Development Report
COPYRIGHT © 2014 ·INCITEZ PTE. LTD.

CONTENT
 Chapter 1
Sina Weibo User Demographics
Analysis
 Chapter 2
Enterprises Performance on Sina
Weibo
 Chapter 3
Sina Weibo Users Consuming
Power
 Chapter 4
Sina Weibo Social Network
Service Features
Sina Weibo launched its 2013 Weibo User Development
Report on December 6, based on massive Weibo user
accounts information and consumption behavior to
offer enterprises effective data support in social media
marketing.

CHAPTER 1
Sina Weibo User Demographics
Analysis
According to CNNIC, the number of Chinese
netizens reached 591 million, and mobile
netizens accounted for 464 million. Sina Weibo
was one of the most important social networks
for Chinese netizens, and its users had been
growing fast in recent years.
Generally speaking, female Weibo users
equaled to male Weibo users. Male
accounted for 50.1%, a little bit more than
female users.
Female,
49.90%
Male,
50.10%
Sina Weibo Users Demographic: Gender
Source: Sina Weibo Data Center 2013

Post 90s had become the major Weibo user
groups, accounted for 53%. In the past year,
post 90s users grew significantly. Post 80s
accounted for 37%. Weibo tended to attract
young user groups.
53%
37%
8%
2%
90s 80s 70s before 70s
Sina Weibo Users Demographic: Age
CHAPTER 1 Sina Weibo User Demographics Analysis

17.40%
12.50%
5.59%
4.46%
Community Service
School/NGO
Real Estate/Construction
IT/Electronics/Internet
Culture/Sports/Entertainment
Finance
Healthcare/Hygiene
Education & Training
Hotels/Restaurant/Travel
Logistics
Business Service
Sina Weibo Users Demographic:
Occupation
17.4% of Weibo users were from community
service industry, and many were from school,
real estate and IT industries.

Most of Weibo users had high education
backgrounds, 70.8% owned bachelor and
above degrees.
70.8%
12.3%
9.1%
5.0%
2.8%
College/University
and above
High School
Middle School
Polytechnic
School
Primary School
Sina Weibo Users Demographic:
Education

CHAPTER 2
Enterprises Performance on Sina
Weibo
More and more B2C websites had registered
Sina Weibo Enterprise accounts, they already
started marketing warfare on Sina Weibo. By
analyzing three keywords mentioned on Sina
Weibo which were promotion, discount and
group buy, we found that these keywords
mentioned times kept going up in 2013.
Enterprises shared more relative information
with Weibo users.
In 2013, top 10 Sina Weibo B2C websites in
short links sharing accounted for 75.1% of
total. Tmall alone accounted for 34% of total
short links. The short links sharing was related to
B2C enterprises’ fame and products, but also
related to the stimulus of promotion activities.
Enterprises offered more discount and
coupons would get more sharing from Weibo
users.
 Sina Weibo B2C Business Environment

Sina Weibo B2C Websites Short Links
Sharing Top 10
CHAPTER 2 Enterprises Performance on Sina Weibo
34.0%
11.3%
7.6% 7.1%
4.1% 3.5% 2.7%
1.7% 1.6% 1.5%
However, the clicks of top 10 B2C websites short links
were divided into three groups. In the first group,
Tmall gained 13.3% of clicks for its high sharing rate.
The second group included Vipshop, Suning, Gome,
Moonbasa, Yintai and Jiuxian, with approximately
10% of clicks. The third group was consisted of
Amazon China, Jingdong and 51buy.

Sina Weibo B2C Websites Short Links
CTR Top 10
13.3%
9.8%
8.3% 8.2% 8.1% 8.1% 7.9%
2.7% 2.7% 2.4%

3,512.17
2,737.48
438.79 386.41
285.98 228.37
77.59 74.74 65.56 63.35
Sina Weibo B2C Websites Clicks Per Link
Top 10
Jiuxian and Moonbasa ranked top in clicks per
link, Jiuxian averagely had 3,512.17 clicks per
short link in 2013. B2C websites with high sharing
rate like Tmall and Jingdong had relatively low
clicks per link.

CHAPTER 3
Sina Weibo Users Consuming
Power
Sina Weibo users development report in 2013
discovered that about 44% of users read news
on Weibo, and about 20% watched videos
and 11% did online shopping. The usage of
online games and download were relatively
low. Weibo users had strong willingness in
online tickets and value-added services,
mobile paid app and games also accounted
for considerable proportions.
43.93%
19.63%
13.23%
11.08%
News
Video
Online Office
Online
shopping
Online games
Download
What Did Sina Weibo Users Do ?

90.12%
52.26%
18.84%
17.44%
Online shopping
Daily
Spending(Gas,water,etc.)
Online value-added
service(membership
cards)
Online
tickets(Concert,Sports,etc)
Mobile app
Game cards/props
Other
CHAPTER 3 Sina Weibo Users Consuming Power
Sina Weibo Users’ Online Spending

40.91%
18.98%
12.32%
11.66%
10.92%
5.22%
100-500 yuan
500-1000 yuan
1000-2000 yuan
below 100 yuan
2000-5000 yuan
5000 yuan above
Sina Weibo Users’ Online Single Transaction
Consumption Upper Limit
41% Weibo users single transaction consumption
was between 100 to 500 yuan (USD 16 to 82),
and 35.19% Weibo users annually consumption
was between 3,000 to 10,000 yuan (USD 490 to
1634). Weibo users annually spending was still
very limited at present.

By analyzing Weibo users whose annual
spending were between 3,000 to 10,000 yuan
(USD 490 to 1634), Sina discovered that most of
these consumers were from IT and Internet,
community service, school and NGO industries.
35.19%
21.35%
13.96%
13.38%
11.18%
4.95%
3000-10000 yuan
1000-3000 yuan
500-1000 yuan
10000-30000 yuan
below 500 yuan
30000 yuan above
Sina Weibo Users’ Annual Online
Consumption Upper Limit

CHAPTER 4
Sina Weibo Social Network
Service Features
Sina Weibo users development report in 2013
analyzed Weibo users social networking
interactions, most of Weibo users would follow
users with the same age. Within two years age
difference of Weibo users’ mutual followers
accounted for 62.3%, it seemed that they
tended to build social connections with
people similar in age.
32.4%
20.1%
9.8%
6.3%
4.7%
3.8%
0
1
2
3
4
5
Age Difference of Sina Weibo Users’
Mutual Followers

14.95%
12.96%
10.62%
7.87%
4.82%
Weibo users in logistics industry had followers
averagely in all industries, users from school
and NGO industries tended follow users in the
same industry and rarely followed users in
other industries.
CHAPTER 4 Sina Weibo Social Network Service Features
Sina Weibo Logistics Users Mutual Followers’
Occupation Demographic

24.95%
10.61% 9.90%
6.20%
4.39% 3.70%
Sina Weibo IT/Internet Users Mutual Followers’
Occupation Demographic

Enterprises paid more attention on social
networking marketing, and many of them added
social networking sharing button on successful
payment page. Consumers seemed to love
sharing their beloved product on Weibo. The
survey discovered that 76.33% of consumers would
not consider sharing product information via social
media, but once the successful payment page
added social sharing button with bonus, 75.19% of
consumers would consider sharing it on social
networks.
Once the purchase was finished, 58.78% of
consumers would share their products on Weibo,
and 20.31% of them would share the purchasing
channel. And about 82% of Weibo users would be
affected by these products information on Weibo.
No,
25%
Yes,
75%
Sina Weibo Users’ Online Shopping
Sharing Behavior
Yes,
24% No,
76%

Want More?
This is only an abridged version, find out what
Weibo users’ behavior and company
performance on Weibo HERE.
http://bit.ly/1kuiHVa

Incitez EBook-What Sina Weibo Can Tell You About Chinese Netizens (Abridged)

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Incitez EBook-What Sina Weibo Can Tell You About Chinese Netizens (Abridged)