Sina Weibo is recently celebrating its one year anniversary by a series of offline roadshows and media events. A campaign microsite was created for more user engagements.
At first sight, the site seems very well-designed and is with a bunch of interactions on the small virtual MINI car. But once you play around it and look back on VW POLO’s “follow no one” campaign, you will find such a copycat……
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In last month, China Internet Network Information Center (CNNIC) released the 26th Statistical Survey Report on the Internet Development in China for the first half year of 2010. As usual, I put together a summary of this report to give you a quick high-level understanding of the up-to-date Chinese Internet landscape.
I. Netizen Size
By June 30, 2010, the number of Chinese netizens exceeded 400 million, up 9.4% from late 2009 and increasing by 36 million within six months. In line with the sustained increase in the number of Internet users, the popularization rate of the Internet has been rising steadily in China.
II. Netizen Demographic
The proportion of male users to female users in China had been 55:45, with a slight increase of male users. The age structure of Chinese Internet users was optimized constantly, showing a trend of maturity. The proportion of users aged 30 to 39 increased considerably within six months. Internet users are still tilting gradually to low education and low income.
- 54.8% male netizens and 45.2% female netizens
- 1.1% under 1
- 31.8% between 10 – 19
- 28.1% between 20 – 29
- 22.8% between 30 – 39
- 11.3% between 40 – 49
- 4.9% between 50 – 59
- 2.0% 60 or older
- 9.2% with elementary or lower
- 27.5% with up to middle school
- 40.1% with up to high school or basic technical training
- 12.0% with college school
- 11.3 with a bachelors degree or higher
- 30.7% Students
- 7.9% Employees in Party, government, and institute
- 3.8% Executives
- 15.1% Enterprise Staff
- 9,9% Technical professionals
- 1.7% Rural migrant workers
- 3.1% Workers in industries and service industries
- 16.7% Self-employed/Freelancer
- 4.7% Agricultural, forestry, husbandry, fishery laborers
- 2.0% Retirees
- 4.2% Jobless, laid-off and unemployed people
- 0.3% Others
- 8.1% no income
- 20.5% Under 500
- 13.5% 500 – 1000
- 13.9% 1000 – 1500
- 14.4% 1500 – 2000
- 14.4% 2000 – 3000
- 10.1% 3000 – 5000
- 2.8% 5000 – 8000
- 2.3% Above 8000
- 72.6% urban netizens, and 27.4% rural netizens
III. Netizen Behavior (Internet Access)
Home is still the primary place netizens browse Internet. Less and less people went to Internet Cafes, while more and more people surfing the Internet in the office. Netizens spent more time (increased 1.1 hours a week) on Internet than half year ago. The utilization rates of both mobile phone and laptop grew up.
- 88.4% from home
- 33.6% from Internet cafes
- 33.2% from office
- average 19.8 hours a week
- 73.6% via desktop computers
- 65.9% via mobile phones
- 36.8% via laptop computers
- 0.8% via other devices
IV. Netizen Behavior (Internet Application)
Although Google made a big operation change in the China market, the popularity of search engine service still showed a positive increase. With the hot phenomenon of Microblogging in the first half year of 2010, social networking service became even more popular. Net literature earned a sustaining growth rate with iPad’s launch globally and up-and-coming SNDA Bambook locally. Online shopping, paying, and banking is a lightspot with over 30% increase in utilization rate.
- 82.5% netizens are using online music service
- 78.5% netizens are using online news service
- 76.3% netizens are using search engine service
- 72.4% netizens are using instant messaging service
- 70.5% netizens are using online gaming service
- 63.2% netizens are using online video service
- 56.5% netizens are using email service
- 55.1% netizens are using blog service
- 50.1% netizens are using social networking service
- 44.8% netizens are using net literature
- 33.8% netizens are using online shopping service
- 31.5% netizens are using BBS/forum
- 30.5% netizens are using online paying service
- 29.1% netizens are using online banking service
- 15.0% netizens are using online stock speculation service
- 8.6% netizens are using online travel reservation
Below is the full report (in Chinese), and you can also download it here in PDF.
I left my position Digital Strategist & Manager of Social Media in Razorfish at the beginning of this month and is now joining Waggener Edstrom Worldwide as Digital Strategies Lead, China.
Waggener Edstrom Worldwide is a global, integrated communications agency. It is the NO.2 independent PR agency in the world. It offers seven global practices: Consumer Marketing, Corporate Communications, Analyst Relations, Healthcare, Public Affairs, Technology and WE Social Innovation, along with its digital strategies group, WE Studio D.
Since late June 2010, IN2marcom.com has been blocked by China’s Great Firewall.
I have no idea why government censors my little weblog. It’s all about professional marketing communication in China’s digital and social media spaces, no political content and statement. The only thing might be associated is that I had reported the “Green Dam – Youth Escort” censorship software (click here and here) and quoted by BBC and ChinaSMACK.
As a solution, I’ve launched a mirror site IN2marcom.jasonzhanjia.com for readers in China. Meanwhile, a new Feedsky feed has burned for subscribing. For global readers, IN2marcom.com and its FeedBurner feed are still working well……
On last Saturday night, Christian Dior unveiled Nouvelle Vague-inspired 2011 cruise collection in a massive tent along Shanghai’s celebrated Bund. The show coincided with the reopening of Dior’s revamped boutique in luxury shopping mall Plaza66 and the inauguration of a retrospective exhibition.
In addition to those “Parisian chic”, how to make a big impact on Internet, where new generation of Chinese ladies spend more time on?
On April 28th, Edelman APAC, in partnership with social media intelligence firm, Brandtology, today unveiled the latest edition (DBI 10.2) of their quarterly Digital Brand Index cross eight Asia-Pacific markets (Australia, China, Hong Kong, India, Indonesia, Malaysia, Singapore and Taiwan). With data from January to March 2010, the DBI tracked netizen behaviors and technology brand activities during the lunar holiday season……
April 21 was declared a National Day of Mourning for the victims of the 4.14 Earthquake in Yushu, Qinghai Province. Public entertainment activities have been suspended, flags fly at half-staff, and newspapers have gone gray. The front pages of major online websites have switched to mostly black-and-white as well……
EYES ON ME is a post series on IN2marcom. Previously it was a monthly highlight of popular Chinese viral videos. From 2010, it is changed to a quarterly review to feature those most creative and popular viral ads.
In 2010Q1, Dell and Mazda presented the mostly popular viral videos for the Ophone and Mazda 2 respectively. McDonald’s and Nike produced a lot of viral ads throughout the first quarter, the former’s are very funny while the latter’s are in pretty high shooting quality……
4/16 is a day called Foursquare Day. It is a day designed to demonstrate the power of social media and specifically promote the use of the geo-location social service all over the world. Here in China, three cities will have their own swarm party / challenge.
Let’s join this global celebration of Foursquare Day on Friday. Unlock the Swarm Badge (50+ check-ins) or even Super Swarm Badge (250+ check-ins over a 3-hour period) for your city……
On April 6, KFC launched a digital campaign called Super Tuesday on Taobao. The rule of the campaign, dubbed a “one-second act,” was set for 10:00 am, 2:00 pm and 4:00 pm on the day and involved 100 e-coupons for each “act.”
Unexpectedly, all the three types of e-coupons had been available to download from several online communities since late morning. Consumers brought coupons to local KFC restaurants but KFC rejected them with the excuse “they are feaked”……