WeChat Influence Report

First, let me give you some core big data, and you can feel it:

• 70 % of users pay/transfer more than 100 yuan per month
• The number of users who get information through WeChat News has exceeded the total number of users who use news websites and television media
• 61% of users open WeChat more than 10 times a day
• 28% of users have more than 200 friends, twice the number from last year
• 61.4% of users check their Moments every time they open WeChat

Next, let’s take a look at some big data about the current status of WeChat:

As of February 2016:

WeChat has nearly 700 million monthly active users

WeChat Pay has more than 200 million card-binding users

Gathering over 10 million public accounts

The public account submits more than 700,000 group messages per day

The number of corporate accounts has reached 650,000

Urban services have been launched in 78 cities in 16 provinces

During the 2016 Spring Festival, the number of WeChat red envelopes sent and received reached 800 million

WeChat Pay has been connected to over 200,000 offline stores

Oh my god~ I feel like humans can no longer stop the development of WeChat. What should we do (⊙o⊙)?

However, there are more shocking things to come...

According to international practice, let's first popularize the research elements of this survey report:

The survey sample covered 40,443 netizens (as of March 2016), 1,101 telephone respondents (as of the end of 2015), 1,017 public account operators (as of the end of 2015), and 806 corporate account operators (as of the end of 2015).

##WeChat×User##

Gender distribution of WeChat users: Most users are male

Yes! You read it right! The proportion of male users of WeChat is as high as 67.5 % , which is higher than the male-female ratio of 1.8:1 last year. This result probably overturns the view held by most people that "only girls like to chat"! Of course, it may also be because WeChat has more and more functions, and boys are increasingly relying on WeChat for online payment, recharge, shopping and other services. This also means that WeChat has successfully upgraded from a chat tool to a multi-purpose super app with high user stickiness.

User occupation distribution

Next is the occupational distribution of WeChat users. The largest number is corporate employees, reaching 40.4%, followed by freelancers and self-employed individuals (25.3%), and third is students (14.4%). People with stable incomes have higher purchasing power! It seems that WeChat is relying on these users' consumption transactions to make money~

94 % of users log in daily

More than 60% of users open WeChat more than 10 times a day, and heavy users (that is, users who open WeChat more than 30 times a day) account for 36%. Within this year, the frequency of users using WeChat has increased significantly. What should we do? In the future, not only will we have to spend money to open Taobao, but also WeChat!

Half of users use it for more than one hour a day

32% of users use WeChat for more than 2 hours a day. This user stickiness is really scary!

##WeChat×Social##

Sharing happiness is worse than enjoying it alone! Nowadays, it is unacceptable to meet someone without adding them as a WeChat friend. Lao Wang will show you the growth trend of WeChat friends:

Growth in the number of WeChat friends

55.1% of users have more than 100 friends, while the percentage of users with less than 50 friends has dropped by 16%. The number of WeChat users with more than 200 friends has more than doubled compared to last year! Seeing this, why don’t you take out your phone to check how many friends you have on WeChat?

When it comes to WeChat, everyone will definitely think of it as a chat tool. However... the following statistics tell us that you actually rely on your Moments to keep going every day!

Top 10 WeChat functions used by users

As shown in the figure, WeChat's three magic weapons are: Moments, messaging, and public accounts. Transfer payments follow closely behind, and there are also many users sharing emoticons. What surprised me was that "Shake" was on the list? Finally, some niche businesses (WeChat Sports, WeChat Games, WeChat Shopping) have emerged... WeChat's ambitions are really big!

Most users check their Moments when they open WeChat

WeChat’s most popular app, Moments, has already made 61.4% of people addicted! As long as they open WeChat, they have to check Moments. Is this a disease? Do they need to be treated? At the same time, there are 1.3% of people who don’t use Moments at all… This is pretty cool.

Personal life content is more popular in Moments

So what do you guys see when you browse your Moments?

Come and watch the fun!

Look, everyone cares about their friends' lifestyle. 61.4% of users care about their friends' lifestyle, while the attention paid to forwarded content is only 30%. No wonder the number of likes for Lao Wang's selfies is always much higher than the number of shares of my literary masterpieces! Why should I, a talented person, rely on my face to make a living? I don't accept it...

Liking is easier than sharing

57.6% of users will click "like", 38.5% will add comments, but only 23.8% will share. The data in the above figure shows how terrible the "like party" is. They always click "like" without even reading the article! Writers like Lao Wang can't stand your behavior of disrespecting literary workers. If you don't want to read, why do you click "like" to make me excited? Can you learn from the 11.8% of students who do nothing but quietly be handsome men or beautiful girls?

Photos and videos are the most popular

Nowadays, people don’t like to read words, and a few pictures are the most reliable. Therefore, pictures and short texts have become the more popular content in Moments (the popularity ratio is 50.7% and 50.0% respectively). Short videos are slightly worse because the traffic is expensive - - What makes us writers sad is that only 22.3% of users will read the articles shared in Moments.

##WeChat×Pay##

Nowadays, you can go out without a wallet, but you will be dumbfounded if you don’t bring your phone. Lao Wang will show you how WeChat has changed people’s payment habits.

Red envelope payment is the most popular

WeChat red envelopes are going to dominate the market! 84.7% of users use red envelopes to pay, which has surpassed the number of users of WeChat payment and transfer functions (58.1% and 56.9% respectively).

Nearly 70% of users spend more than 100 yuan on WeChat each month

Nearly 70% of users transfer/pay more than 100 yuan per month, and 34% of users spend more than 500 yuan per month on WeChat. I won’t say more. I’ll check my balance first…

Reasons for WeChat Pay: Simple, convenient, and affordable

The three main reasons for WeChat Pay are: simplicity, convenience, and discounts, accounting for about 40% each. In layman's terms, it means: say goodbye to cash change, no need to carry a wallet with you, and merchants often have discounts.

WeChat payment vs. traditional payment: Strong willingness to use

WeChat payment has become more and more popular, and users have already regarded WeChat payment and cash/card payment as equally important. Anyway, a lazy person like Lao Wang is too annoyed to carry an extra pack of tissues, so it would be great if a mobile phone could meet all the needs of life!

##WeChat×Information##

There are now a variety of information apps, and WeChat is not to be outdone, pushing some information to users from time to time. Whether it is a group message from a public account or an advertisement in the circle of friends. The following data will remind you of WeChat's achievements in this regard.

News acquisition channels: Social media usage exceeds television and print media

In the online survey, mobile news apps ranked first (55.4%), and WeChat ranked second (40.4%). In the telephone survey, WeChat ranked first as the "most important source of information." WeChat is indeed a relatively gentle way to push news, much softer than various pop-up information prompts.

The key to increasing article sharing rate: value & interesting

The key to article sharing: value and interest.

The three main reasons why WeChat users share articles are: value (48.8%), fun (39.2%), and emotional resonance (38.6%). No wonder every time Lao Wang writes a rant, it goes viral. It turns out that everyone hates the same things.

WeChat public accounts have become the mainstream channel for obtaining information

74.2% of users follow WeChat public accounts to get information, and 41.9% of users follow corporate dynamics and merchant discounts. Information and discounts are the two main reasons why users follow public accounts. If you want to know which store has free tastings and which store has started discounts, it is essential to check the public account frequently.

##WeChat×Service##

WeChat service is a relatively niche function. Although everyone has used it to some extent, they are not very aware of it. Now let's take a look at its development momentum.

More than 60% of WeChat users have used lifestyle services

More than 60% of users have used WeChat life service functions. The most used function is mobile phone recharge, followed by entertainment and movie ticket purchase functions. WeChat life is indeed not widely used. Lao Wang has encountered such a harmonious scene of using the AA payment function for a table of leaders born in the 1970s.

Sports, charities and other services go online

WeChat Sports and WeChat Charity are starting to gain momentum! In addition to WeChat Card Wallet, the usage rates of WeChat Sports and WeChat Charity are also high, both reaching over 15%.

Survey shows: WeChat Sports encourages users to exercise

62.5% of WeChat Sports users believe that the biggest benefit is that it is convenient to understand the amount of exercise they do every day. In addition, because they can see the ranking of their friends' exercise performance, 39.9% of users have increased their interactions with friends, and 23.2% of users have become more concerned about exercise and health. However, young people now rely on Pokemon Go to keep fit, so WeChat Sports still needs to work harder!

WeChat Reading: Reading in fragmented time

Nearly half of WeChat Reading users believe that their fragmented time is better utilized after using it. 41.8% of users enriched the content shared in their Moments, and 35.8% of users increased their reading volume. Lao Wang admits that he reads few books, so you can beat me up...

##WeChat×Operation##

Whether you are a user or an official account operator, you can’t avoid dealing with the public platform. Lao Wang will finally show you the world of us new media people. There is high energy ahead... Pay attention!

72.7% of public account operators are enterprises and organizations

The distribution of WeChat operating entities are as follows:

Culture/Media/Entertainment 27.8%

Service industry 20.6%

IT/communication/Internet 17.2%

Business services 10.1%

Public platform operators invest more

More than 60% of operators have invested in public platforms, a proportion that was 53% in previous years. At the same time, investment in each funding range has increased compared to the previous year.

Public account purpose: information sharing + marketing promotion + customer interaction

84.7% of operators use public accounts mainly for information release. Marketing and customer interaction are also important uses. With the upgrade of the public account backend, operators can play with new tricks!

Enterprise account users: Traditional manufacturing ranks first

The traditional manufacturing industry has the highest usage rate, while the cultural media industry has the lowest proportion of corporate accounts, only 3.5%. In the entertainment category, the approachable public account route is still more popular.

Feedback from Enterprise Account users: Internal efficiency upgrade

Nearly 70% of the respondents reported that the main function of WeChat Enterprise Account is to help improve the efficiency of internal operations and management. Enterprise Account plays a role in achieving internal communication, operations, services, management, and cooperation within the enterprise.

From: Data Pie