Tencent Zhiku: 58% of WeChat users frequently browse and post to Moments

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WeChat is the most popular instant messaging platform in China, but it’s not clear how marketers can take advantage of WeChat’s most popular features. A March 2016 survey by Tencent Zhiku and the China Academy of Information and Communications Technology may provide some insight.

WeChat's "friend circle" feature allows users to share and view photos, videos and links, which is a major motivation for many users to visit WeChat. According to Tencent Zhiku's survey on WeChat users' daily online activities and usage functions, browsing and posting to the friend circle is the most popular activity, with 58% of respondents doing so; sharing pictures, voice messages and videos is the second most popular activity, with 53% of respondents doing so.

Tencent Zhiku also investigated the most popular content in Moments, and respondents said that pictures and text were the most popular, accounting for 50%. Short videos were also very popular, accounting for 45%.

Understanding Chinese consumers’ preferences for content is very important for advertisers, especially since WeChat released some new features in January 2015, allowing companies to launch Moments. In a May 2015 AdMaster survey of Chinese WeChat users, 72% of respondents said they liked or very much liked Moments ads.

199IT.com Originally compiled from: eMarketer. Please do not reprint without authorization