Penguin Intelligence: China's mobile payment and social media usage survey

199IT original compilation

According to Tencent data from August, mobile payments in China tend to be more male-centric.

It is reported that 8/10 of the users who used Tencent mobile payment in August were male.

When it comes to spending, the trend is even more pronounced among men: men account for 85% of all mobile payment transactions.

An Ipsos survey in June 2014 found that Chinese men and women are both concerned about various issues with mobile payments. Male respondents are more concerned about transaction security, but the difference between men and women is very small.

In August 2015, Tencent Penguin Intelligence conducted a survey on the use of mobile payment by netizens in different regions of China. The use of mobile payment in first-tier and second-tier cities is basically the same, with three-quarters of netizens using mobile payment; however, the penetration rate is lower in third-tier cities; and the penetration rate in fourth-tier cities and rural areas drops to 57.7%.

Respondents in fourth-tier cities and rural areas were the least interested in trying mobile payments, accounting for 14.6%.

In terms of social media, even though Facebook has not yet entered China, Chinese social media is very large. According to eMarketer's forecast, there are nearly 500 million Chinese social network users, and the amount of social sharing is huge.

According to a survey by Tencent Penguin Intelligence, many social sharing activities contain users' personal thoughts. Among netizens aged 20 and below, 41.0% share their thoughts through social media. Among netizens aged 20 and above, 36.8% share their personal thoughts through social networks.

Across content types, younger users were more likely to share more than users 20+, but the difference was very small.

For both groups of users, photos of daily life are the second most shared content, followed by food and travel experiences. Among netizens over 20 years old, jokes are the third most posted content.

Older respondents were more likely to share useful information, at 18.7%, compared with just 11.3% of younger respondents.

For brands hoping to reach out to users on social media, practicality clearly has little appeal to younger consumers.

Older consumers are also less likely to share gaming content, preferring media articles instead.

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