Analysis of Chinese social media core user data in 2015

2015 may go down in the history of China's media development, because in this year, Chinese users spent more than half of their time on digital media, surpassing traditional media in one fell swoop.

Along with this, advertising is further shifting from traditional media to new media. Online media has become the largest media in terms of advertising revenue, and the revenue share of online advertising, especially mobile advertising, will continue to grow in the future.

At present, social media is still the most active and promising field in new media. In 2015, with the time spent on digital media surpassing that on traditional media for the first time, social media also showed its unique platform development attributes and changes in user usage habits.

Below, Media 360 has combined the "2015 China Social Media Development Report" released by Kantar, the "2015 WeChat Platform Data Research Report" released by Tencent Penguin Intelligence, and the "2014 Weibo User Development Report" released by Sina to paint a general outline of the development of social media in 2015.

Time spent by Chinese users on various media

According to the latest report from eMarketer, in 2015, Chinese users spent a total of 6 hours and 8 minutes per day on all media.

Among them, the time spent on digital media has reached 3 hours and 5 minutes per day.

Traditional TV usage has dropped to 2 hours and 40 minutes per day.

The radio is down to 11 minutes,

Print media fell to 11 minutes (newspapers fell to 10 minutes and magazines fell to 1 minute).

Penetration rate of various media

In 2015, the penetration rate of traditional TV among Chinese adults aged 18 and above reached 94.8%, far ahead of other media. However, the usage time is slowly declining, indicating that the TV on rate is gradually decreasing.

The penetration rate of PC Internet users is 46%, the penetration rate of smartphone users is 43.1%, and the penetration rate of non-smartphone users is 42%.

The compound annual growth rate (CAGR) of print media (newspapers and magazines) from 2011 to 2015 was -7.4%, of which the CAGR of newspapers was -5.1% and the CAGR of magazines was -7.4%. In comparison, magazines fared worse than newspapers.

Social Media Data Overview

According to the 2015 China Social Media Development Report released by Kantar, social media users are growing rapidly and becoming more mainstream. The percentage of social media users among urban residents has increased from 28.6% in 2013 to 34% in 2014.

The age structure of social media users is diversified: those born in the 1990s have become the largest group, and the shares of those born in the 1970s, 1960s, and 1950s have all increased to varying degrees.

The geographical distribution of social media users has become diversified: the proportion in first-tier cities has decreased, while second-tier, third-tier and fourth-tier cities have all increased to varying degrees.

The educational level of social media users is diversified: the proportion of those with higher education has slightly decreased, while the proportion of those with primary education has increased.

Mobile social networking has become a mainstream trend, and media with mobile attributes are more popular among social media users.

The online behaviors of social media users of different generations are as follows:

At present, WeChat has surpassed QQ Space to become the most widely used social application among netizens.

In 2013, Weibo had an advantage in originality, while in 2014, WeChat took the lead.

The interaction among social media users has decreased, and the proportion of simply browsing information continues to increase.

The purpose of social media users is weakening, and obtaining news, sharing feelings and obtaining practical information are still the main demands of people using social media. In addition, social media users pay more attention to the protection of privacy in social interaction and reduce interaction.

WeChat

According to the "2015 WeChat Platform Data Research Report" released by Tencent, the combined monthly active user numbers of WeChat exceeded 468 million.

Among WeChat users, the ratio of male to female users is 64.3%:35.7% (about 1.8:1), and the users are mainly male.

WeChat users are generally young, with an average age of 26. 97.7% of users are under 50 years old. 86.2% of users are between 18 and 36 years old.

The vast majority of WeChat users come from four occupations: corporate employees, freelancers, students, and public institution employees.

WeChat has become an important part of people's lives. 25% of WeChat users open WeChat more than 30 times a day. 55.2% of WeChat users open WeChat more than 10 times a day.

WeChat is a powerful social tool for Chinese users. Nearly half of active users have more than 100 WeChat friends. 62.7% of WeChat users have more than 50 friends.

The scale of daily consumption directly driven by WeChat has reached 11 billion yuan (US$1.76), of which entertainment consumption is the largest expenditure, with a scale of 5.891 billion yuan (US$943). The proportions of each part are as follows: entertainment 53.6%; public platform 20.0%; shopping 13.2%; travel 11.3%; catering 2.0%.

Official accounts are one of WeChat's main services, with nearly 80% of users following WeChat official accounts. Corporate and media public accounts are the main focus of users, accounting for as high as 73.4%.

The proportion of users following WeChat public accounts: 29.1% self-media; 25.4% certified media; 20.7% no followers; 18.9% corporate merchants; 5.9% marketing promotion.

The main purpose of users following public accounts is to obtain information (41.1%), while it is to facilitate their lives (36.9%) and to learn knowledge (13.7%).

Among the popular WeChat subscription accounts, entertainment, health and lifestyle, news and information, and beauty and fashion account for 80% of the total content. In addition to daily posts, 42% of subscription accounts also interact with fans through micro-communities or micro-discussion functions. Among them, entertainment content is the most popular among WeChat users.

Weibo

According to the 2014 Weibo User Development Report, as of September 30, 2014, Weibo's monthly active users (MAU) had reached 167 million. The age structure of Weibo users is relatively balanced: from the age ratio of monthly active users, users aged 19-35 account for 72% of the total number of monthly active users, and those born in the 1980s and 1990s are the main active users of Weibo, and there is a relatively obvious growth trend of younger users.

Among Weibo's monthly active users, male users account for a large proportion, reaching 60.9%, while female users account for 39.1%.

From the provincial distribution, it is not difficult to see that users are densely distributed in Beijing, Shanghai, Guangzhou, Jiangsu and Zhejiang. From the regional distribution, there are more active Weibo users in East China and South China.

The proportion of highly sticky users remained the same, while the total number increased: From the perspective of user logins throughout the year, the proportion of highly sticky users with an average monthly login number of more than 15 days remained basically the same as in 2013 at 32.11%.

The proportion of low-stickiness users has dropped significantly: the proportion of users who have logged in for one day has dropped significantly, and the overall stickiness of Weibo users still maintains a good upward trend.

It is not difficult to see from the data of blog posts posted by Weibo users every day that Weibo users' blog posting behavior is mainly concentrated in the general user activity time (between 6 am and 12 pm), and the peak point of blog posting is in the evening, among which between 10 pm and 11 pm is the peak time for users to post blogs.

According to the "2015 China Social Media Impact Report", in addition to being keen on discussing entertainment and social opinion information on Weibo, netizens also focus on obtaining and interacting with personal life information.

The most popular keywords mainly revolve around entertainment and social opinion topics. Entertainment keywords include popular TV shows, celebrities, online video sites, etc. Social opinion keywords include environment, safety, illegality, etc.

Conclusion : In 2015, driven by the "Internet +" action plan, new media accelerated its penetration into the entire industry. Social media is one of the representatives of this wave and a force that cannot be ignored. A wave of change that started online and in the palm of your hand is profoundly changing every aspect of our lives and productivity. Among them, social media has established a strong influence and ecological cohesion, and its exploration of new areas has never stopped.