Netpop | Connect Social Networkers China 2008 Teaser

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Information about Netpop | Connect Social Networkers China 2008 Teaser
Technology

Published on December 18, 2008

Author: Netpop

Source: slideshare.net

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Summary of Netpop Research's 2008 China Social Networking report. Go to www.netpopresearch.com for the full version!

中国社交网用户分析 Social Networkers China Who they are and what they mean for next generation advertising 他们是谁?他们对未来广告营销意味着什么? Flickr photo by: D’Arcy Norman | Connect

Social media is not a “new and growing” phenomenon in China – it is the standard way of being online 社交媒体在中国早已悄然成长 — 它是一种重要的网络应用 In fact, the amount of talking and sharing online in China far exceeds that of the United States 事实上,中国网民在使用互联网进行聊天、分享上已远远超过了美国 Netpop Research, LLC Netpop | Connect Social Networkers China 2008 2

Social networking is among the more recent forms of social media to take hold in China 社交网站是社交媒体在中国新近存在的形式之一 Yet 46 million Chinese are now contributing regularly to the singular, intimate posts on social networking sites 目前,定期使用社交网站发布各样信息的网民在中国已有四千六百万 目前 定期使用社交网站发布各样信息的网民在中国已有四千六百万 Netpop Research, LLC Netpop | Connect Social Networkers China 2008 3

This figure is already 15% higher than in the U.S. – where 40 million people use social networking sites 这个数字高出美国15% — 美国仅有四千万社交网用户 … yet social networkers still represent a smaller proportion of the total Chinese broadband population (24% compared to 29% in the U.S.) US) 但是,中国的社交网用户在宽带网民中所占的比例 相对较小(24%,而美国有29%) Netpop Research, LLC Netpop | Connect Social Networkers China 2008 4

Among the young urban professionals who make up China s broadband make-up China’s population, social networking offers a way to: 对于中国宽带网民中的都市年轻专业人士来说,社交网站使他们能够: E d th i t Expand their network of friends and contacts k ff i d d t t 拓展交际圈 Advance their careers and business interests 增进工作兴趣 Share their expertise, enhancing their reputations 分享专业知识,从而提升知名度 分享专业知识 从而提升知名度 Netpop Research, LLC Netpop | Connect Social Networkers China 2008 5

Given the integral role of social networking in the daily lives of China’s young digital elites 考虑到社交网站在中国年轻的数字精英日常生活中所占比重, … marketers cannot underestimate, let alone ignore, the importance of reaching Chinese consumers in new ways 市场营销人士不应忽视或低估以新方式影响中国消费者的重要性 Netpop Research, LLC Netpop | Connect Social Networkers China 2008 6

This Netpop report examines the users who, through the vein of social networking, are influencing global changes 此份Netpop报告,以网络社交为脉络,分析了其用户 … both in the way consumers behave and the way purchase decisions are made 在消费行为以及如何做购买决定方面的与众不同之处 Bring on the Social Networkers of China 敬请阅读《中国社交网用户》 Netpop Research, LLC Netpop | Connect Social Networkers China 2008 7

The Social Landscape Netpop Research, LLC Netpop | Connect Social Networkers China 2008 8

Almost all (92%) broadband users in China are active contributors to the Web via social media 192 Million Chinese Broadband Users age 13+ 13 Contributors: 92% (177 million) Non- Contributors: Upload audio 8% Upload video (15 million) Post to a wiki Publish a blog Upload photos Upload podcasts Publish a website Tag articles, videos Post to a micro-blog Send/forward emails Live in a virtual world Post to a blog, forum Rate or review a product Base: All respondents N=4269 Share files in P2P network Use SN sites/publish personal page Netpop Research, LLC Netpop | Connect Social Networkers China 2008 9

Approximately 46 million Chinese regularly contribute through social networking sites … 192 Million Chinese Broadband Users age 13+ 13 Contributors: 92% (177 million) Social Non- Networkers: Contributors: 24% Upload audio 8% (46 million) Upload video (15 million) Post to a wiki Publish a blog Upload photos … approximately 6 million more than in Upload podcasts the United States Publish a website Tag articles, videos Post to a micro-blog Send/forward emails Live in a virtual world Post to a blog, forum Rate or review a product Base: All respondents N=4269 Share files in P2P network Use SN sites/publish personal page Netpop Research, LLC Netpop | Connect Social Networkers China 2008 10

Xiaonei and 51.com duel for supremacy among Chinese social network brands 192 Million Chinese Broadband Users age 13+ Contributors: Among CN Broadband Users: 92% 8% use Facebook CN (177 million users) 10% use MySpace CN 23% use Xiaonei 19% use 51 com 51.com Social 12% use Kaixin001 Networkers: 24% 23% (46 million users) 19% 12% 10% 8% Netpop Research, LLC Netpop | Connect Social Networkers China 2008 11

Among community sites, QQ retains the highest ratio of regular users among those aware of the site (Multiple colors) Percent among China broadband users who are aware of site Percent who use site regularly Top Community Sites among Ratio of regular users among those aware of site Those Employed: QQ 90% Soufun 73% 66% ChinaRen 72% Xilu Tianya 25% 35% MOP 63% Groups.Google.com ChinaRen 19% 30% Xici 24% 63% 15% Top Community Sites among 51.com 30% 63% Women: 19% 38% 61% Spaces.MSN p Xiaonei.com Tudou 23% Soufun Yahoogroups 27% 56% 15% Kaixin001 Groups.Google.com 26% 54% 14% 19% 54% Top Community Sites among MySpace CN 10% Higher Income Earners 58.com 22% 51% 11% Flickr Facebook CN Kaixin001 24% 50% Soufun 12% % Xilu Facebook CN 18% 44% 8% Base: All respondents Netpop Research, LLC Netpop | Connect Social Networkers China 2008 12

Summarizing the differences across brands, unique profiles come to light Facebook CN users are the “elites” among Chinese netizens. Facebook CN Users They are highly educated Online Insiders; highly connected, y g y ; g y , and use a variety of devices and modes to communicate MySpace CN users are netizens from a wide range of age MySpace CN Users g p (teens to 40+), who have lots of interests, and use groups ( ) many devices and modes to communicate Xiaonei is where users go to connect with fellow college Xiaonei Users students and alumnae. Most are single, full-time students d 18-29 h aged 18 29 who access th web f the b from mobile d i bil devices 51.com users are mostly men with lower incomes. While 51.com Users they spend more time online on weekends, they tend to connect with fewer people and on fewer devices Kaixin001 is the only site compared in this report with a Kaixin001 Users higher proportion of women, many of whom work full-time. They are highly connected and are heavy users of blogs. Netpop Research, LLC Netpop | Connect Social Networkers China 2008 13

Now that you have been introduced to Netpop | Connect and Social Networkers, we hope you are interested in learning more To purchase the full report go to www.netpopresearch.com Topics covered in the full report include: p p Demos: age, gender, employment, marital status Number people connect with in typical week Social Networkers and Non- Modes of communicating online Contributors Average hrs. spent online per weekday, weekend day Digital devices used to access the internet Netpop attitudinal segmentation Facebook, MySpace, Xiaonei, Products purchased or planned for purchased 51.com and Kaixin001 users Monthly online spending Sources used to make purchase decisions Implications for online advertising Netpop Research, LLC Netpop | Connect Social Networkers China 2008 14

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