Welcome Mandy Pooler, Director - Kantar China Insights · discussed buzzwords. 0s 80s liked to talk...

Mandy Pooler, Director

Welcome

Kantar is…

ADVERTISING & MEDIA

BRANDING & IDENTITY &

SPECIALIST COMMUNICATIONS

PR &

PUBLIC AFFAIRS DATA INVESTMENT MANAGEMENT

HEALTHCARE

DIRECT &

DIGITAL

3

Kantar is…

13 COMPANIES

100 COUNTRIES

28,500 + PEOPLE

4

Kantar in China

In China, Kantar employs nearly 1,400 professional researchers

covering Beijing, Shanghai, Guangzhou, Wuhan, Chengdu and

Fuzhou.

The company aims to help its global customers launch businesses in

China and to support Chinese enterprises as they expand globally.

5

• Added Value

• CIC

• CTR

• Kantar Health

• Kantar Media

• Kantar Retail

• Kantar Worldpanel

• Millward Brown

• The Futures Company

• TNS

Claire Martin, Head of Content

Kantar China Insights

Kantar China Insights – cn.kantar.com

7

Kantar China Insights offers journalists an instantly accessible free database

of deep statistics and expert commentary on business, tech and consumer

issues.

China Social Media Impact 2014

Tian Tao, Vice President

CTR Market Research

Difference between social media

users and urban resident in China

10

CNRS-TGI is China's largest continuous survey on urban residents

China National Resident Survey

• CNRS-TGi covers 60 cities with an annual sample size of nearly

100,000, representing a population of 180 million urban residents

• CNRS-TGi provides single source continuous data of tier 1-4 city

residents in China on their product consumption, media habits and

lifestyles

• TGi is available in over 60 countries in the world

• Date period: March – August 2013

• City coverage: 60

• Sample size: 53,700

CNRS-TGI City List

Tier 1 cities (4) Beijing, Shanghai, Guangzhou, Shenzhen

Tier 2 cities (20) Harbin, Dalian, Shenyang, Tianjin, Nanjing, Hangzhou, Ningbo, Suzhou, Wuxi, Wenzhou,

Xiamen, Jinan, Qingdao, Fuzhou, Foshan, Wuhan, Changsha, Chengdu, Chongqing,

Xi’an

Tier 3 cities (12) Changchun, Shijiazhuang, Taiyuan, Hefei, Nanchang, Haikou, Nanning, Zhengzhou,

Guiyang, Kunming, Urumqi, Lanzhou

Tier 4 cities (24) Anshan, Tangshan, Baoding, Hohhot, Xuzhou, Changzhou, Weifang, Zhuhai, Zhongshan,

Jiangmen, Dongguan, Huizhou, Xiangfan, Mianyang, Xining, Yinchuan, Nantong, Jinhua,

Shaoxing, Weihai, Quanzhou, Zhaoqing, Leshan, Yibin

11

12

Netizen refers to people who used Internet yesterday

Social media user refers to people who used social media through computer or mobile terminal yesterday

Data resource：CNRS 2013.3-8 60 cities

Percentage of netizens among all urban residents (%)

65%

43.8%

Percentage of social media users among all netizens

Behaviour netizens (people who used the Internet yesterday)

18.2

27.9 21.4

16.8 15.6

28.8

44.8

19.9

5.5

1.1

1990s 1980s 1970s 1960s 1950s orearlier

Total City Residents

Social Media Users

Social media user profile: younger with higher education level and

higher percentage of singles

Dividing line

Age Distribution – by Decade

Respondents were born in (%)

43.3

社交媒体用户居民总体

Percent with Bachelor’s

Degree or Higher (%)

29.5

48.6

66.1

47.8

City Residents Total Social Media Users

Others

Married

Single

Marital Status (%)

25.4

+10.6

+16.9

-11.3

-14.5


13

65

84.6

80.5

38.2

50.2

13.6

100 88.7

73.8

56.4

44.4

14.8

Internet OOH TV Magazine Newspaper Radio

Total Urban Residents

Social Media Users

Social Media users favour fashionable new media


Note: all data refer to daily reach except for magazine’s monthly reach

+35 +4.1

-6.7

+18.2

-5.8

Media Habits of Social Media Users (%)

14

17.5

Yesterday’s Online Activity:

Shopping

Tier 2 cities: Internet is a ‘tool’ that makes

life easier

Usually Use Internet When

Outdoor on the Go

41.6

Tier 1 Cities

Tier 2 Cities

Tier 3 Cities

Tier 4 Cities

19.5 21.1 20.2

Tier 1 cities: Internet is like oxygen,

something one can’t do without

20.3

19

25.3

Internet usage behaviour differs by city tiers


Tier 1 Cities

Tier 2 Cities

Tier 3 Cities

Tier 4 Cities

15

Tier 3 cities: Internet is an

entertainment platform

Yesterday’s Online Activity:

Watching Online Videos

43.9

55.2

48

43.2

75.9

72.2 72

62.3

Tier 4 cities: Internet is a ‘chatting tool’

Yesterday’s Online Activity: Text or

Voice Chatting

Tier 1 Cities

Tier 2 Cities

Tier 3 Cities

Tier 4 Cities

Tier 1 Cities

Tier 2 Cities

Tier 3 Cities

Tier 4 Cities


Internet usage behaviour differs by city tiers

16

Social media users work less and are less able to handle stress

17

Source：CNRS 2013.3-8 60cities

44 Working Hours 44.5 Working Hours Average hours

worked per week

Urban Residents Total Social Media Users

62.5% 58.1% Agree ‘Too many things

in life make me feel very

stressed’

44.6% Agree ‘Not enough time

to do everything I would

like to do well in life’ 47.6%

Social media users indulge in ‘virtual world’ and are not lonely in the real

world

18

Travelling is a way to

‘escape from real life’

（INDEX)

Often playing RPG online

games（INDEX)

Agreement with ‘For me, text

exchanges is as meaningful

as phone calls’（INDEX）

Social media users tend to

agree with the statement ‘I

have friends of diverse types’

Lifestyle of social media users

Compared with urban

residents, social media users

tend to watch movies with

colleagues/classmates and

friends

8.6

Hours

Social media users usually

spend 8.6 hours on OOH

leisure entertainment per

week while urban residents

spend 7.7 hours only.

110

192

174

109

191


OOH = Out Of Home

29.2

34.5

23.1

16.5

21.1

14.5

14.3

20

13.2

9.6

9.8

18.6

Read fashion magazine regularly

Have tablet PC

Have used perfume in P12M

Go to GYM at least once permonth

Have conducted onling shoppingyesterday

Agree 'I don't care if food isgenetically modified or not'

Social Media Users Urban Residents Total

Social media users are all-round fashionistas

19

Social Media Users

Urban Residents Total

120

80

80

120

I like to keep up with

the latest fashions

（INDEX)

I try to

keep u

p w

ith

develo

pm

en

ts in

technolo

gy

(IND

EX

) 100

Consumption and magazine readership

by social media users（%）


Social media users are more concerned about spiritual pursuit

20

Intend to take

education/training program

next year

Entertainment preferred by

social media users most is

watching a movie

They travel because of ‘new

experiences’ such as:

education aid programmes,

interests or adventures

120

80

80

120

I consider myself to have a

belief

（INDEX)

I am

inte

reste

d in

oth

er c

ultu

res

(IND

EX

)

100

Social Media Users

Urban Residents Total

180

204

212

Lifestyle analysis of social media

users（INDEX）


Social media users are….?

• Having shorter working hours and weaker ability to handle pressure

• Young, single and with high education

• Users in Tier 1 cities need Internet everywhere while users in Tier 2 cities

use Internet as tool. Users in Tier 3 cities treat Internet as a way to have fun

while those in Tier 4 cities use Internet as communication platform.

• Tend to use new media

• Looking forward to enriching both virtual and real life

• All-round fashionistas

• Flamboyant and emotional

• Have plenty of spiritual needs

21

Sam Flemming, Founder and CEO CIC

80s and 90s keywords highlights

23

Who is CIC? Turning chatter into business intelligence

• Founded in 2004; social media technology,

experience & expertise

• 150+ employees, including 60+ engineers

and 70+ experienced analysts

• Over 75 retainer relationships with Fortune

1000 companies.

CIC is China's leading social business intelligence provider, enabling enterprise to

fully leverage the power of social media and Internet Word of Mouth (IWOM)

intelligence across the organisation.

http://www.seeisee.com/sam/2007/10/29/p381

Social Media is the Pulse of China

24

Social Media both reflects and influences Chinese consumers

25

Netizens created Singles Day

26

Singles Day now nets online retailers almost $6 billion/year

2013 online sales:

$1.2 billion

2013 online sales:

$5.75 billion

Source: ComScore Black Friday online sales hit $1.2 billion, with Amazon the top retailer. 1111 equals $5.75 billion as China sets

singles day online sales record.

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Research objectives

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• Develop a deeper understanding of 80s and 90s consumers’ by

analyzing their hot topics and buzzwords via systematic analysis

of millions of tweets from Sina Weibo.

Research targets

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80s:

The members of generation born

between 1980 to 1989. Most have

entered the work place and are

married, and thus they have stronger

financial power with more responsibility

towards family.

90s:

The members of generation born

between 1990 to 1999. Most of them

are still in school and live with their

parents with less disposable income.

Research methodology

30

Data Calculation

Data Collection:

3 million tweets

from 8000 netizens

Data Categorisation

Automatically calculate category share according to buzz

incidence

Automatically categorize selected key words

Pick top 500 meaningful key words among tweets posted by

80s and 90s respectively (total 8,000 netizens. 4,000 for 80s

and 90s each), from Sina Weibo. Total 1,785,648 tweets for

80s and 1,296,984 tweets for 90s. Data period is Jan. to

Aug. 2013.

80’s profile with ‘post 80s’ (80后) tag 90’s profile with ‘post 90s’ ’ (90后) tag

31

Overall sentiment: Both 80s and 90s displayed overwhelmingly positive

attitude on Sina Weibo. 80s were marginally more optimistic compared

with 90s.

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Positive 72%

Negative 28%

90s Overall Sentiment

Positive 76%

Negative 24%

80s Overall Sentiment

Base : Total buzz incidence of sentiment of 80s on Sina Weibo between Jan 2013 – Aug 2013 is 1,336,316; of 90s is 932,726

General topics overview: Recreation and emotion were the top 2 hot

topics for both 80s and 90s on Sina Weibo. The 80s are more

concerned with food and health & beauty.

33

Recreation 40%

Emotion 27%

Work & Study 14%

Food 10%

Health & Beauty

7%

Politics & Social affairs

2%

90s hot topics

Recreation 30%

Emotion 29%

Food 14%

Health & Beauty

13%

Work & Study 12%

Politics & Social affairs

2%

80s hot topics

Base : Total buzz incidence of top 500 meaningful keywords mentioned by 80s on Sina Weibo between Jan 2013 – Aug 2013 is 2,935,214;

mentioned by 90s is 1,789,573

Health & Beauty: Beauty topics were more frequently talked by 80s

than by 90s.

34

Health & Beauty key word cloud Health & Beauty topic angles

90s 90s had skincare problems

such as pimple. Hair care is

a bigger concern for the

young 90s.

Health 62% Skincare

18%

Haircare 11%

Makeup 9%

80s 80s talked more about

skincare and makeup topics

such as sunscreen,

cosmetics and perfume due

to strong desire to upkeep

personal image and bigger

purchase power.

Base : Total buzz incidence of top 70 health & beauty meaningful keywords mentioned by 80s on Sina Weibo between Jan 2013 – Aug

2013 is 395,693; mentioned by 90s is 134,791

Health 44%

Skincare 28%

Makeup 22%

Haircare 6%

Topic Angle – Brand: Consumer electronics brands accounted for over

half of both 80s and 90s’ brand related discussions.

35

Brand key word cloud

Consumer Electronics

62% Online Shopping

12%

Social Platform

7%

Makeup 6%

Others 13%

Brand topic angles

Consumer Electronics

57% Social

platform 16%

Music&Video 8%

Online Shopping

7%

Others 12% 90s

Social platform brands such

as Renren and QQ were

popular among 90s. Video

and music platforms such

as Youku and Yinyuetai

were also frequently

discussed buzzwords.

80s 80s liked to talk about

online shopping such as

etailer brands JD.COM,

Taobao and Tmall. They

also talked about makeup

brands such as Avène and

Lancome.

Base : Total buzz incidence of top 36 brands meaningful keywords mentioned by 80s on Sina Weibo between Jan 2013 – Aug 2013 is

327,716; mentioned by 90s is 125,048

Work & Study: 80s talked more about their work, while 90s talked more

about study.

36

Work & Study key word cloud Work & Study topic angles

Work 39%

Study 61%

90s Study related buzzwords

like teacher, college

entrance exam, English had

much higher share in 90s’

topics.

80s Job benefit, boss, listed

company and establishing a

business were work related

buzzwords for 80s. Pressure

and project started to

become important in the

80s. Reading was the

keyword in study category.

Base : Total buzz incidence of top 72 work & study meaningful keywords mentioned by 80s on Sina Weibo between Jan 2013 – Aug 2013 is

364,274; mentioned by 90s is 245,750

Work 66%

Study 34%

Recreation: Video watching was the prime recreation activity mentioned

by both groups. Shopping ranked 2nd for 80s and astrology ranked 2nd

for 90s.

37

Recreation key word cloud Recreation topic angles

Video 29%

Astrology 18% Music

16%

Shopping 14%

Travel 4%

Photography 3%

Others 16%

90s 90s liked to watch videos,

MV and concert during

casual time. Astrology signs

received much mentioning.

80s 80s talked more about

traveling and shopping for

they had more disposable

income, and thus hotel,

shopping and supermarket

became buzzwords for

them. They also talked

about specific popular movie

stars such as Kevin Cheng(

郑嘉颖).

Base : Total buzz incidence of top 170 recreation meaningful key words mentioned by 80s on Sina Weibo between Jan 2013 – Aug 2013 is

873,442; mentioned by 90s is 711,592

Video 22%

Shopping 20% Astrology

18%

Travel 8%

Music 6%

Photography 4%

Others 22%

Takeaways

38

• Social Media both reflects and influences Chinese popular and the national

conversation

• By systematically listening to social media, brands and marketers can both better

understand consumers while at the same time identifying opportunities to engage

and influence them

• Through the analysis of millions of their tweets, we find that the 80’s and 90’s

generation have certain shared interests and attitudes, including general positive

sentiment, interest in consumer electronics and video.

• We also find that there are some differences including 80’s greater interest in

skincare and shopping and 90’s greater interest in astrology and music.

• Brands and marketers should leverage social intelligence to develop more targeted

communication strategies for these key demographics

Sophie Shen, General Manager

CTR Media & Consumption Behaviour

Online survey of social media users

40

How does social media influence our lives?

41

Guess the score…

Has social media made

life better or worse?

42

iCTR

@panel Online panel

200,000 Active samples

10.0%

60.2%

21.6%

8.2%

20 or younger 21-30 31-40 older than 40

52.5% 47.5%

Gender

Age

Survey background

China

Internet

Users

12,221

samples

Real-name

survey

Two weeks

43

Data source: China’s social media user attitude survey, n=12221

Sampling error: ±0.9% under 95% confidence level

Sampling

error:

±0.9%

QQzone, WeChat and Weibo top three social media. Original content

makers prefer Weibo, while interactive users prefer WeChat

44

54.4

52.3

Weibo

WeChat

Often post original content

68.2

76.0

Weibo

WeChat

Comment, interact and ‘like’

Frequently used social media types %

72.5

64.5

58.8

25.4

24.3

21.1

7.0

6.9

QQzone

WeChat

Weibo

Renren

Forum/BBS

Youku

Douban

Others



45

Social media personality types

Ultras 29.4%

Regulars 35.1%

Dippers 28.8%

Detachers 6.7%

Ultras: Use social media whenever there

is free time, very dependent

Regulars: Use social media at fixed time

of day (e.g. during commute, lunch break

or evening)

Dippers: Use social media only when

need to complete some task

Detachers: Rarely use, dispensable



Most Chinese netizens are social media followers

46

Tend to ‘lite interact’ rather than post original content or repost

Only browsing without

commenting or interacting

39%

Post original content

13%

Repost 14%

Comment, interact and

‘like’ 34%



Social Ultras usually ‘lite interact’

Social Regulars more likely to post original content

Social Dippers repost or simply browse

47

38.3

35.6

22.1

4.0

20.2

35.4

37.3

7.0

26.5

28.5

34.3

10.7

Browse info only, no comment and

interactivity Post original

content Comment, interact,

‘like’

Ultras

Regulars

Dippers

Detachers

24.1

52.8

21.4

1.8

Repost



Browsing news, sharing feelings and obtaining practical information are

the main purposes for using social media

48

57.6

45.0

43.8

34.6

33.6

31.0

29.0

4.5

Acquire news info

Share your mood and daily life

Acquire valuable info for myself

Kill time

Seek value recognition and identification

Expand friend circle and make more friends

Communicating with family

Others

Main purposes for using social media %



Though social media users are concerned with privacy, they won’t give it

up to protect privacy

49

7.9 32.4 38.3 21.5

Attitude towards privacy when using social media %

Pro-social Pro-privacy

All social - no concern for privacy

Actively social -protecting only core privacy

Limited social - actively protecting privacy

No social posting - to protect privacy



WeChat vs Weibo

50

WeChat: close social

Weibo: public social

Classmates,

friends or

colleagues

76.3%

Classmates,

friends or

colleagues

69.6%

Family

47.2%

Family

40.6%

Public

25.3% Public

40.2%

51



WeChat Weibo

52

WeChat strong in networking, self expression and communicating with friends Weibo better for getting news, acquiring information about brands and organisations

0.0

20.0

40.0

60.0

80.0News/social issues

Communication with family,

friends and colleagues

Acquire practical

information/service

Share mood and self-

expression

Pay attention to news of

brands/companies/agencies

Make new friends

WeChat Weibo



Positive: Social media can help relieve pressure and make life more

convenient

53

67.2

48.3

35.8

28.9

16.7

9.5

Adjust my mood and relieve pressure of reality

Make my life more efficient and convenient

Expand my social circle

Solve difficulties of my life

Give me confidence and improve my social skills

Others

Positive influence of social media %



Negative: Less print book reading & privacy leak

54

52.8

39.1

30.8

26.2

25.4

22.6

16.5

14.2

10.8

Reduced print book reading

Lack of security or privacy

Negative impact on personal relationships

Sleep deprivation affects health

Make us detached and impulsive

Affected by some negative values online

Lack of concentration

Disturb people's regular life/work

No distress whatsoever

Worries brought by social media %



Distribution of users’ ratings

1.5

1.4

3.8

16.5

39.9

26.1

10.8

1

2

3

4

5

6

7

Distribution of ratings %

55



Average score of all users

56

Social media

makes my life

better

Social media

makes my life

worse

7-point scale, high score means social media makes our life better. Final score is converted to percentile.

Data source: China’s social network media user attitude survey, n=12221


73.4

Questions?

cn.kantar.com

[email protected]

Welcome Mandy Pooler, Director - Kantar China Insights · discussed buzzwords. 0s 80s liked to talk...

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