What people say about social media · Overlap analysis of WeChat, iQIYI and Taobao app users...
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By Li Yan, General Manager Media and Consumption Behaviour Research department of CTR What people say about social media
Transcript of What people say about social media · Overlap analysis of WeChat, iQIYI and Taobao app users...
By Li Yan, General Manager
Media and Consumption Behaviour
Research department of CTR
What people say about social media
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Global TGI：including almost 70 countries and
regions
Oceania
Australia
New Zealand
Europe Azerbaijan Bulgaria Sweden
Czech Republic Demark Finland
France Germany UK
Greece Hungary Israel
Italy Montenegro North Ireland
Norway Poland Portugal
Russia Serbia
Slovak Republic Slovenia Spain
Croatia Turkey Ukraine
Middle East & Africa Algeria Bahrain
Egypt Iran
Jordan Kenya
Kuwait Lebanon
Qatar South Africa
Saudi Arabia Syria
Tanzania Uganda
United Arab Emirates
North America
Canada USA
Latin America Argentina Brazil
Chile Puerto Rico
Dominican R. Colombia
Ecuador Mexico
Peru Venezuela
Asia China HK
India Indonesia
Japan Korea
Malaysia Philippine
Singapore Taiwan
Thailand Vietnam
Sri Lanka
China
US
UK
France
Brazil
54,052
countries Sample respondents
Last month
3
11,224
10,005
24,821
15,397
Last month
Last month
Last month
Last month
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Major social media penetration of different countries in the last month（%）
56
62
36
50
58
China US UK France Brazil
Data Source：2015 Global TGI
Notes：Chinese major social media are WeChat and Weibo. Other countries are
Facebook and Twitter.
US has highest social media penetration
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Male
Female
54%
58%
56%
67%
34%
37%
48%
53%
55%
60%
Major social media penetration in different countries (by gender,%)
Data Source：2015 Global TGI
Notes：Chinese major social media are WeChat and Weibo. Other countries are
Facebook and Twitter.
Compared with males, females use social media
more often
By Li Yan, General Manager
Media and Consumption Behaviour
Research department of CTR
Who are social media users
in China and the US?
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CTR Chinese netizen behaviour analyzing platform
@Smart DMP
US mobile app user behaviour monitoring platform
Sample size
18,500
Mobile operating system
100%
Monitoring period
2015.10.01-31
Sample size
6,058
Mobile operating system
90% 10%
Monitoring period
2015.10.01-31
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The percentage of people who used the following mobile apps
(Oct, 2015)
87.1%
China
83.9%
US
Social media penetration rate very close, both
exceeding 80%
Sample volume： China WeChat 18,500; U.S. Facebook 6,058
Monitoring period：2015.10.01-31
Usage per user per day
14.3 15.2
13.3
17.7
20.6
18.9
0
5
10
15
20
25
Post 90s+ Post 80s Post 70s
US Facebook China WeChat
Startups per user per day：The average number of times each user open the app in the day he/she
using it
US users open social media app more frequently
than Chinese
Sample volume：China WeChat 18,500；US Facebook 6,058
Monitoring period：2015.10.01-31
Total 17.9
Male 17.0
Female 18.5
Total 14.5
Male 14.2 14.9 Female
9
10
Average time per user per day (min)
Male
37
50 45
32
56
38
0
10
20
30
40
50
60
Post 90s+ Post 80s Post 70s
Total
Average time of use per user per day ：The average time each user spend using the app in the day
he/she using it
Sample volume：China WeChat 18,500； U.S. Facebook 6,058
Monitoring period：2015.10.01-31
43
48
32 Female 52
Chinese users spend more time per day on social
media app than US users
Total
53 45 Male Female
US Facebook China WeChat
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64.8%
Overlap
34.0%
Overlap
26.2%
Overlap
Overlap analysis of WeChat, iQIYI and Taobao app users (mobile,%)
25.6%
Overlap
China: User overlap ratio between social media
and e-commerce is the highest
Sample volume：China WeChat 18,500；U.S. Facebook 6,058
Monitoring period：2015.10.01-31
WeChat WeChat WeChat
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37.9%
Overlap
Overlap analysis of Facebook, Amazon and YouTube app users (mobile,%)
60%
Overlap
34.3%
Overlap
US: User overlap ratio between social media
and online video is the highest
Sample volume：China WeChat 18,500；U.S. Facebook 6,058
Monitoring period：2015.10.01-31
18.5%
Overlap
