Here are all of the posts tagged ‘online’.
Get ready for some huge numbers, as our latest #SDMW report takes a comprehensive look at all the latest online stats from China.
China has been the world’s largest online market for some time now, but its growth shows no sign of losing momentum.
We’ve explored a wider variety of data than usual in this #SDMW report to give a full flavour of online behaviour and trends across China, so alongside the usual Social, Internet and Mobile stats, you’ll also find some amazing data on e-Commerce, m-Commerce and Location-Based Services.
Here are the headlines:
- China has 564 million internet users, and the country’s online population continues to grow at a rate of more than 4 million new users every month;
- There are at least 597 million active Social Media users in China, with Tencent’s QZone continuing to lead, both in terms of registered and active users;
- More than 1.1 billion mobile subscriptions have been activated in China, and China’s citizens activate 4 new subscriptions every second, driving growth of 10 million new subscriptions every month;
- Mobile internet continues to dominate in China, with more than 400 million people across the country accessing internet services from their phones.
These staggering numbers give a sense of the scale of the online environment in China, but it’s only when we put the numbers in perspective that they start to have meaning.
A large part of China’s appeal to digital marketers lies in the sheer size of its population: if you took just 1 second to say hello to each of the country’s 1.34 billion people, it would take you more than 42 years to greet the whole nation.
The population is still growing too, albeit not as fast of some of its Asian neighbours.
China’s citizens are also slightly older than their Asian neighbours, with the media age of the population sitting in the mid 30s.
The Internet In China
China’s internet users outnumber the entire population of Western Europe, and continue to grow at a rate of 1.6 new users every second.
Much of the new growth is being driven by people from rural areas accessing online services for the first time via their mobile phones.
China now accounts for 51% of Asia’s internet users, and at 42%, online penetration in the country is well above the regional average of 29%:
Mobile is the primary internet access device for everyone in China, with 75% of the online population using their mobile phone for at least some of their internet activities.
China’s netizens spend an average of 3 hours per day online across all devices, with the most popular activities including:
- Instant Messaging (88%);
- Web Search (80%);
- Online Music (77%).
Online finance activities like internet banking and e-transactions lead the fastest-growing internet activities, and more than 220 million Chinese people now use these services in some form.
Social Media continue to be the hottest internet story in China, with active users numbers fast approaching 600 million – almost twice the total population of the USA.
China’s social media users spend an average of 46 minutes every single day accessing social media sites; added together, this means social media users spent at least 167 billion hours – some 19 million years of human time – on social media activities in 2012.
The country’s social media landscape is dominated by platforms operated by homegrown internet company Tencent.
Counting users on its Qzone, Tencent Weibo and Pengyou site, Tencent claims to host around 56% of the country’s active social media accounts, and QZone is home to at least half of Asia’s total social media population:
Weibo have been a real Chinese Social Media success story in recent months, and with more than half a billion registered users on Tencent’s Weibo service, it’s perhaps little surprise that weibo have garnered so much media attention both with China and abroad.
Moreover, 89% of China’s netizens have used a weibo at some time or other.
Active user numbers are a slightly different story though, with Sina’s Weibo service leads the weibo ctagory with almost 300 million active users:
The impressive growth of weibo were eclipsed in late 2012 though, with the explosion of one-to-one messaging services led by Tencent’s WeChat service.
With user numbers already in excess of 300 million, WeChat combines the convenience and intimacy of a messaging platform like WhatsApp and microblog-like ‘public posting’ features similar to those of weibo and Twitter.
WeChat is currently growing at a phenomenal rate, adding around 25 million users per month, the majority of whom are in China. Analysts are confident WeChat will add at least another 100 million new users in 2013.
More conventional instant messaging services continue to be ubiquitous in China too, with the country’s top platforms claiming more than 1.2 billion accounts. Tencent’s QQ service alone claims nearly 800 million users accounts.
In August 2012, 167 million of QQ’s accounts were online at the same time, setting a new record for the number of simultaneous users of the service. That’s more than the entire population of Russia.
Given all of this, the commercial opportunities offered by social media in China are clear, and extend well beyond the simple user numbers.
Two thirds of China’s social media users interact with brands in some way through social sites, and engage with an average of 8 brands each.
80% of the country’s social media users say they use these sites to search for information about products and brands, and almost 4 in 10 actively refer to their friends’ social media activities when making purchase decisions.
Social media use is also spread across age groups:
28% of weibo users actively search for brand information in weibo, and 50% of all weibo users claim to visit e-Commerce sites after noticing relevant information in weibo posts.
These numbers have inspired nearly a quarter of a million companies to set up a Sina Weibo account, and 25% of Fortune 500 companies – primarily companies based in the West – have a presence on China’s most active weibo platform.
72% of Sina Weibo’s users access the site via mobile devices, meaning the service’s contextual relevance has particular significance during active purchase occasions.
This contextual relevance extends to messaging apps too, and Tencent logs more than 700 million location-specific activities ever day via its QQ and WeChat services – that’s more than 8,000 every second.
Professional Social Networking is also on the rise in China, with more than 70 million people now using dedicated platforms to build their business networks:
The largest professional social network, Tianji, is growing at a rate of around half a million users every month, while LinkedIn has enjoyed some success in China too.
China’s mobile market continues to expand at an astounding rate, with 4 new subscriptions every second driving growth of more than 10 million new subscriptions every month.
Phones have become an integral part of Chinese citizens’ lives, with 70% claiming that they “can’t live without” their phone.
This may be due to the impressive functionality available on even relatively basic handsets in China:
It’s the mobile internet opportunities that we find most exciting though, and at 420 million users, penetration of mobile internet in China has already passed 30%.
China’s mobile internet browsers enjoy a variety of online activities from their handsets:
- News (62%);
- Web Search (46%);
- e-Books (44%);
- Weibo and Microblogs (41%)
The popularity of eBooks is of particular note; reading literature via mobile devices is hugely popular in China, and searches for eBooks topped the 2012 mobile search query rankings on China’s top search engine, Baidu.
China’s mobile users are still skewed towards younger age groups though, and 62% of the country’s subscribers are under 30:
You’ll find plenty more invaluable stats in the full report – here are some more highlights:
- China’s e-Commerce market was worth more than 1 trillion RMB in 2012 (more than US$160 billion);
- Location-Based Services reach 217 million people in China;
- There are 350 million visitors to online video sites in China, who watch a combined total of more than 4 billion hours of online video every month.
If you’d like to know more about this report, please contact us by email, or call Simon Kemp on +65 9146 5356.
We’d also love to hear your thoughts, comments and questions via the comments section below.
Meanwhile, you can download a high-res PDF of the full report here.
Please note that you’ll find the relevant source for each of the individual stats in this post, and for each of the data points in the report, at the bottom right-hand corner of the relevant slide(s) in the full report.
The online environment in Pakistan is changing rapidly, as a quick comparison between today’s report and our first edition from December 2011 will testify.
The key headlines from this second edition are as follows:
- Pakistan has almost 30 million internet users, although penetration remains low at just 15%;
- Social Media use has grown by almost 50% since our last report, passing 8 million monthly users in the past couple of weeks;
- Mobile continues to grow quickly, with the country’s telcos adding more than 1 million new subscriptions each month in 2012.
As ever with our SDMW reports though, it’s the more focused details that tell the best stories.
With more than two thirds of Pakistan’s 190 million inhabitants below the age of 30, it’s clear that the nation benefits from a young and dynamic population.
Furthermore, despite financial challenges – the average income in Pakistan is less than $3,000 per year – Pakistanis are embracing connected devices and the content that they offer.
Interestingly, 80% of Pakistan’s netizens spend more than one hour each day on the internet, although the average ‘internet session’ lasts just 5 minutes, suggesting that Pakistanis go online multiple times each day for short ‘browsing snacks’.
The majority of netizens use laptops to access the internet, although 30% of internet users go online via a mobile phone – perhaps unsurprising given that more than 100 million mobile subscriptions have been activated in Pakistan to date.
Mobile penetration still remains relatively low however, at just over 60% – well below Asia’s regional average of 82%.
Social media penetration also remains acutely low, with barely 4% of the country’s population using Facebook, even though the site appears to maintain its position as the most popular social network in the country.
Social media remains a largely male preserve too, with men accounting for almost 70% of the country’s social media users.
However, Facebook is adding new users in Pakistan at a rate of one every 12 seconds, and 28% of social media users make use of 2 or more platforms, suggesting plenty of potential for growth in social media use in the country during 2013.
Crucially for marketers, two thirds of the country’s Facebook users are below the age of 25, and more than half of them come from the country’s richest 10% of households, resulting in a highly concentrated social media audience of young, affluent consumers.
Nearly three quarters of these users log in to Facebook daily too, and spend an average of 40 minutes on the site each day, mostly between 6pm and midnight.
Twitter users hover around the 2 million mark, although some estimates put Pakistan’s Twitter population closer to 3 million. Google+ also appears to have a certain popularity in Pakistan, although exact user numbers are harder to come by.
As with many countries around Asia though, the real excitement lies in mobile. Someone takes out a new mobile subscription every 2 seconds in Pakistan, resulting in growth of 46,500 new subscriptions every day.
Despite this impressive growth, however, mobile internet usage remains sparse, and just 15 million people in the country access internet services via mobile, even though the government reports that 64% of the population has the potential to access mobile internet services.
Of those who already access the internet via mobile, 75% do so via Symbian-powered devices, and most people in Pakistan continue to rely on feature phones.
Lack of 3G coverage may play a role in the slow uptake of mobile internet, and extending the coverage of these faster networks beyond today’s paltry 0.4% of the population would likely boost the country’s online connectivity.
These numbers all point to significant opportunities for growth though, so Pakistan is certainly another one to watch for 2013.
The sources for all the stats can be found at the bottom of each slide in the SlideShare deck above. You can download a high-res PDF of this report here.
Today’s #SDMW report focuses on one of Asia’s most exciting markets: India.
With the world’s second largest population, India holds huge potential for marketers from all over the world.
The country’s 1.2 billion inhabitants have embraced social, digital and mobile technology too, and India’s online ecosystem offers some truly startling numbers.
To start with, here are the top headlines:
- India has 137 million internet users – more people than the total population of Japan.
- More than 60 million people in India use social networks – equivalent to the total population of Italy
- India is home to a staggering 934 million mobile subscriptions – equivalent to more than 13% of the world’s entire population
Despite these impressive numbers, however, internet penetration in India remains quite low, with just 11% of the population having used the internet.
The country’s 137 million users still put India in 3rd place on the global rankings by number of internet users though, and this number is continuing to rise by at least 1.5 million users per month.
Moreover, with 56% of India’s population aged below 30 – and a new child born in the country every 2 seconds – it’s clear that India’s digital journey still has plenty of potential for growth.
Indeed, India is the fastest growing online market in the world, and internet usage grew by more than 40% in the year to July.
Indian netizens also appear to spend a considerable amount of time online each day – up to 8 hours each – which adds extra weight to the basic user numbers.
These users spend plenty of money too; The Times of India reports that Indian youth will spend more than US$9 billion on mobile internet activities in 2012 alone. That’s more than the GDP of the Bahamas.
Social Networking continues to be the main driver behind much of India’s increased online activity, although social media penetration in India remains remarkably low at just 5%.
Facebook continues to dominate India’s social media landscape with more than 60 million active users, and the world’s most popular platform show no signs of slowing either, adding a new Indian user every single second.
With social networking use expected to grow by more than 50% in 2012, it’s likely that these numbers are also on the conservative side; estimates from eMarketer and Global Web Index both put Indian social networking users above 75 million.
Interestingly, 60% of India’s Facebook users are under 25, with barely 12% over the age of 35. They’re still predominantly male too, with barely 3 female users in every 10 on Facebook.
More than half of India’s social media users purport to use more than one social platform too, with Google+ claiming the second largest user base at around 50 million.
Twitter and LinkedIn are also popular amongst Indian netizens, with each claiming more than 15 million users.
YouTube has particular appeal for Indian audiences too, with 20 visitors every single second. Each month, almost 56 million visitors from India consume more than 4 billion videos – 25% of them via mobile devices.
And it’s mobile usage like this that’s leading the charge towards the future.
With almost 1 billion mobile subscriptions, India’s mobile market is second only to China’s.
Critically, more than one third of these subscriptions are from the rural areas that are home to 69% of India’s population.
Many of these rural areas still lack fixed communication infrastructure (mobile subscriptions outnumber fixed line telephones 30 to 1), so mobile holds the key to India’s evolving digital world.
Tellingly, there are already more than 50 million mobile internet users across the country, but this 36% of users accounts for more than 50% of national internet use.
Smartphone use is also picking up quickly in India, and the nation’s 27 million smartphone users each spend an average of more than 40 days every year using their phones – roughly 16% of their waking lives.
With numbers like that, it’s clear to see why we’re excited about India’s digital future too. We’ll see you there.
The sources for all the stats can be found at the bottom of each slide in the SlideShare deck above. You can also download a high-res PDF of this report here.