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2017 WECHAT USER BEHAVIOR REPORT
TENCENT PENGUIN INTELLIGENCE
CONSUMER SURVEY PLATFORM
TRANSLATION: CHINA TECH INSIGHTS TEAM
KEY STATISTICS FOR WECHAT
898 MILLION USERS
MONTH ACTIVE USERS Q4 2016
10 MILLION OFFICIAL ACCOUNTS*
*LAST OFFICIAL NUMBER (REAL NUMBER ALMOST CERTAINLY MUCH MORE)
200,000 WECHAT DEVELOPERS
CHINACHANNEL.CO
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY PLATFORM
Data Source: Tencent
CHINACHANNEL.CO
194
236
272
355
396
438
468
500
549
600
650
697
762
806
846
889
825 819 816 808
848
829
820 815 832 843 860 853
877
899
877
868
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
WECHAT VS. QQ MONTHLY ACTIVE USERS
WECHAT
SURPASSED QQ
USERS FOR
1ST TIME EVER
IN Q4 OF 2016!
WECHAT USER HABITS
MORE CONTACTS / MORE WORK
CHINACHANNEL.CO
WECHAT USER AGE DISTRIBUTION
DATA: CHINA ACADEMY OF INFORMATION
AND COMMUNICATIONS TECHNOLOGY
(CAICT) STUDY 2016CHINACHANNEL.CO
2016
2015
2014
18-25 26-35 36-50 51-60 ABOVE 60BELOW 18
60%
40%
20%
0%
WECHAT USAGE TAKES OFF ONCE USERS
ENTER THE WORKFORCE. IT'S NOT AN APP
THAT'S HEAVILY USED BY TEENS. THIS
TREND IS INCREASING. TEENS PREFER TO
USE QQ, MOMO OR THE MYRIAD OF LIVE-
STREAM AND SHORT VIDEO APPS
AVAILABLE IN THE CHINESE MARKET.
WECHAT IS CONTINUING TO MAKE GAINS
INTO THE MIDDLE AGE AND SENIOR AGE
GROUPS. GROUPS IN GENERAL THAT WE
CAN EXPECT TO HAVE HIGHER AVERAGE
DISPOSABLE INCOME AND ARE MORE
DIFFICULT TO REACH ONLINE.
AVERAGE NUMBER OF WECHAT
CONTACTS PER USER
DATA: CHINA ACADEMY OF INFORMATION AND
COMMUNICATIONS TECHNOLOGY (CAICT) STUDY 2016 CHINACHANNEL.CO
2016
2015
2014
194
128
82
150 IS THE DUNBAR NUMBER.
THE MAXIMUM NUMBER OF
INDIVIDUALS WITH WHOM
HUMANS CAN MAINTAIN
STABLE RELATIONSHIPS.
NUMBER OF WECHAT CONTACTS
DATA: CHINA ACADEMY OF INFORMATION AND
COMMUNICATIONS TECHNOLOGYCHINACHANNEL.CO
2014
37.30%
22.50%
37.00%
12.20%
21.3%
23.6%
27.1% 27.7%
9.4%
17.5%
28.0%
44.4%
1~50 51~100 101~200 200+
2015
2016
CLEAR FALLING
TREND
CLEAR RISING
TREND
NUMBER OF NEW CONTACTS ADDED EVERY MONTH
DATA: CHINA ACADEMY OF INFORMATION AND
COMMUNICATIONS TECHNOLOGYCHINACHANNEL.CO
TOTAL
46 + YEARS OLD
4.9% 3.5%
13.8%
46.5%
31.4%
3.8%
1.2%
8.0%
43.8% 43.2%
ABOVE 20 11~20 5~10 BELOW 5 NONE
OVER 3 QUARTERS OF WECHAT USERS
ADD 5 OR LESS CONTACTS PER MONTH
NEW WECHAT CONTACTS
DATA: CHINA ACADEMY OF INFORMATION AND
COMMUNICATIONS TECHNOLOGYCHINACHANNEL.CO
3.75%
6.04%
7.38%
20.97%
57.22%
OTHERS
SERVICE PROVIDERS (E.G. REALTORS)
STRANGERS (E.G. ONLINE GAMING PALS)
FRIENDS & FAMILY
WORK-RELATED
BY FAR THE MOST NEW
CONTACTS ARE NOW
WORK RELATED
TIME SPENT IN WECHAT 2015 VS. 2016
2016 AVERAGE 66 MINS PER DAY
DATA: QUEST MOBILE (DEC 2016)CHINACHANNEL.CO
6.5%
13.9%
22.4%
20.9%
14.4%
16.3%
3.4%
7.5%
14.2%
21.0%
18.1%
33.9%
< 10 MIN 10~30 MIN 30 MIN~1 HOUR 1-2 HOURS 2-4 HOURS 4 HOURS+
2015 2016 4HRS+ MORE
THAN DOUBLED
USERS ARE
SPENDING
MORE &
MORE TIME
IN WECHAT
MOMENTS PREFERENCES
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY PLATFORMCHINACHANNEL.CO
WHAT CONTENT DO SHARE ON MOMENTS?
WHAT CONTENT DO YOU PREFER TO SEE ON MOMENTS?
62.7%
33.8% 33.0% 32.8%
16.6% 16.2%
66.8%
39.0%
23.6%
41.6%
24.5%
14.7%
PERSONAL LIFE
RECORDS
CONTENT SHARINGS
OF INTEREST
WORK-RELATED
CONTENT
EXPRESSION OF
PERSONAL OPINIONS
TRENDING NEWS PRODUCTS OR
BRANDS DISPLAY
USERS PREFER TO SEE
AND SHARE THEIR LIVES
USERS DON’T LIKE ADS
WORK RELATED ACTIONS
COMPLETED THROUGH WECHAT
CHINACHANNEL.CO
51.8%
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY PLATFORM
17.6%
4.7%
10.9%
13.7%
33.1%
38.5%
49.5%
I DON'T WORK ON WECHAT
GO THROUGH APPROVAL PROCESS
DO MARKETING & USER MANAGEMENT
HAVE MEETINGS & CON-CALLS
TRANSFER FILES
MAKE TRANSACTIONS
MAKE NOTIFICATIONS
COORDINATE & ARRANGE TASKS
83% USE WECHAT FOR WORK!
INDIVIDUAL PROPRIETORS USING WECHAT
CHINACHANNEL.CO
70.8%
10.2%
2.5%
10.9%
14.8%
32.4%
37.7%
I DON'T WORK ON WECHAT
APPROVAL PROCESSES
MARKETING
MEETINGS & CON-CALLS
TRANSFER FILES
MAKE NOTIFICATIONS
ARRANGE TASKS
MAKE TRANSACTIONS
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY PLATFORM
WECHAT PAY VERY
POPULAR WITH
SMALL BUSINESSES
45.7%
COMMUNICATION TOOLS USED FOR DAILY WORK
WECHAT IS NUMBER 1
CHINACHANNEL.CO
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY PLATFORM
87.7%
59.5%
39.5%
22.6%
9.7%
WECHAT PHONES, TEXT
MESSAGES & FAX
QQ E-MAIL OTHER INTERNAL IM
FOR COMPANY
BIG DIFFERENCE
IN EMAIL USE
BETWEEN TIER 1
& TIER 3 CITIES
TOTAL
1ST TIER CITIES
3RD TIER CITIES AND BELOW
WECHAT POPULAR
FROM TIER 1 DOWN
TO LOWER TIERS
37.3%
9.2%
17.7%
32.4%
34.2%
42.6%
PASSIVELY INVITED TO GROUPS
ENTERTAINMENT-ORIENTED (E.G. FAN GROUPS)
INFO SHARING (E.G. ONLINE COURSES)
LEISURE AND LIFE (E.G. SCHOOL COLLEAGUES)
PROFESSIONAL NETWORKING
CORPORATE INTERNAL COMMUNICATIONS
REASONS TO JOIN A GROUP CHAT OF 100+ PEOPLE
TOP 2 REASONS ARE WORK RELATED
CHINACHANNEL.CO
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY PLATFORM
HOW IS WECHAT HELPFUL FOR WORK?
CHINACHANNEL.CO
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY PLATFORM
20.8%
33.1%
34.5%
39.7%
80.9%
MAKES IT EASIER TO GET HIGH QUALITY
INFORMATION
MAKES IT EASIER TO MANAGE PERSONAL
NETWORKS
PROVIDES A CONVENIENT MOBILE OFFICE
TOOL
MAKES SOCIAL PROMOTION EASIER
OFFERS A USEFUL COMMUNICATION TOOL
WECHAT PAY:
THE TRANSITION TO A
CASHLESS SOCIETY
CHINACHANNEL.CO
PRIMARY PAYMENT METHODS
FOR OFFLINE PURCHASES
CHINACHANNEL.CO
94.1%
38.6%
29.0%
13.0%
93.6%
41.3%
30.9%
11.4%
89.4%
49.5%
33.0%
9.6%
87.6%
51.3%
35.7%
9.8%
MOBILE PAYMENT APPS (E.G.
WECHAT PAY)
CASH DEBIT & CREDIT CARDS SMARTPHONE BUILT-IN
PAYMENT TOOL (E.G. APPLE
PAY)
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY PLATFORM
1ST TIER CITIES (BEIJING, SHANGHAI)
2ND TIER CITIES
3RD TIER CITIES
4TH TIER CITIES & BELOW
APPLE PAY CLEARLY
STRUGGLING
93% ADOPTION
RATE ACROSS
TIER 1&2!
30.8%
19.5%
13.6% 13.1%
8.0% 7.3% 6.3%
4.4%
16.9%
24.6%
18.9%
15.9%
6.1%
10.5%
50 RMB OR LESS 50~200 RMB 200~500 RMB 500~1K RMB 1K~3K RMB 3K~5K RMB ABOVE RMB 5K
AMOUNTS SPENT MONTHLY
THROUGH WECHAT PAY
CHINACHANNEL.CO
2015
2016
HUGE DROP
IN LIGHT USE
DATA: CHINA ACADEMY OF INFORMATION AND
COMMUNICATIONS TECHNOLOGY
SOLID GAINS IN MID
RANGE AMOUNTS
0
10
20
30
40
50
60
70
BELOW 500 500 - 1000 1000 - 5000 ABOVE 5000
Chart Title
BELOW 500 500 - 1000 1000 - 5000 ABOVE 5000
Chart TitleAMOUNTS SPENT MONTHLY
THROUGH WECHAT PAY
CHINACHANNEL.CO
2015
2016
BIG DROP IN
LIGHT USE
DATA: CHINA ACADEMY OF INFORMATION AND
COMMUNICATIONS TECHNOLOGY
SOLID GAINS IN MID
& HIGH USAGE
REASONS FOR USING MOBILE PAYMENTS
FOR OFFLINE TRANSACTIONS
CHINACHANNEL.CO
58.4%
2.9%
5.3%
15.8%
17.3%
23.4%
44.5%
OTHER
I CAN ACCUMULATE LOYALTY POINTS
DEPENDS ON THE TRANSACTION SIZE
I CAN ENJOY DISCOUNTS
THERE'S NO EXTRA FEES
I DON'T BRING CASH WITH ME
IT'S EASY
IT'S FAST
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY PLATFORM
NEARLY HALF OF
USERS CLAIMED THEY
DO NOT CARRY CASH
WITH THEM!
55.2%
SITUATIONS FOR WECHAT PAY USE
DATA: CHINA ACADEMY OF INFORMATION AND
COMMUNICATIONS TECHNOLOGYCHINACHANNEL.CO
2.8%
4.2%
4.3%
8.0%
13.2%
14.2%
20.0%
21.6%
26.0%
28.9%
HOSPITALS
BEAUTY & FITNESS SALONS
PUBLIC DEPARTMENTS
ENTERTAINMENT & LEISURE
TRANSPORTATION & TRAVEL
UTILITIES FEES
MALLS
RESTAURANTS & FOOD
ONLINE SHOPPING
SUPERMARKETS & CONVENIENCE STORES
MINI PROGRAMS
A NEW ERA FOR WECHAT
CHINACHANNEL.CO
NB: WECHAT TEAM HAVE MADE
VERY SIGNIFICANT CHANGES
TO MINI PROGRAMS SINCE THIS
DATA WAS COLLECTED. THESE
STATISTICS MAY BE
UNREFLECTIVE OF THE
CURRENT SITUATION.
MINI PROGRAM USE
CHINACHANNEL.CO
46.70%
20.4%
32.8%
I'VE HEARD OF THEM BUT NEVER
USED ONE
I'VE USED MINI PROGRAMS
I'VE NEVER HEARD OF MINI
PROGRAMS
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY PLATFORM
REASONS TO USE MINI PROGRAMS
CHINACHANNEL.CO
12.15%
12.96%
21.81%
31.72%
51.86%
USE IT OUT OF HABIT (E.G. CALENDARS,
BOOKKEEPING)
RECOMMENDED BY OFFLINE MERCHANTS OR
STORES
USE MINI PROGRAMS TO REPLACE APPS FOR
LACK OF STORAGE
USE IT OUT OF CURIOSITY WHEN OTHERS
ARE USING IT
SEARCH UNDER MINI PROGRAMS IN WECHAT
FOR CERTAIN FUNCTIONS
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY PLATFORM
REASONS FOR NOT USING MINI PROGRAMS
CHINACHANNEL.CO
9.87%
10.60%
18.40%
24.27%
24.51%
57.73%
WORRIED ABOUT TOO MUCH DATA CONSUMPTION ON
SMARTPHONES
BAD USER EXPERIENCE
THEY DON'T HAVE FUNCTIONS I NEED
MORE USED TO USING A TRADITIONAL APP
HARD TO GET ACCESS TO IT
NOT CLEAR ABOUT WHAT MINI PROGRAMS CAN DO
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY PLATFORM
FAMILIARITY WITH
THE NEW FEATURE
NEEDS TO BE BUILT
OVER TIME
OCCASIONS FOR USE OF WECHAT CARD & OFFERS
CHINACHANNEL.CO
18.1%
20.6%
23.8%
41.3%
42.5%
TO USE E-CARD TO REPLACE
PHYSICAL CARDS
I'M NOT SURE HOW IT WORKED
WHEN I USED IT
TO GET A DIGITAL COUPON FROM
FRIENDS
TO CLAIM A DIGITAL MEMBER CARD
OR COUPON
TO GET AN E-MEMBERSHIP CARD
WHEN SHOPPING OFFLINE
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY PLATFORM
WECHAT
MCDONALDS
COUPON OFFER
PAYING FOR CONTENT
CHINA’S NEW TREND
CHINACHANNEL.CO
NB: THIS SECTION MAKES
REFERENCE TO THE WECHAT TIPPING
FEATURE WHICH WAS BLOCKED BY
APPLE ON IOS DEVICES JUST A FEW
DAYS PREVIOUSLY
43.1%
20.0%
15.8%
9.1%
4.8%
3.0%
4.1%
WILLINGNESS TO PAY FOR CONTENT AND
INFORMATION ON WECHAT (MONTHLY)
CHINACHANNEL.CO
51-100 RMB
NOT WILLING
TO PAY
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY
PLATFORM
10-50 RMB
101-200 RMB
200 – 500 RMB
500+ RMB
LESS THAN 10 RMB
57% OF USERS
WILLING TO PAY
FOR CONTENT &
INFORMATION!
PREFERED METHOD OF PAYING
FOR CONTENT ON WECHAT
CHINACHANNEL.CO
HOUSEHOLD INCOME LESS THAN 10K RMB
OVERALL
HOUSEHOLD INCOME MORE THAN 20K RMB
32.8%
28.3%
21.5%
11.4%
35.1%
28.6%
22.0%
12.0%
40.9%
26.6% 24.7%
11.8%
REWARD POST AFTER
READING
TIME BASED
SUBSCRIPTION
CUSTOMIZED PAID
CONTENT (E.G. PAID
Q&A)
CHARGE BY PIECE
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY PLATFORM
WECHAT TIP JAR FEATURE
DATA: CHINA ACADEMY OF INFORMATION AND
COMMUNICATIONS TECHNOLOGY (CAICT) STUDY 2016CHINACHANNEL.CO
37%
34%
12%
6%
4%
8%
ONLY TIPPED ONCE OR TWICE
1-10 RMB
10-50 RMB
50-100 RMB
100 RMB+
OTHERS
10.7%
USERS WHO
HAVE TIPPED
AVERAGE MONTHLY TIPPING AMOUNT
TIPPING WAS RECENTLY BANNED BY APPLE ON IOS, STILL AVAILABLE ON ANDROID DEVICES
CONTENT THAT USERS
HAVE VOLUNTARILY TIPPED
CROSS PLATFORM (NOT JUST WECHAT)
CHINACHANNEL.CO
18%
14%
17.30%
20.50%
21.20%
27.30%
28.40%
58.60%
OTHERS
KUAIBAO/TOUTIAO
WECHAT FREE STICKERS
VIDEOS
SONGS
ARTICLES ON WEIBO
ARTICLES ON ZHIHU COLUMNS
ARTICLES ON WECHAT OA
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY PLATFORM
ISSUES THAT CONTENT PROVIDERS FACE
INCREASED COMPETITION NO.1 PROBLERM
CHINACHANNEL.CO
4.2%
26.3%
38.3%
47.6%
47.8%
75.5%
I HAVEN'T MET ANY OF THESE DIFFICULTIES
PV GROWTH IS LOWER THAN FOLLOWER GROWTH
STAGNANT FOLLWER GROWTH
CONTENT IS ALL SIMILAR
FOLLOWER ENGAGEMENT IS LOW
IT'S HARDER TO ACQUIRE TRAFFIC AND PV GROWTH
DATA: TENCENT PENGUIN
INTELLIGENCE SURVEY PLATFORM
WECHAT OFFICIAL ACCOUNTS
CHINACHANNEL.CO
59.6%
29.4%
9.9%
1.1%
16.7%
5.5% 1.8%
LESS THAN 10K 10K~100K 100K~1M OVER 1M
NUMBER OF FOLLOWERS ON
WECHAT OFFICIAL ACCOUNTS
CHINACHANNEL.CO
2015
2016
THOSE WITH LOW NUMBER OF
FOLLOWERS SHOOTS UP REFLECTING
LARGE NUMBER OF NEW OFFICIAL
ACCOUNTS
DATA: CHINA ACADEMY OF INFORMATION AND
COMMUNICATIONS TECHNOLOGY
76.1%
TYPES OF OFFICIAL ACCOUNTS
THAT USERS FOLLOW
DATA: CHINA ACADEMY OF INFORMATION AND
COMMUNICATIONS TECHNOLOGY (CAICT) STUDY 2016CHINACHANNEL.CO
36.1%
17.7%
14.0%
17.3%
41.1%
20.3%
9.9%
NEWS AND INFORMATION (NEWS, BLOGGERS)
BUSINESS (F&B, BRANDS, LEISURE)
PERSONAL SERVICE (BANKING, DELIVERY)
PUBLIC SERVICES (PUBLIC UTILITIES, TRANSPORT)
INTERESTS & HOBBIES (SPORT, BEAUTY)
OCCUPATIONAL RELATED (SUPPLIERS, EMPLOYERS)
OTHERS
REVENUE COMING FROM
WECHAT OFFICIAL ACCOUNTS
CHINACHANNEL.CO
DATA: CHINA ACADEMY OF INFORMATION AND
COMMUNICATIONS TECHNOLOGY
I DON'T SELL
PRODUCTS THROUGH
WECHAT OA
LESS THAN 10%
10%~30%
30%~50%
MORE THAN 50%
OTHER
19.7%
6.2%
1.8%
2.5%
30.1%
69.9%
NEARLY 1/3 OF WECHAT
OFFICIAL ACCOUNTS ARE
DOING SOME FORM OF
ECOMMERCE!
MATTHEW BRENNAN
CO-FOUNDER OF CHINA CHANNEL
MATTHEW IS A KEYNOTE SPEAKER AND TRAINING HOST ON THE TOPIC OF WECHAT. REGULARLY QUOTED IN
INTERNATIONAL MEDIA (FORBES, BLOOMBERG, THE FINANCIAL TIMES, BBC), HIS COMPANY ORGANIZES
CHINA’S LARGEST WECHAT MARKETING CONFERENCE SERIES FOR INTERNATIONAL COMPANIES. MATTHEW
WORKS PRIMARILY WITH INTERNATIONAL BUSINESSES TO HELP FORM AND IMPLEMENT THEIR WECHAT
PLATFORM STRATEGY. HE HOLDS 12+ YEARS ON THE GROUND ENTREPRENEURIAL EXPERIENCE IN
MAINLAND CHINA. HIS BOOK ‘BUILDING YOUR BUSINESS THROUGH WECHAT’ IS DUE FOR RELEASE LATER
THIS YEAR.
EMAIL: MATTBRENNAN@CHINACHANNEL.CO
LINKEDIN: HTTPS://CN.LINKEDIN.COM/IN/MATTHEW-BRENNAN
THIS VERSION OF THE REPORT WAS PREPARED BY:
2017 WECHAT USER BEHAVIOR REPORT
TENCENT PENGUIN INTELLIGENCE
CONSUMER SURVEY PLATFORM
TRANSLATION: CHINA TECH INSIGHTS TEAM

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2017 WeChat User Behavior Report

  • 1. 2017 WECHAT USER BEHAVIOR REPORT TENCENT PENGUIN INTELLIGENCE CONSUMER SURVEY PLATFORM TRANSLATION: CHINA TECH INSIGHTS TEAM
  • 2. KEY STATISTICS FOR WECHAT 898 MILLION USERS MONTH ACTIVE USERS Q4 2016 10 MILLION OFFICIAL ACCOUNTS* *LAST OFFICIAL NUMBER (REAL NUMBER ALMOST CERTAINLY MUCH MORE) 200,000 WECHAT DEVELOPERS CHINACHANNEL.CO DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM
  • 3. Data Source: Tencent CHINACHANNEL.CO 194 236 272 355 396 438 468 500 549 600 650 697 762 806 846 889 825 819 816 808 848 829 820 815 832 843 860 853 877 899 877 868 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 WECHAT VS. QQ MONTHLY ACTIVE USERS WECHAT SURPASSED QQ USERS FOR 1ST TIME EVER IN Q4 OF 2016!
  • 4. WECHAT USER HABITS MORE CONTACTS / MORE WORK CHINACHANNEL.CO
  • 5. WECHAT USER AGE DISTRIBUTION DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY (CAICT) STUDY 2016CHINACHANNEL.CO 2016 2015 2014 18-25 26-35 36-50 51-60 ABOVE 60BELOW 18 60% 40% 20% 0% WECHAT USAGE TAKES OFF ONCE USERS ENTER THE WORKFORCE. IT'S NOT AN APP THAT'S HEAVILY USED BY TEENS. THIS TREND IS INCREASING. TEENS PREFER TO USE QQ, MOMO OR THE MYRIAD OF LIVE- STREAM AND SHORT VIDEO APPS AVAILABLE IN THE CHINESE MARKET. WECHAT IS CONTINUING TO MAKE GAINS INTO THE MIDDLE AGE AND SENIOR AGE GROUPS. GROUPS IN GENERAL THAT WE CAN EXPECT TO HAVE HIGHER AVERAGE DISPOSABLE INCOME AND ARE MORE DIFFICULT TO REACH ONLINE.
  • 6. AVERAGE NUMBER OF WECHAT CONTACTS PER USER DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY (CAICT) STUDY 2016 CHINACHANNEL.CO 2016 2015 2014 194 128 82 150 IS THE DUNBAR NUMBER. THE MAXIMUM NUMBER OF INDIVIDUALS WITH WHOM HUMANS CAN MAINTAIN STABLE RELATIONSHIPS.
  • 7. NUMBER OF WECHAT CONTACTS DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGYCHINACHANNEL.CO 2014 37.30% 22.50% 37.00% 12.20% 21.3% 23.6% 27.1% 27.7% 9.4% 17.5% 28.0% 44.4% 1~50 51~100 101~200 200+ 2015 2016 CLEAR FALLING TREND CLEAR RISING TREND
  • 8. NUMBER OF NEW CONTACTS ADDED EVERY MONTH DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGYCHINACHANNEL.CO TOTAL 46 + YEARS OLD 4.9% 3.5% 13.8% 46.5% 31.4% 3.8% 1.2% 8.0% 43.8% 43.2% ABOVE 20 11~20 5~10 BELOW 5 NONE OVER 3 QUARTERS OF WECHAT USERS ADD 5 OR LESS CONTACTS PER MONTH
  • 9. NEW WECHAT CONTACTS DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGYCHINACHANNEL.CO 3.75% 6.04% 7.38% 20.97% 57.22% OTHERS SERVICE PROVIDERS (E.G. REALTORS) STRANGERS (E.G. ONLINE GAMING PALS) FRIENDS & FAMILY WORK-RELATED BY FAR THE MOST NEW CONTACTS ARE NOW WORK RELATED
  • 10. TIME SPENT IN WECHAT 2015 VS. 2016 2016 AVERAGE 66 MINS PER DAY DATA: QUEST MOBILE (DEC 2016)CHINACHANNEL.CO 6.5% 13.9% 22.4% 20.9% 14.4% 16.3% 3.4% 7.5% 14.2% 21.0% 18.1% 33.9% < 10 MIN 10~30 MIN 30 MIN~1 HOUR 1-2 HOURS 2-4 HOURS 4 HOURS+ 2015 2016 4HRS+ MORE THAN DOUBLED USERS ARE SPENDING MORE & MORE TIME IN WECHAT
  • 11. MOMENTS PREFERENCES DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORMCHINACHANNEL.CO WHAT CONTENT DO SHARE ON MOMENTS? WHAT CONTENT DO YOU PREFER TO SEE ON MOMENTS? 62.7% 33.8% 33.0% 32.8% 16.6% 16.2% 66.8% 39.0% 23.6% 41.6% 24.5% 14.7% PERSONAL LIFE RECORDS CONTENT SHARINGS OF INTEREST WORK-RELATED CONTENT EXPRESSION OF PERSONAL OPINIONS TRENDING NEWS PRODUCTS OR BRANDS DISPLAY USERS PREFER TO SEE AND SHARE THEIR LIVES USERS DON’T LIKE ADS
  • 12. WORK RELATED ACTIONS COMPLETED THROUGH WECHAT CHINACHANNEL.CO 51.8% DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM 17.6% 4.7% 10.9% 13.7% 33.1% 38.5% 49.5% I DON'T WORK ON WECHAT GO THROUGH APPROVAL PROCESS DO MARKETING & USER MANAGEMENT HAVE MEETINGS & CON-CALLS TRANSFER FILES MAKE TRANSACTIONS MAKE NOTIFICATIONS COORDINATE & ARRANGE TASKS 83% USE WECHAT FOR WORK!
  • 13. INDIVIDUAL PROPRIETORS USING WECHAT CHINACHANNEL.CO 70.8% 10.2% 2.5% 10.9% 14.8% 32.4% 37.7% I DON'T WORK ON WECHAT APPROVAL PROCESSES MARKETING MEETINGS & CON-CALLS TRANSFER FILES MAKE NOTIFICATIONS ARRANGE TASKS MAKE TRANSACTIONS DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM WECHAT PAY VERY POPULAR WITH SMALL BUSINESSES 45.7%
  • 14. COMMUNICATION TOOLS USED FOR DAILY WORK WECHAT IS NUMBER 1 CHINACHANNEL.CO DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM 87.7% 59.5% 39.5% 22.6% 9.7% WECHAT PHONES, TEXT MESSAGES & FAX QQ E-MAIL OTHER INTERNAL IM FOR COMPANY BIG DIFFERENCE IN EMAIL USE BETWEEN TIER 1 & TIER 3 CITIES TOTAL 1ST TIER CITIES 3RD TIER CITIES AND BELOW WECHAT POPULAR FROM TIER 1 DOWN TO LOWER TIERS
  • 15. 37.3% 9.2% 17.7% 32.4% 34.2% 42.6% PASSIVELY INVITED TO GROUPS ENTERTAINMENT-ORIENTED (E.G. FAN GROUPS) INFO SHARING (E.G. ONLINE COURSES) LEISURE AND LIFE (E.G. SCHOOL COLLEAGUES) PROFESSIONAL NETWORKING CORPORATE INTERNAL COMMUNICATIONS REASONS TO JOIN A GROUP CHAT OF 100+ PEOPLE TOP 2 REASONS ARE WORK RELATED CHINACHANNEL.CO DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM
  • 16. HOW IS WECHAT HELPFUL FOR WORK? CHINACHANNEL.CO DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM 20.8% 33.1% 34.5% 39.7% 80.9% MAKES IT EASIER TO GET HIGH QUALITY INFORMATION MAKES IT EASIER TO MANAGE PERSONAL NETWORKS PROVIDES A CONVENIENT MOBILE OFFICE TOOL MAKES SOCIAL PROMOTION EASIER OFFERS A USEFUL COMMUNICATION TOOL
  • 17. WECHAT PAY: THE TRANSITION TO A CASHLESS SOCIETY CHINACHANNEL.CO
  • 18. PRIMARY PAYMENT METHODS FOR OFFLINE PURCHASES CHINACHANNEL.CO 94.1% 38.6% 29.0% 13.0% 93.6% 41.3% 30.9% 11.4% 89.4% 49.5% 33.0% 9.6% 87.6% 51.3% 35.7% 9.8% MOBILE PAYMENT APPS (E.G. WECHAT PAY) CASH DEBIT & CREDIT CARDS SMARTPHONE BUILT-IN PAYMENT TOOL (E.G. APPLE PAY) DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM 1ST TIER CITIES (BEIJING, SHANGHAI) 2ND TIER CITIES 3RD TIER CITIES 4TH TIER CITIES & BELOW APPLE PAY CLEARLY STRUGGLING 93% ADOPTION RATE ACROSS TIER 1&2!
  • 19. 30.8% 19.5% 13.6% 13.1% 8.0% 7.3% 6.3% 4.4% 16.9% 24.6% 18.9% 15.9% 6.1% 10.5% 50 RMB OR LESS 50~200 RMB 200~500 RMB 500~1K RMB 1K~3K RMB 3K~5K RMB ABOVE RMB 5K AMOUNTS SPENT MONTHLY THROUGH WECHAT PAY CHINACHANNEL.CO 2015 2016 HUGE DROP IN LIGHT USE DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY SOLID GAINS IN MID RANGE AMOUNTS 0 10 20 30 40 50 60 70 BELOW 500 500 - 1000 1000 - 5000 ABOVE 5000 Chart Title
  • 20. BELOW 500 500 - 1000 1000 - 5000 ABOVE 5000 Chart TitleAMOUNTS SPENT MONTHLY THROUGH WECHAT PAY CHINACHANNEL.CO 2015 2016 BIG DROP IN LIGHT USE DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY SOLID GAINS IN MID & HIGH USAGE
  • 21. REASONS FOR USING MOBILE PAYMENTS FOR OFFLINE TRANSACTIONS CHINACHANNEL.CO 58.4% 2.9% 5.3% 15.8% 17.3% 23.4% 44.5% OTHER I CAN ACCUMULATE LOYALTY POINTS DEPENDS ON THE TRANSACTION SIZE I CAN ENJOY DISCOUNTS THERE'S NO EXTRA FEES I DON'T BRING CASH WITH ME IT'S EASY IT'S FAST DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM NEARLY HALF OF USERS CLAIMED THEY DO NOT CARRY CASH WITH THEM! 55.2%
  • 22. SITUATIONS FOR WECHAT PAY USE DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGYCHINACHANNEL.CO 2.8% 4.2% 4.3% 8.0% 13.2% 14.2% 20.0% 21.6% 26.0% 28.9% HOSPITALS BEAUTY & FITNESS SALONS PUBLIC DEPARTMENTS ENTERTAINMENT & LEISURE TRANSPORTATION & TRAVEL UTILITIES FEES MALLS RESTAURANTS & FOOD ONLINE SHOPPING SUPERMARKETS & CONVENIENCE STORES
  • 23. MINI PROGRAMS A NEW ERA FOR WECHAT CHINACHANNEL.CO NB: WECHAT TEAM HAVE MADE VERY SIGNIFICANT CHANGES TO MINI PROGRAMS SINCE THIS DATA WAS COLLECTED. THESE STATISTICS MAY BE UNREFLECTIVE OF THE CURRENT SITUATION.
  • 24. MINI PROGRAM USE CHINACHANNEL.CO 46.70% 20.4% 32.8% I'VE HEARD OF THEM BUT NEVER USED ONE I'VE USED MINI PROGRAMS I'VE NEVER HEARD OF MINI PROGRAMS DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM
  • 25. REASONS TO USE MINI PROGRAMS CHINACHANNEL.CO 12.15% 12.96% 21.81% 31.72% 51.86% USE IT OUT OF HABIT (E.G. CALENDARS, BOOKKEEPING) RECOMMENDED BY OFFLINE MERCHANTS OR STORES USE MINI PROGRAMS TO REPLACE APPS FOR LACK OF STORAGE USE IT OUT OF CURIOSITY WHEN OTHERS ARE USING IT SEARCH UNDER MINI PROGRAMS IN WECHAT FOR CERTAIN FUNCTIONS DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM
  • 26. REASONS FOR NOT USING MINI PROGRAMS CHINACHANNEL.CO 9.87% 10.60% 18.40% 24.27% 24.51% 57.73% WORRIED ABOUT TOO MUCH DATA CONSUMPTION ON SMARTPHONES BAD USER EXPERIENCE THEY DON'T HAVE FUNCTIONS I NEED MORE USED TO USING A TRADITIONAL APP HARD TO GET ACCESS TO IT NOT CLEAR ABOUT WHAT MINI PROGRAMS CAN DO DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM FAMILIARITY WITH THE NEW FEATURE NEEDS TO BE BUILT OVER TIME
  • 27. OCCASIONS FOR USE OF WECHAT CARD & OFFERS CHINACHANNEL.CO 18.1% 20.6% 23.8% 41.3% 42.5% TO USE E-CARD TO REPLACE PHYSICAL CARDS I'M NOT SURE HOW IT WORKED WHEN I USED IT TO GET A DIGITAL COUPON FROM FRIENDS TO CLAIM A DIGITAL MEMBER CARD OR COUPON TO GET AN E-MEMBERSHIP CARD WHEN SHOPPING OFFLINE DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM WECHAT MCDONALDS COUPON OFFER
  • 28. PAYING FOR CONTENT CHINA’S NEW TREND CHINACHANNEL.CO NB: THIS SECTION MAKES REFERENCE TO THE WECHAT TIPPING FEATURE WHICH WAS BLOCKED BY APPLE ON IOS DEVICES JUST A FEW DAYS PREVIOUSLY
  • 29. 43.1% 20.0% 15.8% 9.1% 4.8% 3.0% 4.1% WILLINGNESS TO PAY FOR CONTENT AND INFORMATION ON WECHAT (MONTHLY) CHINACHANNEL.CO 51-100 RMB NOT WILLING TO PAY DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM 10-50 RMB 101-200 RMB 200 – 500 RMB 500+ RMB LESS THAN 10 RMB 57% OF USERS WILLING TO PAY FOR CONTENT & INFORMATION!
  • 30. PREFERED METHOD OF PAYING FOR CONTENT ON WECHAT CHINACHANNEL.CO HOUSEHOLD INCOME LESS THAN 10K RMB OVERALL HOUSEHOLD INCOME MORE THAN 20K RMB 32.8% 28.3% 21.5% 11.4% 35.1% 28.6% 22.0% 12.0% 40.9% 26.6% 24.7% 11.8% REWARD POST AFTER READING TIME BASED SUBSCRIPTION CUSTOMIZED PAID CONTENT (E.G. PAID Q&A) CHARGE BY PIECE DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM
  • 31. WECHAT TIP JAR FEATURE DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY (CAICT) STUDY 2016CHINACHANNEL.CO 37% 34% 12% 6% 4% 8% ONLY TIPPED ONCE OR TWICE 1-10 RMB 10-50 RMB 50-100 RMB 100 RMB+ OTHERS 10.7% USERS WHO HAVE TIPPED AVERAGE MONTHLY TIPPING AMOUNT TIPPING WAS RECENTLY BANNED BY APPLE ON IOS, STILL AVAILABLE ON ANDROID DEVICES
  • 32. CONTENT THAT USERS HAVE VOLUNTARILY TIPPED CROSS PLATFORM (NOT JUST WECHAT) CHINACHANNEL.CO 18% 14% 17.30% 20.50% 21.20% 27.30% 28.40% 58.60% OTHERS KUAIBAO/TOUTIAO WECHAT FREE STICKERS VIDEOS SONGS ARTICLES ON WEIBO ARTICLES ON ZHIHU COLUMNS ARTICLES ON WECHAT OA DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM
  • 33. ISSUES THAT CONTENT PROVIDERS FACE INCREASED COMPETITION NO.1 PROBLERM CHINACHANNEL.CO 4.2% 26.3% 38.3% 47.6% 47.8% 75.5% I HAVEN'T MET ANY OF THESE DIFFICULTIES PV GROWTH IS LOWER THAN FOLLOWER GROWTH STAGNANT FOLLWER GROWTH CONTENT IS ALL SIMILAR FOLLOWER ENGAGEMENT IS LOW IT'S HARDER TO ACQUIRE TRAFFIC AND PV GROWTH DATA: TENCENT PENGUIN INTELLIGENCE SURVEY PLATFORM
  • 35. 59.6% 29.4% 9.9% 1.1% 16.7% 5.5% 1.8% LESS THAN 10K 10K~100K 100K~1M OVER 1M NUMBER OF FOLLOWERS ON WECHAT OFFICIAL ACCOUNTS CHINACHANNEL.CO 2015 2016 THOSE WITH LOW NUMBER OF FOLLOWERS SHOOTS UP REFLECTING LARGE NUMBER OF NEW OFFICIAL ACCOUNTS DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY 76.1%
  • 36. TYPES OF OFFICIAL ACCOUNTS THAT USERS FOLLOW DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY (CAICT) STUDY 2016CHINACHANNEL.CO 36.1% 17.7% 14.0% 17.3% 41.1% 20.3% 9.9% NEWS AND INFORMATION (NEWS, BLOGGERS) BUSINESS (F&B, BRANDS, LEISURE) PERSONAL SERVICE (BANKING, DELIVERY) PUBLIC SERVICES (PUBLIC UTILITIES, TRANSPORT) INTERESTS & HOBBIES (SPORT, BEAUTY) OCCUPATIONAL RELATED (SUPPLIERS, EMPLOYERS) OTHERS
  • 37. REVENUE COMING FROM WECHAT OFFICIAL ACCOUNTS CHINACHANNEL.CO DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY I DON'T SELL PRODUCTS THROUGH WECHAT OA LESS THAN 10% 10%~30% 30%~50% MORE THAN 50% OTHER 19.7% 6.2% 1.8% 2.5% 30.1% 69.9% NEARLY 1/3 OF WECHAT OFFICIAL ACCOUNTS ARE DOING SOME FORM OF ECOMMERCE!
  • 38. MATTHEW BRENNAN CO-FOUNDER OF CHINA CHANNEL MATTHEW IS A KEYNOTE SPEAKER AND TRAINING HOST ON THE TOPIC OF WECHAT. REGULARLY QUOTED IN INTERNATIONAL MEDIA (FORBES, BLOOMBERG, THE FINANCIAL TIMES, BBC), HIS COMPANY ORGANIZES CHINA’S LARGEST WECHAT MARKETING CONFERENCE SERIES FOR INTERNATIONAL COMPANIES. MATTHEW WORKS PRIMARILY WITH INTERNATIONAL BUSINESSES TO HELP FORM AND IMPLEMENT THEIR WECHAT PLATFORM STRATEGY. HE HOLDS 12+ YEARS ON THE GROUND ENTREPRENEURIAL EXPERIENCE IN MAINLAND CHINA. HIS BOOK ‘BUILDING YOUR BUSINESS THROUGH WECHAT’ IS DUE FOR RELEASE LATER THIS YEAR. EMAIL: MATTBRENNAN@CHINACHANNEL.CO LINKEDIN: HTTPS://CN.LINKEDIN.COM/IN/MATTHEW-BRENNAN THIS VERSION OF THE REPORT WAS PREPARED BY:
  • 39. 2017 WECHAT USER BEHAVIOR REPORT TENCENT PENGUIN INTELLIGENCE CONSUMER SURVEY PLATFORM TRANSLATION: CHINA TECH INSIGHTS TEAM