1) Social networking has become very popular in China, with 46 million Chinese regularly contributing to social networking sites, 6 million more than in the United States. 2) The two largest social networking sites in China are Xiaonei and 51.com, which each have around 23-24% of Chinese broadband users. 3) Different social networking sites attract different types of users. Xiaonei users tend to be younger students who access the web from mobile devices, while 51.com users are mostly lower-income men who connect with fewer people.

1. 中国社交网用户分析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

2. 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 Statesthat 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
2Netpop | Connect Social Networkers China 2008Netpop Research, LLC

3. 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
3Netpop | Connect Social Networkers China 2008Netpop Research, LLC

4. 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 )Chinese broadband population (24% compared to 29% in the U.S.)
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%）
4Netpop | Connect Social Networkers China 2008Netpop Research, LLC

5. Among the young urban professionals who make-up China’s broadbandAmong the young urban professionals who make up China s broadband
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 k f f i d d t tExpand their network of friends and contacts
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
5Netpop | Connect Social Networkers China 2008Netpop Research, LLC

6. 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
6Netpop | Connect Social Networkers China 2008Netpop Research, LLC

7. 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》
7Netpop | Connect Social Networkers China 2008Netpop Research, LLC

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

9. Almost all (92%) broadband users in China are active contributors to
the Web via social media
192 Million Chinese
Broadband Users
age 13+
Contributors:
92%
(177 million)
age 13
Non-
Contributors:
8%
Upload audio
Upload video8%
(15 million)
Upload video
Post to a wiki
Publish a blog
Upload photos
Upload podcasts
Publish a websitePublish a website
Tag articles, videos
Post to a micro-blog
Send/forward emails
Live in a virtual world
Post to a blog, forum
9Netpop | Connect Social Networkers China 2008Netpop Research, LLC
Base: All respondents
N=4269
Rate or review a product
Share files in P2P network
Use SN sites/publish personal page

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

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

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

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

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