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China's Microblogging Iceberg

DIGITAL Jungle
MICROBLOGGING ICEBERG


SINA WEIBO
TENCENT WEIBO
SOHU WEIBO
163 WEIBO

BRAND BRAND BRAND


Microblog User Timeline

2007
May 0.3 million
2008
May 1 million
2009
May 8 million
2010
March 75 million
Oct 125.2 million
2011
March 195 million
Dec 250 million

513 MILLION INTERNET USERS

10 million new users /month
SINA WEIBO

Access by mobile devices 66%

408 Million posts per day


Sina Weibo Facts

GENDER
male - 29.8%
female - 70.2%

Market share by browsing time - 87%

EDUCATION
Dr - 2%
Junior high school - 3%
High school - 10%
Master’s - 14%
Bachelor degree - 71%

TIME
1-10 minute 2.5%
1-2 hours 12.5%
31-60 minute 25%
11-30 minute 27%
>3 hours 32%


AGE
36-45 - 2%
<26-35 - 22%
<18-25 - 68%
< 8% - 8%

INCOME
>10000 RMB 3%
8001-10000 RMB 4%
< 1000 RMB 5%
5001-8000 RMB 10%
3001-5000 RMB 14%
1000 - 3000 RMB 23%
No Income 37%

57% - Microblog market share

* latest figures as of Jan 2012

TRADITIONAL MEDIA ODigital Jungle MICROBLOGGING ICEBERG SINA OWEIBO FOOTENCENT WEIBO SOHU L WEIBO WEIBO 163 2007 Microblog User Timeline May 0.3 million u renren 2008 YOLKU May 1 million 2009 May 8 million March 75 million 2010 Bai du E Oct 125,2 million March 195 million 2011 NM-Ou an Dec 250 million 513 MILLION INTERNET USERS 10 million new users /month SINA WEIBO RRARE Qzone Access by mobile devices posts per day 408 Million Sina Weibo Facts Market share by browzing time GENDER male AGE MEDIA female 36-45 - < 18 - < 26-35 - 87% EDUCATION Dr < 18-25 - Junior high school High school >10000RMB Master's Bạchelor degree 8001-10000 RMB 57% 1000 RMB 5001-8000 RMB INCOME 1-10 minute 3001-5000 RMB 1-2 hours 1000 - 3000 RMB 31-60 minute No Income TIME 11-30 minute >3 hours Microblog market share * latest figures as of Jan 2012 BRAND TRADITIONAL BRAND %99 BRAND.

China's Microblogging Iceberg

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