凯度：中国社交媒体影响报告China Social Media Impact Report -growth in the social media era

ChinaSocialMediaImpactReport2021--

Growth

inthe

Social

Media

EraJune

6,

BeijingGeneralManagerof

Media

&Consumption

Behaviour

Research,

CTR7No.1Growth

ofSocialMediaPlatformsRyan

Li,

General

Manager

of

Media

&

Consumption

Behaviour

Research,

CTR8CTR

China

netizen

behaviour

data

analysis

platform@Smart

DMP18,500April2021100%@Smart

DMP9Whileusage

penetration

and

daily

active

user

base

keepincreasing

among

all

WeChat

users,

its

popularity

among

18to25yearsoldhadaslightdecrease.WeChatUsers’Changes〔%〕UsagePenetrationRate DailyActiveUserRateUsagePenetrationRate:Thepercentageofanapp’susersinagivenmonth.DailyActiveUserRate:Thepercentageofanapp’sDAUcomparedinagivenmonth.DataSource:CTRChinaNetizenBehaviourAnalysisPlatformSmartDMP,04,2021,04202193.3

94.594.186.6Overall18-25y/o2021 202156.8

59.950.2

52.7Overall18-25y/o2021202110Weibo

penetration

rate

had

asignificant

increase,

and

itsinfluence

among

younger

generation

rose.WeiboUsers’Changes〔%〕UsagePenetrationRate DailyActiveUserRate32.032.235.745.9Overall18-25

y/o20212012.0Overall18-25

y/o20212021DataSource：CTRChinaNetizenBehaviourAnalysisPlatformSmartDMP,04,2021,04,2021.11QQ

penetration

rateremainsunchanged,butusageisincreasing

among

younger

users.DataSource：CTRChinaNetizenBehaviourAnalysisPlatformSmartDMP,04,2021,04,2021.QQUsersChanges〔%〕UsagePenetrationRate DailyActiveUserRate84.379.183.681.1Overall18-25y/o2021202137.338.339.541.7Overall18-25

y/o2021202112CNRS-TGI Product IntroductionCNRS-TGI

is

the

Largest

National

Continuous

Survey

of

UrbanResidentsinChinaChinaNationalResidentSurveyCNRS-TGIcovered60cities,nearly100,000samplesperyear,representing180millionurbanresidentsinChina;CNRS-TGIprovidesclientswithsinglesourcestudyonconsumers’consumptionbehavior,mediacontact,lifestyleandtheattitude.Datainvolved：• Surveytime：04,2021-03,2021SampleSize：83,11813Old

agegroups

represent

the

socialmediagrowthhotspotsPenetrationRate:Thepercentageofrespondentswhochose“Iusedsocialmediayesterday〞tototalsurveyedurbanresidents.DataSource：CNRS-TGI,07,2021–06,2021,07,2021-06,2021,04,2021,03,2021.Social

media’s

penetration

rates

across

age

groupsAverage

age

of

social

media

users31.232.433.12021202120212016（%）2017（%）YOY

PctGrowthGrowthrate

(%)15-1966.9%20-2975.8%30-3957.7%40-4956.963.86.912.1%50-5926.734.27.528.3%60+9.713.43.738.2%14“Makeupbeforeleavinghome〞hasbeenacceptedbymorefemalesocialmediausers.Socialmediausersaren’tnecessarilyalwaysonthego:theyprefertostayhomeifnothingspecialisgoingon.Innerbeautyhasagreaterrecognitionamongthem,andtheyaremoreincreasinglyreadytojoincharitablecauses.%ofsocialmediausersagreeingtolifestylestatements〔INDEX〕DataSource:CNRS-TGI,07,2021-06,2021,04,2021,03,2021.Statement20162017I

can

not

go

out

without

makeup

(Female)126127I

prefer

to

stay

home

ifnothingnecessary104106I’d

like

to

join

charity

activities108111Beauty

is

from

inside10711015No.2Are

Social

MediaUsers

Happy?Ryan

Li,

General

Manager

of

Media

&

Consumption

Behaviour

Research,

CTR16‘Socialmedia’inabroadersenseSocialmediacouldbeanytypesofmediawithsocialfunctions.Itnotonlyreferstothewell-knownappslikeWeChat,Weibo,QQandMomo,butalsoincludessocialfunctionsofvideo,news,ande-commerce.Hence,sub-categoriesofsocialmediainthispartofsurveyinclude:WeChatWeiboDatingsocialnetworks(eg:Momo,Jiayuan)Messengers(eg:QQ,LINE,MiTalk,excludingWeChat)BBS(eg:BaiduTieba,Tianya,QQZone,Douban,Renren,Facebook)Lifeserviceappswithreviews(eg:Meituan,Qunar,Dianping)Newsmediawithsocialfunctions(eg:Toutiao,TencentNews)E-commercewithsocialfunctions(eg:Taobao,JD,Xiaohongshu)Onlinevideomediaorlive-broadcastingplatformwithsocialfunctions(eg:Youku,Bilibili,DouyuTV)Socialmedia

iseverywhere17Socialmedia

iseverywhereDataSource：CTRChinaNetizenBehaviourAnalysisPlatformSmartDMP,04,2021.Eg:MangoTVEmpoweredbynewinteractivefeaturessuchascommentanddanmaku,videowebsites/app,especiallylivestreamingplatforms,areofferingnewsocialoptionsindigitalspace.MangoTV,thevideoapplaunchedbyHunanSatelliteTVStation,isexpandingquicklyamongtheyoungusers.MangoTVmobileapp’coverage〔%〕9.812.710.422.4All

Netizens18-25

Y/ONetizens2021202118Socialmedia

iseverywhereDataSource：CTRChinaNetizenBehaviourAnalysisPlatformSmartDMP,04,2021,04,2021..Usagepenetration

Daily

active

user

rateEg:ToutiaoThroughQ&A,commentsandothertypesofcommunicationways,fast-risingnewsaggregatorJinriToutiaoalreadyofferslotsofsocialfunctions.Toutiaouserbasehasincreasedbyleapsandbounds.Toutiao’sUsageRate〔%〕2021 202128.019Toutiao

–User

profileMale,

69%Female,31%<25,

18.4%25-34

,41%35-44

,28%45-54,

10.9%Tier

3Citiesandbelow,

40%Tier

2Cities,40%Tier

1cities,20%GenderAgeCity

TierDataSource：CTRChinaNetizenBehaviourAnalysisPlatformSmartDMP,04,2021.20Penetration

ratefor

Toutiao

isquite

even

amongall

citytiers.Toutiao’spenetrationamongnetizensindifferentcitytiers〔%〕27.827.129.0Tier

1

CitiesTier

2

CitiesTier

3

and

BelowDataSource：CTRChinaNetizenBehaviourAnalysisPlatformSmartDMP,04,2021.Are

Social

Media

Users

Enjoying

Social

Media?22OnlineSurveyMethodologySample’s

OverviewGender

DistributionAge

DistributionSource:Lightspeed

onlinepanelSamplesize：2021Sample’srequirementSocialMediaUser48.8%51.2%13.1%39.3%29.6%18.0%<26 26-3536-45 >45Socialmedia

affectmany

facets

oflife.

Itsmost

recognizedpositive

function

is

tohelp

people

keep

track

of

friends

andfamily

members,followed

by

followhottopics

andlearn

new

knowledge.Positive

impact

on

people’s

lives

Acquaintance-Social Know

More

Things23Q6.Whatpositiveinfluenceshavesocialmediabroughttoyourlife?BASE：N=202155%52%45%38%38%70% 70%69%61%KnowEasilyGet

toWiden

myExpandHelp

meRelieveImproveSolvewhat’scommunicknow

newscope

ofmy

socialmake

betterreal

lifeself-problemsgoing

onatewithhot

topicsknowledgecirclepurchasingpressureconfidence,inreal

lifewithfriendsdecisionsandfriendsand

familyenhancememberssocial

skillsPositive

impact

–

gender

specific

24Q6.Whatpositiveinfluenceshavesocialmediabroughttoyourlife?BASE:N〔M〕=980N〔F〕=103048%42%35%Male Female56%49%42%Femaleusers

feel

socialmediais

helpful

in

making

purchasingdecisions,relieving

pressure

and

enhancing

self-confidence.Relievereal

lifepressureImprove

self-confidence,

andenhance

socialskillsHelpmemake

betterpurchasingdecisionsRelieve

real

life

pressure25Q6.Whatpositiveinfluenceshavesocialmediabroughttoyourlife?BASE：N〔pre-70s〕=307 N〔70s〕=496N〔80s〕=748N〔90s〕=44429%45%51%50%81%71%66%62%Pre-70s 70s80s90sPre-70s 70s80s90sYoungergenerations

see

social

media

as

animportant

channel

ofrelieving

stress.

Older

generations

use

it

for

effectively

communicatingwith

friends

andfamily

membersEasily

communicate

with

friends

and

family

membersAffected

by

negative

valuesonlineMake

me

detached

and

impulsiveNegative

impact

on

interpersonal

relationships

inreallifeDisturbing

people’sregularwork/lifeIcan’tbear

friendsareleading

a

betterlife

on

WeChat

comments.22%21%19%16%8%Worries

brought

by

social

media

(%)26Q7.Whatnegativeinfluenceshavesocialmediabroughttoyourlife?BASE：N=202189.1%,IthasnegativeinfluenceNegative

impactOn

the

dark

side,

social

media

also

creates

negativeimpacts.

Mostmentioned

options

include:

less

print

bookreading,

health

concernandlack

ofprivacy

protection.Loss

of

qualityLess

printbook

reading48%readingLack

of

protection

over

my

personal

informationand

privacy43%Privacy

concernMyeye-sight

isgetting

worse48%Lack

of

sleep42%Health

concernLack

of

concentration27%%

of

mentioning

of

negative

impact

–different

age

groups

2711%16%13%3%18%23%23%5%23%31%20%11%12%31%Pre-70s 70s 80s 90s34%29%Make

me

detached

and

impulsive.Lack

of

concentrationAffected

by

negative

valuesonlineIcan’tbear

friendsareleadingabetterlife

on

WeChat

commentsQ7.Whatnegativeinfluenceshavesocialmediabroughttoyourlife?BASE：N〔Pre-70s〕=307 N〔70s〕=496N〔80s〕=748N〔90s〕=444Younger

users

aremore

aware

of

negative

impactbrought

bysocial

media.They

aremore

cautious

againstimpulsiveness,

loss

of

concentration,negativevalues

online

andetc.Have

you

taken

measures

to

control

the

negative

impact?If

so

,

what

measures

have

youtaken?28Q8.Whichone(s)

of

thefollowingmeasures

haveyoutaken

to

control

negativeinfluencesof

socialmedia?BASE：N=191589%Yes.Among

users

who

realize

the

negativeimpact

of

social

media,

90%have

taken

actions

tocontrol

the

damage,

and

self-discipline

was

themost

chosen

path.Purposefully

limit

frequency

and

totaltime

spent

on

social

media.

Usethesocial

media

onlywhen

necessary.54%Stay

awayfrom

social

media

incertainoccasions

(

eg:when

with

family)39%Stay

awayfrom

social

media

duringfixed

time

(eg:

working

hours)37%Turn

off

socialmedia

notifications.35%Remove

socialmedia

apps

that

havedisturbed

my

life.

23%Disable

Moments

feature

from

WeChat 12%Otherways 9%Ihave

taken

measures

to

control

negative

impact

(%)Turn

off

social

media

notifications

(%)29Q8.Whichone(s)ofthefollowingmeasureshaveyoutakentocontrolnegativeinfluencesofsocialmedia?BASE：N〔Pre-70s〕=307 N〔70s〕=496N〔80s〕=748N〔90s〕=44481%90%90%92%Pre-70s 70s80s90s27%36%38%39%Pre-70s 70s80s90sRelatively

speaking,

younger

users

have

responded

strongly

towardssocial

media’s

negativeimpact. Around

40%

of

the

90s

respondentssaid

they

turned

off

social

media

appnotification.30Q9.Whichoneofthefollowingsentenceswouldbestdescribeyourattitudestowardprivacyonsocialmedia?BASE：N=202121%20%43%32%4%4%40%36%To

protect

my

privacy,

I

onlyreadbut

never

comment.I

post

on

social

media

but

without

mentioning

anypersonal

details.I

actively

post

on

social

media,

but

I

won't

leak

any

corepersonal

details.I

don't

worry

about

privacy

at

allwhenpostingon

socialmedia.Concerns

over

privacy

(%)

All

users 90sMore

than

95%

users

admit

they

pay

attention

to

the

level

ofpersonalinformation

they

share

on

social

media.31Mostsocialmediausersselectivelypayattentiontosocialads.Themostimportantfactoriswhetheritis“humorousandinteresting〞.Thesecondmostimportantfactoristheads’relevancewiththeaudience.Q10.Regardingadsinsocialmediatimeline,suchasWeChatMomentsads,whichone(s)ofthefollowingbestdescribesyourattitude?BASE：N=202161%38%51%45%44%40%Humourousand

funnyVisualappeal

orbeautifullydesignedIt

isabout

acategoryI'minterestedinIt

isabout

a

brand

I'm

interestedinThe

contentisrelevantto

me.The

adshave

actor/actressorcharacters

I'minterested

in.CreativeelementRelevance

to

theaudienceWhat

kinds

of

ads

will

you

watch

on

social

media?

Reward（lucky

draw,

coupon,

loyalty

points

and

etc)Lotsof

myfriendsare

responding

toit34%42%It

doesn't

arrive

aftertoo

manyads14%I

have

neverseenthead

before13%I

don't

like

anysocial

ads4%I

like

allsocial

ads3%AdReaction

MethodologyRespondentsAll

interviewing

conducted

viaonlineself-complete

questionnaireMale

50%

and

Female

50%3923,900+CountriesAdReaction

study

has

been

conductedsince

2001,

delivering

insights

on

consumers’

perceptions

on

advertising,

particularly

in

digital

world.Chinese

consumers

want

ad(in

all

formats)

with

humour,

music

andinteresting

stories.Ad

feature

which

would

gain

more

positive

feedback

from

consumerAdReaction2021ChinaReportQ:Whichcharacteristicsmakeyoumorepositivetowardsads?54%49%45%42%35%25%21%Is

funnyor

humourousTells

aninteresting

storyHasgoodmusicFeatures

augmentedrealityUses

special

effects

(like

action

sequences,

explosions,space

scenes)Features

afamous

celebrityFeatures

anonline/

social

mediacelebrity34Q11.Whatdoyouthinkoftherelevanceofadsthatshowntoyouonsocialmedia?BASE：N=202121%51%21%6%Basically,

they

are

relevant

tome

and

I

have

agood

experience.Sometimes

they

are

relevant

sometimes

not,

butbasically

it's

acceptable.Most

of

theads

are

not

relevant

to

me,

andadstargettingscheme

needs

to

be

improved.Not

relevant

at

all.Relevance

of

social

ads

(%)

Generally,

mostusers

feelsocialads

arequite

relevanttothem.35Whathassocial

media

brought

tous?

Good

orBad?79.8Social

Media

Overall

Satisfactory

ScoreThe

overallevaluation

score

is

the

weighted

average

of

alltypes

of

social

media’s

score.

Users

willrate

differenttypes

of

social

media

based

on

social

media’s

impact

totheir

life.

And

then,

using

normalization

processing

tocalculate

the

weight

andto

generate

the

final

evaluationscore.83.581.781.279.778.478.277.576.071.236N=1816 N=1085 N=1142 N=1069 N=1293 N=1001 N=988Q12.Generallyspeaking,

do

youthink

thefollowingtypesof

socialmediamadeyourlifebetter

or

worse?N=781N=404Satisfactoryratings

for

social

mediasub-categories

(0-100

scale)OverallScore：79.8WeChat

is

the

most

satisfying

app,

followed

by

life

service

apps

withreviews,

and

social

functions

within

e-commerce

apps.WeChatLife

serviceSocialSocialMessengerWeiboBBSSocial

withinDatingapps/siteswithin

E-withinappsVideo/livestrsocialcommerceNewseamingnetworksapps37Social

Media’s

usage

rate

&

users’

evaluationWeChat

stands

out

in

both

usage

rate

anduser

ratings,

anddatingsocial

networks

haven’tmade

an

impact

in

China

yet.WeChatLifeserviceSocial

within

E-commerceSocial

withinNewsMessengersWeiboBBSSocial

withinvideo/livestreamingDatingsocialnetworks70727476788082840%10%20% 30%40% 50%60%70%80%90% 100%Usage

RateAverage

UsageRate

48.4%SatisfactoryscoreAverage

UserRating

79.8User

groups’

rating

for

WeChat

83.1 84.0 84.2 82.5 84.5 83.9 85.9 84.6 82.1 83.138Tier

1CitiesTier

2CitiesTier

3CitiesTier

4CitiesEverybody

lovesWeChat!Male

FemalePre-70s70s80s90sTier

1citiesTier

2citiesTier

3citiesTier

4citiesWeibo’s

ratingfrom

different

age

groups

39BASE：N〔Pre-70s〕=307 N〔70s〕=496N〔80s〕=748N〔90s〕=44476.578.278.479.3Pre-70s70s80s90sWeibo

receives

higher

rating

among

younger

usersBASE：N〔Pre-70s〕=307 N〔70s〕=496N〔80s〕=748N〔90s〕=44466.571.3theirlife

stageRating

for

dating

social

networks

from

different

age

groups

40Pre-70s70s73.580s70.790s80s’

usersgivehighest

rating

for

datingsocialnetworks,probably

because

it

is

most

in

demandamong

them

duetoRating

for

social

withinvideo/livestreaming

app/sites

from

different

age

groups

41BASE：N〔Pre-70s〕=307 N〔70s〕=496N〔80s〕=748N〔90s〕=44473.773.578.276.9Pre-70s70s80s90sSocialfunction

within

video/livestreaming

platform

ispopular

among

80s

and

90sRatings

for

social

within

news

apps

from

different

user

groups

79.7 81.9 79.9 80.1 77.0 79.7 79.8 82.3 80.7 77.1 80.142Socialfunction

within

news

appsgetsa

score

of

79.7,andis

preferred

to

by

usersin

tier

1cities.OverallPre-70s70s80s90sMaleFemaleTier1Tier2Tier3Tier4citiescitiescitiescities43No.3Leveragingsocialmediato

realize

growthYe

Han,

Director

of

Kantar

VermeerLinda

Xu,

Chief

ClientOfficer

&Head

of

Research

and

Consulting,

Kantar

Media

CIC44Characteristics

ofnational

panel4

regions/

8

sub

regoins/

4

citytiers5

City

TiersKeyCitiesProvincial

Capitals

(A)Prefecture

Cities

(B)County-level

Cities

(C)Counties

(D)North

1HeilongjiangJilinLiaoningNorth

2BeijingTianjinHebeiShandongShanxiWest

1ChongqingShaanxiSichuanWest

2GuangxiGuizhouYunnanEast

1ShanghaiJiangsuZhejiangEast

2AnhuiHe’nanSouth

1GuangdongFujianSouth

2HubeiHu’nanJiangxi40,000

sample

householdsProjecting

to

167

million

urbanhouseholds45China

mobile

datacoverage

and

definition12

thousands

sample

householdsProjecting

to46

millions

urban

householdsLight/heavy

social

media

users:

mobile

owners

who

use

social

media

lessorequal/more

thanaverage46Heavy

social

useron

categorypreferenceWhatmakes

meaningful

socialbuzz?China

social

mediaphases1.4920212021CriticizeSocialEvils2021Professional

knowledgesharing

such

asfashion,technology

and

etc.Humanity,

people'slivelihood,

current

affairsLovely

face

withnice

figures,most

ofthem

settled

TaobaostorePoliticalEntertainingInteractiveCommercializedWeibo

was

bornWeChat

Public

Accounts

appearedSocial

platform

expansionKnowledge

SharingStar

PromotionBeauty

Cyber

StarDiversifiedKOLsCelebrities

started

to

promotethemselves

on

WeiboE-commerce

platform

connected

with

WeiboHighly

entertaining;

morecooperation

with

brandsVariousformof

Weibo

contentsFeatures:Active

Platforms:The

Evolution

ofChineseKOLsRepresentative:薛蛮子,罗永浩

andetc.Gogoboi,

包先生,老罗

and杨幂,范冰冰

andetc.张大奕,周扬青

andetc.papi酱,

故宫淘宝,

道大叔etc.and

etc.50BritishCouncil

utilized

live-streaming

tointroduce

differentuniversities

inUK,

including

theenvironment,

orientation

week

and

curriculum

designs,

toattract

overseas

students

via

real-time

interactive

Danmaku/comments.Receivednearly6Millionviewers〔5,840,706〕Collected7,969Danmaku/comments3

Research

Coverage2

Research

MetrixSystematic,quantitative&qualitative

analysis1Research

Universities21UniversitiesNetease

News

AppLivestreamingchannel

across

3monthDatacoverage:14thSep.–13thNov.2021onNetEaselive-streamingplatform,5,840,706views,7,969Danmaku/comments,989sentimentalDanmaku/comments.Cost

&TuitionUniversityInformationLive-streamingQualityHosts’AppearanceHosts’AppearanceGeneralAppreciation51Consumerscaredabouttheoveralllive-streaming“visualquality〞.Hence,apartfromtheactualcontent,hosts’appearanceisalsoanimportantaspect,whereasleveragingCyberStarcouldeffectivelyexpandtheinfluenceoflive-streamingperformances.9%

Positive

Danmaku5%

Negative

Danmaku86%

Neutral

DanmakuDatacoverage:14thSep.–13thNov.2021onNetEaselive-streamingplatform,5,840,706views,7,969Danmaku/comments,989sentimentalDanmaku/comments.52High

Visual

QualityGood

video

quality

couldprovide

an

immersiveviewing

experience(including

goodweather,ambience

and

etc.)Hosts’

attractiveappearance

couldincreasefavorabilityCourtesy

andlanguageaccuracy

needs

tobeconsideredSharing

&InteractionPersonal

experiencesharing

could

winaffinityTrending

topicsdiscussiontoshow

expertiseInteractwith

netizens’regularly

tostrengthenbondingStrong

Technical

SupportVideo

volume,

andshooting

distanceneeds

tobemonitoredtoensurecomfortableviewingexperienceSmooth

networkconnectionrequired

toavoid

signal

jam2.How

SocialMediaIs

Monetizing

Advertising?Brand/Platform

and

industryexperts’

joint

marketing

to

drivetraffic

into

cashExpertKOLpublish“LimitedEdition〞cantriggerpurchaseintentoffansPrecise

marketing

throughO2O

and

APP

connectionsGrass-root

KOLs

driverapidgrowth

inbrand

popularityMain

Features

ofKey

Opinion

Leader

Economy955Industry

expert

promotion,

drive

trafficinto

cash67,64332,611189,451Link#KB20#

Series

Product

PromotionEcommercedeoLink+Short

ViBrand

Marketing

+

Professionalathlete+

PlatformNBA

player：Kobe

BryantNBA

MVP

award5-times

NBA

champion18-times

All-starBlack

Mamba4,964,815@KobeBryant1

Day7,000

Items2,583,000

RMBBrand/Platform

and

industryexperts’

joint

marketing

to

drivetraffic

into

cashExpertKOLpublish“LimitedEdition〞cantriggerpurchaseintentoffansPrecise

marketing

throughO2O

and

APP

connectionsGrass-root

KOLs

driverapidgrowth

inbrand

popularityMain

Features

ofKey

Opinion

Leader

Economy11Creative

Content

+Grass

roots+

Beauty

APPs+

KOLrecommendation

(mutually)57The

mostdown

toearth

beautyKOL,recommend

products

effectivelyModel,

Cyber

Star,Beauty

specialist@茅笑莹阿姨：求卧蚕笔啊啊//

please

tell

meeye

shadow

pen

name!!@邢晓瑶3,554,747三分钟化装五分钟出门//3Minsmakeup,5MinstogoLinkHOT50,38067,048172,377KOLrecommendation

(mutually):女孩子不能懒！//No

laz