中国视频直播服务网站触手chushou用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSVideo

live

streaming

services:Chushou

followers

in

ChinaConsumer

InsightsSeptember2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofChushoufollowers

in

China:whotheyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

Chushoufollowers

inChina

(’’brandusers’’)againstChinesevideo

livestreaming

siteusers

ingeneral

(’’category

users’’),

and

theoverall

Chineseonliner,

labelled

as’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

China)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

September

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsChushou

ranks

seventh

among

video

live

streaming

services

in

ChinaManagement

summary:

brandusageand

competitionTop10

most

used

videolivestreamingservicesinChinabilibiliHuya69%44%Douyu40%YY

Live22%Inke18%17%QQegameChushouLongzhuQQnowTrovo

Live11%10%10%5%4Notes:"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=1718,

video

live

streaming

site

usersConsumer

Insights

Global

as

of

September

2023Sources:Chushou

followers

in

ChinaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsChushouismore

popularamongMillennials

thanother

video

livestreaming

services.Social

justiceis

more

importanttoChushoufollowers

than

toother

videolivestreaming

siteusers.Itstands

out

that35%

ofChushoufollowers

don’t

mindwhen

companiesusetheirpersonal

dataforadvertising.Chushoufollowers

access

theinternetviaasmartwatch

more

often

thantheaverage

videolive

streaming

site

user.Compared

toothervideo

livestreaming

Artsandliterature

arerelatively37%

ofChushoufollowers

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

Chushoufollowersinteract

with

companies

more

oftenthan

other

video

livestreaming

siteusers.services,

Chushou

hasarelatively

highshareof

female

followers.prevalent

interests

of

Chushoufollowers.Chushouhasalarger

shareof

followers

Gardening

andplants

are

relativelywith

ahigh

income

than

other

video

live

popularhobbiesamong

ChushouArelatively

highshare

ofChushoufollowers

thinkthatcrime

is

anissuethatneeds

to

beaddressed.Chushoufollowers

remember

seeingadson

editorial

websites

and

appsmore

often

than

other

video

livestreaming

siteusers.streaming

services.followers.Chushoufollowers

andvideolivestreaming

siteusers

ingeneral

arerelatively

likely

toliveinmegacities.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Chushou

is

more

popular

among

Millennials

than

other

video

live

streamingservicesDemographic

profile:

generationsAgeof

consumersinChinaBrand

users14%56%25%5%Category

usersAllrespondents22%22%48%26%3%43%29%6%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;Base:

n=185,

Chushou

followers,n=1718,

video

live

streaming

site

users,

n=24522,

allrespondentsSources:Consumer

Insights

Global

as

of

September

2023Compared

to

other

video

live

streaming

services,

Chushou

has

a

relatively

highshare

of

female

followersDemographic

profile:

genderGenderofconsumersinChinaBrand

users45%55%Category

usersAllrespondents51%49%51%49%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";

Multi

Pick;Base:n=185,

Chushou

followers,

n=1718,

video

live

streaming

site

users,n=24522,

allrespondentsSources:Consumer

Insights

Global

as

of

September

202377%

of

Chushou

followers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinChina56%53%49%19%17%14%12%12%12%11%10%10%9%4%3%3%2%

2%1%0%

0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=185,

Chushou

followers,

n=1718,video

live

streaming

site

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

September

2023Sources:Chushou

has

a

larger

share

of

followers

with

a

high

income

than

other

video

livestreaming

servicesDemographic

profile:

incomeShare

ofconsumersinChinainthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users52%27%21%Category

usersAllrespondents42%29%29%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

towatch

video

livestreams?";Multi

Pick;Base:n=185,

Chushou

followers,n=1718,

video

live

streaming

site

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

September

202316%

of

Chushou

followers

live

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinChinalive52%49%48%16%16%15%14%

14%13%11%9%8%7%

7%6%4%

4%3%2%

3%Other1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";MultiPick;Base:n=185,

Chushou

followers,

n=1718,

video

live

streaming

site

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

September

2023Chushou

followers

and

video

live

streaming

site

users

in

general

are

relativelylikely

to

live

in

megacitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinChina53%52%45%26%22%21%16%15%14%7%6%

6%5%3%3%Rural

community2%

2%2%Small

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

websites

orapps

have

youused

in

the

past12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=185,

Chushou

followers,n=1718,

video

live

streaming

siteusers,n=24522,

all

respondentsConsumer

Insights

Global

as

of

September

20235%

of

Chushou

followers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinChinaBrand

users5%6%91%89%4%5%Category

usersAllrespondents

5%88%7%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=185,

Chushou

followers,

n=1718,

videolive

streaming

site

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSocial

justice

ismore

important

to

Chushou

followers

than

to

other

video

livestreaming

site

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinChina43%

43%38%39%38%37%37%34%36%37%

34%33%35%35%34%28%32%30%29%25%24%28%28%25%22%22%22%14%10%9%Advancingmy

careerMaking

myown

decisionsSafety

andsecurityAhappyrelationshipAnhonest

andrespectable

lifeSocial

justiceHavingagood

timeTobesuccessfulLearningnew

thingsTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=185,

Chushou

followers,n=1718,

video

live

streaming

site

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

September

2023Arts

andliterature

are

relatively

prevalent

interests

of

Chushou

followersConsumer

lifestyle:

main

interestsTop10

interestsofChushoufollowers

inChina45%44%43%40%38%39%38%38%38%37%34%33%30%32%31%31%30%30%

28%25%29%29%28%28%24%26%24%22%21%19%Health

&fitnessSportsFood

&diningTravelMovies,TVshows&musicScience

&technologyArts&literatureFinance&economyFashion&beautyVehicles

&mobilityBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=185,

Chushou

followers,n=1718,

video

live

streamingsite

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

September

2023Gardening

and

plants

are

relatively

popular

hobbies

among

Chushou

followersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofChushoufollowers

inChina47%45%41%41%41%39%39%35%35%34%33%27%31%31%32%31%31%30%29%29%28%29%26%23%22%19%17%16%15%15%Doing

sportsandfitnessOutdooractivitiesTravelingSocializingCooking/bakingVideo

gamingPhotographyGardeningandplantsCars/vehiclesBoard

games/cardgamesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=185,

Chushou

followers,

n=1718,

video

livestreaming

site

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

September

2023Chushou

followers

are

more

likely

to

play

baseball

or

softball

than

other

videolive

streaming

site

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofChushoufollowers

inChina32%30%28%27%25%23%23%23%23%21%20%20%20%20%20%19%18%17%16%14%14%14%13%13%11%11%9%8%5%4%BadmintonBasketballCyclingFitness,aerobics,cardioHikingRunning/JoggingDancingSoccerTableTennisBaseball/SoftballBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=96,

Chushou

followers,n=1014,video

live

streaming

site

users,n=12877,

all

respondentsConsumer

Insights

Global

as

of

September

2023Chushou

followers

are

more

likely

to

follow

cycling

than

other

video

livestreaming

site

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byChushoufollowers

inChina21%20%17%17%16%16%14%13%13%13%12%12%11%11%10%10%10%9%9%8%8%8%7%7%6%6%6%6%5%5%BasketballAthletics(track&

field)CyclingSoccerBoxingTabletennisGymnasticsTennisSwimming/divingVolleyballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=71,

Chushou

followers,n=563,

video

live

streaming

site

users,n=6479,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineadvertising•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

35%

of

Chushou

followers

don’t

mind

when

companies

usetheir

personal

data

for

advertisingConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainChina45%43%42%41%38%36%35%33%30%29%24%21%20%14%

14%Ihaveboughtproductsbecause

celebrities

orinfluencers

advertisedthemIdon’tmindadvertising

ifIgetfree

content

inreturnIdon’tmind

whencompanies

usemy

personal

dataforadvertisingIuseadblockers

whenbrowsing

theinternetIoften

havedifficultydistinguishingadvertising

from

contentBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=185,

Chushou

followers,

n=1718,

video

live

streaming

siteusers,n=4080,

all

respondentsConsumer

Insights

Global

as

of

September

202337%

of

Chushou

followers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinChina48%47%40%36%27%23%16%14%13%12%10%10%2%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

websites

orapps

have

you

used

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=185,

Chushoufollowers,n=1718,

video

live

streaming

site

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Chushou

followers

think

that

crime

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

ChinaaccordingtoChushoufollowers35%35%32%32%31%31%28%31%31%29%29%28%28%27%25%23%25%25%24%23%23%23%23%

22%22%22%18%16%10%9%EnvironmentFood

andwater

securityRising

prices/inflation/cost

of

livingEconomicsituationClimatechangeEducationHealth

andsocial

securityHousingUnifyingthecountryCrimeBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=185,

Chushou

followers,

n=1718,

video

live

streaming

site

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

video

live

streaming

site

users,

Chushou

followers

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinChinaBrand

users22%21%21%44%26%22%8%10%Category

usersAllrespondents47%45%22%12%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

websites

orapps

have

youused

inthe

past

12

months

towatch

video

livestreams?";Multi

Pick;Base:n=185,

Chushou

followers,

n=1718,

video

live

streaming

site

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsChushou

followers

access

the

internet

via

a

smartwatch

more

often

than

theaverage

video

live

streaming

site

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinChinauseregularlytoaccess

theinternet94%

94%

94%74%70%

71%70%67%66%61%58%57%56%54%53%51%42%41%39%34%33%31%29%24%23%19%17%SmartphoneTabletLaptopSmart

TVDesktop

PCSmartwatchGaming

console

Smart

speakers

Streaming

deviceBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=185,

Chushou

followers,n=1718,

video

live

streaming

site

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

September

2023On

social

media,

Chushou

followers

interact

with

companies

more

often

thanother

video

live

streaming

site

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinChinabytype46%43%46%45%45%44%44%39%43%42%41%40%40%39%38%34%39%39%39%37%36%32%36%36%30%32%28%27%25%23%4%2%2%1%1%

1%FollowedpeopleSentprivatemessagesPostedpictures/videosPosted

texts/statusSharedpostsbyother

usersLikedcompanypostsCommented

Liked

postsSharedcompanypostsFollowedIhaveonly

Ihaven’t

usedon

postsbyotheruserscompanies

used

social

social

mediaupdatesmediapassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

websites

orapps

have

you

used

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;

Base:

n=185,

Chushou

followers,n=1718,

video

live

streaming

site

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

September

2023Chushou

followers

tend

to

listen

to

podcasts

more

often

than

video

livestreaming

site

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinChinahave

been

usinginthepast4weeks73%71%

71%71%71%68%67%62%65%58%52%48%53%52%50%48%43%38%35%41%38%33%32%30%25%30%29%29%27%28%26%13%12%TVDigitalvideocontentMovies

/cinemaDigitalmusiccontentPodcastsMagazinesRadioDailynewspapersOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

websites

orapps

have

youused

in

the

past12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=185,

Chushou

followers,n=1718,

video

livestreaming

site

users,n=12469,

all

respondentsConsumer

Insights

Global

as

of

September

2023Chushou

followers

remember

seeing

ads

on

editorial

websites

and

apps

moreoften

than

other

video

live

streaming

site

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereChushoufollowers

inChinahavecome

across

digitaladvertisinginthepast4weeks38%38%33%38%37%37%36%35%36%32%36%36%36%35%30%35%34%34%32%32%30%27%24%25%24%24%23%22%21%20%Search

engines

Video

streaming

OnlinestoresservicesVideo

portalsWebsitesandappsof

brandsBlogs/forumsVideo

gamesEditorialwebsitesandappsMusicportalsSocial

mediaBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;

Base:

n=185,

Chushou

followers,n=1718,

video

live

streaming

site

users,n=24522,

all

respondentsConsumer

Insights

Global

as

of

September

2023Chushou

followers

remember

adsthey

saw

in

printed

magazines

andjournalsmore

often

than

other

video

live

streaming

site

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinChinahavecome

across

non-digital

advertisinginthepast4weeks51%

51%49%44%40%44%38%43%41%40%40%37%35%35%35%34%24%23%21%

21%21%20%19%

19%OnTVAtthemovies/cinemaDirectly

inthestoreInprintedmagazinesandjournalsOnadvertisingspacesOntheradioInprinteddailynewspapersBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months