中国在线视频游戏品牌qq game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:QQ

egame

followers

in

ChinaConsumer

InsightsSeptember

2023Consumer

Insights

Global

surveyIntroductionReportoverviewGlobal

survey

methodology

(1)Design:

OnlineSurvey,

split

questionnaire

designThis

report

offers

the

reader

acomprehensiveoverview

ofQQ

egame

followers

in

China:

who

theyare;

what

they

like;

what

they

think;

and

how

to

reachthem.

It

provides

insights

ontheir

demographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

of

eachcountry

withAmerican

English

offered

as

an

alternativeAdditionally,

the

report

allows

the

reader

toRegion:

56

countriesbenchmark

QQ

egame

followers

in

China

(’’brandusers’’)

against

Chinese

video

live

streaming

siteusersin

general

(’’category

users’’),

and

the

overall

Chineseonliner,

labelled

as

’’all

respondents’’

in

the

charts.Number

of

respondents:•

12,000+

forcountries

withthe

extended

survey(including

China)•

2,000+

for

the

basic

surveyThe

report

is

updated

quarterly

and

isbasedondataSample:

Internet

users,

aged

18

–64,

quotas

set

ongender

and

agefrom

theConsumer

Insights

Global

survey,

aninternational

survey

that

covers

more

than

15,000brands

across

56

countries.Fieldwork:•

Continuous

from

January

to

December•

Countries

that

receivethe

extended

survey

areupdated

fourtimes

ayear2Notes:(1):

See

the

fullmethodology

for

a

detailed

overviewof

the

study

designConsumer

Insights

Global

as

of

September

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsQQ

egame

ranks

sixth

among

video

live

streaming

services

in

ChinaManagement

summary:

brand

usageand

competitionTop

10

most

used

video

live

streaming

services

in

ChinabilibiliHuya69%44%Douyu40%YY

Live22%Inke18%17%QQ

egameChushouLongzhuQQ

nowTrovo

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

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=1718,video

live

streamingsiteusersConsumer

Insights

Global

as

of

September

2023Sources:QQ

egame

followers

in

ChinaManagement

summary:

key

insightsDemographic

profileConsumer

lifestyleConsumer

attitudesMarketing

touchpointsQQ

egamehas

ahighshare

offollowers

A

happy

relationship

is

less

important

to

Itstands

out

that

51%

ofQQ

egameQQ

egamefollowers

access

the

internetviaasmart

TV

more

often

than

theaverage

video

live

streaming

siteuser.that

are

Millennials

compared

to

thetotal

online

population.QQ

egamefollowers

than

to

other

video

followers

bought

products

becauselive

streaming

siteusers.celebrities

or

influencers

advertisedthem.There

is

afairlyeven

split

ofmaleandfemaleQQ

egamefollowers.Sports

is

arelativelyprevalent

interestofQQ

egamefollowers.On

social

media,

QQ

egame

followersinteract

withcompanies

more

oftenthan

other

videolive

streaming

siteusers.40%

ofQQ

egame

followers

areinnovators

or

early

adopters

ofnewproducts.QQ

egamehas

alarger

share

offollowers

withamedium

householdincomethan

other

video

live

streamingservices.Techor

computers

are

relativelypopular

hobbies

among

QQ

egamefollowers.Health

&

social

securityand

theenvironment

are

issues

ofparticularconcern

to

QQ

egame

followers.QQ

egamefollowers

remember

seeingads

onblogs

and

forums

more

oftenthan

other

videolive

streaming

siteusers.QQ

egamefollowers

are

morelikelytolive

in

megacities

than

the

averageonliner.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Type

ofcommunity•

LGBTQ+QQ

egame

has

a

high

share

of

followers

that

are

Millennials

compared

to

thetotal

online

populationDemographic

profile:

generationsAge

of

consumers

in

ChinaBrand

users19%53%24%26%4%3%Category

usersAll

respondents22%48%22%43%29%6%Generation

ZMillennialsGeneration

XBabyBoomers7Notes:’’How

old

are

you?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=296,QQ

egame

followers,n=1718,video

live

streamingsite

users,n=24522,allrespondentsSources:Consumer

Insights

Global

as

of

September

2023There

is

a

fairly

even

split

of

male

and

female

QQ

egame

followersDemographic

profile:

genderGender

of

consumers

in

ChinaBrand

users50%51%51%50%49%49%Category

usersAll

respondentsMaleFemale8Notes:’’What

is

your

gender?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";MultiPick;

Base:

n=296,QQ

egame

followers,n=1718,video

livestreamingsite

users,n=24522,all

respondentsSources:Consumer

Insights

Global

as

of

September

202376%

of

QQ

egame

followers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

education

in

China56%56%53%17%

17%14%12%12%11%

12%11%11%4%3%3%2%

2%1%1%0%

0%Noformaleducation

/primary

schoolLower

secondary

Upper

secondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAll

respondents9Notes:’’What

is

the

highest

levelof

education

you

have

completed?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=296,QQ

egame

followers,n=1718,video

live

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

of

September

2023Sources:QQ

egame

has

a

larger

share

of

followers

with

a

medium

household

incomethan

other

video

live

streaming

servicesDemographic

profile:

incomeShare

of

consumers

in

China

in

the

high,

middle,

and

low

thirds

of

monthly

household

gross

incomeBrand

users46%33%21%Category

usersAll

respondents42%29%29%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

to

only

include

respondentsthat

provide

incomeinformation,recode

based

on

’’Monthly/annualhousehold

income

(local

currency)’’;

Single

Pick;"Which

websites

or

apps

have

you

used

in

the

past

12

months

towatch

video

livestreams?";

Multi

Pick;Base:

n=296,QQ

egame

followers,n=1718,video

livestreamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

202354%

of

QQ

egame

followers

live

in

a

nuclear

familyDemographic

profile:

householdclassificationType

of

households

in

which

consumers

in

China

live54%52%48%16%15%15%14%13%10%10%9%8%7%

7%5%5%4%3%2%

3%Other1%Single

householdCouplehouseholdSingle

parenthouseholdPartnersand

childrenMulti-generationalfamilyTwo

or

morerelated

adults

householdtypesBrand

usersCategory

usersAll

respondents11

Notes:Sources:Typology

based

on

’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of

14

in

household’’;

Single

Pick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=296,QQ

egame

followers,n=1718,video

livestreamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

ofSeptember

2023QQ

egame

followers

are

more

likely

to

live

in

megacities

than

the

averageonlinerDemographic

profile:

type

ofcommunityCommunities

where

consumers

live

in

China53%52%45%27%26%22%15%14%13%7%6%5%4%3%2%

2%

2%2%Rural

communitySmall

townMedium-sized

townLarge

cityCity

withover

1Megacity

withover

5millioninhabitants

millioninhabitantsBrand

usersCategory

usersAll

respondents12

Notes:Sources:’’In

what

type

of

community

do

you

live?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=296,QQ

egame

followers,n=1718,video

livestreamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

20235%

of

QQ

egame

followers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

status

of

consumers

in

ChinaBrand

users5%6%93%2%Category

users89%5%All

respondents

5%88%7%YesNoWouldrather

notsay13

Notes:Sources:’’Do

you

consider

yourself

part

of

the

LGBTQ+

community?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;Base:

n=296,QQ

egame

followers,n=1718,video

live

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

ofSeptember

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Maininterests•

Hobbies

&

leisure

activities•

Sports

activities•

Sports

followedA

happy

relationship

is

less

important

to

QQ

egame

followers

than

to

othervideo

live

streaming

site

usersConsumer

lifestyle:

life

valuesMost

important

aspects

of

life

forconsumers

in

China43%43%43%41%38%38%37%37%37%36%35%34%33%33%28%29%25%29%29%28%25%28%28%26%25%22%22%10%9%9%Safety

andsecurityMaking

myowndecisionsAdvancingmycareerAn

honestandrespectable

lifeA

happyrelationshipLearningnew

thingsTo

besuccessful

Social

justiceHaving

agoodtimeTraditionsBrand

usersCategory

usersAll

respondents15

Notes:Sources:’’Out

of

the

followinglist,which

are

the

3

mostimportant

aspects

to

you

in

life?

Please

choose

exactly

3.’’;

MultiPick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;Base:

n=296,QQ

egame

followers,n=1718,video

live

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

ofSeptember

2023Sports

is

a

relatively

prevalent

interest

of

QQ

egame

followersConsumer

lifestyle:

maininterestsTop

10

interests

of

QQ

egame

followers

in

China50%48%46%45%40%45%45%44%43%38%43%39%39%37%36%36%33%32%30%31%28%28%28%26%25%24%24%21%20%18%Health

&fitnessFood

&diningSportsMovies,TV

shows&musicTravelScience&technologyFashion&

beautyFinance&economyVehicles

&mobilityGaming

&eSportsBrand

usersCategory

usersAll

respondents16

Notes:Sources:’’What

topics

are

you

personally

interested

in?’’;

MultiPick;"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=296,QQ

egame

followers,n=1718,video

livestreamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

of

September

2023Tech

or

computers

are

relatively

popular

hobbies

among

QQ

egame

followersConsumer

lifestyle:

hobbies

&leisureactivitiesTop

10

hobbies

and

leisure

activities

of

QQ

egame

followers

in

China54%50%47%45%46%41%35%41%40%39%39%36%35%35%35%31%28%33%30%28%31%31%29%27%26%24%23%23%22%19%OutdooractivitiesDoing

sportsand

fitnessTravelingSocializingCooking/

bakingCars

/vehiclesTech/computersVideogamingReadingPhotographyBrand

usersCategory

usersAll

respondents17

Notes:Sources:’’What

are

your

personal

hobbies

and

activities?’’;

MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=296,QQ

egame

followers,n=1718,video

livestreamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

of

September

2023QQ

egame

followers

are

more

likely

to

play

basketball

than

other

video

livestreaming

site

usersConsumer

lifestyle:

sports

activitiesTop

10

sports

activities

of

QQ

egame

followers

in

China36%36%32%30%28%28%27%27%26%25%20%23%23%23%23%19%21%20%20%16%15%12%10%14%14%13%11%11%9%8%BadmintonBasketballCyclingFitness,aerobics,cardioRunning/

JoggingHikingTableTennisSwimming/

DivingDancingSoccerBrand

usersCategory

usersAll

respondents18

Notes:Sources:’’Which

of

these

sports

or

activitiesdo

you

do

at

least

occasionally?’’;

MultiPick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=185,QQ

egame

followers,n=1014,video

live

streamingsite

users,n=12877,allrespondentsConsumer

Insights

Global

as

of

September

2023QQ

egame

followers

are

more

likely

to

follow

basketball

than

other

video

livestreaming

site

usersConsumer

lifestyle:

sports

followedTop

10

sports

followed

by

QQ

egame

followers

in

China31%22%21%19%19%17%16%16%15%15%15%13%13%12%13%10%11%9%9%8%8%8%7%7%6%6%6%6%5%5%BasketballSoccerAthletics(track

&field)TabletennisTennisCyclingSwimming/

divingGymnasticsBoxingVolleyballBrand

usersCategory

usersAll

respondents19

Notes:Sources:’’In

which

of

these

sports

do

you

follow

competitions,leagues

or

teams?’’;

MultiPick;

"Which

websites

or

apps

have

you

usedin

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=136,QQ

egame

followers,n=563,video

live

streamingsiteusers,n=6479,all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes•

Attitudes

towards

online

advertising•

Innovation

adoption•

Challenges

facing

the

country•

Politics20It

stands

out

that

51%

of

QQ

egame

followers

bought

products

becausecelebrities

or

influencers

advertised

themConsumer

attitudes:

marketing

&

social

mediaAgreement

with

statements

towards

marketing

&

social

media

in

China51%45%43%42%41%36%31%30%29%29%21%20%17%14%

14%Ihave

bought

productsbecausecelebrities

orinfluencers

advertisedthemIdon’t

mindadvertising

if

Igetfree

content

in

returnIusead

blockers

whenbrowsing

the

internetIdon’t

mindwhencompanies

usemypersonal

datafor

advertisingIoften

have

difficultydistinguishingadvertising

from

contentBrand

usersCategory

usersAll

respondents21

Notes:Sources:’’Which

of

these

statements

apply

to

you?’’;

MultiPick;"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watchvideo

livestreams?";

MultiPick;

Base:

n=296,QQ

egame

followers,n=1718,video

live

streamingsite

users,n=4080,all

respondentsConsumer

Insights

Global

as

of

September

202340%

of

QQ

egame

followers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:

innovationadoptionInnovation

adopter

types

based

on

statementstowards

innovation

by

consumers

in

China48%47%42%36%27%23%16%13%12%10%10%9%3%2%2%InnovatorsEarlyadoptersBrand

usersEarlymajorityCategory

usersLate

majorityAll

respondentsLaggards22

Notes:Sources:Recode

based

on

’’Which

of

these

statements

regardingtechnology

apply

to

you?’’;

MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=296,QQ

egamefollowers,n=1718,video

live

streamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

2023Health

&

social

security

and

the

environment

are

issues

of

particular

concern

toQQ

egame

followersConsumer

attitudes:

challenges

facingthe

countryThe

10

most

important

issues

facing

China

according

toQQ

egame

followers39%36%35%35%31%31%31%29%32%32%32%31%30%29%29%28%28%25%27%23%23%25%25%25%24%21%19%22%22%19%Health

andsocial

securityEnvironmentFood

andwater

securityEducationEconomicsituationRising

prices

Climate

change/

inflation/HousingUnifyingthe

countryUnemploymentcost

oflivingBrand

usersCategory

usersAll

respondents23

Notes:Sources:’’What

do

you

personally

think

are

the

mostimportant

issues

in

your

country

of

residence

that

need

to

beaddressed?’’;Multi

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=296,QQ

egame

followers,n=1718,video

livestreamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

of

September

2023QQ

egame

followers

reflect

the

general

political

landscapeConsumer

attitudes:

politicsPolitical

attitudes

of

consumers

in

ChinaBrand

users21%21%21%47%47%45%24%22%8%Category

usersAll

respondents10%22%12%LeftCenterRightPrefer

not

to

answer24

Notes:Sources:Recode

based

on

’’Many

people

use

the

terms

’left’

and

’right’

when

they

want

to

describe

politicalviews.

Where

would

you

place

yourself

on

a

scale

from

left

to

right?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

inthe

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=296,QQ

egame

followers,n=1718,video

live

streamingsiteusers,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints•

Internet

usage

by

device•

Social

mediausage•

Media

usage

by

channel•

Digital

advertising

touchpoints•

Non-digital

advertising

touchpointsQQ

egame

followers

access

the

internet

via

a

smart

TV

more

often

than

theaverage

video

live

streaming

site

userMarketing

touchpoints:

internet

usage

by

deviceDevices

consumers

in

China

use

regularly

toaccess

the

internet97%94%

94%79%74%72%71%67%67%58%57%56%55%54%53%51%42%39%40%34%31%29%29%24%23%19%17%SmartphoneLaptopTabletSmart

TVDesktop

PCSmartwatchSmart

speakersGaming

console

Streaming

deviceBrand

usersCategory

usersAll

respondents26

Notes:Sources:’’Which

of

these

devices

do

you

regularly

use

with

an

internetconnection?’’;

MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=296,QQ

egamefollowers,n=1718,video

live

streamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

ofSeptember

2023On

social

media,

QQ

egame

followers

interact

with

companies

more

often

thanother

video

live

streaming

site

usersMarketing

touchpoints:

social

media

usageSocial

media

activities

in

China

by

type54%51%51%50%50%49%46%46%41%45%40%47%38%45%

39%39%44%44%39%42%30%37%36%34%32%32%28%27%25%23%4%2%2%1%1%0%Postedpictures/

videosFollowedpeopleCommentedonpostsLikedcompanypostsSharedposts

byother

usersLiked

posts

Posted

texts

Sent

privateFollowedcompaniesSharedcompanypostsIhave

only

Ihaven’t

usedusedsocial

social

mediamediaby

otherusers/

statusupdatesmessagespassivelyBrand

usersCategory

usersAll

respondents27

Notes:Sources:’’Which

of

these

things

have

you

doneon

social

media

in

the

past

4

weeks?’’;

MultiPick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=296,QQ

egamefollowers,n=1718,video

live

streamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

2023QQ

egame

followers

tend

to

listen

to

podcasts

more

often

than

video

livestreaming

site

users

in

generalMarketing

touchpoints:

mediausageby

channelType

of

media

consumers

in

China

have

been

using

in

the

past

4

weeks78%67%77%76%71%68%73%65%66%52%62%52%50%48%47%38%47%46%32%45%38%35%33%30%30%29%29%27%26%25%24%13%12%Digital

videocontentMovies

/cinemaTVDigital

musiccontentOnlinemagazinesPodcastsOnlinenewswebsitesRadioMagazinesDailynewspapersWeeklynewspapersBrand

usersCategory

usersAll

respondents28

Notes:Sources:’’What

kind

of

media

have

you

used

in

the

past

4

weeks?’’;

Multi

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;Base:

n=296,QQ

egame

followers,n=1718,videolive

streamingsite

users,n=12469,allrespondentsConsumer

Insights

Global

as

of

September

2023QQ

egame

followers

remember

seeing

ads

on

blogs

and

forums

more

oftenthan

other

video

live

streaming

site

usersMarketing

touchpoints:

digital

advertising

touchpointsTop

10

places

where

QQ

egame

followers

in

China

have

come

across

digital

advertising

in

the

past

4

weeks45%44%43%42%41%41%40%38%37%37%36%36%36%35%35%34%32%33%32%30%30%27%26%26%24%25%24%24%22%21%VideogamesVideoportals

Search

engines

Onlinestores

Videostreaming

Social

mediaservicesWebsitesand

appsofbrandsNewslettersBlogs/forumsMusic

portalsBrand

usersCategory

usersAll

respondents29

Notes:Sources:’’Where

have

you

come

across

digital

advertisements

in

the

past4

weeks?’’;

MultiPick;

"Which

websites

or

apps

have

you

usedin

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=296,QQ

egamefollowers,n=1718,video

live

streamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

2023QQ

egame

followers

remember

ads

they

got

by

mail

more

often

than

othervideo

live

streaming

site

usersMarketing

touchpoints:

non-digital

advertising

touchpointsPlaces

where

consumers

in

China

have

come

across

non-digital

advertising

in

the

past

4

weeks58%51%50%50%49%43%42%41%40%38%36%34%35%33%32%30%24%23%21%21%

21%20%19%

19%On

TVAt

the

movies

On

advertisingDirectlyinthe

storeBymailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesand

journalsOn

theradio/cinemaspacesonthe

goBrand

usersCategory

usersAll

respondents30

Notes:Sources:’’Where

have

you

come

across

non-digital

advertisements

in

the

past4

weeks?’’;MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;

Base:

n=296,QQ

egamefollowers,n=1718,video

live

streamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

2023CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGain

a