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Digital 2015 China (August 2015)

Everything you need to know about mobile, internet, social media, and e-commerce use in China in 2015. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit http://datareportal.com

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Digital 2015 China (August 2015)

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  1. we are social DIGITAL STATSHOT CHINA KEY STATISTICAL INDICATORS FOR INTERNET, MOBILE, AND SOCIAL MEDIA USAGE IN CHINA IN AUGUST 2015 SIMON KEMP • WE ARE SOCIAL wearesocial.sg • @wearesocialsg We Are Social

  2. wearesocial.sg • @wearesocialsg We Are Social

  3. AUG 2015 DIGITAL IN CHINA TOTAL TOTAL ACTIVE ACTIVE ACTIVE SOCIAL ACTIVE SOCIAL MEDIA USERS MEDIA USERS UNIQUE UNIQUE MOBILE USERS MOBILE USERS ACTIVE MOBILE ACTIVE MOBILE SOCIAL USERS SOCIAL USERS POPULATION POPULATION INTERNET USERS INTERNET USERS 675 574 1,371 668 659 MILLION MILLION MILLION MILLION MILLION URBANISATION: 55% PENETRATION: 49% PENETRATION: 48% PENETRATION: 49% PENETRATION: 42% FIGURE REPRESENTS TOTAL GLOBAL POPULATION, INCLUDING CHILDREN FIGURE INCLUDES ACCESS VIA FIXED AND MOBILE CONNECTIONS FIGURE REPRESENTS ACTIVE USER ACCOUNTS ON THE MOST ACTIVE SOCIAL PLATFORM IN EACH COUNTRY, NOT UNIQUE USERS FIGURE REPRESENTS INDIVIDUALS WITH AN ACTIVE MOBILE SUBSCRIPTION / CONNECTION FIGURE REPRESENTS ACTIVE USER ACCOUNTS ON THE MOST ACTIVE SOCIAL PLATFORM IN EACH COUNTRY, NOT UNIQUE USERS wearesocial.sg • @wearesocialsg We Are Social • Sources: World Population Clock, Wikipedia, CNNIC, Tencent, Sina, GSMA Intelligence

  4. AUG 2015 DIGITAL GROWTH TRENDS GROWTH TRENDS FOR THE COUNTRY’S KEY DIGITAL STATISTICAL INDICATORS GROWTH IN THE NUMBER OF ACTIVE INTERNET USERS GROWTH IN THE NUMBER OF ACTIVE SOCIAL MEDIA USERS GROWTH IN THE NUMBER OF MOBILE SUBSCRIPTIONS GROWTH IN THE NUMBER OF ACTIVE MOBILE SOCIAL USERS +6% +36 MILLION +2% + 14 MILLION + 94 MILLION + 77 MILLION +8% +15% 12 MONTHS TO JUL 2015 12 MONTHS TO AUG 2015 12 MONTHS TO JAN 2015 NOTE THAT THIS FIGURE REPRESENTS MOBILE SUBSCRIPTIONS, NOT UNIQUE USERS 12 MONTHS TO AUG 2015 wearesocial.sg • @wearesocialsg We Are Social • Sources: CNNIC, Tencent, Sina, GSMA Intelligence

  5. AUG 2015 TIME SPENT WITH MEDIA SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY NOTE THAT AVERAGE TIMES ARE BASED SOLELY ON PEOPLE WHO USE EACH MEDIUM, AND DO NOT FACTOR NON-USERS AVERAGE DAILY USE OF THE INTERNET VIA A PC OR TABLET (INTERNET USERS) AVERAGE DAILY USE OF THE INTERNET VIA A MOBILE PHONE (MOBILE INTERNET USERS) AVERAGE DAILY USE OF SOCIAL MEDIA VIA ANY DEVICE (SOCIAL MEDIA USERS) AVERAGE DAILY TELEVISION VIEWING TIME (INTERNET USERS WHO WATCH TV) 3H 45M 2H 46M 1H 43M 1H 24M wearesocial.sg • @wearesocialsg We Are Social • Source: GlobalWebIndex, Q2 2015. Based on a survey of internet users aged 16-64

  6. DIGITAL MEDIA WILL ACCOUNT FOR MORE THAN HALF OF THE TIME CHINESE ADULTS SPEND CONSUMING MEDIA IN 2015 wearesocial.sg • @wearesocialsg We Are Social • Source: eMarketer

  7. INTERNET IN CHINA wearesocial.sg • @wearesocialsg We Are Social

  8. AUG 2015 INTERNET USE TOTAL NUMBER OF ACTIVE INTERNET USERS INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION TOTAL NUMBER OF ACTIVE MOBILE INTERNET USERS MOBILE INTERNET USERS AS A PERCENTAGE OF THE TOTAL POPULATION # # 668M 49% 594M 42% wearesocial.sg • @wearesocialsg We Are Social • Sources: CNNIC; Wikipedia for population data

  9. AUG 2015 INTERNET USE: RURAL vs. URBAN COMPARING ACTIVE INTERNET USAGE: PEOPLE LIVING IN CITIES vs. RURAL POPULATIONS ACTIVE INTERNET USERS LIVING IN CHINA’S URBAN AREAS INTERNET PENETRATION AMONGST CHINA’S URBAN POPULATION ACTIVE INTERNET USERS LIVING IN CHINA’S RURAL AREAS INTERNET PENETRATION AMONGST CHINA’S RURAL POPULATION # # 473M 64% 186M 30% wearesocial.sg • @wearesocialsg We Are Social • Source: CNNIC

  10. AUG 2015 INTERNET USE BY DEVICE INTERNET USERS: INTERNET USERS: ALL DEVICES ALL DEVICES INTERNET USERS: INTERNET USERS: MOBILE DEVICES MOBILE DEVICES VS 668 MILLION 49% OF CHINA’S 49% OF CHINA’S TOTAL POPULATION TOTAL POPULATION 594 MILLION 89% OF ALL CHINA’S 89% OF ALL CHINA’S INTERNET USERS INTERNET USERS wearesocial.sg • @wearesocialsg We Are Social • Sources: CNNIC; Wikipedia for population data

  11. AUG 2015 SHARE OF WEB TRAFFIC BASED ON EACH DEVICE’S SHARE OF THE TOTAL WEB PAGES SERVED TO WEB BROWSERS SHARE OF WEB PAGES SERVED: LAPTOPS & DESKTOPS SHARE OF WEB PAGES SERVED: MOBILE PHONES SHARE OF WEB PAGES SERVED: TABLETS 56% 42% 3% YEAR-ON-YEAR: -29% YEAR-ON-YEAR: +136% YEAR-ON-YEAR: -22% wearesocial.sg • @wearesocialsg We Are Social • Source: StatCounter, August 2015

  12. AUG 2015 AVERAGE CONNECTION SPEEDS FIXED INTERNET FIXED INTERNET CONNECTIONS CONNECTIONS MOBILE INTERNET MOBILE INTERNET CONNECTIONS CONNECTIONS VS 3.7 MBPS 4.7 MBPS 32% OF FIXED CONNECTIONS 32% OF FIXED CONNECTIONS ARE ‘BROADBAND’ ( ARE ‘BROADBAND’ (4MBPS 56% OF MOBILE CONNECTIONS 56% OF MOBILE CONNECTIONS ARE ‘BROADBAND’ ( ARE ‘BROADBAND’ (4MBPS 4MBPS+) +) 4MBPS+) +) wearesocial.sg • @wearesocialsg We Are Social • Source: Akamai State of the Internet Report

  13. SOCIAL MEDIA IN CHINA wearesocial.sg • @wearesocialsg We Are Social

  14. AUG 2015 SOCIAL MEDIA USE BASED ON MONTHLY ACTIVE USER NUMBERS REPORTED BY THE COUNTRY’S MOST ACTIVE SOCIAL NETWORK TOTAL NUMBER OF ACTIVE SOCIAL MEDIA USERS ACTIVE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION TOTAL NUMBER OF ACTIVE SOCIAL USERS ACCESSING VIA MOBILE ACTIVE MOBILE SOCIAL USERS AS A PERCENTAGE OF THE TOTAL POPULATION # # 659M 48% 574M 42% wearesocial.sg • @wearesocialsg We Are Social • Sources: Tencent, Sina, Baidu; Wikipedia for population data

  15. AUG 2015 SOCIAL USE: PLATFORM CLAIMED ACCOUNTS THAT LOGGED IN AT LEAST ONCE IN THE MOST RECENT 30-DAY REPORTING PERIOD, IN MILLIONS 843 ! QQ 627 ! 659 ! QZONE 574 ! 600 ! 600 ! WECHAT & WEIXIN 300 ! BAIDU TIEBA N/A! 176 ! SINA WEIBO 141 ! TOTAL USERS [ANY DEVICE] USERS ACCESSING VIA MOBILE DEVICES 105 ! YY 30 ! wearesocial.sg • @wearesocialsg We Are Social • Sources: latest company statements, correct as at 12 August 2015

  16. AUG 2015 SOCIAL USE: USER REPORTED PERCENTAGE OF INTERNET USERS WHO CLAIM TO HAVE USED EACH PLATFORM IN THE PAST MONTH WECHAT & WEIXIN 61%! SINA WEIBO 54%! 54%! QZONE TENCENT WEIBO 38%! 38%! BAIDU TIEBA 20%! RENREN 17%! GOOGLE+ 15%! FACEBOOK SOCIAL NETWORK 14%! KAIXIN001 MESSENGER / CHAT APP / VOIP 14%! TWITTER wearesocial.sg • @wearesocialsg We Are Social • Source: GlobalWebIndex, Q2 2015. Based on a survey of internet users aged 16-64

  17. MOBILE IN CHINA wearesocial.sg • @wearesocialsg We Are Social

  18. AUG 2015 SUBSCRIPTIONS vs. USERS NUMBER OF UNIQUE MOBILE SUBSCRIBERS TOTAL NUMBER OF MOBILE SUBSCRIPTIONS AVERAGE NUMBER OF SUBSCRIPTIONS PER UNIQUE MOBILE USER # # 675 M 1,300 M 1.93 wearesocial.sg • @wearesocialsg We Are Social • Sources: GSMA Intelligence, Ericsson

  19. AUG 2015 MOBILE PHONES BASED ON THE NUMBER OF CELLULAR SUBSCRIPTIONS / CONNECTIONS (NOT UNIQUE USERS) TOTAL NUMBER OF MOBILE SUBSCRIPTIONS MOBILE SUBSCRIPTIONS AS A PERCENTAGE OF THE TOTAL POPULATION PERCENTAGE OF MOBILE CONNECTIONS THAT ARE PRE-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE POST-PAID PERCENTAGE OF MOBILE CONNECTIONS THAT ARE BROADBAND (3G & 4G) # 1.3B 95% 79% 21% 46% wearesocial.sg • @wearesocialsg We Are Social • Source: GSMA Intelligence

  20. AUG 2015 MOBILE SHARE BY DEVICE TYPE SALES OF NEW MOBILE PHONE SALES OF NEW MOBILE PHONE HANDSETS IN CHINA IN HANDSETS IN CHINA IN Q1 SHARE OF MOBILE CONNECTIONS IN SHARE OF MOBILE CONNECTIONS IN CHINA BY ACTIVE DEVICES IN CHINA BY ACTIVE DEVICES IN Q1 Q1 2015 2015 Q1 2015 2015 90%10% SMART PHONES 62%38% SMART PHONES FEATURE PHONES FEATURE PHONES wearesocial.sg • @wearesocialsg We Are Social • Source: Counterpoint, as cited in Wall Street Journal; GSMA Intelligence

  21. AUG 2015 ACTIVITIES ON MOBILE PEOPLE USING MOBILE PAYMENT SERVICES PEOPLE SHOPPING VIA MOBILE DEVICES (M-COMMERCE) PEOPLE MAKING TRAVEL BOOKINGS VIA MOBILE DEVICES $! 276M PENETRATION: 20% 270M PENETRATION: 20% 168M PENETRATION: 12% wearesocial.sg • @wearesocialsg We Are Social • Sources: CNNIC; Wikipedia for population data

  22. MOBILE DEVICES WILL ACCOUNT FOR ROUGHLY ONE-THIRD OF THE TIME CHINESE ADULTS SPEND CONSUMING MEDIA IN 2015 wearesocial.sg • @wearesocialsg We Are Social • Source: eMarketer

  23. AUG 2015 REGULAR MOBILE ACTIVITIES SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY CHECKED THE CHECKED THE WEATHER ONLINE WEATHER ONLINE USING MOBILE DEVICE USING MOBILE DEVICE PURCHASED A PURCHASED A PRODUCT ONLINE PRODUCT ONLINE VIA A MOBILE DEVICE VIA A MOBILE DEVICE USED A SOCIAL USED A SOCIAL NETWORKING SERVICE NETWORKING SERVICE VIA MOBILE DEVICE VIA MOBILE DEVICE CHATTED TO SOMEONE VIA CHATTED TO SOMEONE VIA INSTANT MESSENGER OR INSTANT MESSENGER OR LIVE CHAT TOOL ON MOBILE LIVE CHAT TOOL ON MOBILE UPLOADED UPLOADED PHOTOS USING A PHOTOS USING A MOBILE DEVICE MOBILE DEVICE 22% 20% 20% 20% 19% FIGURES REPRESENT THE PERCENTAGE OF THE TOTAL CHINESE POPULATION THAT PARTICIPATED IN EACH ACTIVITY VIA A MOBILE DEVICE IN THE MOST RECENT 30-DAY REPORTING PERIOD wearesocial.sg • @wearesocialsg We Are Social • Source: GlobalWebIndex, Q2 2015. Based on a survey of internet users aged 16-64

  24. E-COMMERCE IN CHINA wearesocial.sg • @wearesocialsg We Are Social

  25. CONSUMER E-COMMERCE IN CHINA GENERATED MORE THAN US$253 BILLION (RMB1.6 TRILLION) IN SALES IN THE FIRST HALF OF 2015 – ROUGHLY 10% OF CHINA’S TOTAL CONSUMER RETAIL SALES wearesocial.sg • @wearesocialsg We Are Social • Source: National Bureau of Statistics of China

  26. AUG 2015 E-COMMERCE BY DEVICE SURVEY-BASED DATA: FIGURES REPRESENT USERS’ OWN CLAIMED / REPORTED ACTIVITY PERCENTAGE OF THE POPULATION WHO USED A PC TO RESEARCH A PRODUCT TO BUY LAST MONTH PERCENTAGE OF THE POPULATION WHO BOUGHT SOMETHING ONLINE VIA A PC LAST MONTH PERCENTAGE OF THE POPULATION WHO USED A MOBILE PHONE TO RESEARCH A PRODUCT TO BUY LAST MONTH PERCENTAGE OF THE POPULATION WHO BOUGHT SOMETHING ONLINE VIA A MOBILE PHONE LAST MONTH 18% 29% 15% 20% wearesocial.sg • @wearesocialsg We Are Social • Source: GlobalWebIndex, Q2 2015. Based on a survey of internet users aged 16-64

  27. M-COMMERCE WILL ACCOUNT FOR HALF OF ALL CONSUMER E-COMMERCE IN CHINA IN 2015 – UP 85% FROM 2014 wearesocial.sg • @wearesocialsg We Are Social • Source: eMarketer

  28. SPECIAL THANKS We’d like to offer our thanks to GlobalWebIndex for providing their valuable data and support in the development of this report. GlobalWebIndex is the world’s largest market research study on the digital consumer, spanning 37 countries, 4,500 data points, and conducting fieldwork 4 times a year: 90% GLOBAL COVERAGE 37 MARKETS & 200,000 INTERVIEWS PER YEAR QUARTERLY DATA COLLECTION TOTAL DEVICE COVERAGE Find out more: http://www.globalwebindex.net/ Please note that certain elements of this report are protected by Copyright © Trendstream Limited 2015: The GlobalWebIndex (GWI) data featured in this report - identified in each case by a citation to GlobalWebIndex in the footnote of the relevant slide(s) - is protected by copyright, and is used by permission of Trendstream Limited. All rights to this data, including copyright, remain with Trendstream Limited, and by accessing this report, you agree that you may only use this data for your own personal, non-commercial use, and that you will not use the data for any other purpose whatsoever without an appropriate licence from, or the prior written permission of, Trendstream Limited. wearesocial.sg • @wearesocialsg We Are Social

  29. SPECIAL THANKS We’d also like to offer our thanks to the following data partners for providing much of the valuable data included in this report: GSMA ERICSSON MOBILITY! AKAMAI STATCOUNTER! INTELLIGENCE! TECHNOLOGIES! wearesocial.sg • @wearesocialsg We Are Social

  30. SOURCES USED IN THIS REPORT Population data Latest reported country population from World Population Clock as cited by Wikipedia, correct as at August 2015. Urbanisation data from China’s National Bureau of Statistics, as cited by Xinhua, January 2015 Internet user data Latest available data from CNNIC (36th Statistical Report, Jul 2015); data extrapolated from GlobalWebIndex (Q2 2015); StatCounter (Aug 2015); TechInAsia; TechCrunch; ChinaInternetWatch; Akamai’s State of the Internet report (Q2 2015). Social media active account data Latest reported monthly active user data as reported by Tencent, Sina, Baidu, and YY, all correct as at August 2015; data extrapolated from GlobalWebIndex (Q2 2015). Mobile phone connections and user data Latest reported data from GSMA Intelligence (Q2 2015; Q4 2014); Ericsson Mobility Report (Jun 2015); data extrapolated from GlobalWebIndex (Q2 2015); Akamai’s State of the Internet report (Q2 2015); Counterpoint, as cited in the Wall Street Journal (May 2015). Icons and graphics Special thanks to TheNounProject.com for inspiring many of the icons in this report. wearesocial.sg • @wearesocialsg We Are Social

  31. WE ARE A GLOBAL AGENCY. WE DELIVER WORLD-CLASS CREATIVE IDEAS WITH FORWARD-THINKING BRANDS. WE BELIEVE IN PEOPLE, NOT PLATFORMS, AND THE POWER OF SOCIAL INSIGHT TO DRIVE BUSINESS VALUE. WE CALL THIS SOCIAL THINKING. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG. wearesocial.sg • @wearesocialsg We Are Social

  32. DISCLAIMER AND IMPORTANT NOTES This report has been compiled by We Are Social Ltd (“We Are Social”) for informational purposes only, and relies on data from a wide variety of sources, including but not limited to public and private companies, market research firms, government agencies, NGOs, and private individuals. While We Are Social strives to ensure that all data and charts contained in this report are, as at the time of publishing, accurate and up-to-date, We Are Social shall not be responsible for any errors or omissions contained in this report, or for the results obtained from its use. flags, analyses and technical notes that relate to various geographical territories around the world, however reference to these territories and any associated elements (including names and flags) does not imply the expression of any opinion whatsoever on the part of We Are Social, or any of the featured brands, nor any of those organisations’ partners, employees or agents, concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. employees or agents shall, to the fullest extent permitted by law, be liable to you or anyone else for any direct, indirect, punitive, incidental, special, consequential, exemplary or similar loss or damage, or loss or damage of any kind, suffered by you or anyone else as a result of any use, action or decision taken by you or anyone else in any way connected to this report or the information contained herein, or the result(s) thereof, even if advised of the possibility of such loss or damage. affiliates, This report may contain references to third parties, however this report does not endorse any such third parties or their products or services, nor is this report sponsored, endorsed or associated with such third parties. All information contained in this report is provided “as is”, with no guarantee whatsoever of its accuracy, completeness, correctness or non- infringement of third-party rights and without warranty of any kind, express or implied, including without limitation, warranties of merchantability or fitness for any particular purpose. This report contains data, tables, figures, maps, This report is provided with the understanding that it does not constitute professional advice of any kind and should therefore not be substituted for independent investigations, thought or judgment. Accordingly, neither We Are Social nor any of the brands or organisations featured or cited herein, nor any of their partners, affiliates, group companies, or services This report is subject to change without notice. To ensure you have the most up- to-date version of this report, please visit http://datareportal.com/

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