China Social Sharing Report For H1 2012

China social media sharing has been experiencing strong growth since Jan 2012. Daily average sharing have increased by 60% in H1 2012.

In this report, we will take a closer insight of China social media sharing from 3 perspectives: website sharing analysis, communication platform analysis and user analysis.

Social Media Website Sharing Analysis

Social Media Website Sharing Analysis

PART1 Website Sharing Analysis

  • 71% of sharing took place on search engine, SNS, entertainment, games, online videos.
  • Sharing amount on websites presents the long-tailed distribution
  • Contents of fashion, SNS and music have strong ability of network communication

Social Media Communication Platform Analysis

Social Media Communication Platform Analysis

PART2 Communication Platform Analysis

  • SNS, weibo, online communities are main social platforms for sharing. Qzone and Sina Weibo take the leading role.
  • SNS has more sharing amount and return traffic while weibo has broader reach
Social Media Sharing User Behavior

Social Media Sharing User Behavior

PART3 User Analysis

  • Sharing behavior begins at 8 am and reach the summit at 11 am
  • Male users are more likely to share. Most of users are among the age group of 14 to 28
  • Most sharing users have bachelor degree and above, accounting for 55%
  • Geographical distribution: 1/3 users are from Eastern China

Data Source: Baidu.com Inc

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