China social media is now used by more age groups, by fewer educated people and by people in smaller cities according to Kantar Group.
64.7% of 13,341 participants in Kantar research said social media’s impact is positive, 12.1 percentage points lower than a year ago while 12.2% of respondents said social media made their lives worse, nearly doubling last year’s 6.7%.
Social media’s reach among urban internet users in China has increased to 34% from last year’s 28.6%. The post-90s has become the largest age group (37.7%) and the proportion of older generations also increased while post-80s dropped from 44.8% to 30.8%. Most post-80s in China are in early years or marriage, many of which have a child to take care and busy work life. Besides, this generation is more conservative than the post-90s. That contributes more or less to the dropped activities on China social media.
The Kantar survey also found that 15 entertainment WeChat official accounts made the top 50 influential accounts and attracted 49% of total clicks followed. In comparison, the 10 news and information accounts of the top 50 garnered only 5% of all reads.
The average number of reads per post of the top 50 was 39,531 while the average number of likes was 154. On average, an account published just 21 posts each week. For the top three, the average was even lower at 16 posts according to Kantar survey.
On Weibo, Kantar also found entertainment still the largest category (25.4%), followed by news events 19.6%, health and beauty (15.7%), work and study (14.3%), travel (12%) and others (13%). The analysis of emoticons found 67% positive.
You can download the inforgraphic here (PDF).
Report download: Kantar China Social Media Impact 2015 (PDF)
In August 2014, total PPC user reach in China social media service were 470 million with an increase of 10.7% YoY and 0.8% QoQ. Continue reading here.