In 2014, Tencent’s mobile revenue reached 22.171 billion yuan (US$3.571 billion) with popularization of WeChat. Now WeChat and Weibo are the two most active mobile apps in China. WeChat is a relatively new app compared with Weibo, but it far surpassed weibo in the number of users and monthly usage.
WeChat has become an important part of China mobile users’ life, and it has influenced their daily life from many aspects. It can take the role as an instant messeger and social networking platform. People can communicate with others whenever they like, and share with friends what they did, what they like, what is interesting…WeChat Official Accounts contribute a lot in this process.
WeChat official accounts integrate closely with friends circle; 20% WeChat users read news or messages through Official Accounts while 80% others would read in Moments. When shared more frequently, it would be read more. According to iReseach, 6 messages/articles were read by WeChat users on average per day; 4% WeChat users even read 20 and more per day.
Official Accounts take the role as connecting-to-all, people could connect with news, companies or services by following Official Accounts (including service accounts, subscription accounts) or Enterprise Accounts.
Nearly half of WeChat official accounts users had 6 to 15 official accounts. Most users regard it as a useful tool, and they can use it according to their own interests. 88.9% users are willing to recommend Official Accounts to their friends or families, and almost 99% users will follow more official accounts.
WeChat are gradually improving itself; new features allow users to pay for goods, taxes, services, and connect with computers, videos and etc in an easier way. For example, translation of WeChat Moments posts, fast sending photos while in chat, and importing chat history to new photos. In China, almost 330 million people on average use WeChat every month, of which WeChat Official Account users have taken up 79.3%. With the development of mobile internet and convenient mobile equipment, users spend more time on WeChat surfing or communicating. Advertisers could seize this opportunity to popularize their products.
Automotive advertising is active on the platform of WeChat. Recently, many automobile advertisements have appeared on WeChat, users’ comments and sharing could help them reach more users. WeChat Traffic, an official acount of WeChat, which can provide instant search of road traffic, vehicle violation inquiry, traffic cameras and so on, has become a typical platform for automotive advertising. Here are some comparisons between WeChat Traffic and other automotive information applications.
WeChat Traffic and other Official Accounts have accumulated a large number of car owners who want to change or buy a new car.
Nearly 80% car owners pre-order car insurance through WeChat Traffic, far more than other accounts or apps. Nearly 70% of WeChat traffic users are male, and 93% of them are 25 years old or above. High education users make up of 78%, higher than others.
With new development and improvement in WeChat, more users would be attracted to WeChat and official accounts, which could be a good opportunity for advertisers.