Daily active Users of WeChat totaled 570 million in China in September 2015 according to Tencemt. Daily active users grew by 64%, compared with 49% in the same period last year. The majority of users were the post-90s and post-80s, and about 60% of users were the young generation from 15 to 29 years old.
As high as 93% of first-tier city citizens used WeChat, and even small counties and fourth-tier or fifth-tier cities had about 26% users. About 280 million minutes of audio chatting were made every day, equivalent to 540 years of phone calls. Users were most active at 10pm, 30 minutes earlier than the peak time last year. Japan, South Korea and the United States were common destinations of WeChat calls.
WeChat red envelopes were redefining new meanings that had become a new expression of love, happiness and even ways to celebrate festivals. On Mid-autumn Festival (Sep 27th 2015), about 100 million users received or sent red envelopes. On the eve of Spring Festival 2015, May 20th (a day to express love), Children’s Day, Chinese Valentine’s Day, Mid-Autumn Festival, etc. red envelope users were also very active. The driving force of WeChat red envelopes were the post-80s.
WeChat users on average read seven articles every day and one book every month. 20:00 pm to 10:00 pm was the peak time of reading. The post-90s liked reading news on entertainment gossip while the post-80s were more interested in national affairs.
Male users spent more on WeChat online shopping, 1.3 times higher than female users. Users had different shopping behaviors in different seasons. In September, users were more likely to buy mobile phone power bank, long johns, and selfie stick.
Over 70% of users played WeChat games every day and 15% of them played very frequently. Chess, puzzle and casual games are the most popular games.
Also read: The Value of WeChat Official Accounts