Sina Weibo users development report in 2013 discovered that about 44% of users read news on Weibo, and about 20% watched videos and 11% did online shopping. The usage of online games and download were relatively low. Weibo users had strong willingness in online tickets and value-added services, mobile paid app and games also accounted for considerable proportions.
41% Weibo users single transaction consumption was between 100 to 500 yuan (USD 16 to 82), and 35.19% Weibo users annually consumption was between 3,000 to 10,000 yuan (USD 490 to 1634). Weibo users annually spending was still very limited at present.
By analyzing Weibo users whose annual spending were between 3,000 to 10,000 yuan (USD 490 to 1634), Sina discovered that most of these consumers were from IT and Internet, community service, school and NGO industries.
Over 77% of Weibo users didn’t reject ads, about 50% would click attractive and creative ads, but their attitudes towards advertisement varied. 53% of users would only click useful and attractive ads, while 23% said they would not click any kinds of ads.
In comparison with 2012, Weibo users offline consuming behavior in 2013 was similar. Weibo users Offline consumption concentrated on dinner gatherings with family and friends, shopping, watching movie or exhibition, less people spent money on sports and watching games. What’s different in Weibo users consuming behavior in 2013 was that they would love to hiking or going out more.
Almost 40% of Weibo users offline single transaction was below 500 yuan (USD 82), but over 50% of them spent between 5,000 to 30,000 yuan (USD 817 to 4,902) annually. Weibo users preferred small amount single transaction and high consuming frequency. Most Weibo users with annual spending between 5,000 to 30,000 yuan (USD 817 to 4,902) were from school and government.
Approximately 60% of Weibo users cared about brand influence when shopping offline, besides, quite a lot of consumers didn’t have preferences.
60% of users would take turns to pay for bills, while 40% would go AA.