Sina Weibo users development report in 2013 analyzed Weibo users social networking interactions, most of Weibo users would follow users with the same age. Within two years age difference of Weibo users’ mutual followers accounted for 62.3%, it seemed that they tended to build social connections with people similar in age.
Weibo users in logistics industry had followers averagely in all industries, users from school and NGO industries tended follow users in the same industry and rarely followed users in other industries.
Enterprises paid more attention on social networking marketing, and many of them added social networking sharing button on successful payment page. Consumers seemed to love sharing their beloved product on Weibo. The survey discovered that 76.33% of consumers would not consider sharing product information via social media, but once the successful payment page added social sharing button with bonus, 75.19% of consumers would consider sharing it on social networks.
Once the purchase was finished, 58.78% of consumers would share their products on Weibo, and 20.31% of them would share the purchasing channel. And about 82% of Weibo users would be affected by these products information on Weibo.
In offline shopping behavior, 51.1% of consumers would share their shopping experience on Weibo during the consumption or after it. 35.83% consumers would leave their comments about the product or service. 81.77% of Weibo users would take their friends comments on Weibo when shopping offline, enterprises should pay more attention to consumers social networking sharing behavior.
At present, there were 404,000 enterprise Weibo accounts with 484 million Weibo user penetration, which were from IT and Internet, electronics, auto and many other industries. Users feedback showed that they followed enterprise Weibo accounts through advertising, friends repost and enterprise brochures.
Weibo users interaction with enterprise Weibo account centered on enterprise activity participation, obtain useful information and customer service.
Weibo users had more expectation on product and service discount information for enterprise Weibo accounts, and 54% expected Q&A for product and service. Most users would repost weibo which was useful for themselves or their friends.