In March 2014, the numbers of Weibo’s total reached users on PC and mobile device were 290 million and 106 million respectively; and they are growing stably nowadays according to data from iResearch.
Let’s take a look at how the behavior differs between Weibo users and social media users.
Top 3 news sources of Chinese social media users are web portal, search engine and Weibo.
Weibo ranked second in frequently used mobile news apps in China in 2014 among China social media users; for Weibo users, Weibo app is also the second most frequently used app for obtaining news.
Most social media users in China shop online more than three times every month. Major users on Weibo are about 20-35 years old, who have great consumption capability in online shopping. In comparison, Weibo users are more used to online shopping.
Weibo users are more active in online posting and more acceptable to making a purchase on Weibo than the overall China social media users. During a 14 days’ promotion on Weibo, a total number of over 60 thousand cars were ordered with a total worth of over RMB9.2 billion (US$1.5 billion).
The ALS Ice Bucket Challenge also went viral on Weibo with more than 2 million Weibo posts published with over 2 billion views on the topic.
More than half of Weibo users can accept advertisement on Weibo according to iResearch.
More than half of Weibo users search products on search engine or browsing the official websites after viewing ads on Weibo; and around 30% search corresponding products on Weibo and then purchase products directly or recommend products to friends or families.
Weibo monthly active users (“MAUs”) were 156.5 million as of June 30, 2014, an increase of 30% year over year according to Weibo official quarterly financial results.