2017 WeChat User Report

2017 WeChat User Report Is Out!

China Channel Reports, Uncategorized

This year’s annual WeChat report from Tencent research division Penguin Intelligence was released just hours ago. Below are the key findings.

Highlights include:

  • The average number of WeChat contacts has increased significantly over the past year.
  • Large increases in the amounts of money running through WeChat pay from last year.
  • The average age of a WeChat user has shifted significantly in the past year
  • Average time spent in WeChat also increased significantly over last year. WeChat is now 66 minutes per day.
  • 83% of respondents now use WeChat for work.
  • WeChat pay is used by 93% of those surveyed for offline purchases in tier 1&2 cities in China.
  • 44.5% of users claimed not carrying cash was a reason to use WeChat pay.

I have combined and reorganized the findings together with parts of the recent WeChat Economic & Social Impact Report from CIACT and added in my personal commentary to highlight important statistics.

The Report

2017 WeChat User Report

2017 WeChat User Report

2017 WeChat User Report

889 Million Users, 10 Million WeChat Official Accounts, 20,000 WeChat developers

WeChat Vs. QQ MAUs

Data Source: Tencent 5 WECHAT VS. QQ MONTHLY ACTIVE USERS WECHAT SURPASSED QQ USERS FOR 1ST TIME EVER IN Q4 OF 2016!

WECHAT USER HABITS MORE CONTACTS / MORE WORK

WECHAT USER HABITS MORE CONTACTS / MORE WORK

WECHAT USER AGE DISTRIBUTION

WECHAT USER AGE DISTRIBUTION DATA: WECHAT USAGE TAKES OFF ONCE USERS ENTER THE WORKFORCE. IT’S NOT AN APP THAT’S HEAVILY USED BY TEENS. THIS TREND IS INCREASING. TEENS PREFER TO USE QQ, MOMO OR THE MYRIAD OF LIVE- STREAM AND SHORT VIDEO APPS AVAILABLE IN THE CHINESE MARKET. WECHAT IS CONTINUING TO MAKE GAINS INTO THE MIDDLE AGE AND SENIOR AGE GROUPS. GROUPS IN GENERAL THAT WE CAN EXPECT TO HAVE HIGHER AVERAGE DISPOSABLE INCOME AND ARE MORE DIFFICULT TO REACH ONLINE.

AVERAGE NUMBER OF WECHAT CONTACTS PER USER. 150 IS THE DUNBAR NUMBER. THE MAXIMUM NUMBER OF INDIVIDUALS WITH WHOM HUMANS CAN MAINTAIN STABLE RELATIONSHIPS.

NUMBER OF WECHAT CONTACTS

NUMBER OF NEW CONTACTS ADDED EVERY MONTH DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY

NEW WECHAT CONTACTS DATA: TECHNOLOGY. OTHERS SERVICE PROVIDERS (E.G. REALTORS) STRANGERS (E.G. ONLINE GAMING PALS) FRIENDS & FAMILY WORK-RELATED BY FAR THE MOST NEW CONTACTS ARE NOW WORK RELATED.

TIME SPENT IN WECHAT 2015 VS. 2016 2016 AVERAGE 66 MINS PER DAY 4HRS+ MORE THAN DOUBLED USERS ARE SPENDING MORE & MORE TIME IN WECHAT.

WHAT CONTENT DO SHARE ON MOMENTS? WHAT CONTENT DO YOU PREFER TO SEE ON MOMENTS? PERSONAL LIFE RECORDS CONTENT SHARINGS OF INTEREST WORK-RELATED CONTENT EXPRESSION OF PERSONAL OPINIONS TRENDING NEWS PRODUCTS OR BRANDS DISPLAY USERS PREFER TO SEE AND SHARE THEIR LIVES USERS DON’T LIKE ADS

PASSIVELY INVITED TO GROUPS ENTERTAINMENT-ORIENTED (E.G. FAN GROUPS) INFO SHARING (E.G. ONLINE COURSES) LEISURE AND LIFE (E.G. SCHOOL COLLEAGUES) PROFESSIONAL NETWORKING CORPORATE INTERNAL COMMUNICATIONS REASONS TO JOIN A GROUP CHAT OF 100+ PEOPLE TOP 2 REASONS ARE WORK RELATED

PASSIVELY INVITED TO GROUPS ENTERTAINMENT-ORIENTED (E.G. FAN GROUPS) INFO SHARING (E.G. ONLINE COURSES) LEISURE AND LIFE (E.G. SCHOOL COLLEAGUES) PROFESSIONAL NETWORKING CORPORATE INTERNAL COMMUNICATIONS REASONS TO JOIN A GROUP CHAT OF 100+ PEOPLE TOP 2 REASONS ARE WORK RELATED

HOW IS WECHAT HELPFUL FOR WORK? MAKES IT EASIER TO GET HIGH QUALITY INFORMATION MAKES IT EASIER TO MANAGE PERSONAL NETWORKS PROVIDES A CONVENIENT MOBILE OFFICE TOOL MAKES SOCIAL PROMOTION EASIER OFFERS A USEFUL COMMUNICATION TOOL

WECHAT PAY: THE TRANSITION TO A CASHLESS SOCIETY

PRIMARY PAYMENT METHODS FOR OFFLINE PURCHASES. 1ST TIER CITIES (BEIJING, SHANGHAI) 2ND TIER CITIES 3RD TIER CITIES 4TH TIER CITIES & BELOW APPLE PAY CLEARLY STRUGGLING 93% ADOPTION RATE ACROSS TIER 1&2!

AMOUNTS SPENT MONTHLY THROUGH WECHAT PAY. BIG DROP IN LIGHT USE DATA: CHINA ACADEMY OF INFORMATION AND COMMUNICATIONS TECHNOLOGY

REASONS FOR USING MOBILE PAYMENTS FOR OFFLINE TRANSACTIONS

MINI PROGRAMS A NEW ERA FOR WECHAT CHINACHANNEL.CO NB: WECHAT TEAM HAVE MADE VERY SIGNIFICANT CHANGES TO MINI PROGRAMS SINCE THIS DATA WAS COLLECTED. THESE STATISTICS MAY BE UNREFLECTIVE OF THE CURRENT SITUATION.

REASONS TO USE MINI PROGRAMS CHINACHANNEL.CO 12.15% 12.96% 21.81% 31.72% 51.86% USE IT OUT OF HABIT (E.G. CALENDARS, BOOKKEEPING) RECOMMENDED BY OFFLINE MERCHANTS OR STORES USE MINI PROGRAMS TO REPLACE APPS FOR LACK OF STORAGE USE IT OUT OF CURIOSITY WHEN OTHERS ARE USING IT SEARCH UNDER MINI PROGRAMS IN WECHAT FOR CERTAIN FUNCTIONS

REASONS FOR NOT USING MINI PROGRAMS CHINACHANNEL.CO 9.87% 10.60% 18.40% 24.27% 24.51% 57.73% WORRIED ABOUT TOO MUCH DATA CONSUMPTION ON SMARTPHONES BAD USER EXPERIENCE THEY DON’T HAVE FUNCTIONS I NEED MORE USED TO USING A TRADITIONAL APP HARD TO GET ACCESS TO IT NOT CLEAR ABOUT WHAT MINI PROGRAMS CAN DO

OCCASIONS FOR USE OF WECHAT CARD & OFFERS CHINACHANNEL.CO 18.1% 20.6% 23.8% 41.3% 42.5% TO USE E-CARD TO REPLACE PHYSICAL CARDS I’M NOT SURE HOW IT WORKED WHEN I USED IT TO GET A DIGITAL COUPON FROM FRIENDS TO CLAIM A DIGITAL MEMBER CARD OR COUPON TO GET AN E-MEMBERSHIP CARD WHEN SHOPPING OFFLINE

PAYING FOR CONTENT CHINA’S NEW TREND

PAYING FOR CONTENT CHINA’S NEW TREND

WILLINGNESS TO PAY FOR CONTENT AND INFORMATION ON WECHAT (MONTHLY)

PREFERED METHOD OF PAYING FOR CONTENT. HOUSEHOLD INCOME LESS THAN 10K RMB OVERALL HOUSEHOLD INCOME MORE THAN 20K RMB 32.8% 28.3% 21.5% 11.4% 35.1% 28.6% 22.0% 12.0% 40.9% 26.6% 24.7% 11.8% REWARD POST AFTER READING TIME BASED SUBSCRIPTION CUSTOMIZED PAID CONTENT (E.G. PAID Q&A) CHARGE BY PIECE

WECHAT TIP JAR FEATURE TIPPING WAS RECENTLY BANNED BY APPLE ON IOS, STILL AVAILABLE ON ANDROID DEVICES

CONTENT THAT USERS HAVE VOLUNTARILY TIPPED CROSS PLATFORM

ISSUES THAT CONTENT PROVIDERS FACE INCREASED COMPETITION NO.1 PROBLEM

WECHAT OFFICIAL ACCOUNTS

OVER 1M NUMBER OF FOLLOWERS ON WECHAT OFFICIAL ACCOUNTS. THOSE WITH LOW NUMBER OF FOLLOWERS SHOOTS UP REFLECTING LARGE NUMBER OF NEW OFFICIAL ACCOUNTS

TYPES OF OFFICIAL ACCOUNTS THAT USERS FOLLOW. NEWS AND INFORMATION (NEWS, BLOGGERS) BUSINESS (F&B, BRANDS, LEISURE) PERSONAL SERVICE (BANKING, DELIVERY) PUBLIC SERVICES (PUBLIC UTILITIES, TRANSPORT) INTERESTS & HOBBIES (SPORT, BEAUTY) OCCUPATIONAL RELATED (SUPPLIERS, EMPLOYERS) OTHERS

REVENUE COMING FROM WECHAT OFFICIAL ACCOUNTS. NEARLY 1/3 OF WECHAT OFFICIAL ACCOUNTS ARE DOING SOME FORM OF ECOMMERCE!

MATTHEW BRENNAN CO-FOUNDER OF CHINA CHANNEL MATTHEW IS A KEYNOTE SPEAKER AND TRAINING HOST ON THE TOPIC OF WECHAT. REGULARLY QUOTED IN INTERNATIONAL MEDIA (FORBES, BLOOMBERG, THE FINANCIAL TIMES, BBC), HIS COMPANY ORGANIZES CHINA’S LARGEST WECHAT MARKETING CONFERENCE SERIES FOR INTERNATIONAL COMPANIES. MATTHEW WORKS PRIMARILY WITH INTERNATIONAL BUSINESSES TO HELP FORM AND IMPLEMENT THEIR WECHAT PLATFORM STRATEGY. HE HOLDS 12+ YEARS ON THE GROUND ENTREPRENEURIAL EXPERIENCE IN MAINLAND CHINA. HIS BOOK ‘BUILDING YOUR BUSINESS THROUGH WECHAT’ IS DUE FOR RELEASE LATER THIS YEAR.

For a PDF Version of this report please email us at: info@chinachannel.co

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