71% last year) and spending on average 5-6 hours on the internet per day. With a population of over 1.4 billion people, China is still one of the most “connected” countries in the world, with 79% of its population being active social media users (vs. As a result of this new type of marketing – Key Opinion Leader marketing (also known as KOL marketing), China is now one of the most popular places for brands to use this type of interactive service.Ĭhinese Top Social Media Sites and Apps in 2023 Instead, they prefer to follow what other consumers are saying and doing.Īs a result, the idea of providing online advice and recommendations to others has now become a well-paid-for service. In the evening, it’s time to browse WeChat moments, do some shopping on Taobao or JD.com, or see a movie, booked through Maoyan.ĭue to previous production and fake import scandals (sometimes with lethal outcomes), consumers are not so trusting of official advertisements in China anymore. With lunch and dinner, people often watch TV or short videos on platforms iQiyi and Youku and check their finances on Alipay. On desktop PCs, QQ and WeChat are used to chat with colleagues, and on mobile, Eleme is used to order lunch. They’ll use WeChat or Alipay’s payment system to buy breakfast, order a taxi via Didi, and perhaps use the Starbucks app to pick up a coffee. People tend to check messages and social first, on WeChat and Weibo, then listen to music on QQ Music or Netease while getting ready. The infographic below shows the top social media platforms engaged with, at what time, for what purpose. The first thing most of us do when we wake up is to check our phones. Traditional stalwart Baidu Tieba maintains its relevance among half of all social media users, while upstart Xiaohongshu continues its meteoric rise to prominence, commanding almost 27% share. Meanwhile, Sina Weibo continues to be a heavy hitter, engaged with actively by more than half of Chinese social media users. WeChat continues to dominate the social media sphere in China, with its huge userbase of over a billion people, and integration into the basic functions of daily life. Which Platforms do People in China Spend their Time and Money on?

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