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Real China:
Tencent's int rsch ctr's study of Chinese internet user behavior 2019.
Here's data on Chinese internet users by EDUCATION LVL.
Compulsory edu in China: K9 (~jr high).
Excl current students, *827mm* in China K9 & below edu level. 378mm of them on mobile internet.
Tencent's int rsch ctr's study of Chinese internet user behavior 2019.
Here's data on Chinese internet users by EDUCATION LVL.
Compulsory edu in China: K9 (~jr high).
Excl current students, *827mm* in China K9 & below edu level. 378mm of them on mobile internet.
This massive population of jr high & below educated (BLUE) can lead v diff lives from college edu & above (ORANGE).
Only 34% of them have a stable job (vs 72% for college edu).
From L to R:
Stable Employment
Self-owned / Self-employed
Freelance (no set career)
Only 34% of them have a stable job (vs 72% for college edu).
From L to R:
Stable Employment
Self-owned / Self-employed
Freelance (no set career)
They're less optimistic abt their life.
61% think their lives will get better / have plans to do smth abt it vs 80% for more highly educated (LEFT)
39% think it's not going to get better vs 20% for more educated (RIGHT)
Jr high & below edu (BLUE)
college edu (ORANGE)
61% think their lives will get better / have plans to do smth abt it vs 80% for more highly educated (LEFT)
39% think it's not going to get better vs 20% for more educated (RIGHT)
Jr high & below edu (BLUE)
college edu (ORANGE)
Nov. '18 survey shows that they are more likely to buy on Pinduoduo $PDD than any other ecomm. 44% vs 26% college edu.
% who have bought on these sites (excl non ecomm users)
BLUE: Jr high & below edu
ORANGE: college edu
L to R:
Taobao
Tmall
JD
PDD
VIPS
Suning
JMEI
DANG
AMZN
% who have bought on these sites (excl non ecomm users)
BLUE: Jr high & below edu
ORANGE: college edu
L to R:
Taobao
Tmall
JD
PDD
VIPS
Suning
JMEI
DANG
AMZN
Not surprisingly, they're also on diff social media
BLUE: Jr high & below edu
ORANGE: college edu
Biggest disparities are for Douban, Zhihu, then Weibo, as expected.
L to R:
Wechat
QQ
Weibo
Baidu Tieba
Zhihu
Douban
Others
BLUE: Jr high & below edu
ORANGE: college edu
Biggest disparities are for Douban, Zhihu, then Weibo, as expected.
L to R:
Baidu Tieba
Zhihu
Douban
Others
This is dated (from Nov. '18) but clearly short video (dotted line) is more popular w the less edu crowd (54% vs 35% for college)
BLUE: Jr high & below
ORANGE: college edu
Q: What you do for entertainment on your phone?
A:
TV / Movies
Short videos
Jokes
Unscripted shows
Games
BLUE: Jr high & below
ORANGE: college edu
Q: What you do for entertainment on your phone?
A:
TV / Movies
Short videos
Jokes
Unscripted shows
Games
As the report says, the jr high & below edu group are interested in content that is:
Easy to Understand (videos >> text)
Of interest to me (local news & happenings)
Useful (practical knowledge)
They're much more interested in social networking (vs interest based communities).
Easy to Understand (videos >> text)
Of interest to me (local news & happenings)
Useful (practical knowledge)
They're much more interested in social networking (vs interest based communities).
IMO Kuaishou perfectly captures the above points and that's why it's been so successful with this group.
There are many diff types of users in China. Before you take a "successful Chinese co's playbook" make sure you understand why they're successful. Context is everything.
There are many diff types of users in China. Before you take a "successful Chinese co's playbook" make sure you understand why they're successful. Context is everything.
