Five Friday Facts #23

by Cai Yu Lam in News

Active weibo users in China
There’s no doubt that China’s microblogging platform is an important source of information to Internet users in China. The number of active weibo users has since reached 249 million by the end of 2011, a 59.3% increase compared to the year before. The number of new subscribers is however gradually levelling off after the explosive growth in 2011.

How people entertain themselves online
Ipsos Global Public Affairs surveyed Internet users in 24 countries to find out how people in each country entertain themselves online. China topped all segments with 71% having downloaded and/or streamed movies, 55% having done the same with television programs, 72% with music, and 61% having played video games online. It almost appears that Chinese Internet users escape online to seek solace from the harsher realities of life. In stark contrast, only 9% of Japanese respondents have downloaded and/or streamed movies and television programs, and 24% have downloaded and/or streamed music online. This could be due to the stricter piracy laws that are implemented in Japan.

Most trusted forms of advertising
The Nielsen Global Trust in Advertising survey polled more than 28,000 respondents in 56 countries and discovered that earned media such as word-of-mouth is the most trusted form of recommendation for 92% of those surveyed. Online consumer reviews followed with 70% of global consumers surveyed indicating their trust in them. In Asia-Pacific, recommendations from friends are the most trusted. Almost half of the survey respondents trust paid media such as television, magazine and newspaper ads, but confidence in these media have declined by 24%. Nevertheless, majority of advertising spend is still allocated to traditional or paid media. Mobile phone text ads are the least trusted medium of advertising with only 29% of respondents claiming to trust ad messages they receive via SMS.

Impact of Facebook vs. Google advertising
Facebook ads have far greater reach than Google, as US$100 spent on Facebook and Google advertising will garner you 15 times more unique people reached and 35 times more exposure from just 3 times more of Google’s traffic. Time to shift advertising budgets?

Influencing moms through social media
The opportunities brands have in engaging and influencing mothers are bountiful given how much more receptive moms are to brand messaging. Performance marketing firm Performics‘s survey of nearly 3,000 active social network users uncovered that approximately 61% of moms are more likely to own a smartphone compared to other women, and are more active on social networks as well. In particular, moms are 16% more likely to visit Facebook daily than women without children. Purchase intent of moms after being recommended goods and services on social sites is also 45% higher compared to women without children. Most importantly, 75% of moms are more likely to regard information disseminated by brands on social media as trustworthy. Since mom bloggers control more than US$2 trillion worth of purchase power, these findings are extremely significant to brands.

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  • Pennyxuhui

    undeniably, weibo is the most popular microblogging platform in China. Although,initially it was called ”the chinese twitter“. however,the user behaviors are quite different in these two platforms.The weibo users seem more active and engaged(http://www.cr-nielsen.com/marketing/201202/06-1969.html).

  • Simon Kemp

    Hi Penny, thanks for your comment! Yes, we agree that there are some very important differences between weibo and Twitter, especially when it comes to the way their respective audiences use the platforms. Brands need to spend time understanding these differences to ensure they’re taking full advantage of the opportunities to engage audiences in China, and they can’t simply adopt a ‘Twitter strategy in Mandarin’ when it comes to weibo!