China Social Networks Market Report
Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Social Networks market, and the behaviours, preferences and habits of the consumer.
Mintel has the answers you’re looking for
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Covered in this report
In China, social functions have been common for most mobile applications, and consumers usually consume media content on these platforms. Therefore, there is not much difference among media networks and social networks, and in this Report, Social and Media Networks are identified as Social Networks. Social networks primarily refer to platforms (websites or apps) for online social networking activities with person-to-person interaction at the heart of their offering. Given that most online platforms in China are introducing/have introduced social network functions, for the purpose of this Report, Mintel defines social networks as platforms offering social networking functions with these functions being one of their major business offerings.
Social network platforms whose primary purpose is for users to connect with people, for the sake of communicating, networking, and sharing ideas and thoughts, are included in Key Players. Typical platforms include WeChat, QQ, Weibo, Tieba, Momo, and Maimai (‘脉脉’).
Social networking platforms which cannot be accessed within mainland China, such as Facebook, Twitter, and Instagram, are not included in the main discussions but may be mentioned to provide contextual or comparative information.
What you need to know
Although penetration of social networks may be difficult to increase, users are attracted by diversified formats of content. The integration of newsfeeds and short videos does not only attract users but also helps operators to generate more advertising revenue. Meanwhile, increasing number of users attach great importance to their images on social networks, making participating in social network campaigns more likely to be a way to showcase their thinking and value.
Another trend worth looking at is the rise of social network shopping, which not only takes advantage of the word-of-mouth effect, but also frees consumers to conduct searching and researching procedures in their shopping journeys. This report provides an overview of Chinese consumers’ habits in using social network platforms, including their usage and purchase of using various social network platforms. It also inspects how consumers think of the leading four platforms, ie WeChat, QQ, Weibo, and Tieba. This Report also explores drivers of participating in social network campaigns, shopping behaviours, and their attitudes towards content on social networks.
Expert analysis from a specialist in the field
Written by Yihe Huang, a leading analyst in the Social sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Although dominating positions rarely change, the social network market is changing fairly fast regarding functions: newsfeeds and short videos are introduced to better generate ad revenue, while dominator WeChat is building its operating system to keep its users. Also, social network shopping, grown on the grounds of online shopping, should not be overlooked by retailers
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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