2022
0
China Social Media Apps Market Report 2022
2023-02-07T03:02:53+00:00
OX1105587
3695
160237
[{"name":"Social Media","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/social-media"}]
Report
en_GB
“Social media apps have become an important channel for consumers to obtain information and record their lives, while the concern about false information and privacy protection has made consumers focus…

China Social Media Apps Market Report 2022

£ 3,695 (Excl.Tax)

Description

“Social media apps have become an important channel for consumers to obtain information and record their lives, while the concern about false information and privacy protection has made consumers focus more on the accountability of platforms and brands. Brands should consider engaging consumers through responsible marketing, such as more realistic advertising and meaningful interactions. In addition, AI-backed solutions could inspire content creation by consumers and improve social interaction between brands and consumers.”

– Toby Xu, Research Analyst

Key issues covered in this Report:

  • Commonly used social media apps by Chinese consumers and the frequency of using them
  • What consumers usually do on social media platforms
  • Reasons for using social media
  • Evaluation of the mainstream social media platforms
  • Actions social media platforms can take to increase users’ satisfaction with them

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Covered in this Report
        • Executive Summary

            • The market
              • Social media platforms are seeking growth in a saturated market
                • China’s regulators tighten grip on social media
                  • Social commerce is booming
                    • Short video becomes the primary growth driver for social media
                      • Companies and brands
                        • Tencent ecosystem
                          • Douyin
                            • Weibo
                              • Bilibili
                                • Zhihu
                                  • Kuaishou
                                    • Xiaohongshu
                                      • The consumer
                                        • Social media apps enjoy high penetration among consumers
                                          • Figure 1: Commonly used social media apps, 2022
                                        • WeChat is indispensable in consumers’ daily life
                                          • Figure 2: Frequency of using social media apps, 2022
                                        • The core of social media platforms is shifting from social to content
                                          • Figure 3: Activities on social media, 2022
                                        • Relaxing and obtaining news are the top reasons for using social media
                                          • Figure 4: Reasons for using social media, 2022
                                        • Comprehensive platforms attract consumers with content and community, while short video platforms are seen as having too much marketing and false information
                                            • Figure 5: Evaluation of social media apps, 2022
                                          • Privacy protection is the main aspect to improve
                                            • Figure 6: Actions of social media to increase satisfaction, 2022
                                          • What we think
                                          • Issues and Insights

                                            • Empowering content creation and social interaction with AI-backed solutions
                                              • Engaging consumers through responsible marketing
                                              • Market Factors

                                                • Social media platforms are seeking growth in a saturated market
                                                  • China’s regulators tighten grip on social media
                                                    • Social commerce is booming
                                                      • Short video becomes the primary growth driver for social media
                                                      • Key Players’ Performance

                                                        • Tencent ecosystem
                                                          • Douyin
                                                            • Weibo
                                                              • Bilibili
                                                                • Zhihu
                                                                  • Kuaishou
                                                                    • Xiaohongshu
                                                                    • Commonly Used Social Media Apps

                                                                      • Social media apps enjoy high penetration among consumers
                                                                        • Figure 7: Commonly used social media apps, 2022
                                                                      • Consumers in lower-tier cities demand high-quality content
                                                                        • Figure 8: Commonly used social media apps, by city tier, 2022
                                                                      • Social communities are windows to see trendy things and lifestyle
                                                                        • Figure 9: Selected commonly used social media apps, respondents using social media to catch up with trendy things/lifestyle vs total, 2022
                                                                      • Fierce competition among social media platforms
                                                                        • Figure 10: Repertoire analysis of commonly used social media apps, 2022
                                                                      • Social-oriented users tend to use more social media apps
                                                                        • Figure 11: Repertoire analysis – over 9 types, by selected reasons for using social media, 2022
                                                                    • Frequency of Using Social Media Apps

                                                                      • WeChat is indispensable in consumers’ daily life
                                                                        • Figure 12: Frequency of using social media apps, 2022
                                                                      • Short video platforms have more loyal users in tier 1 cities
                                                                        • Figure 13: Frequency of using social media apps – every day, by city tier, 2022
                                                                      • Social platforms with professional content attract high earners
                                                                        • Figure 14: Frequency of using selected social media apps – every day, by monthly household income, 2022
                                                                    • Activities on Social Media

                                                                      • The core of social media platforms is shifting from social to content
                                                                        • Figure 15: Activities on social media, 2022
                                                                      • Male users value content, while females pay attention to specific accounts
                                                                        • Figure 16: Activities on social media, by gender, 2022
                                                                      • Tier 1 city consumers are more open to interaction, while lower-tier city consumers prefer to get abundant information
                                                                        • Figure 17: Selected activities on social media, by city tier, 2022
                                                                      • Developing emotional connections with consumers through brand official accounts
                                                                        • Figure 18: Activities on social media – follow the official accounts of brands/companies, by selected reasons for using social media, 2022
                                                                    • Reasons for Using Social Media

                                                                      • Relaxing and obtaining news are the top two reasons for using social media
                                                                        • Figure 19: Reasons for using social media, 2022
                                                                      • Families with kids tend to generate content and learn from communities
                                                                        • Figure 20: Selected reasons for using social media, by family structure, 2022
                                                                      • Understanding diversified needs among different age groups of women
                                                                        • Figure 21: Selected reasons for using social media of female consumers, by age, 2022
                                                                    • Evaluation of Social Media Apps

                                                                      • Advertising on short video platforms bothers consumers
                                                                        • Figure 22: Evaluation of social media apps in the aspect of marketing/advertising, 2022
                                                                      • Douyin attracts consumers with rich and diversified content
                                                                        • Figure 23: Evaluation of social media apps in the aspect of content, 2022
                                                                      • WeChat is considered a community-based platform
                                                                        • Figure 24: Evaluation of social media apps in the aspect of community, 2022
                                                                      • Reducing misinformation on short video platforms
                                                                        • Figure 25: Evaluation of social media apps in the aspect of the authenticity of information, 2022
                                                                      • Social media platforms with a full ecosystem can easily raise consumers’ concerns about privacy
                                                                        • Figure 26: Evaluation of social media apps in the aspect of access to personal information, 2022
                                                                    • Actions of Social Media to Increase Satisfaction

                                                                      • Privacy protection is the main aspect to improve
                                                                        • Figure 27: Actions of social media to increase satisfaction, 2022
                                                                      • Too much advertising is a more serious issue for the young generations
                                                                        • Figure 28: Actions of social media to increase satisfaction – reduce advertising, by generation, 2022
                                                                      • Tech-based solutions to enhance consumers’ social experience
                                                                        • Figure 29: Actions of social media to increase satisfaction – use technologies to improve user experience, by selected reasons for using social media, 2022
                                                                      • Offering simplified options to meet consumers’ basic needs
                                                                        • Figure 30: Actions of social media to increase satisfaction – cut down the unnecessary functions embedded, by selected reasons for using social media, 2022
                                                                    • Appendix – Methodology and Abbreviations

                                                                      • Methodology
                                                                        • Abbreviations

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