China’s leading microblog services include Sina Weibo (weibo.com), Tencent (t.qq.com/), Sohu (t.sohu.com) and Netease (t.163.net). A growing number of Chinese companies are using their company microblogs as an effective marketing tool to promote their brands and products, as well as engage with microblog users to increase awareness, loyalty and participation of various promotion campaigns. This presentation lists 9 facts about the effectiveness of company microblog as a marketing tool.

1. 9 Facts About Microblog Marketing In China
2013

2. Introduction
China’s leading microblog services include Sina Weibo (weibo.com), Tencent (t.qq.com/), Sohu
(t.sohu.com) and Netease (t.163.net). A growing number of Chinese companies are using their company
microblogs as an effective marketing tool to promote their brands and products, as well as engage with
microblog users to increase awareness, loyalty and participation of various promotion campaigns. This
presentation lists 9 facts about the effectiveness of company microblog as a marketing tool.
*The content of this presentation comes from the research report ‘2013 Microblog Marketing Report’ published by iResearch.
Research data was collected through online survey using iUserSurvey. A total of 56,000 sample users participated in this
survey, 45,000 questionnaire samples were analyzed and 7,376 effective survey questionnaires were collected for the
research. 43 major Chinese websites participated in this survey.

3. 1. Microblog Is A Major Online Service
By March 2013, monthly users on microblog has reached 285M on desktop devices and 88M on mobile
devices. This trend indicates that microblog has become a major online service on both desktop and
mobile devices.
Million
Monthly Users On Microblog Between Jan 2012 and Mar
2013
500
400
300
200
100
0
2012-01
2012-03
2012-05
2012-07
2012-09
2012-11
2013-01
2013-03

4. 2. Microblog Is Used More On Desktop Devices
In 2013Q1, accumulated effective viewing time on microblog reached 715M hours via desktop devices,
surpassing the time spend on other online services for 4 consecutive weeks.
Million hours
Microblog
Search
Community*
News & info
Media homepage
Independent SNS*
Viewing Time On Microblog Vs. Other Online
Service
2011Q3
738
754
650
724
410
885
2011Q4
735
698
652
594
370
694
2012Q1
736
715
678
589
382
611
2012Q2
795
714
684
647
407
558
2012Q3
884
682
758
743
468
504
2012Q4
803
680
639
623
449
401
2013Q1
715
605
598
489
379
313
*Community includes Baidu Tieba, Tencent Group Space, Tianya, Mop and etc. SNS includes Renren, Kaixin, Douban and other independent SNS
websites.

5. 3. More Female Users Are On Desktop Devices, Fewer Age Groups Have More
Users On Mobile Devices
In 2012, gender split for male and female users is 55% vs.45% on desktop devices and 58.4% vs. 41.6%
on mobile devices. For age split, the largest age groups are between 25-35 on mobile devices and below
24 and above 40 on desktop devices.
Gender split
Age split

6. 4. Online shopping & Leisure Are The Most-cared Types of Company Microblog
In 2012, the top 5 types of company microblog that users care about most are: online shopping,
entertainment & leisure, consumer electronic products, restaurant & eating and fashion & accessories.
Microblog users are more likely to get information about consumer products from company’s microblog,
making microblog an important platform for information sharing and feedback.
Types Of Company Microblog Users Care
About

7. 5. Microblog Helps Raise Company Reputation
In 2012, company microblog’s most recognizable effects on users include the increase of the company’s
influence and reputation, as well as users’ willingness to recommend the company’s product to friends.
Company Microblog’s Effects On Microblg
Users
Strongly disagree
Disagree
Neutral
Agree
Strongly agree

8. 6. Sales & Useful Information Are The Best Content For Company Mircoblog
In 2012, among the content published by company miroblog, users care most about sales and
promotion, followed by useful information about living and various industries or businesses. However,
users care much less about information regarding the company’s brand or product.
Information Microblog Users Care
Most

9. 7. Marketing Activities On Company Microblog Has High Engagement Rate
In 2012, as many as 67.5% of microblog users have engaged with marketing activities on company
microblog.
Microblog Users’ Engagement With Marketing On Company
Microblog

10. 8. Most Accepted Types Of Engagement With Microblog Marketing
In 2012, the most accepted ways for users’ engagement with microblog marketing include retweet, poll,
retweet and @friend. However users are less interested in sharing their knowledge and experience of
the brand, or participating in offline campaign.
Types Of Engagement On Company
Microblog

11. 9. Increased Brand Info & Reputation Are Major Results
In 2012, microblog marketing’s major results as recognized by users are better understanding of the
company’s brand and product, followed by stablization of users’ loyalty to the brand.
Company Microblog’s Effects On
Users
Strongly disagree
Disagree
Neutral
Agree
Strongly agree

12. A digital link to your business in China

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