Its rare to get any official data from WeChat. So, when we were sent a 'year-to-date' review from WeChat in October, we wanted to translate and share it. WeChat released the following report in Chinese last month. Its a summary of high-level user behavior/trends. Totem Media has translated the report to English ...without additional analysis/interpretation. In other words, it’s a straight translation of the Chinese report (without Totem’s point of view).

1. WECHAT USER DATA UPDATE
Released by WeChat - October 2015
Translated by Totem Media

2. WeChat released the following report in Chinese last month. Its a
summary of high-level user behavior/trends.
Totem Media has translated the report to English ...without additional
analysis/interpretation. In other words, it’s a straight translation of the
Chinese report (without Totem’s point of view).
Translated By Totem Media
About This Presentation

3. BIG PICTURE

4. Daily Active Users - September 2015

5. Daily Active Users
Increase by 49%
2014
Increase by 64%
2015

6. City Penetration Rate
1st tier city
2nd tier city
3rd tier city
4th tier city
5th tier city

7. DAILY USAGE

8. A day from a typical user
Get Up
Check WeChat
Moments
Arrive at Company
Buy breakfast with
WeChat Payment
Take a Break
Check WeChat
Moments, send/
receive messages
Take a Nap
Shop in JD, have a
chat in groups
Go Out
Check WeChat
Moments
Start to work
check group
messing
Lunch Time
Use lucky money
to pay for lunch
Ready to get off
work
Check WeChat
Moments
Watch TV
Read articles, check and engage
in WeChat Moments, chat, play
games, do some shoppings in JD
Go Home
Use WeChat payment for food/
cooking materials
Ready for Sleep
Have a chat with friends,
grab lucky money

9. Activity peak
2014 2015

10. Daily Call Duration
= 540 years
280 million minutes

11. YEARLY USAGE

12. Peak use times during year
CNY
Labour’s Day
Mother’s Day
Children’s Day
Dragon Boat Festival Chinese
Valentine’s Day
Victory Parade
Mid-autumn Festival
China National Day

13. Young people are more emotional
30-60 years old 10-30 years old

14. SOCIAL

15. Chat
Month of Year

16. Moments
Month of Year

17. Calls

18. 1. USA
2. Japan
3. HK
4. Korea
5. TW
Calls - Global

19. USA
UK
Mainland China
HK
India
Malaysia
Australia
Most Popular Stickers
Taiwan

20. LUCKY MONEY

21. Lucky Money has exceeded it’s original purpose
Number of Participants
Children’s Day
Chinese Valentine’s Day
2015.05.20
New Year’s Eve
Mid-Autumn Festival

22. Number of users who will hand out lucky
money on 2016 New Year’s Eve

23. New Ways of Expression
4 Red Envelopes 6 Stickers/Emojis

24. READING

25. Entertainment & Gossip State Affairs Chicken Soup
Post-90s Post-80s Post-60s
Key Topics by Age Range

26. CHINESE NEW YEAR

27. Routes Used to “Go Home”

28. Go BackRoutes Used to “Return to Work”

29. CHINA NATIONAL DAY

30. Keywords - Chinese Tourist Attractions

31. Taiwan
Japan
Hong Kong
USA
Thailand
Korea
Keywords - Overseas Tourist Attractions

32. “WECHAT SPORTS”

33. “WeChat Sports” - Explained
“WeChat Sports” calculates
your daily steps. A list of your
WeChat friends’ steps will be sent
to you everyday. Brands can
donate money for various charity
projects and put their money in an
account, while users can donate
your steps to win the money from
the account and then donate the
money from your side.

34. Users like to walk after dinner
peak time : 8pm to 9pm

35. Weekends are for entertainment & leisure.
Users to more exercise during the week.

36. Thru WeChat sports, brands/users have made a lot of donations.
Donated: 167.8billion steps, 33.57million RMB.

37. 260 times round trips between earth and moon.
Distance traveled by WeChat Users (as calculated by “WeChat Sports”)

38. A one-way ticket to Mars
Equal to the distance traveled to Mars.

39. SHOPPING

40. 1.3 x
Monthly consumption ratio
Male users have higher spending

41. GAMES

42. 15%+ of users play games

43. 75%+ of gameplay is more than 10 minutes/day

44. Board & leisure games are the most popular

45. WECHAT = YOUTH

46. 60% of WeChat users are young people (15-29 years old)

47. 128 WeChat friends
Users have an
average of...

48. WeChat friend counts increase (ave) 20% after
graduation from university/finding a job.

49. 58% of long distance calls are between young people

50. Post-80s are the main force for dispatching lucky money

51. More than half of those who dispatch a lot lucky
money are post-80s.

52. SHOPPING

53. Shopping Peaks

54. Favorite shopping items in September
Remote Chargers Autumn Clothing Selfie Sticks

55. KEY CONTENTS (MEDIA)

56. Popular Music

57. Popular TV Dramas

58. Popular Movies

59. Popular Entertainment Programs

60. totem media
DIGITAL I BRANDED CONTENT I SOCIAL MEDIA
Chris Baker, Managing Director
Email: chris@totemmedia.net
Twitter/WeChat: Talktototem