Welcome Mandy Pooler, Director

Transcription

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2 Welcome Mandy Pooler, Director

3 Kantar is ADVERTISING & MEDIA HEALTHCARE PR & PUBLIC AFFAIRS DATA INVESTMENT MANAGEMENT DIRECT & DIGITAL BRANDING & IDENTITY & SPECIALIST COMMUNICATIONS 3

4 Kantar is 28,500 + PEOPLE 100 COUNTRIES 13 COMPANIES 4

5 Kantar in China In China, Kantar employs nearly 1,400 professional researchers covering Beijing, Shanghai, Guangzhou, Wuhan, Chengdu and Fuzhou. The company aims to help its global customers launch businesses in China and to support Chinese enterprises as they expand globally. Added Value CIC CTR Kantar Health Kantar Media Kantar Retail Kantar Worldpanel Millward Brown The Futures Company TNS 5

6 Kantar China Insights Claire Martin, Head of Content

7 Kantar China Insights cn.kantar.com Kantar China Insights offers journalists an instantly accessible free database of deep statistics and expert commentary on business, tech and consumer issues. 7

8 China Social Media Impact 2014

9 Difference between social media users and urban resident in China Tian Tao, Vice President CTR Market Research

10 CNRS-TGI is China's largest continuous survey on urban residents China National Resident Survey CNRS-TGi covers 60 cities with an annual sample size of nearly 100,000, representing a population of 180 million urban residents CNRS-TGi provides single source continuous data of tier 1-4 city residents in China on their product consumption, media habits and lifestyles TGi is available in over 60 countries in the world Date period: March August 2013 City coverage: 60 Sample size: 53,700 10

11 CNRS-TGI City List Tier 1 cities (4) Beijing, Shanghai, Guangzhou, Shenzhen Tier 2 cities (20) Harbin, Dalian, Shenyang, Tianjin, Nanjing, Hangzhou, Ningbo, Suzhou, Wuxi, Wenzhou, Xiamen, Jinan, Qingdao, Fuzhou, Foshan, Wuhan, Changsha, Chengdu, Chongqing, Xi an Tier 3 cities (12) Changchun, Shijiazhuang, Taiyuan, Hefei, Nanchang, Haikou, Nanning, Zhengzhou, Guiyang, Kunming, Urumqi, Lanzhou Tier 4 cities (24) Anshan, Tangshan, Baoding, Hohhot, Xuzhou, Changzhou, Weifang, Zhuhai, Zhongshan, Jiangmen, Dongguan, Huizhou, Xiangfan, Mianyang, Xining, Yinchuan, Nantong, Jinhua, Shaoxing, Weihai, Quanzhou, Zhaoqing, Leshan, Yibin 11

12 Behaviour netizens (people who used the Internet yesterday) Percentage of netizens among all urban residents (%) Percentage of social media users among all netizens 65% 43.8% Data resource:cnrs cities Netizen refers to people who used Internet yesterday Social media user refers to people who used social media through computer or mobile terminal yesterday 12

13 Social media user profile: younger with higher education level and higher percentage of singles Age Distribution by Decade Respondents were born in (%) Percent with Bachelor s Degree or Higher (%) 44.8 Total City Residents Social Media Users 居民总体 社交媒体用户 Marital Status (%) 18.2 Dividing line s 1980s 1970s 1960s 1950s or earlier City Residents Total Social Media Users Others Married Single Data resource:cnrs cities 13

14 Social Media users favour fashionable new media Media Habits of Social Media Users (%) Total Urban Residents Social Media Users Internet OOH TV Magazine Newspaper Radio Data resource:cnrs cities Note: all data refer to daily reach except for magazine s monthly reach 14

15 Internet usage behaviour differs by city tiers Tier 1 cities: Internet is like oxygen, something one can t do without Usually Use Internet When Outdoor on the Go Tier 2 cities: Internet is a tool that makes life easier Yesterday s Online Activity: Shopping Tier 1 Cities Tier 2 Cities Tier 3 Cities Tier 4 Cities Tier 1 Cities Tier 2 Cities Tier 3 Cities Tier 4 Cities Data resource:cnrs cities 15

16 Internet usage behaviour differs by city tiers Tier 3 cities: Internet is an entertainment platform Tier 4 cities: Internet is a chatting tool Yesterday s Online Activity: Watching Online Videos Tier 1 Cities Tier 2 Cities Tier 3 Cities Tier 4 Cities Yesterday s Online Activity: Text or Voice Chatting Tier 1 Cities Tier 2 Cities Tier 3 Cities Tier 4 Cities Data resource:cnrs cities 16

17 Social media users work less and are less able to handle stress Social Media Users Urban Residents Total Average hours 44 Working Hours 44.5 Working Hours worked per week Agree Too many things 62.5% in life make me feel very 58.1% stressed 47.6% Agree Not enough time to do everything I would like to do well in life 44.6% Source:CNRS cities 17

18 Social media users indulge in virtual world and are not lonely in the real world Lifestyle of social media users 110 Agreement with For me, text exchanges is as meaningful as phone calls (INDEX) 109 Social media users tend to agree with the statement I have friends of diverse types 192 Travelling is a way to escape from real life (INDEX) 191 Compared with urban residents, social media users tend to watch movies with colleagues/classmates and friends 174 Often playing RPG online games(index) 8.6 Hours Social media users usually spend 8.6 hours on OOH leisure entertainment per week while urban residents spend 7.7 hours only. Source:CNRS cities OOH = Out Of Home 18

19 Social media users are all-round fashionistas I like to keep up with the latest fashions (INDEX) 120 Consumption and magazine readership by social media users(%) Social Media Users Urban Residents Total I try to keep up with developments in technology (INDEX) Read fashion magazine regularly Have tablet PC Have used perfume in P12M Go to GYM at least once per month Have conducted onling shopping yesterday Social Media Users Urban Residents Total Agree 'I don't care if food is genetically modified or not' Source:CNRS cities 19

20 Social media users are more concerned about spiritual pursuit Lifestyle analysis of social media users(index) Intend to take education/training program next year Entertainment preferred by social media users most is watching a movie They travel because of new experiences such as: education aid programmes, interests or adventures I am interested in other cultures (INDEX) 80 I consider myself to have a belief (INDEX) Social Media Users Urban Residents Total 120 Source:CNRS cities 20

21 Social media users are.? Young, single and with high education Tend to use new media Users in Tier 1 cities need Internet everywhere while users in Tier 2 cities use Internet as tool. Users in Tier 3 cities treat Internet as a way to have fun while those in Tier 4 cities use Internet as communication platform. Having shorter working hours and weaker ability to handle pressure Looking forward to enriching both virtual and real life All-round fashionistas Flamboyant and emotional Have plenty of spiritual needs 21

22 80s and 90s keywords highlights Sam Flemming, Founder and CEO CIC

23 Who is CIC? Turning chatter into business intelligence CIC is China's leading social business intelligence provider, enabling enterprise to fully leverage the power of social media and Internet Word of Mouth (IWOM) intelligence across the organisation. Founded in 2004; social media technology, experience & expertise 150+ employees, including 60+ engineers and 70+ experienced analysts Over 75 retainer relationships with Fortune 1000 companies. 23

24 Social Media is the Pulse of China 24

25 Social Media both reflects and influences Chinese consumers 25

26 Netizens created Singles Day 26

27 Singles Day now nets online retailers almost $6 billion/year 2013 online sales: $1.2 billion 2013 online sales: $5.75 billion Source: ComScore Black Friday online sales hit $1.2 billion, with Amazon the top retailer equals $5.75 billion as China sets singles day online sales record. 27

28 Research objectives Develop a deeper understanding of 80s and 90s consumers by analyzing their hot topics and buzzwords via systematic analysis of millions of tweets from Sina Weibo. 28

29 Research targets 80s: The members of generation born between 1980 to Most have entered the work place and are married, and thus they have stronger financial power with more responsibility towards family. 90s: The members of generation born between 1990 to Most of them are still in school and live with their parents with less disposable income. 29

30 Research methodology Data Collection: 3 million tweets from 8000 netizens Pick top 500 meaningful key words among tweets posted by 80s and 90s respectively (total 8,000 netizens. 4,000 for 80s and 90s each), from Sina Weibo. Total 1,785,648 tweets for 80s and 1,296,984 tweets for 90s. Data period is Jan. to Aug Data Categorisation Automatically categorize selected key words Data Calculation Automatically calculate category share according to buzz incidence 30

31 80 s profile with post 80s (80 后 ) tag 90 s profile with post 90s (90 后 ) tag 31

32 Overall sentiment: Both 80s and 90s displayed overwhelmingly positive attitude on Sina Weibo. 80s were marginally more optimistic compared with 90s. 80s Overall Sentiment 90s Overall Sentiment Negative 24% Negative 28% Positive 76% Positive 72% Base : Total buzz incidence of sentiment of 80s on Sina Weibo between Jan 2013 Aug 2013 is 1,336,316; of 90s is 932,726 32

33 General topics overview: Recreation and emotion were the top 2 hot topics for both 80s and 90s on Sina Weibo. The 80s are more concerned with food and health & beauty. Health & Beauty 13% Work & Study 12% 80s hot topics Politics & Social affairs 2% Recreation 30% Work & Study 14% Food 10% 90s hot topics Health & Beauty 7% Politics & Social affairs 2% Recreation 40% Food 14% Emotion 29% Emotion 27% Base : Total buzz incidence of top 500 meaningful keywords mentioned by 80s on Sina Weibo between Jan 2013 Aug 2013 is 2,935,214; mentioned by 90s is 1,789,573 33

34 Health & Beauty: Beauty topics were more frequently talked by 80s than by 90s. 80s 80s talked more about skincare and makeup topics such as sunscreen, cosmetics and perfume due to strong desire to upkeep personal image and bigger purchase power. Health & Beauty topic angles Makeup 22% Skincare 28% Haircare 6% Health 44% Health & Beauty key word cloud 90s 90s had skincare problems such as pimple. Hair care is a bigger concern for the young 90s. Haircare 11% Makeup 9% Skincare 18% Health 62% Base : Total buzz incidence of top 70 health & beauty meaningful keywords mentioned by 80s on Sina Weibo between Jan 2013 Aug 2013 is 395,693; mentioned by 90s is 134,791 34

35 Topic Angle Brand: Consumer electronics brands accounted for over half of both 80s and 90s brand related discussions. 80s 80s liked to talk about online shopping such as etailer brands JD.COM, Taobao and Tmall. They also talked about makeup brands such as Avène and Lancome. Others 13% Makeup 6% Social Platform 7% Brand topic angles Online Shopping 12% Consumer Electronics 62% Brand key word cloud 90s Social platform brands such as Renren and QQ were popular among 90s. Video and music platforms such as Youku and Yinyuetai were also frequently discussed buzzwords. Others 12% Online Shopping 7% Music&Video 8% Social platform 16% Consumer Electronics 57% Base : Total buzz incidence of top 36 brands meaningful keywords mentioned by 80s on Sina Weibo between Jan 2013 Aug 2013 is 327,716; mentioned by 90s is 125,048 35

36 Work & Study: 80s talked more about their work, while 90s talked more about study. Work & Study topic angles Work & Study key word cloud 80s Job benefit, boss, listed company and establishing a business were work related buzzwords for 80s. Pressure and project started to become important in the 80s. Reading was the keyword in study category. Study 34% Work 66% 90s Study related buzzwords like teacher, college entrance exam, English had much higher share in 90s topics. Study 61% Work 39% Base : Total buzz incidence of top 72 work & study meaningful keywords mentioned by 80s on Sina Weibo between Jan 2013 Aug 2013 is 364,274; mentioned by 90s is 245,750 36

37 Recreation: Video watching was the prime recreation activity mentioned by both groups. Shopping ranked 2 nd for 80s and astrology ranked 2 nd for 90s. 80s 80s talked more about traveling and shopping for they had more disposable income, and thus hotel, shopping and supermarket became buzzwords for them. They also talked about specific popular movie stars such as Kevin Cheng( 郑嘉颖 ). 90s 90s liked to watch videos, MV and concert during casual time. Astrology signs received much mentioning. Photography 4% Music 6% Travel 4% Shopping 14% Recreation topic angles Others 22% Travel 8% Photography 3% Others 16% Astrology 18% Music 16% Video 22% Shopping 20% Video 29% Astrology 18% Recreation key word cloud Base : Total buzz incidence of top 170 recreation meaningful key words mentioned by 80s on Sina Weibo between Jan 2013 Aug 2013 is 873,442; mentioned by 90s is 711,592 37

38 Takeaways Social Media both reflects and influences Chinese popular and the national conversation By systematically listening to social media, brands and marketers can both better understand consumers while at the same time identifying opportunities to engage and influence them Through the analysis of millions of their tweets, we find that the 80 s and 90 s generation have certain shared interests and attitudes, including general positive sentiment, interest in consumer electronics and video. We also find that there are some differences including 80 s greater interest in skincare and shopping and 90 s greater interest in astrology and music. Brands and marketers should leverage social intelligence to develop more targeted communication strategies for these key demographics 38

39 Online survey of social media users Sophie Shen, General Manager CTR Media & Consumption Behaviour

40 How does social media influence our lives? 40

41 Guess the score Has social media made life better or worse? 41

42 Online panel Gender 200,000 Active samples 52.5% 47.5% Age 10.0% 60.2% 21.6% 8.2% 20 or younger older than 40 42

43 Survey background China Internet Users Real-name survey Sampling error: ±0.9% 12,221 samples Two weeks Data source: China s social media user attitude survey, n=12221 Sampling error: ±0.9% under 95% confidence level 43

44 QQzone, WeChat and Weibo top three social media. Original content makers prefer Weibo, while interactive users prefer WeChat Frequently used social media types % QQzone WeChat Often post original content WeChat 52.3 Weibo 58.8 Weibo 54.4 Renren Forum/BBS Comment, interact and like Youku 21.1 WeChat 76.0 Douban 7.0 Weibo 68.2 Others 6.9 Data source: China s social media user attitude survey, n=12221 Sampling error: ±0.9% under 95% confidence level 44

45 Social media personality types Detachers 6.7% Ultras 29.4% Dippers 28.8% Regulars 35.1% Ultras: Use social media whenever there is free time, very dependent Regulars: Use social media at fixed time of day (e.g. during commute, lunch break or evening) Dippers: Use social media only when need to complete some task Detachers: Rarely use, dispensable Data source: China s social media user attitude survey, n=12221 Sampling error: ±0.9% under 95% confidence level 45

46 Most Chinese netizens are social media followers Comment, interact and like 34% Only browsing without commenting or interacting 39% Tend to lite interact rather than post original content or repost Repost 14% Post original content 13% Data source: China s social media user attitude survey, n=12221 Sampling error: ±0.9% under 95% confidence level 46

47 Social Ultras usually lite interact Social Regulars more likely to post original content Social Dippers repost or simply browse Comment, interact, like Post original content Repost Browse info only, no comment and interactivity Ultras Regulars Dippers Detachers Data source: China s social media user attitude survey, n=12221 Sampling error: ±0.9% under 95% confidence level 47

48 Browsing news, sharing feelings and obtaining practical information are the main purposes for using social media Main purposes for using social media % Acquire news info 57.6 Share your mood and daily life Acquire valuable info for myself Kill time Seek value recognition and identification Expand friend circle and make more friends Communicating with family Others 4.5 Data source: China s social media user attitude survey, n=12221 Sampling error: ±0.9% under 95% confidence level 48

49 Though social media users are concerned with privacy, they won t give it up to protect privacy Attitude towards privacy when using social media % No social All social - no Actively social - Limited social - posting - to concern for protecting only core actively protecting protect privacy privacy privacy privacy Pro-social Pro-privacy Data source: China s social media user attitude survey, n=12221 Sampling error: ±0.9% under 95% confidence level 49

50 WeChat vs Weibo 50

51 WeChat: close social Weibo: public social WeChat Weibo Classmates, friends or colleagues 76.3% Family 47.2% Classmates, friends or colleagues 69.6% Family 40.6% Public 25.3% Public 40.2% Data source: China s social media user attitude survey, n=12221 Sampling error: ±0.9% under 95% confidence level 51

52 WeChat strong in networking, self expression and communicating with friends Weibo better for getting news, acquiring information about brands and organisations WeChat Weibo Make new friends News/social issues Communication with family, friends and colleagues Pay attention to news of brands/companies/agencies Acquire practical information/service Share mood and selfexpression Data source: China s social media user attitude survey, n=12221 Sampling error: ±0.9% under 95% confidence level 52

53 Positive: Social media can help relieve pressure and make life more convenient Positive influence of social media % Adjust my mood and relieve pressure of reality 67.2 Make my life more efficient and convenient 48.3 Expand my social circle Solve difficulties of my life Give me confidence and improve my social skills Others Data source: China s social media user attitude survey, n=12221 Sampling error: ±0.9% under 95% confidence level 53

54 Negative: Less print book reading & privacy leak Worries brought by social media % Reduced print book reading Lack of security or privacy Negative impact on personal relationships Sleep deprivation affects health Make us detached and impulsive Affected by some negative values online Lack of concentration Disturb people's regular life/work No distress whatsoever Data source: China s social media user attitude survey, n=12221 Sampling error: ±0.9% under 95% confidence level 54

55 Distribution of users ratings Distribution of ratings % Data source: China s social media user attitude survey, n=12221 Sampling error: ±0.9% under 95% confidence level 55

56 Average score of all users Social media makes my life worse Social media makes my life better point scale, high score means social media makes our life better. Final score is converted to percentile. Data source: China s social network media user attitude survey, n=12221 Sampling error: ±0.9% under 95% confidence level 56

57 Questions? cn.kantar.com