#研究分享#【微信用户都关注哪些公共账号?】

#研究分享#【微信用户都关注哪些公共账号?】研究显示:微信上最受关注的公共账号是独立媒体,吸引近3成用户;其次是认证媒体,占25%;另有约25%的用户会把企业和营销账号作为主要关注对象;其余20%用户根本不关注。微信用户参与度极高,2014年Q3中国用户总计花费110亿小时使用微信;平均近三成手机流量贡献给了微信。

Do China's WeChat Users Like Brand Accounts?

One-quarter of WeChat users primarily follow brands, companies

WeChat is the second most popular social or messaging app accessed by internet users in China, according to GlobalWebIndex, and past research from the China Internet Network Information Center (CNNIC) indicated users were much more interested in news and celebrities than in brands. But data also suggests a substantial number of users do focus on following brands.

 

Nearly 19% of WeChat users in China counted companies as the primary type of official WeChat accounts they followed, according to data analyzed by the China Academy of Information and Communication Technology (CAICT) and Tencent. Another 5.9% primarily followed brands. Together, these numbers were comparable with those following independent or verified media accounts.

And while not everyone on WeChat uses it to follow marketers, engagement is high—presumably translating to lots of exposure among those who do follow such accounts. According to Analysys International Enfodesk, users in China spent nearly 11 billion hours collectively on WeChat in Q3 2014, vs. 7.6 billion hours on QQ during the same time period.

The data from Tencent and CAICT indicated WeChat’s audience is primarily male, at 64.3% of the total, and young. Nearly half of all users were ages 18 to 25, while another 40.8% were 26 to 35. And WeChat users appear to be fairly committed, at least on their smartphones: On average, 27.7% of all their smartphone internet traffic went through the app.

文章来源:emarketer

文章链接: http://www.emarketer.com/Article/Do-Chinas-WeChat-Users-Like-Brand-Accounts/1012054


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