| Survey Report Summary |
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1: currently, the number of male users of major SNS websites in China is significantly higher than that of female users, and the penetration rate of male users is also higher than that of female users.
2: SNS users fill in authentic personal information, the profile picture, age, home/location fill (Display) rate is high, the phone number and Im fill rate is obviously low.
3: When users use the main functions of the SNS website, the proportion of groups involved is the highest, followed by the log function and album function. Component games have not yet become mainstream, and the sharing function has the lowest usage.
4: The number of friends of a user decreases in order, and the number of friends of a user is less than 100. |
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| Report copyright and contact information |
The author of the report: a large consulting organization.
Copyright Disclaimer: this report is prepared by maxcompute (Beijing) Technology Consulting Co., Ltd. (Beijing. All data except the indicated source part is exclusively collected first-hand data. For reference, please indicate copyright.
Contact information: 010-82569748, 82569776
Report download: PDF Word Format |
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| Analysis of basic characteristics of SNS users |
| Gender Composition of domestic SNS website users |
Currently, the proportion of male and female users in domestic SNS websites is about 62.1%: 37.9%. The number of male users is significantly higher than that of female users. The penetration rate of SNS websites among Chinese male users is higher than that of female users. |
Age distribution of domestic SNS website users |
The age group 21-25 years old is the main force of SNS website users, accounting for more than 4 of the total (42.7%). The second is the 16-20 year old group, which is about 30.6% ); users under 30 years of age account for over 90% of SNS users. |
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| Age of male and female users of SNS in China |
The most concentrated age group for both male and female users, followed by the age of 16-20. In contrast, the aging distribution of female users is more obvious, and the proportion of female users under the age of 20 is higher than that of male users. |
SNS users enter real information |
Currently, the overall real name filling rate of main SNS website users in China is 53.8%, while the authenticity of portraits is relatively high, reaching 91.3%. The sensitivity to name authenticity is weaker than that of the Avatar. |
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| Usage of SNS website Functions |
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This section mainly describes the user usage of the main functions of the SNS website, including personal space privacy settings, log functions, album functions, group participation, sharing functions, and component games.
35.2% of users set the privacy of their personal spaces on the SNS website. This part of the user attaches importance to personal privacy, and his personal space is only open to friends, or all or part of verified groups.
The log usage is 78.7%, And the album usage is 66.2%. UGC is an important source of SNS content. The group is the most used by users in the function to be tested. 87.2% of users participate in the group. In contrast, the minimum share usage is 15.3%. |
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| Log function usage |
| Privacy settings of domestic SNS users for personal spaces |
Usage of log functions of domestic SNS users |
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Overall user |
Male users |
Female users |
| Set the privacy Ratio |
35.2% |
34.3% |
36.7% |
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Overall user |
Male users |
Female users |
| Proportion of logs used |
78.7% |
78.4% |
79.2% |
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| The overall Privacy Setting Ratio of SNS users in China is 35.2%, of which the ratio of male users is slightly lower, which is 34.3%, and that of female users is 36.7%. The default settings for each SNS website are different, which is also an important factor affecting user settings. |
The overall log usage rate of domestic SNS users is 78.7%, of which the proportion of male users is slightly lower, which is 78.4%, and that of female users is 79.2%. The monitoring shows that the proportion of the log function used by younger users is higher. |
| Original proportion distribution of SNS users using the log function |
The log Content originality analysis examines the originality of the last 10 SNS logs. The approximate proportion distribution is as follows:
Among the SNS users who use the log function, the original log rate of more than six users is more than 80%, and 45.8% of users insist on full originality. Another 9.4% of users, the last 10 logs are reprinted.
On the whole, the log function of SNS users is mainly used to reflect the personal content of life, emotion, and work. This is not much different from the pure blog. |
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| Album and group functions |
| Usage of photo album functions of SNS users in China |
Domestic SNS user groups |
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Overall user |
Male users |
Female users |
| Percentage of photos used |
66.2% |
63.2% |
71.1% |
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Overall user |
Male users |
Female users |
| Proportion of participating groups |
87.2% |
86.1% |
88.9% |
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| The overall photo album function of SNS users in China is 78.7%, of which the proportion of male users is slightly lower, which is 63.2%, and that of female users is 71.1%. Monitoring shows that the proportion of original and life pictures in the photo albums of female users is generally higher than that of male users. |
87.2% of domestic SNS users are in different groups. The proportion of male users is slightly lower, which is 86.1%; that of female users is 88.9%. The group function is the most widely used function in SNS websites and is a common interaction platform for users. |
Distribution of domestic SNS user groups |
Measure the test taker's knowledge about the distribution of the number of SNS participating groups:
Quantity: 12.8% of SNS users are not added to any group. The largest number of users joining 1-5 groups, accounting for 23.8%. These user selection groups are usually closely related to hobbies and regions and are active.
Generally, the number of users joining 20-50 groups is 21.0%. These users are active users in SNS and remain active in the group.
In addition, more than 100 users join the group account for 1.1% of the total. |
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| Distribution of SNS groups involving male and female users |
Measure the test taker's knowledge about the distribution of the numbers of male and female users joining groups:
Compared with male users, the number of groups for female users is more flat. The number of female users not in any group is 15.1%, which is about 5 percentage points higher than that of male users.
The proportion of female users in 50-10 groups is also higher than that of male users (about 7 percentage points in total ). The proportion of female users (100) participating in more than 0.9% groups is slightly lower than that of male users (1.1% ). |
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| SNS user dating Behavior Analysis |
Distribution of domestic SNS user friends |
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| In general, the number of friends of a user decreases in order. Users with less than 10 friends account for about 1/4 (25.1%). These users are relatively inactive and have a low online rate. 100 users have less than friends. |
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Distribution of SNS friends between male and female users |
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| Compared with male users, the number of friends of female users is shifted to both sides. 29.3% of female users with less than 10 friends, 17.1% of female users with 10-20 friends, and 16.0% of male users ). |
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SNS users' pass on friend requests |
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Male users |
Female users |
Overall user |
| Pass rate of male friend requests |
64.6% |
73.2% |
69.4% |
| Female friend request pass rate |
67.8% |
62.4% |
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| SNS users are generally friendly to friend requests and have a high pass rate. During this survey, the overall pass rate of user requests to friends was 69.4%. Considering the logon interval of inactive users, the final pass rate is expected to reach more than 80%. |
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Distribution of male proportions among domestic SNS users and friends |
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| 62.7% of SNS users have more female friends than male friends. Among them, 12.9% of users have less than 20% male friends, 20%-30% of male friends, and 15.2%-30% of male friends. |
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Distribution of male and female SNS friends |
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| The gender composition of friends between male and female users is significantly different: the proportions of male users are right-biased, while that of female users is left-biased. That is, female users are more inclined to add male friends. In contrast, male users have a larger gender distribution. |
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| Research methods used in this survey report |
This survey targeting major SNS websites in China shows role-setting experience, according to actual user characteristics, the SNS users are abstracted into four types: active, active, passive, inactive, and inactive, and the roles of male and female users are set.
The trial period of this experiential survey is from January 1, June 25-7 to the 31st, for a total of 35 days. During this period, we will examine the various links and functional applications of different websites and collect user information at random. The survey covers the current comprehensive domestic
10 SNS websites, such as campus, industry, and teenagers, including: Intranet and seat-occupying networks; MySpace and 51; domestic network, ant network, internet group, kaixin.com; 360 circles,
Facekoo.
Based on the random sampling of website users and the interactive experience of set samples, the number of samples for different SNS websites is matched, and a total of 4620 valid user samples are extracted. The samples of this survey are from the active SNS website.
Dynamic users (users who generate content on the SNS website and participate in interactions) do not include silent users. Therefore, statistics may differ from SNS websites. |
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