Social media following rate in China 2024, by account type

Published by
Lai Lin Thomala,
Mar 26, 2025

According to a 2024 survey on the digital usage among Chinese internet users, about 39 percent of respondents reported to follow the social media accounts of their friends, family, and other acquaintances. Tencent's WeChat and ByteDance's Douyin were the most beloved social media platforms in the survey.

Share of internet users following social media in China as of 3rd quarter 2024, by social media account type

CharacteristicShare of surveyed internet users
Friends, family, or other people you know 38.9%
Restaurants, chefs, or food personalities 26.1%
Actors, comedians, or other performers 24.7%
Contacts relevant to your work 24.1%
Tv shows or channels 24.1%
Companies relevant to your work 21%
Companies and brands you purchase from 20.5%
Companies and brands you’re considering purchasing from 19.8%
Bands, singers, or other musicians 19.7%
Entertainment, memes, or parody accounts 19.2%
Sports people and teams 16.2%
Fitness experts or organisations 15.5%
Gaming experts or gaming studios 15.5%
Showing entries 1 to 13 (15 entries in total)
Created with Highcharts 7.2.2Share of surveyed internet users38.9%38.9%26.1%26.1%24.7%24.7%24.1%24.1%24.1%24.1%21%21%20.5%20.5%19.8%19.8%19.7%19.7%19.2%19.2%16.2%16.2%15.5%15.5%15.5%15.5%14.6%14.6%14.2%14.2%Friends, family, or other people you knowRestaurants, chefs, or food personalitiesActors, comedians, or other performersContacts relevant to your workTv shows or channelsCompanies relevant to your workCompanies and brands you purchase fromCompanies and brands you’re considering purchasing fromBands, singers, or other musiciansEntertainment, memes, or parody accountsSports people and teamsFitness experts or organisationsGaming experts or gaming studiosTravel writers and companiesEvents you’re attending
0%2.5%5%7.5%10%12.5%15%17.5%20%22.5%25%27.5%30%32.5%35%37.5%40%42.5%45%

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Release date

February 2025

Region

China

Survey time period

Q3 2024

Age group

16 years and older

Method of interview

Online survey

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