Social media: Douban users in China

Consumer Insights report

Social media: Douban users in China

This report offers the reader a comprehensive overview of Douban users in China: who they are; what they like; what they think; and how to reach them. It provides insights on their demographics, lifestyle, opinions, and marketing touchpoints. Additionally, the report allows the reader to benchmark Douban users in China (''brand users'') against Chinese social media users in general (''category users''), and the overall Chinese consumer, labelled as ''all respondents'' in the charts. The report is updated quarterly and is based on data from the Statista Consumer Insights Global survey, an international survey that covers more than 15,000 brands across 56 countries.

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Table of contents

Selected insights on social media: Douban users in China

  • Douban is more popular among Millennials than other social networks
  • There is a fairly even split of male and female Douban users
  • Douban has a larger share of users with a high income than other social networks
  • Douban users are more likely to live in cities with over 1 million inhabitants than the average consumer
  • Career advancement is an important aspect of life for 37% of Douban users

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