Social media: Little Red Book users in China

Selected insights on social media: Little Red Book users in China

• Little Red Book is more popular among Millennials than other social networks
• Compared to other social networks, Little Red Book has a relatively high share of female users
• Little Red Book has a smaller share of users with a low income than other social networks
• Little Red Book users are more likely to live in megacities than social media users in general
• Safety and security is an important aspect of life for 43% of Little Red Book users

Overview

• Introduction

• Brand usage
• Key insights

• Generations
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sports activities
• Sports followed

• Attitudes towards personal finances
• Innovation adoption
• Challenges facing the country
• Politics

• Social media usage
• Media usage by channel
• Digital advertising touchpoints
• Non-digital advertising touchpoints

• Consumer Insights Global survey
• Authors