Social media: Sina Weibo users in China

Selected insights on social media: Sina Weibo users in China

• Sina Weibo is more popular among Millennials than other social networks
• 54% of Sina Weibo users are female
• Sina Weibo has a larger share of users with a high income than other social networks
• Sina Weibo users are more likely to live in megacities than social media users in general
• An honest and respectable life is more important to Sina Weibo users than to other social media 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