Digital 2020: China is finally released, our annual report on social media and digital trends in China, in collaboration between We Are Social and Hootsuite. , Don’t miss to check the full Global Digital Report as well.

Here are all the stats you need to know about Digital in China this year.

The bigger picture

The mobile phone is a central part of Chinese lives today. Among China’s 1.44 billion population, there are 1.66 billion mobile phone connections, which means a 112% penetration. The number of active social media users grew by 1.5% since last April, which means 72% of the population, or 1.04 billion people, are now active social media users.

More and more people in China are truly becoming internet savvy. 5 hours and 50 minutes are spent on the internet per day, that’s more than a third of our awaken hours. Out of those hours, 2 hours and 12 minutes are spent on social media.

Video is dominating the active life on social media

Video is for sure the most popular type of content online, with 85% of the users watching it. Following influencers is also popular with 61% of the users watching vlogs. It is worth noting that watching esports tournaments is getting more popular with 23% of users watching it in the past month.

Chinese social media users are one of the most active in the world, with 98% of all internet users visited or used a social media platform in the past month. People in China on average owns 9.3 social media accounts. But it doesn’t stop there. 89% of them actively engaged or contributed to social media.

People in China use mostly social media and messaging apps on their phones, with 92% of them using chat apps, and 87% using social networking apps. Shopping online is dominated by mobile. Not only 82% of the people using shopping apps but 64% of the purchases happen via a mobile phone.

Digital shopping bags are the trend

Out of China’s 1.66 billion population, 850.1 million of them purchase products online, that’s more than 51% of the population filling up their shopping baskets with a click, with a market value of USD 867.6 billion. Besides, 49% of those purchases were made with some type of e-wallets, such as WeChat Pay and Alipay. And with an annual growth of 19% year-on-year, it seems to not stopping.

Advertising is aiming for social media

With such a major part of the population using the internet and social media, it’s no wonder why digital ad spend has increased with 12% from the previous year, totaling USD 52.51 billion. Ad spends on social media have seen the biggest increase with 20% year-on-year. The popularity in watching videos is also seeing its effects on video ad spend, with a growth of 15% from the previous year.

In conclusion

China is moving into the digital space with interactions, entertainment, payment, and shopping are done online. With such a great part of Chinese lives taking place online, it has never been a bigger need to make sure that content is fit for mobile and adding value. That also means content needs to catch people’s attention and resonate on an emotional level, to finally be a part of the ongoing conversations.

These are just a few of our highlights from the Chinese Digital Report but there are plenty more numbers and stats to sift through in the full report, which you can get for free here.