20 New Facts You Need to Know About WeChat

How much do you really know about WeChat? Tencent-owned WeChat is often compared to WhatsApp, but there’s much more to it.

With over 600 million monthly active users, the mobile messaging app is constantly evolving and continues to spread at rocket speed.

How many users are on WeChat? What do they use the app for? What do a typical day’s activities look like? Here’s what you really need to know about WeChat, the single most popular social app on every Chinese smartphone, and how it strives to do everything at once.

Here’s a sneak preview of the 2015 WeChat Whitepaper released at the Tencent Global Partners Conference last Friday in Chongqing, China. Don’t worry about the language barrier — we’ve translated and digested the most essential slides. Read on for the highlights.


1. Number of Users Who Login Daily

570,000,000 people (as of September 2015)

That’s approximately 41% of the total population of China, and more than the entire population of United States. (Source)

Daily active users on WeChat

 

2. City Penetration
Tier 1: 93%; Tier 2: 69%; Tier 3: 43%; Tier 4: 27%; Tier 5: 28%

There’s never a doubt about Beijing, Shanghai, and Guangzhou being named as T1 cities. Tianjin and Shenzhen are on the waiting list if this T1 group expands.

City penetration of WeChat

 

3. A Day on WeChat

This is a typical user scenario outlining a day’s activities on WeChat. The app is used constantly in a Chinese user’s day-to-day life for a range of tasks, from messaging to online payment, hailing a taxi, or splitting a lunch bill.

Daily Activity on WeChat

4. Peak Activity Time

10:00 PM this year versus 10:30 PM last year

If you’re running a WeChat account, make sure that your daily broadcast post goes out at this time of day.

5. Daily Messaging Time
280 million minutes a day — that’s equivalent to 540 years!

6. Mood Trends Throughout 2015

 

Major Holidays on WeChat

From left to right:

Spring Festival/Chinese New Year – Chinese Christmas, the begin of New Year on Chinese Lunar Calendar
Labor Day Holiday – May 1st
Mother’s Day – 2nd Sunday of May
Dragon Boat Festival – Chinese version of Cinco de Mayo on the lunar calendar, which is June 20th this year
Chinese Valentine’s Day – August 20th this year
China Victory Day Parade – occurring once every 10 years, this holiday is a celebration of the nation’s 70th anniversary of victory over Japan in World War II
Mid-Autumn Festival – also known as Moon Festival or the Chinese Thanksgiving – held on the 15th day of the eighth month
National Day – October 1st, followed by Golden Week. This is the longest Chinese holiday, only second to the Spring Festival

7. Messaging at City Level
Tier 1 Cities (Larger green dots)
Tier 2 Cities (Capital city in each province)

WeChat Usage by City in China

 

8. Messaging at Regional Level

US    Japan     Hong Kong     Korea    Taiwan

WeChat Messaging at Regional Level

 

9. Active Moments Sharing Across Regions

US, UK, China, India, Hong Kong, Taiwan, Malaysia, and Australia

WeChat Active Moments

 

10. WeChat Lucky Money

Traditionally, Lucky Money is distributed on many occasions, not only during the Spring Festival. On Mid-Autumn Day 2015, 100 million people participated in giving out red envelopes, aka Lucky Money on WeChat. WeChat’s red envelope feature was wildly popular over Chinese New Year this year.

WeChat Lucky Money Red Envelope Distribution

 

11. The Most Popular Destinations During the Golden Week Holiday

Hong Kong, Taiwan, Japan, US, Thailand, Korea

12. Online Shopping
On average, males spend 1.3 times more than females when shopping on WeChat.

13. Games 

More than 15% of users play WeChat games.

14. Time Spent on Games

Over 75% of WeChat game players play more than 10 minutes per day.

15. Game Categories

Cards, chess, and small casual games are the most popular game categories.

16. The Young People Dominate 

60% of the WeChat users are between the ages of 15 to 29 years old.

17. Users on WeChat have an average of 128 contacts on the app.

While this number may seem small, these are the closest 128 contacts that will exchange instant messages.

18. Connections increase more than 20% after users graduate from college/university and enter the workforce.

Many of these professionals use WeChat instead of email.

19. The 15 to 29 age group place 58% of long distance calls.

This stat further illustrates that WeChat is more than just a messaging app.

20.Peak Time for Online Shopping: 10:00 AM to 10:00 PM

If you’re running WeChat advertising, make sure your ads run during this time if you’re selling on WeChat!

Download the full 2015 WeChat Whitepaper.

For specifics on how you can advertise on WeChat, download our WeChat Advertising Guide and check out our blog post on “Why Brands Should Care about WeChat advertising“.

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