WeChat in China: A Massive, Engaged User Base that Is Now More Reachable than Ever - eMarketer
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WeChat in China: A Massive, Engaged User Base that Is Now More Reachable than Ever

eMarketer Report

By: eMarketer

Published: June 07, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

WeChat, the mobile messaging app known as Weixin in China, is China’s most popular chat app, with its wide array of in-app services a key to its draw. Already the king of China’s social media platforms and more versatile than ever, it’s also seeking to capitalize on advertiser interest in order to turn popularity into income.

  • WeChat had a monthly active user base in China totaling 706.7 million in March 2016, equal to 93% of the app’s worldwide user base, according to various sources.
  • Different studies show WeChat is both China’s most popular social media app and most popular mobile app.
  • More than 200 million users in China have tied their bank cards to WeChat’s mobile payment feature, providing both online and offline sales opportunities.
  • Moves like Moments advertising and partnerships with the likes of ecommerce heavyweight JD.com promise to expand opportunities for marketers to reach WeChat users.

"WeChat’s users in China are engaged—six out of 10 accessed it more than 10 times daily as of March 2016."

Table of Contents

WeChat’s User Base

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China’s ‘Digital Swiss Army Knife’

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6 charts are included in the full report:

WeChat Usage in China: A Massive, Engaged User Base that Is Now More Reachable than Ever

Number of Times per Day that WeChat Users in China Access WeChat, March 2016 (% of respondents)

WeChat’s User Base

Leading Social Media Sites/Chat Apps Among Social Media Users in China, 2013-2015 (% of respondents)

User Engagement

Number of Times per Day that WeChat Users in China Access WeChat, March 2016 (% of respondents)

Daily Time Spent Using WeChat According to WeChat Users in China, March 2016 (% of respondents)

China’s ‘Digital Swiss Army Knife’

WeChat Activities Conducted Daily by WeChat Users in China, March 2016 (% of respondents)

WeChat Pay

WeChat Mobile Payment Functions Used by WeChat Users in China, March 2016 (% of respondents)

Benefits and Risks of Growth

Social Media Sites/Apps Used by Marketers in China, Q4 2015 (% of respondents)