Understanding social media in China | McKinsey & Company [PDF]

The world's largest social-media market is vastly different from its counterpart in the West. Yet the ingredients of a w

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Article McKinsey Quarterly April 2012

By Cindy Chiu, Chris Ip, and Ari Silverman

1. These figures are sourced from Internet World Stats data, as of December 2011 (US figures from March 2011). 2. A McKinsey survey on Chinese consumers, China’s social-media boom (available on the McKinsey Greater China Web site), also finds that 91 percent of Internet users in Tier 1 to Tier 3 cities use social media. Tier 1 cities include Beijing, Guangzhou, Shanghai, and Shenzhen. Tier 2 comprises about 40 cities, Tier 3 about 170. The tiers are defined by urban population and by economic factors, such as GDP and GDP per capita. 3. Figures are sourced from China’s social-media boom. 4. Figures are sourced from IDC and iResearch.

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