Collection of data, facts and figures, insights and trends to better understand WeChat users and how WeChat is part of their life in order to draw your WeChat strategy
1. Key fact and figures on users and usage positioning WeChat as number 1 hub in Chinese social media ecosystem
Most popular APP in the Chinese digital landscape
And the number of Monthly Active Users (MAU) on the APP keep growing.
Insights on WeChat User profile, usage and behaviour
WeChat users spent more than four hours a day engaging with the app. (2018)
WeChat position: from a global perspective
Further readings about WeChat data
- 2019 WeChat & Weibo Data Insights | September 2019 [KAWO]
- WeChat Revenue and Usage Statistics (2019) | February 2019 [businessofapps.com]
- Why We Should Increase WeChat Marketing Investment | May 2019 [JINGdigital]
All in one place – essential reports to learn the basics
- WeChat Impact Report 2018
- Original report released by the China Academy of Information and Communications Technology in May 2018
- Summarized by WalktheChat: WeChat Impact Report 2018 shows impressive social impact | May 2018 [WalktheChat]
- 2017 WeChat Data Report
- Updates shared by the Tencent team during Tencent annual Global Partners Conference in Chengdu on November 9th, 2017
- WeChat Data Report 2017 WeChat Lifestyle Update | November 2017 [ChinaChannel]
- 2017 WeChat Data Report | November 2017 [ChinaTechInsights]
- 2017 WeChat User Behavior | April 2017 [ChinaChannel]
- Original report released by the Tencent Team and then translated by ChinaChannel
- 2016 WeChat Data Report | December 2016 [ChinaChannel]
- Original report released by the WeChat team and then commented by ChinaChannel
2. WeChat Official Account
All in one place – essential reports to learn the basics
- China Social Media Content Report 2019
- Original report released by Newrank in July 2019
- Analysis by WalktheChat: WeChat Official Account Report 2019 Reveals Importance of Cross-promotion & Social Shopping | April 2019 [WalktheChat]
- WeChat Official Accounts Report 2019
- Original report released by QuestMobile in April 2019
- Analysis by WalktheChat: WeChat Official Account Report 2019 Reveals Importance of Cross-promotion & Social Shopping | April 2019 [WalktheChat]
- Key takeaways:
- 57.3% of respondents said they found new WeChat accounts via other WeChat Official Accounts
- However, in tier 3 cities or smaller more people found new WeChat accounts through their friends
- Around 30% of respondents identified WeChat Moments Advertising as a way they discovered new accounts
- Female users are considered “power users” following on average a larger number of Official Accounts than men
- How many WeChat OAs do you follow? | May 2019 [WestwinAds]
3. WeChat Mini Program
User profile: age, demographics, etc…
User and merchant/brand traction
WeChat Mini Programs have shown significant traction becoming one of the key channels for brands and merchants to activate their user base.
Reasons of adoption
53% of users use WeChat Mini-Programs mainly for temporary usage & 40% didn’t want to download mobile apps
Most popular type of Mini Program
Growing adaption of Mini Program with eCommerce features
by number of transactions on WeChat Mini Program
Explore more the possibilities of Mini Program for eCommerce here.
Time spent
August 2019 – The average time user spending on Wechat mini program has also increased by 23.3% – from 51 mins to 63 mins per month. (Source: WeChat Mini Program Report For the first half of 2019 available by scrolling 👇👇👇👇)
Usage
August 2019 – Different users have a different preference for Mini Programs (Source: WeChat Mini Program Report For the first half of 2019 available by scrolling 👇👇👇👇)
- Male users like to use service-type Mini Programs like mobile payment for parking.
- female users like to use mobile shopping and tools Mini Programs
- Gen Z generation focuses more on games, food & shopping like Meituan food delivery and Ctrip Mini Programs
- Elderly generation like to use tools and videos mini program.
From a global perspective
All in one place – essential reports to learn the basics
- WeChat Mini Program Report For the first half of 2019
- Original report released by QuestMobile in August 2019
- Report: The Hyper Growth of WeChat Mini-Programs in 2018
- Released by Jing Daily in August 2018
- Report: The Hyper Growth of WeChat’s Mini-Programs in 2018 | August 2018 [Jing Daily]
- Mini-program Ecosystem Evolution 2018
- Released by Jisu App agency in July 2019
- 2018年小程序生态进化报告 | July 2018 [Jisu App]
4. Statistics and insights on WeChat Work
- Key takeaways of the WeChat Work Smart Enterprise Data Report ☝️☝️☝️☝️:
- By 2018, WeChat Work has penetrated more than 50 industries, with over 1.5 million registered enterprises.
- The platform has 30 million active users and 500% increase in users.
- 80% of companies on WeChat Work are China’s top 500 companies.
Learn more about WeChat Work solution here: + WeChat Enterprise account: an epic Guide
5. Data, trends and insights by industry: key facts and figures for the marketers in a given field to learn from when designing a WeChat strategy
Luxury industry
- Consider WeChat audience as customers (instead of simple followers).
- Build segmented audiences with targeted messaging.
- QR code is a relevant acquisition channel if they are well integrated within the customer journey
6. Outbound China-related WeChat data and trends
Chinese tourism – Travel Industry
In 2019 during the National Day holiday in the first week of October:
- Top 5 destinations abroad for Chinese tourists:
- Thailand
- the US
- Japan
- Korea
- Vietnam
- City with the largest number of outbound tourists: Foshan (2nd tier city in Guangdong)
- The most popular purchases abroad are made for: food, retail, and duty-free shopping
- Utilizing WeChat Mini Program abroad has made significant growth.
In 2018 during the National Day holiday in the first week of October:
- Top 10 foreign country using WeChat Pay and the most popular travel destinations for Chinese tourists:
- Thailand
- Japan
- Korea
- Australia
- Canada
- New Zealand
- Singapore
- the US
- Vietnam
- Indonesia
- While many people are keen to travel during the 7-day holiday, some would rather stay home.
- According to WeChatRun function:
- 21 million users walked less than 100 steps a day
- 56% of which were born after 1980
- According to WeChatRun function:
In 2017 during the National Day holiday in the first week of October:
- The popular area abroad for Chinese travellers: Southeast Asia
- The Most popular destination abroad for Chinese travellers: Hong Kong
- The most remote location for check-in for Chinese tourists: Greenland
- 6.4 billion red packets were sent via WeChat during the Mid-Autumn Festival this year
7. Updates and timeline on WeChat data & insights
| Date | Updates | Source / more details |
| November 2019 | WeChat monthly active user: 1.151 billion with a YOY growth rate of 6.3% 300 millions Daily Active User for Mini Program | Tencent |
| May 2019 | WeChat monthly active user: 1.112 billion with a YOY growth rate of 6.9% | Tencent |
| May 2018 | It’s all about gaming. Smartphone games revenues rose 68% YoY due to games like Honourof Kings, with double-digit growth in DAU for the game. – Total revenue gains reached 73.5 bn RMB, a 48% year-on-year rise, driven mainly by #Fortnite #PUBC and other games – 11% MAU YoY growth in Users (Weixin, WeChat). #WeChat now exceeds more than 1bn MAU – Online ad revenue grew 55% YoY, with 69% gains in Social Media, hitting a peak at 4Q2017. QoQ online ad revenues fell 14%. | Tencent |
| March 2018 | WeChat now has over 1 billion active monthly users worldwide | Technode |
| November 2017 | 902 million average daily logged in users in September 2017, up 17% year-over-year – 38 billion messages sent on WeChat everyday – 3.5 million monthly active Official Accounts, up 14% YoY – 797 million monthly active users of Official Accounts, up 19% YoY – Active followers of Official Accounts reached 797 million, a 19% increase YoY – The number of Official Accounts has also increased to 3.5 million, a 14% YoY increase Overall it’s a healthy quarter for Tencent as it’s diversifying between revenue from games, advertising and payments. However, traffic is increasingly relying on the WeChat platform – WeChat has now 980 Millions Monthly Active Users – +15.8%YoY | ChinaChannel ChinaTechInsights |