Collection of WeChat data, statistics, facts and figures, insights and trends to better understand the followings in order to draw your WeChat strategy
- WeChat users
- how WeChat is part of their life
- WeChat core components: Official Accounts, Mini Programs, WeChat Work and WeChat Pay.
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
2019
WeChat still remains as the most popular mobile social media platform with 73.7 per cent of users in a survey conducted in October 2019.
2018
Monthly Active Users (MAU)
The number of Monthly Active Users (MAU) on the APP keep growing.
2019
- 1,164 million Monthly Active Users (WeChat and Weixin Combined)
- Monthly Active Users increased by 6% year-on-year
Before
Who uses WeChat Mini APP?
Insights on WeChat User profile, usage and behaviour
2018
WeChat users spent more than four hours a day engaging with the app.
WeChat position: from a global perspective
Further readings about WeChat data
- 6 Powerful WeChat Statistics in 2020 You Need to Know | January 2020 [Brew Interactive]
- 2019 WeChat & Weibo Data Insights | September 2019 [KAWO]
- 40 WeChat Statistics to Understand the Chinese Threat to Facebook | 99firms [April 2019]
- 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 data & insights about 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 data, statistics and insights
Who uses WeChat Mini APP?
User profile: age, demographics, etc…
H1 2019
- Top age groups of retail e-commerce Mini Programs on WeChat are 30-39, 20-29, and 40-49 – Source: Tencent Team [August 2019]
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.
2020
- March 2020
- 450 million Daily Active User (DAU) of WeChat Mini Program
- 3.9 million of available MP
- Source: WeChat Mini Program Report | March 2020 [Aladdin / aldwx.com]
2019
- June 2019 – 746 million Monthly Active User (MAP) of WeChat MP
- Source: WeChat Mini Program Report For the first half of 2019 available by scrolling 👇👇👇👇
2018
- December 2018 – 491 million Monthly Active User of WeChat MP
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/category of Mini Program
Most visited MP by type/category of Mini Program
First half of 2019
- Services
- Video
- eCommerce
- Game
- Productivity tools
- Images and videos
- Content information
- Audio
- Offline shopping
- Social networking
- Travelling
- Education
- Health
- Finance
- Government-related
- Business service
Growing adoption of Mini Program with eCommerce capability.
Many e-commerce Mini programs are vying for consumers’ attention.
by number of transactions on WeChat Mini Program
2019
- WeChat Mini Programs generated more than 800+ billion RMB of transaction in 2019
- Source: Tencent [March 2020]
H1 2019
- Number of eCommerce transactions on WeChat Mini Programs increased by 27 times year-on-year
- Average shopping Mini Program launches per user on weekends increased by 53% than working days
- Source: Tencent [August 2019]
YOY 2018 -> 2019
- Total transaction value generated on Mini Programs exceeded 800 billion RMB in 2019, an increase of 160% year-on-year – Source: Tencent Team [January 2020]
Explore more the possibilities of Mini Program for eCommerce here.
Time spent
YOY 2018 -> 2019
- The average time user spending on WeChat Mini Program has also increased by 23.3%.
- December 2018 – Average time user spending on WeChat Mini Program: 52 mins
- August 2019 – Average time user spending on WeChat Mini Program: 64 mins
- Source: WeChat Mini Program Report For the first half of 2019 available by scrolling 👇👇👇👇
Usage
2019
- Average number of Mini Programs used per user increased by 98%
- Average number of visits to Mini Programs per user increased by 45%
- Source Tencent [January 2020]
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.
- WeChat Work serves more than 2.5 million companies and 60 million monthly active users.
- Tencent [January 2020]
Learn more about WeChat Work solution here: + WeChat Enterprise account: an epic Guide
5. QR Code economy
QR code capability is part of WeChat core and a key factor of growth.
- Report released by the Tencent Team during Tencent annual conference – WeChat Open Class PRO event – in January 2020
- Key takeaways:
- QR codes improve the efficiency of offline businesses.
6. WeChat Pay Data & Statistics
Usage
Q4 2019
- 1+ billion WeChat Payment commercial transactions/day during Q4 2019
- 800 million monthly active users
- Tencent 2019 Annual Results | Tencent [March 2020]
2019
- Daily average number of users increased by 70% year-on-year
- 79.4% of small and medium-sized businesses in China are using WeChat Pay
- The transaction amounts small and medium-sized businesses have received on WeChat Pay with QR codes has increased by 10x over the past 3 years.
- Daily average number of WeChat cross-border payments increased by 76% year-on-year
- WeChat cross-border payment services are offered in more than 60 markets.
- Tencent [January 2020]
2015
- 16 million WeChat Payment daily commercial transactions/day in December 2015
Chinese campus
H1 2019
- 50,000 K12 institutions, 1,000+ universities 100 thousand education and training institutions are using WeChat Pay
- Number of WeChat Pay transactions in universities exceeded 100 million, up 200% YoY
- Tencent [January 2020]
7. Data, statistics, 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
Chinese tourism – Travel Industry: outbound China-related WeChat data and trends
2019
- Travelers save, on average, 2 hours at top tourism sites by scanning a QR code to purchase tickets instead of waiting in line.
- Tencent [January 2020]
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.
2018
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 whom were born after 1980
- According to WeChatRun function:
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
8. 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 |
| September 2019 | WeChat monthly active user accounts: more than 1.15 billion | Statista |
| 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 |