WeChat data, insights and statistics: user profile, behaviours, usages, market trends

Collection of WeChat data, statistics, facts and figures, insights and trends to better understand the followings 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

2019

WeChat data statistics and insights - most popular app in China - 2019
Overview of mobile users of social media platforms in China as of October 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

WeChat data and insights - most popular app in China - 2018
WeChat data statistics and insights - number of users
WeChat data and insights - active users

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

WeChat data and insights - number of users

Who uses WeChat Mini APP?

Insights on WeChat User profile, usage and behaviour

2018

WeChat data statistics and insights - usage - how users organize their daily routine on the platform

WeChat users spent more than four hours a day engaging with the app.

WeChat position: from a global perspective

WeChat App usage - active users

Further readings about WeChat data

All in one place – essential reports to learn the basics







2. WeChat data & insights about Official Account

All in one place – essential reports to learn the basics


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.

wechat data & insights | wechat mini program user and merchant traction to leverage this technology

2020

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

raisons of wechat mini program user  adoption
Mini Program usage data - favorite type of Mini Program

Most visited MP by type/category of Mini Program

First half of 2019

Mini Program usage data - Most visited Mini Program
Source: Aladdin / aldwx.com
  1. Services
  2. Video
  3. eCommerce
  4. Game
  5. Productivity tools
  6. Images and videos
  7. Content information
  8. Audio
  9. Offline shopping
  10. Social networking
  11. Travelling
  12. Education
  13. Health
  14. Finance
  15. Government-related
  16. 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]
Growing transaction number | Mini Program for  eCommerce adoption | WeChat data and  insights

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

Mini Program usage data

All in one place – essential reports to learn the basics


  • WeChat Mini Program Report For the first half of 2019



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

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]

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

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

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

DateUpdatesSource / more details
November 2019WeChat monthly active user: 1.151 billion with a YOY growth rate of 6.3%
300 millions Daily Active User for Mini Program
Tencent
September 2019WeChat monthly active user accounts: more than 1.15 billionStatista
May 2019WeChat 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 worldwideTechnode
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
Updated on 2020-03-26

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