In this report, we will take a closer insight of China social media sharing from 3 perspectives: website sharing analysis, communication platform analysis and user analysis.

PART1 Website Sharing Analysis

• 71% of sharing took place on search engine, SNS, entertainment, games, online videos.
• Sharing amount on websites presents the long-tailed distribution
• Contents of fashion, SNS and music have strong ability of network communication

PART2 Communication Platform Analysis

• SNS, weibo, online communities are main social platforms for sharing. Qzone and Sina Weibo take the leading role.
• SNS has more sharing amount and return traffic while weibo has broader reach

PART3 User Analysis

• Sharing behavior begins at 8 am and reach the summit at 11 am
• Male users are more likely to share. Most of users are among the age group of 14 to 28
• Most sharing users have bachelor degree and above, accounting for 55%
• Geographical distribution: 1/3 users are from Eastern China

Data Source: Baidu.com Inc