Sina, DCCI Release China Microblog Statistics
Jiefang Daily, 9/09/10
Chinese internet company Sina (Nasdaq: SINA) has released it White Paper on the First Year of Microblogging in China. According to statistics from the Data Center of the China Internet (DCCI), Sina Microblog was the most preferred microblogging platform (69.7%) amongst those currently using or planning to use microblogs, as well as the most well-known (59.8%) among Chinese internet users who follow or use microblogs.
60.9% of microblog users reported using Sina Microblog, and 50.5% use Sina Microblog on a daily basis.
For the March to June period of 2010, the domestic microblog market saw the monthly number of unique visitors rise from 54.52 mln to 103.07 mln. Monthly unique visitors to Sina Microblog rose from 25.11 mln to 44.36 mln, up 76.7% over the four month period, and at its peak accounting for 46.12% market share, 3.4 times larger than that of Tencent's (0700.HK) microblogging platform.
For the same period, total monthly visits to domestic microblogging sites rose from 153.64 mln to 417.4 mln, with total monthly visits to Sina Microblog rising from 71.64 mln to 211.95 mln, up nearly 200% over the four month period, and accounting for 50.78% market share at its peak, nearly five times that of Tencent Microblog.
For the same four months of 2010, total monthly browsing time rose from 7.61 mln hours to 30.36 mln hours, up 322% over the March-June period, with total monthly browsing time for Sina Microblog rising from 4.93 mln hours to 20.8 mln hours. At its peak Sina accounted for 68.52% of total market share, 7.48 times that of Tencent Microblog.
As of the end of August, 466 news organizations had opened microblogs on Sina, including 118 newspapers, 243 magazines, 36 TV stations and 69 radio stations, along with 41 government organizations (not including the Ministry of Public Security's monitoring system).
In July 2010, Sina Microblog recorded over 90 mln messages, with daily posts exceeding 3 mln, averaging nearly 40 posts a second.
DCCI estimates that by the end of 2010 the total number of active registered microblog accounts in China will break through 65 mln, reaching 100 mln some time in 2011, and reaching 150 mln by the end of 2011, 280 mln by 2012 and 460 mln by 2013. The number of actual users (excluding additional accounts) is estimated to reach approximately 100 mln by 2011, 168 mln by 2012 and 253 mln by 2013.
Currently 25 mln businesses covering more than 30 industries, including automobile, food and leisure, entertainment, and retail, have obtained approved Sina Microblog accounts.
Keywords: registered users Internet statistics users DCCI Sina microblogging market size Tencent
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