Characteristics of Internet users in China
Source: Shangpin China |
Type: website encyclopedia |
Date: August 24, 2012
Beijing Website Design The company pursues products in China: consumers are the most important resource for enterprises and the basis for their survival. Identify potential customers of the enterprise from a large group of netizens and analyze their characteristics. It is the primary task for enterprises to carry out online marketing. Only when the enterprise's marketing objectives are identified, can we formulate appropriate marketing strategies according to the characteristics of the objectives, so that online consumers can accept the enterprise's products and achieve the enterprise's marketing objectives.
Characteristics of Internet users in China
With the rapid development and popularization of the Internet in China, the number of Internet users continues to grow, and the characteristic structure of Internet users is also changing accordingly. Only when people deeply understand and analyze the characteristic structure of Internet users, explore their changing trends and laws, and better understand the development of Internet users in China, can they find the corresponding target customer groups for enterprise marketing activities.
According to the definition of Internet users by China Internet Network Information Center (CNNIC), Chinese citizens aged 6 and above who have used the Internet within half a year. By analyzing the contents of 21 Statistical Reports on the Development of China's Internet from 1997 to 2007, we can find the characteristics of Chinese Internet users.
1. The total number of netizens is considerable and still growing rapidly
The survey shows that around 1997 was the Internet enlightenment period in China. There were only 620000 netizens nationwide, accounting for only 0.05% of the total population at that time, which was really rare. As of December 31, 2007, the total number of Internet users in China was 210 million, accounting for 16% of the total population of the country. China has become the second largest country of Internet users in the world except the United States.
According to the innovation diffusion theory of Rogers, a professor at the University of Mexico in the United States, the development of new things usually presents an S-shaped pattern. When the penetration rate is between 1 and 2 Ra, the diffusion process will accelerate, and it will slow down until it reaches a certain amount. The Internet penetration rate in China was 10.5% in December 2006 and increased to 16% in December 2007. China is in the stage of rapid growth of Internet users.
2. Young unmarried people are the main group of netizens
In terms of the gender of Internet users, 42.8% of the current Internet users are women, which is lower than 57.2% of men. Men still occupy the majority of Internet users, which is closely related to China's demographic characteristics. This imbalance in gender development is improving year by year. Judging from the development trend since 1997, the gender ratio difference between men and women among Internet users is narrowing.
In addition, the sex ratio of netizens of different ages presents a "fish" shape, as shown in Figure 4-9. The difference in the sex ratio of netizens under 18 years old is the smallest. The sex ratio of netizens is close to 1:1; The gender ratio gap between 18-35 year olds increases with age; The gender ratio of Internet users over 50 years old has the largest difference, with a high proportion of male Internet users. There are differences between male and female Internet users in the application of the Internet. The different sex ratio of Internet users will affect the Internet application of Internet users of different ages.
As for the age of Internet users, as shown in Figure 4-10, young people aged 18-24 account for the highest proportion among Internet users, reaching 31.8%. One student Internet user group occupies an important position among Internet users of this age group. The second is netizens aged 25-30 (18.1%) and under 18 (19.1%). The proportion of netizens aged over 30 is relatively low. Internet users are still young in structure. In addition, the marital status of Internet users is closely related to their age. Chinese Internet users are younger, and more unmarried people, accounting for 55.1%.
3. The proportion of Internet users with low education level has increased. There is a significant difference in the distribution of academic qualifications between urban and rural areas
Before 2001, the vast majority of netizens in China had college degrees or above. In 1999, the proportion was even close to 90%, in sharp contrast to the cultural characteristics of China's total population. After 2001, the most significant feature is that the Internet use of people with different educational background is gradually spreading to people with lower educational background. Since 1999, the proportion of netizens with college degree or above has gone from 8 to 36 in 2007. The number of Internet users in high schools and below has increased rapidly, from 11% in 1999 to 63.8% in 2007, which has occupied the main position in the educational structure of Internet users, as shown in Figure 4-11. The "sinking" of Internet users' cultural composition shows that with the rapid development of the Internet in China, the threshold for its entry is gradually lowering, and the Internet has entered a new stage of development. This has laid a good foundation for online marketing.
4. The main income of netizens is low and the individual consumption capacity is insufficient
According to the survey, the income composition of netizens in China presents a typical civilian characteristic, as shown in Figure 4-13. The proportion of netizens whose monthly income is less than 500 yuan (including no income) is high, reaching 28.6%. Secondly, netizens with monthly incomes of 501-1000 yuan and 1001-2000 yuan (16.7% and 28.7% respectively), 12.4% of whom have monthly incomes of 2001-3000 yuan, and only 13.6% of whom have monthly incomes of more than 3000 yuan.
Considering that China's Internet users are mainly distributed in cities and towns, if 2000 yuan is taken as the boundary between low income and medium income, the characteristics of low income of Internet users in China (74% of them have a monthly income below 2000 yuan) are very obvious, and there has been little change in the past decade. The low income of Internet users in China determines that the overall payment capacity and total demand of Internet users are low, which makes it difficult to achieve the business value matching the total scale of Internet users.
5. Internet users have diversified occupations, and students are still the main body
From the perspective of Internet users' occupations, Internet users' occupations show a variety of characteristics, covering almost all industries, as shown in Figure 4-14. In the occupation composition of netizens, students account for the highest proportion, reaching 28.8%; The second is experts and technicians, accounting for 14.6% of the total; Workers ranked next, accounting for 12%, while netizens of other occupations accounted for a relatively small proportion.
The diversification of Internet users' careers means that almost all Internet enterprises can find their own target customers. In particular, the proportion of students is relatively high. Although they have no direct income, most of them are only children. It has a relatively stable economic source, is easy to accept new things, and also has the characteristics of growth. If the enterprise can let these people recognize their products, it will certainly lay a good foundation for the future development of the enterprise.
6. Access to information is the mainstream and commercial applications are insufficient
The survey shows that the average weekly online time of netizens in China is 16.2 hours, and netizens have a certain dependence on the Internet.
Internet users spoke highly of the positive role of the Internet. 93.1% of them thought that the Internet was very helpful to work habits, and 38.3% of them thought that "one day without Internet access, you will feel something missing". The Internet has played an important role.
The usage rate of the seven types of network applications is ranked as follows: online music>instant messaging>online film and television>online news>search engines>online games>email. The utilization rate of online music, online film and television, and online games is high, and the entertainment function of the Internet in China plays a larger role; Instant messaging takes the second place, which is a unique phenomenon of the Internet in China. Among them, search engine（ SEO website optimization ）, e-mail and instant messaging are basic applications on the Internet. As shown in Table 4-4, the proportion of using search engines is 72.4%. The e-mail application rate is 56.5%. The utilization rate of instant messaging has reached 81.4%. It can be seen that obtaining information and leisure and entertainment is the main purpose of Internet users, while the proportion of Internet users who consume online is relatively small.
The first foothold of the Internet, that is, the first thing Internet users do after they get online, is shown in Figure 4-15. The proportion of chatting via instant messaging is 39.7%, and the other 20% of netizens watch news. Instant messaging tools and online news are two important footholds for Internet users to access the Internet, accounting for nearly 60% of the share.
In general, the majority of netizens in China are young, unmarried, male, with a monthly income of less than 2000 yuan (including no income). Students are still the main component of Internet users, and the proportion is still increasing. Internet users' purchasing power is low, and due to various reasons, Internet users do not pay enough attention to online goods. Internet consumption still has great growth potential. This article was published in UEO Marketing website construction Company Shangpin China //ihucc.com/
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