WeChat, known as Weixin of its Chinese app name, is the most popular messaging and social networking mobile app in China, with over 650 million monthly active users as of 30 Sep 2015. The majority of users were the post-90s and post-80s, and about 60% of users were the young generation from 15 to 29 years old.
As high as 93% of first-tier city citizens used WeChat, and even small counties and fourth-tier or fifth-tier cities had about 26% users. About 280 million minutes of audio chatting were made every day, equivalent to 540 years of phone calls.
WeChat red envelopes were redefining new meanings that had become a new expression of love, happiness and even ways to celebrate festivals. On Mid-autumn Festival (Sep 27th 2015), about 100 million users received or sent red envelopes. On the eve of Spring Festival 2015, May 20th (a day to express love), Children’s Day, Chinese Valentine’s Day, Mid-Autumn Festival, etc. red envelope users were also very active. The driving force of WeChat red envelopes were the post-80s.
WeChat users on average read seven articles every day and one book every month. 20:00 pm to 10:00 pm was the peak time of reading. The post-90s liked reading news on entertainment gossip while the post-80s were more interested in national affairs.
Male users spent more on WeChat online shopping, supported by JD.com, 1.3 times higher than female users. Users had different shopping behaviors in different seasons. WeChat Payment is supported both online and offline retailers.
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