Tencent SNS Analysis [INFOGRAPHIC]

According to Credit Suisse SNS (social networking services) survey (pdf), Tencent’s aggregated SNS access time market share is at 25.9%, the largest among all social networks in China.

Breaking down Tencent’s SNS into its core products, Qzone has 15.2% of access time market share, Pengyou has 15.2% and Tencent Weibo (microblog) has 4.0%.

As shown in the table above, Tencent’s Qzone users recorded an access time per day of 22.9 minutes (No. 5) and the highest penetration at 70%. Tencent Weibo users spend an average of 15.3 minutes on the site while Sina Weibo users spend more than twice the amount on average, at 31.9 minutes.

Here are three other interesting statistics in the infographic, compiled by Edelman China:

• QQ Zone is largely dominated by female users. An important point to note for advertisers selling women products.
• Sina Weibo has a higher percentage of loyal users (less than 10%, though) than Tencent Weibo. QQ Zone, however, dominates with more than 40% loyal users.
• 92% of Tencent microblog users use QQ Zone. But only about 36% of QQ Zone users use Tencent Weibo. Advertising on QQ Zone would suffice.

China’s microblog, Sina Weibo, has been growing at an incredible rate, passing the 140 million user mark just this month, up 40 million from just a couple of months before. However, given the above statistics, it suggests that less than 14 million of Sina Weibo users are loyal users. Of course, it is worst for Tencent Weibo which has a lower percentage of loyal users.

It is a common problem for microblogs, though. According to last year’s data, Twitter only has about 27% of its users logging in everyday. In contrast, 41% of Facebook users login on a daily basis.

[Infographic via TechRice]