8 Facts About Sina Weibo Users That All Marketers Should Know

Sina (NASDAQ:SINA) has just released an interesting report filled with facts and stats about users of its Sina Weibo service, which passed 400 million registered users earlier today. Combing through the report, we see it has lots of Weibo user demographic facts that would be super useful for brands and marketers, so we’ve picked eight of the best for this list.

1. Gender and Age

Weibo users are split evenly along gender lines, with 180 million each. That doesn’t add up to Sina’s newest 400 million figure, so it seems the data was compiled a few months ago. Anyway, users are mostly people born after 1980, making it a very young user-base. The biggest group is those born between 1980 and 1989 – who are China’s first boomers and netizens. Those born in 1990 or thereafter are the ones to watch, and the group that might require a change of marketing strategy:

2. Education Levels

As well as being quite young, Weibo users are also skewed towards those we are well-educated, with the majority having a university degree or higher. Indeed, 30 percent of current Weibo users are current university students, making them the biggest single professional user-group. The next largest subset is white-collar workers, representing 19.6 percent:

3. Monthly Income and Spending Levels

The chart on the left relates to monthly disposable income among Weibo users, while the blue chart relates to income. Clearly, the bulk of users say that they spend 1,000 RMB to 2,999 RMB ($159 to $478) per month. Tallied with the afore-mentioned preponderance of white-collar and mid-level office workers (in #2) on the social site, there’s a fairly sizable chunk of income set aside for spending each month: