WeChat, developed by Tencent in 2011, has transformed from a simple messaging app into an indispensable multi-functional platform with a vast user base and diverse functionalities. Here's a comprehensive look at the statistics that marketers should know to leverage their WeChat account effectively in their strategies.
Demographics and usage
WeChat is one of the most popular social media platforms in China, boasting 1.3 billion monthly active users worldwide. This makes WeChat an essential part of daily life for many, integrating social networking, e-commerce, and more into a single app.
- User base: WeChat has reached 1.3 billion monthly active users, growing 2% year-over-year and 0.7% sequentially.
- Age range: The user base spans a broad age range of 18 to 40, with a significant concentration of users aged 25 to 35.
- Gender ratio: WeChat has achieved a balanced gender ratio with 53% male users as of 2024
- Geographical distribution: Over 40% of WeChat users reside in Tier 2 cities, reflecting its widespread appeal beyond major metropolitan areas.
Source: Tencent Holdings' third-quarter financial report for 2023, ZDNet 2024, TechCrunch 2024 & Sign House 2021.
User engagement
- Daily activity: Users send over 45 billion messages and make over 410 million voice and video calls daily.
- Time spent: On average, users spend one hour and 20 minutes per day on WeChat.
- Approximately 49.3% of users follow 10 to 20 WeChat Official Accounts.
- 2% of users indicate that they primarily follow Official Accounts to access news, whereas 41.9% follow them for promotional content.
Source: Harvard Business Review, ZDNet, Statista, Demand Sage.
Higher education
- It is estimated that every 100 article reads on WeChat can be linked to five new students.
- Almost eight in 10 Chinese students say they use WeChat to research global study – more than any other social platformc.
- Almost seven in 10 say they would like to use WeChat to communicate with universities.
Download our WeChat Guide for Education Marketers to discover strategies and tips for effectively using WeChat in student recruitment.
Source: Journal of Marketing for Higher Education, QS.
Business communication
- WeCom: The enterprise version of WeChat, WeCom, has over 130 million monthly active users, highlighting its importance in professional settings.
- Preferred communication tool: A survey found that 90% of Chinese professionals prefer WeChat for business over email, phone calls, and texts for work communication.
- Professional networking: 57% of new WeChat contacts are work-related, underscoring its significance in professional networking.
- B2B Communication: WeChat is the preferred professional communication tool for nine in 10 Chinese professionals, and 88% of American companies in China use WeChat for internal communication. Moreover, 77.5% use WeChat as a marketing tool.
For more insights and strategies on leveraging WeChat for B2B marketing, download our 101 guide here.
Source: Tencent, SCMP, AmCham Shanghai.
WeChat's diverse functionalities and expansive user base make it an indispensable tool for marketers targeting Chinese consumers and businesses. By understanding and leveraging these statistics, marketers can create more effective and engaging campaigns on this multifaceted platform. If you're interested in boosting engagement on your WeChat account, contact our team today to learn how.
