Social Media is a global phenomenon. It has quickly seeped to all corners of the world, giving a voice to the masses. Yet all social media is not created equally and all cultures do not use these media in the same way. Let’s take a look at how China fosters a social media environment that is completely unique to its borders.
Quick China Media facts:
• Asia makes up almost half of the world’s internet users, or 42.4%.
• China currently has 338 million users (as of June 2009).
• Only about 25% of China’s population is current active online- this leaves a massive growth potential.
Unlike many western societies, China is partial to local websites. Because of government restrictions Facebook, Youtube, Twitter, most blogging platforms and other sites are blocked. Yet because these sites are popular outlets of expression, local equivalents are created. For example, in lieu of Facebook China has Renren and Kaixin, YouKu replaces Youtube. Internet giants such as Gogole and eBay are switched for Tencent, Baidu, and Alibaba. With the largest Internet population as their audience, these sites have grown to be serious competition for many international sites.
In addition to the need for new platforms, China also needs different types of platforms. The culture of China’s netizens is vastly different from other countries. First off, the main reasons they access the web vary from other cultures. The number one reason individuals in China sign online is for entertainment, with information gathering coming second, followed third by communication. Information gathering was the number one reason in most other regions.
Once online, their chosen forms of participation vary:
• Bulletin Board Systems (BBS)- Over 96% of netizens use these. An easy way to share thoughts and opinions without risking personal reputation (most are still anonymous). Unpopular in the West.
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Social Networking Sites (SNS)- 124 million users as of 2009. Various uses such as entertainment, communication and news.
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Social Gaming- A huge consumer of internet time. Part of the allure is the low cost and access form SNS. And while it is hard to track, social networks and gaming is thought to account for
over a quarter of all time spent online.
No matter how or why we use it, the internet effects lives around the planet.
Stay tuned for more updates and developments. And as always, comments are encouraged!
Sources: China Internet Information Center, World Internet Statistics Website.
