The largest global research project into online behavior has concluded that the Chinese are some of the internet’s most enthusiastic users. The survey, conducted by Digital Life, covers an astounding 90% of the worlds online population through 50,000 interviews with consumers in 46 countries.
Some of the interesting stuff they found:
- China, along with Egypt and Saudi Arabia, topped the list with about 55% of online users rated as “highly engaged”, meaning people in those countries are more likely to post blogs, photos or videos online, and value internet access more than those in developed markets. Contrast that to Japan (20%), Denmark (25%) or Finland (26%).
- It’s a country of bloggers: four out of five online users in China (88%) have a blog, compared to only 32% in the US.
- But all this internet use may be hurting our interpersonal skills. 64% of Chinese online users say they can better express their feelings on the internet.
- We love them social networking sites. Chinese are more likely to spend time social networking (5.2 hrs/week) than emailing (4 hrs/week). Mature markets remain more reliant on email, spending 5.1 hours checking their inboxes compared to just 3.8 hours on social networking. Though we’re not stalking our exes online as much as the Russians (8.1 hrs/week).
- We prefer quality over quantity in friendships, or at least that’s what online social-networking profiles indicate. Chinese consumers have an average of 68 friends, a relatively conservative number despite being heavy users of social networking sites. Malaysia was the biggest Facebook whore, where users had on average 233 friends. The least social are the Japanese with 29 friends.