Female netizens creating 55.3% of World Cup content on China social media.

This chart from DCCI takes a closer look at World Cup buzz on Weibo over the first two weeks of the tournament. In particular, DCCI looked at sources for original World Cup content posts and found that that 64% was created by post-80s and post-90s generation Weibo users, 55.3% of original content was created by female users, and 10.3% of content came from international users. With China ranking as the largest TV audience for the World Cup since 2006, it will be interesting to see how brands branch out from traditional sports marketing strategies to tap into China’s diverse fan base at future tournaments. [DCCI]

DCCI发布的世界杯小组赛微博用户使用行为微观察,其说明了在世界杯期间原创内容的来源。64%的内容来自80后及90后 ; 女性用户贡献了过半数的微博 ; 海外华人的发文更占了10.3%。在2006年,中国已成为观看世界杯的最大观众群,此数据能帮助品牌更了解传统运动的传播策略及受众的反应欢迎程度。[DCCI]

Female netizens creating 55.3% of World Cup content on China social media.