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OMD’s recently published Dive Social report takes a deeper look at the motivations behind social media usage among users in China as derived from focus groups and one-on-one interviews across first, second, and third-tier cities including Beijing, Nanjing, and Quanzhou. The study came up with four primary social media user archetypes, dominated by Social Integrators, who make up 56% of those surveyed and are characterized as general users who use platforms like QQ and WeChat to keep in touch with their personal networks. Not surprisingly, Self-Affirmers, who comprise the most coveted segment for marketers due to their influence and willingness to share, make up the smallest segment at 12%. [OMD via Campaign Asia]
浩腾媒体近日公布的Dive第一辑社交报告，研究了推动用户跟品牌及内容进行互动的主要因素，并总结了四组主要来自一二三线城市的社交媒体用户属性，其中，最多的受访者(56%)倾向于选择QQ和WeChat，来进行日常互动，并有12%的用户，追求自我肯定且喜欢在社交媒体积极分享并展现个性。[OMD via Campaign Asia]
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The four archetypes of China social media users.
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