Our research conducted with a sample of Chinese users aged 18–54 shows that social media continues to play a strong and influential role across the country.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Patterns)

General platform usage and daily active usage (logging in at least once per day) often differ. Some platforms may have low overall reach yet strong daily engagement — or the opposite. For extended datasets, sample bases, and the full report, you may contact Datambar to purchase the complete country analysis. The insights below are shared in limited scope for market researchers, advertisers, academics, and students.

• WeChat leads daily usage: Daily login rate is 89%, consistently high across all age groups — especially 92.6% among 18–24‑year‑olds and 92.4% among 45–54‑year‑olds.
• TikTok continues driving the short‑video trend: Daily usage reaches 84%, including 89.7% among ages 18–24 and 85.8% among ages 45–54.
• YouTube is preferred for video content: Daily usage is 47%, with stronger engagement among the 18–24 segment (62.5%).
• Facebook stands out among mature audiences: Daily usage is 41%, yet it also shows notable presence among younger users (61.9% in ages 18–24).
• Instagram shows limited overall engagement but performs well among women: Daily usage is 42%, peaking at 50% among women and 58.8% among ages 45–54.
• Telegram suits community‑focused communication: Daily usage is 44%, with 75% among the 18–24 age group.
• Pinterest and VK appeal to niche audiences: Daily usage is 32% for Pinterest and 24% for VK, with Pinterest showing strong engagement among 18–24‑year‑olds (71.4%).

🎯 Strategic Recommendations

• Broad reach and strong daily engagement: WeChat + TikTok
• Youth targeting: TikTok + Instagram + YouTube
• Community and announcement‑driven content: WeChat + Telegram
• Video‑focused strategies: TikTok + YouTube
• Female‑focused campaigns: Instagram + Pinterest