More than a quarter of Weibo Users Search for Brand Info

The China Internet Network Information Center published a report last month outlining how Chinese consumers search on Sina Weibo.

Unsurprisingly, hot trending news is the most popular topic, looked up by 70.4% of all Weibo users who search. Thankfully, finding friends is more common than celebrities as many Weibo users now use the network to connect with their nearest and dearest.

The most relevant statistic for businesses is the 27.4% of users searching for brand information, and 19.6% searching for factories and producers of goods. This further cements Chinese consumers’ usage of Weibo to find information and opinions about businesses and products.

55% of Chinese Internet users say they’ve contributed to an online discussion about a foreign company. The ease of posting information about a brand or product on Weibo means Chinese consumers trust a brand 95% more if they have seen it on Weibo. Much more than if they’ve seen it on the state-controlled television, newspaper and radio networks.  This further emphasizes the importance and relevance of Weibo to anyone selling, or hoping to sell to Chinese consumers.

The Weibo Facts

• 27.4% of Weibo users who search, search for brand information and opinions

• 19.6% of Weibo users who search, search for factories and producers of goods

• 55% of online Chinese claim to have contributed to conversations about foreign brands

• 95% of Chinese consumers trust a brand more if they’ve seen it on Weibo