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Social media isn’t just taking flight in the U.S. In fact, 224 million broadband consumers in China regularly make contributions through a diverse number of social media channels – twice as many as in the U.S. Furthermore, 41 million of them are contributing content online through six or more activities (uploading photos, publishing blogs, posting ratings/reviews, etc.). These heavies are connecting with an average of 84 people in a typical week. As in the U.S., the news they choose to share can change the marketplace overnight with such scale that companies must tune in and be in a position to react quickly and decisively.

Netpop | Connect: “Media Shifts to Social - China” also includes:

• The popularity and frequency of use for 20 online and social media channels, such as photo-sharing, video-sharing, micro-blogging, social networking, tagging, wikis
• Demographic differences in behaviors
• Public versus private sharing of Web 2.0 comments and content: who shares publicly online and what motivates their Web 2.0 involvement
• Profile of five Chinese Web 2.0 brands: (Photo.163.com, Tianya.cn, Tudou, Blogcn, and MOP.com) and four international Web 2.0 brands (Flickr, Twitter, Windows Live, and Youtube) to identify the types of users and unique motivations that drive usage of these sites
• Conclusions and implications

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This preview offers a glimpse into our perspective: