Social Media: Baidu Tieba-Nutzer:innen in China

Selected insights on social media: Baidu Tieba users in China

• Baidu Tieba is more popular among Millennials than other social networks
• 54% of Baidu Tieba users are male
• Baidu Tieba has a larger share of users with a high income than other social networks
• Baidu Tieba users are more likely to live in megacities than the average consumer
• An honest and respectable life is more important to Baidu Tieba users than to other social media users

Overview

• Introduction

• Brand usage
• Key insights

• Generations
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sports activities
• Sports followed

• Attitudes towards personal finances
• Innovation adoption
• Challenges facing the country
• Politics

• Social media usage
• Media usage by channel
• Digital advertising touchpoints
• Non-digital advertising touchpoints

• Consumer Insights Global survey
• Authors