![]() For example, four-fifths of Chinese connected consumers report using a mobile messaging app on a daily basis, compared with only one-third of connected consumers in the US, according Euromonitor International’s 2017 Global Consumer Trends Survey. Messaging apps are integrated into the daily lives of consumers in emerging markets. By contrast, the social experience in the West is much more fragmented with numerous apps fulfilling those needs and a plethora of competitors vying for the same users. ![]() As a result, one of the first places where social converged with commerce was Asia Pacific. As social media platforms increased in popularity, the platforms worked with companies to bring their brand message into this wide network of personal influencers. US consumers will not cross that threshold until 2021, according to the latest data from Euromonitor International.Īsian consumers take a pragmatic approach to time spent online. For the first time in 2015, Chinese consumers made more purchases through mobile phones than computers. The mobile phone has become more integrated into the Chinese lifestyle than anywhere else. Chinese consumers account for 1.1 billion mobile internet subscriptions – nearly three times those in the US, the next largest market. Some industry observers see Douyin (TikTok’s Chinese sister app) as the top contender to share the throne with WeChat when the regulatory headwinds continue.While “mobile first” is a favorite buzzword, there is only one true mobile-centric nation: China. In light of China's incessant tech crackdown which shows no signs of abating, WeChat along with other domestic internet giants have long been targets on issues relative to anti-monopoly and data security. In response to Beijing’s stricter privacy policies, it rolled out internal testing on a new data transparency feature at the beginning of 2022. Facing fierce competition from domestic rivals, the app has added short-video feeds and bullet comments as the latest attempt to stay competitive. Undoubtedly, WeChat’s success with its super app status can be attributed to investments in research and innovation. WeChat Mini Programs are also well-received as they save companies technical resources and time needed for app development with advanced digital functions. Furthermore, many companies in China are using WeChat in daily business operation as well, such as WeChat Pay for a seamless payment solution. Its in-app features, particularly WeChat Search, WeChat QR Codes, and WeChat Moments are critical to drive traffic and sales within the Chinese market. Given WeChat’s massive userbase, it comes as no surprise that the super app is an important marketing channel for brands. With such versatility, WeChat achieved a whopping 88 percent of daily usage rate and a penetration rate of 89 percent in its mini-programs in 2022. It is the home screen for money exchange, shopping, ride-hailing, food delivery, dating, and so much more. For many Chinese smartphone users, this flagship product of Tencent is more like a survival tool than just a social media. ![]() This concept has totally changed China’s mobile usage. WeChat has proved its feasibility by building an ecosystem within the app where third parties can develop their own mini-applications, namely WeChat Mini Programs. However, the hallmark that takes it beyond just basic messaging is its underlying product philosophy – connecting everything in one app. In essence, its purpose was to serve as an equivalent to WhatsApp. WeChat was launched by the Chinese tech behemoth Tencent in 2011.
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