1. How did you get to know the official account?
#1 Already know on the other platform and so forth 55.7%
#2 QR code 39.1%
#3 Recommendation from the other person 36.2%
#4 Advertisement 27.4%
#5 Search 16.4%
Other 2.9%
About QR code, it has to put on somewhere like the official site or Weibo, so it can be said that this can categorize getting from "other site".
2. What is the purpose that you have followed the official accounts?
#1 For getting the special benefit or information 34.3%
#2 For paying attention to the hot topic or news 26.3%
#3 For the hobby or killing time 22.8%
#4 For the personnel exchange 14.4%
Other 2.2%
3. What type of the official account have you followed?
#1 News 65.5%
#2 Comedy 37.3%
#3 Science and technology 30+％
#5 Analects 17.1%
#9 Travel and traffic 10.3％
Some big news site, such Tencent or Sohu, also have provided the official account on WeChat, but more than 65% users have interest to them as a result.
4. How often read the information from the official accounts?
#1 Occasionally read 42.3％
#2 Frequently read 24.7%
#3 Canceld the follow 13.4%
#4 Already known 12.5%
#5 Unknown 7.1%
13.4% of the WeChat user already canceled to follow the official accounts, but the next graph explained why they already canceled it.
The first reason of it is that the all of the posts were spam or advertising (56.2%), and the second reason is that the posts were worthless information (53.0%).
Tencent would like to avoid that the official accounts use WeChat as a marketing platform, but it follows that the user side also wouldn't like to read the such posts.
As I explained before, WeChat for iOS was updated to the newest version "5.0", but Android version was also updated the last week. And as I explained before, the display method of the official account was already changed.
Anyway, we have to read the changing of the official account policy among with this again, and we may have to rebuild the strategy or activity of marketing on WeChat.
Source => Sootoo research center
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