According to Weibo’s prospectus, Weibo MAU (monthly active users) reached 143.8 million and DAU (daily active users) was 66.6 million in March 2014. Compared to the end of 2013, it grew quite a lot. Weibo’s MAU was 129 million and DAU was 61.4 million in December 2013.
From the case of Chinese actor “Wen Zhang event”, the Weibo spread of “Wen Zhang event” topic surpassed “Wang Fei’s Divorce”. The topic “see you on Monday” of “Wen Zhang event” got 180 million viewings and 3.48 million interactions within 24 hours, Wen Zhang’s wife Chinese actress Ma Yili’s statement on Weibo gained 100 million viewings and 3.2 million interactions. The data proved Weibo’s excellent performance in user activity.
DCCI’s data showed that 70% of the sample Weibo accounts created posts or reposts. Weibo’s public data showed that 2.8 billion Weibo posts were shared in December 2013. These are evidence of Weibo users and active users growth. With massive UGC (user generated content) and the guarantee of user activity, Weibo is an effective online media which could make social events national hot topics. It’s extremely rare in internet products in China.
DCCI also analyzed “Wen Zhang event” Weibo posts and reposts data, it found out that the ratio of original post and repost was 1:1.1. Original posts and reposts both could prove users activeness in Weibo topics.
Because of the difference among Weibo and tranditional media and other internet products, there are different ways to evaluate its user activity. In general, if Weibo could serve the majority of Chinese internet users, create more media value and offer effective, reliable and immediate information, Weibo users will remain active.