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User reach of selected social media platforms in China as of 2021*, by product segment

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Sources

Release date

January 2022

Region

China

Survey time period

2021

Supplementary notes

*The source categorized users into five product interest groups based on those who click ads and use apps in specified market segments.
User reach was calculated by the number of users from a specific market segment divided by the total userbase on a specified platform.

Citation formats

Social media influence on consumers in China 2021, by platform and product type

Published by Thuy D., Nov 25, 2025
The social commerce app RED, or Xiaohongshu, has become a crucial social media platform for cosmetics brands in China to reach their target consumers. According to a survey on social marketing in China conducted in late 2021, about ** percent of RED's users showed a strong interest in cosmetics products. When it comes to automobile advertising, the Chinese TikTok sister app Douyin has the highest share of car enthusiasts.
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Social commerce in ChinaSocial media in ChinaE-Commerce in ChinaSocial commerce in the United StatesMobile apps in China
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