Experian, the global information services company, launched its Experian Hitwise measurement service in China a few days ago.

The press release says that the new service will help meet increasing demand from domestic and international marketers for tools to improve their online marketing, content development, affiliate strategies and search tactics for the Chinese market.

I was especially interested in commentary on the Chinese market by Robin Goad, Hitwise UK’s research director, who adds some sharp focus on the huge growth in micro-blogging in China – and the tool of choice isn’t Twitter:

[…] Chinese Internet users are primarily interested in micro-blogging when it comes to social media. Sina Micro blog (China’s alternative to Twitter) accounted for 1 in every 158 Internet visits in China for April 2011. This makes China one of the most voracious micro-blogging nations worldwide, with a greater market share of visits going to micro-blogging sites in China than in the UK, US, France, Canada, Australia or India.

Twitter is by far the most dominant micro-blogging platform in the UK and US, but Twitter accounted for 1 in every 250 visits online in the UK and 1 in every 555 in the US during April 2011, much lower than Sina Micro’s dominance of the online market in China. What’s more, this data doesn’t take into account mobile or 3rd party applications, so the actual usage of micro-blogging in China is likely much higher than our statistics suggest.

The metrics Robin posted underline the sheer scale of what’s happening in China in terms of connecting people. Add that info to other metrics such as Royal Pingdom’s The incredible growth of the Internet since 2000. It shows China as clearly the top country on the internet with 420 million users (compared to 22.5 million in 2000).

Read Robin Goad’s post for more insight.

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