China has by far the world’s most active social-media population, with 91% of respondents saying they visited a social-media site in the previous six months, compared with 30% in Japan, 67% in the United States, and 70% in South Korea, according to a McKinsey survey results released this April.

This McKinsey survey of 5,700 Internet users in China this April has found that 95% of those living in Tier 1, Tier 2, and Tier 3 cities are registered on a social-media site; in addition, the country .

It also pointed out that social media has a greater influence on purchasing decisions for consumers in China. Chinese consumers say they are more likely to consider buying a product if they see it mentioned on a social-media site and more likely to purchase a product or service if a friend or acquaintance recommends it on a social-media site.