Douban the Chinese social networking platform
October 28th, 2019
An overlooked digital marketing opportunity.
Douban 豆瓣 is a Chinese Social Media platform on which users discuss films, drama, music, and books. While Chinese Digital Marketer focuses on other Chinese App like XiaoHongShu 小红书, Douban is an overlooked platform in China. Want to know why? Read on to find out the answer by Red Digital Lab!
Douban App is used on some 7 million devices in China. The download rate is not exceptionally high. Yet, the User Retention rate of Douban is high, with an average user usage time of 0.03%, ranking fourth among all Chinese APP.
Within the Douban community, which is especially sticky among the topic in arts and literature, users share the same interests, update frequency is high, users are highly active, and there is close interaction among users, thus driving high user engagement and Retention Rate.