Zhihu, the most popular Q&A platform in mainland China, was established on January 26, 2011, and is similar to the American platform Quora. Zhihu officially opened for registration in 2013 and achieved a user base of over 100 million in September 2017.
As per Zhihu’s user data report, over the past decade, it has gathered over 44 million questions and 240 million answers. The platform currently boasts 101 million monthly active users, with an average of 5.5 million users paying for its services monthly.
Zhihu User Data
According to data released by Guosheng Securities in 2021, the majority of Zhihu users are between the ages of 15 and 30. Specifically, users aged 20-25 comprise over 50% of the total user base. These figures indicate that Zhihu’s user demographic is predominantly young.
Furthermore, official data from Zhihu reveals that the user demographic primarily consists of males residing in first-tier and new first-tier cities. Additionally, more than 80% of Zhihu users hold a bachelor’s degree or higher, with approximately 20% studied overseas. (Source: iResearch, Pacific Securities, 2018)
Zhihu users mainly consist of young individuals with a high level of education and income. They are considered experts and leaders in their fields or belong to the knowledgeable middle class with a strong desire for specialized knowledge.
These users prioritize a high quality of life, value personal growth, have diverse interests, and possess a curiosity for new subjects. They are influential figures who shape societal trends. Additionally, Zhihu’s strength as a knowledge marketing platform lies in attracting discerning consumers who prioritize rational consumption practices.
Zhihu User Preference
Based on data from 36kr, Questmobile, and China Merchants Securities, Zhihu APP users have a strong preference for topics related to education and skills. Additionally, fashion, education, and health content also garner significant popularity.
The distribution of questions on Zhihu is relatively even, with education, science and technology, health, and fashion comprising a significant portion. Among these, education holds a substantial share of 21%, indicating the high level of attention Zhihu users devote to educational matters.
Creators and Content
As of December 2020, the Zhihu community had 43.1 million creators who contributed over 353 million pieces of content across more than 1,000 industries and 571,000 topics. In the fourth quarter of 2020, there were 3.3 million monthly active creators on Zhihu, with an average creation volume of 3.6 articles per month.
With its abundant content and active creators, Zhihu provides brands with an important channel to explore the value of these resources and expand their market.
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