The second annual Kantar China Social Media Impact Report also found that social media is now used by more age groups, by less educated people and in smaller cities, while Tencent WeChat has become the dominant social media leader of an increasingly mobile connected country. The continuous survey part of the research captured the shifting profile of Chinese social media users from face-to-face interviews with 53,112 urban residents. Social media's reach among urban residents has increased to 34% from last year's 28.6%. People born in 1990s usurped the 1980s generation to become the largest age group (37.7%) and the proportion of older generations also increased at the expense of the 1980s, whose share dropped from 44.8% to 30.8%. "As social media becomes less new, it is no longer the cool thing to do and loses part of its charm in certain groups", says Sophie Shen, General Manager of CTR Media & Consumption Behaviour, who led the online polling survey. "More profoundly, social media has penetrated into the lives of Chinese people and they now realise they are spending too much time on it. At the same time, they are receiving more low-quality and duplicate content, this is why the proportion of `zero interaction' social users increased by 7 percentage points to 46%." Get the full story at and infographic at Kantar