In the diary study, fully 32% of all recorded WeChat activities were payments, confirming this service’s central role of in WeChat. On average, during the 7-day diary, each participant made 6 payments — about one per day. The majority of the payments were directed towards offline businesses or physical persons, and actual ecommerce payments were in the minority.
The main reason for the popularity of the WeChat payment service was its smooth user experience and its ability to cut across channels and across the business/social divide. As one study participant said, “When I am paying with WeChat, I only need to take my phone out — no bank card, no signatures, no cash, no change — so convenient!”
The next two major uses of WeChat were Moments (the Facebook equivalent) with 16% of use and official accounts (miniwebsites hosted by WeChat) with 10% of use. The many other WeChat features accounted for the remaining interactions and thus summed to 42% percent of the overall use.
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