WeChat users read an average of six articles published on their subscription accounts every day as of September 2014, according to WeChat. One fifth of users read 6-10 pieces daily while 23% read one a day.

WeChat’s subscription account system enables content providers, news media, freelance writers or other content producers to publish multi-media articles which can be shared by WeChat users to their Moments, WeChat’s content sharing tool, or to their WeChat friends.

The channel for a user’s subscription accounts will jump to the top of their WeChat homepage whenever a new article is published. WeChat users, however, don’t often use the channel to read articles. Only 20% of articles were read through the channel, compared to 80% through Moments.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com