There are 50,420 sites with a better three-month global Alexa traffic rank than 228.com.cn. The site is relatively popular among users in the city of Shanghai (where it is ranked #2,231). It has attained a traffic rank of 4,299 among users in China, where we estimate that 94% of its audience is located. Compared with internet averages, the site appeals more to users who are between the ages of 25 and 35; its visitors also tend to consist of moderately educated women browsing from work who have incomes between $30,000 and $100,000 and have more children. Roughly 33% of visits to 228.com.cn consist of only one pageview (i.e., are bounces).