China's most effective online touch points : TNS, GroupM

The report, titled 'Digital touch: Revealing China's most effective touch points', analyses the digital landscape in China and main online activities, probing deeply into social media, video, gaming, online shopping and search.

“The synergy of wireless high speed internet, smartphones and SNS websites is changing our life," said Lucy Zhang, futures director at GroupM Knowledge.

"In the unique China market, we need to redefine the rules of communication, consumers' purchasing habits and the relationship between consumers and brands. Through this research, we reveal the power of online and offline touch points to arm marketers with the actionable insights,” she added.

Among the primary findings are that Chinese consumers are more tolerant to online brand presence than the rest of the world. 

Mainland consumers still feel that communication from brands can help them evaluate their options and make better choices. However significant differences exist across different activities. 73 per cent of Chinese consumers are open to brand contact during browsing compared to only 43 per cent during social networking. Consumers find brands most intrusive during gaming.

Compared to other countries, access to the internet for Chinese consumers goes beyond the home PC to include schools or icafes and mobile phones. Only 26 per cent of global consumers access the internet by mobile phone whereas in China the percentage is almost double at 48 per cent. Marketers therefore need to look beyond PC based home access to embrace mobile and other forms of access.

Other primary findings include the need to prioritise digital as a primary media platform. Chinese consumers are spending an average of 24 hours online compared to the global average of 19. Once adopted, digital becomes a primary media platform in China, accessed daily by 53 per cent of users compared to 41 per cent watching TV and 32 per cent reading newspapers.

The report also outlines a need to look for emotional compatibility as Chinese internet users also use the net to better express their feelings, seeking entertainment and a sense of sharing and belonging. Different online activities provide different emotional gratifications and a mismatch between the tone of the communication and the emotional experience will dilute the impact.

According to the report, Chinese consumers also feel that social media have a strong role in enhancing image and impacting brand decisions. Brands need to develop innovative ways to benefit from the potential of the medium.

Finally, the report also found that social networking, multi-media and news are the main drivers of internet consumption in China.

"As the medium develops, marketers must keep pace by constantly updating their understanding of what they can do with it, and what are the best strategies to reach the consumers with their brands and messages through the digital medium," said Ashoke Sethi, head of consumer insights for rapid growth and emerging markets at TNS Research International.