Staff Reporters
Feb 17, 2016

Digital China: Snapshots of life lived online

Infographics drawn from a variety of sources give an overview of China’s digital landscape, including receptivity toward mobile and video ads, triggers for online purchases, details on video consumption and more.

image.Heading

Source: iResearch

image.Heading

Source: OMD

image.Heading

Source: KPMG China's Connected Consumers

image.Heading

Source: KPMG China's Connected Consumers

image.Heading

Source: KPMG China's Connected Consumers

image.Heading

Source: KPMG China's Connected Consumers

image.Heading

Source: KPMG China's Connected Consumers

image.Heading

Source: OMD

image.Heading

Source: OMD

image.Heading

Source: AdMaster

image.Heading

Source: OMD

Data from iResearch presents some of the most widely used news and video platforms, while OMD shows the trajectory of digital advertising spend since 2014: over the next two years, it is expected to total Rmb 393 billion (nearly US$60 billion).

OMD also gives details of attitudes to mobile advertising. While almost everyone accepts that it’s necessary, most also find it annoying or disruptive. Clearly there is lots to be done to improve the quality of mobile marketing and move it away from push-messaging to services or entertainment.

However, encouragingly, three quarters of people surveyed said they also sometimes find the mobile advertising they are served interesting.

Smartphone advertising is shown to be the medium with the biggest influence on purchase in first- and second-tier cities, with the average person seeing 8.5 ads in a day. Still images are currently the preferred format.

Examining online TV consumption, OMD found the highest percentage of users (35 per cent) spend two hours per day watching it. While a variety of choices exist, most are loyal to a particular video platform not so much for the services it offers but out of habit. But close to 20 per cent stated they favour a particular platform because “it carries less advertising.” Yet online TV advertising scored higher than TV in a number of areas: people appear to find it more relevant, varied and less intrusive. The only factor where regular TV comes out on top is for trustworthiness.

A further piece of research, from KPMG, looks at online purchase behaviour with special attention to the luxury space. China’s Connected Consumers shows that for many Chinese, online is the main platform for luxury purchases, with the maximum amount people are comfortable spending on one item having risen dramatically to more than US$600. Cosmetics are the most frequently purchased products online, followed by bags and apparel. Relatively few people part with the full non-discounted price for anything, but those under 24 are the most likely to do so. As important as ecommerce is, physical stores cannot be written off: nearly half of respondents reported having bought luxury products in a shop after seeing them online.

 

Source:
Campaign Asia

Related Articles

Just Published

33 minutes ago

Humour in advertising is a serious business

A creative, a client and a planner walked into a bar… and then they lost their nerve and forgot that it pays to be funny.

19 hours ago

40 Under 40 2024: Dalton Henshaw, Bullfrog

Henshaw may have provoked doubters when he launched a creative indie shop during the onset of the pandemic. But four years later, armed with a healthy roster of clients and a set of happy employees, who’s laughing?

20 hours ago

FCB India's Dheeraj Sinha on commanding agency ...

Marking one year in his role as CEO of FCB Group India and South Asia, Sinha sits down with Campaign to discuss building a culture of “swag, not arrogance," his intense leadership style, and empowering young talent.

20 hours ago

Move and win roundup: Week of November 4, 2024

Endeavour Group, The Lux Collective, Apparent, Quiip, Pure Public Relations, and more in our weekly roundup of people moves and account wins.