Understaning China Digital Consumer
Consumer and Shopper Insights
Understanding China’s
Digital Consumers
Successfully marketing to China’s exploding population of internet users will require a deep understanding of the distinct ways in which they use digital applications and devices.
Consumer and Shopper Insights
February 2011
Understanding China’s
Digital Consumers
Davis Lin
Laxman Narasimhan
Jun He
The authors wish to thank Yuval Atsmon, Glenn Leibowitz, Cait Murphy, Cherie Zhang, Tina Zhang and
Rachel Zheng, as well as our clients and other industry experts, for their contributions to this report.
4
750
million
From 420 million today, China could have as many as 750 million people online by 2015
333
million
Between now and 2012, an additional 100 million people could be logging on to the internet via mobile devices, up from 233 million today
12
months
Over one-third of digital junkies and mobile mavens replace their mobile phones every 12 months or less
34.1
hours
Digital junkies spend 34.1 hours a week on the internet, over twice the 15.8 hours a week spent by the average digital consumer in China
Understanding China’s Digital Consumers
8
hours
Gamers spend 8 hours a week playing online games, versus just 2.5 hours a week for the average digital consumer in China
4
hours
Chinese consumers spend 4 hours a week on instant messaging, compared to just 2.6 hours a week by US consumers
2.7
hours
Chinese consumers spend 2.7 hours a week communicating through voice over internet protocol applications, compared to 6 hours in the US
20
minutes
On average, Chinese digital consumers spend 20 minutes a week on email, compared with 5.5 hours a week in the US
5
Understanding China’s Digital Consumers
Understanding China’s
Digital Consumers
One of the hottest news stories of 2010 was the explosive growth of the
Internet in China, a topic that was pushed to the fore when Google sparred
with
Understanding China’s
Digital Consumers
Successfully marketing to China’s exploding population of internet users will require a deep understanding of the distinct ways in which they use digital applications and devices.
Consumer and Shopper Insights
February 2011
Understanding China’s
Digital Consumers
Davis Lin
Laxman Narasimhan
Jun He
The authors wish to thank Yuval Atsmon, Glenn Leibowitz, Cait Murphy, Cherie Zhang, Tina Zhang and
Rachel Zheng, as well as our clients and other industry experts, for their contributions to this report.
4
750
million
From 420 million today, China could have as many as 750 million people online by 2015
333
million
Between now and 2012, an additional 100 million people could be logging on to the internet via mobile devices, up from 233 million today
12
months
Over one-third of digital junkies and mobile mavens replace their mobile phones every 12 months or less
34.1
hours
Digital junkies spend 34.1 hours a week on the internet, over twice the 15.8 hours a week spent by the average digital consumer in China
Understanding China’s Digital Consumers
8
hours
Gamers spend 8 hours a week playing online games, versus just 2.5 hours a week for the average digital consumer in China
4
hours
Chinese consumers spend 4 hours a week on instant messaging, compared to just 2.6 hours a week by US consumers
2.7
hours
Chinese consumers spend 2.7 hours a week communicating through voice over internet protocol applications, compared to 6 hours in the US
20
minutes
On average, Chinese digital consumers spend 20 minutes a week on email, compared with 5.5 hours a week in the US
5
Understanding China’s Digital Consumers
Understanding China’s
Digital Consumers
One of the hottest news stories of 2010 was the explosive growth of the
Internet in China, a topic that was pushed to the fore when Google sparred
with