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Global TGI Report, China the Mobile Revolution

Global TGI Report, China the Mobile Revolution

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Published by Kantar Media

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Categories:Types, Research
Published by: Kantar Media on Jul 04, 2013
Copyright:Attribution Non-commercial

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07/05/2013

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China: the mobilerevolution
Dispatches14
China’s mobile internet market is growing rapidly and showing no signs ofslowing. According to CNNIC (China Internet Network Information Center), bythe end of December 2012, China's netizens
1
reached 564 million, of which 420million were mobile internet users
2
accounting for 75% of the total.
Not only is the number o mobile internet users expanding, but also mobile internetusage requency is growing. According to CNRS-TGI, in 2012, the percentage o thosewho accessed the mobile internet at least once per day reached 71%, an increase o11 percentage points over 2011 (Figure 1).Demographically, China’s mobile internet users are mainly comprised o peopleborn in the 80s. This group o 23-32 year olds accounts or 45% o all mobile internetusers. In addition to this, 62% o mobile internet users received a college degree
Author:
Shen Ying 
General Managero CTR Media &ConsumptionBehavior, CNRSChina
continued > > >
part of
Global
Global
 TGI
Global TGI helps marketersto expand markets, launchnew products, respond tocompetitive threats, and plancommunications.We do this by providing a unique360° understanding o consumerattitudes and behavior – withthe depth provided rom 700,000personal interviews conductedannually across 60+ countries.Typical client engagementscan involve market sizing,segmenting, trending, andlinking with YOUR survey data.With insights drawn rom thelargest network o single-sourceconsumer surveys in the world,marketers can be confdentthat key decisions are based onactionable, robust, reliable andhigh-quality research.
Visit
www.globaltgi.com
 or email
enquiries@globaltgi.com
 to fnd out more.
1 Netizen: accessed internet inlast year.2 Mobile internet users: accessedmobile internet via mobile phonein past year.
 
or above. Geographically, the 38% penetration o mobile internet users in Tier One cities (Beijing,Shanghai, Guangzhou and Shenzhen) is the highest across the Chinese city tiers.
A social generation
When asked about their avorite activities on mobile internet, 59% o mobile internet users answeredchat/dating. Additionally 43% o mobile internet users agree that "I oten use social media tocommunicate with net riends". It is clear that social media has become a well-established habit ointernet users. By the end o 2012, mobile Weibo
3
users reached 202 million, accounting or 66% o allWeibo users.
Dispatches14
China: the mobile revolution
For more inormation,contact Global TGI at
enquiries@globaltgi.com
 or visit
www.globaltgi.com
2
> > >
continued > > >
part of
Global
3 Weibo is the primary socialnetworking site in China withsimilar unctions to Twitter.
Figure 1:
Frequency of accessing the mobile internet – at least once per day (%)
Base:
Mobile internet users
Source:
CNRS-TGI 2008-2012 (Jan-Dec) 36 cities
Figure 2:
Chinese websites visited yesterday (%)
Base:
Population age 15-69
Source:
CNRS-TGI 2012 (Jan-Dec)60 cities
 
Dispatches14
China: the mobile revolution
3
> > >
For more inormation,contact Global TGI at
enquiries@globaltgi.com
 or visit
www.globaltgi.com
Social networking is an important part o people’s daily lie in China. Interacting with riends throughsocial media during their increasingly ragmented available time serves to strengthen relations withriends, acilitate the exchange o the latest news and is also used as a means o relaxation to reducestress rom work.
Mobile commuters
On average, Chinese city residents spent 54 minutes per day accessing the internet on a mobiledevice in 2012, and to a large extent the ast development o mobile internet has benefted rom theestablishment o the 'travelling' liestyle.With ever-lengthening commute times, worsening trafc and prolieration o business travel, 'being on theroad' has gradually become a way o lie or many o the Chinese population, particularly or those living inthe metropolis. Mobile internet provides entertainment in an increasingly ragmented day.Interestingly, the longer the travel to work time, the higher the penetration o mobile internet. In 2012,those whose commute time was longer than one hour were three times as likely as to access mobileinternet as those whose commute time was within 30 minutes.
High-tech mobile enthusiasts
CNRS-TGI data reveals that mobile internet users are much keener on high-tech products than thegeneral city residents in China. Laptop ownership amongst mobile internet users stands at 59%, whichis 19% higher than that o the total population.Mobile internet users are very interested in new products as 57% o them agree they are "oten thefrst to buy new products", compared to 45% overall. Also 58% o mobile internet users agree they are
part of
Global
continued > > >
Figure 3:
Commute time in Tier One* Mobile internet access by(minutes)
 
commute time in 2012 (%)
Base:
Full-time employees in tier one
Base:
General city residents
Source:
CNRS-TGI 2010-2012 (Jan-Dec) 36 cities
Source:
CNRS-TGI 2010-2012 (Jan-Dec) 36 cities* Tier One cities:Beijing, Shanghai, Guangzhou,Shenzhen

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