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INTERNET PENETRATION IN CHINA
Sources: eMarketer December 2014
47.5% of total population
For age 18-40: 85%
WITH ONLY 47.5% PENETRATION, CHINA STILL HAS ROOM FOR GROWTH
Sources: eMarketer December 2014
INTERNET USERS AS PERCENTAGE OF POPULATION
OVERALL CHINESE ARE AMONG THE HEAVIEST INTERNET USERS GLOBALLY
Sources: eMarketer August 2012; CNNIC 2014
FREQUENCY OF INTERNET USE BY COUNTRY
Sources: CNRS; 36 cities
THE INTERNET TAKES TIME AWAY FROM TRADITIONAL MEDIA TIME SPENT ON MEDIA (MINUTES / PER DAY)
DIGITAL ADVERTISING SHARE OF SPEND FINALLY OVERTOOK TV IN 2014
Note: excludes Hongkong; numbers may not add up to 100% due to rounding; **excludes digital Source: eMarketer, Dec 2014
%OF TOTAL MEDIA AD SPENDING IN CHINA
Of digital’s 37.2% 11.7% is mobile.
(up 6* YOY)
DIGITAL ADVERTISING SHARE IS EXPECTED TO ACCOUNT FOR MORE THAN HALF OF TOTAL MEDIA SPENDING
Sources: eMarketer, Dec 2014
Source: Baidu Annual Report 2013; Alibaba Annual Report 2013; Tencent Annual Report 2013
EVERYONE’S TALKING ABOUT “B.A.T.”
MOBILE IS THE PRIMARY DEVICE FOR INTERNET ACCESS WITH MORE THAN 527 MILLION CHINESE ACCESSING THE INTERNET VIA MOBILE
Sources: CNNIC June 2014
DRIVEN BY RAPID ADOPTION OF HIGH SPEED MOBILE INTERNET
Sources: Mobile Provider Claimed Data
TOTAL 3G AND 4G SUBSCRIBERS IN CHINA (MILLIONS)
CHINESE ARE FAR MORE LIKELY THAN AMERICANS TO WATCH TV ON THEIR PHONE OR TABLET
Sources: August 2014 polling by GfK for the Interactive Advertising Bureau (IAB)
AND THEY ARE MULTI SCREENING
Sources: Millward Brown Ad Reaction 2014
MINUTES PER DAY SPENT MULTI-SCREENING
THE NEW PICK-UP LINE
Sources: CNNIC; NIELSEN 2014 H1
But did you know… Only 30% of China’s 550m mobile users use QR code.
CHINESE LOVE SHOPPING ONLINE ONLINE SHOPPING RATES IN CHINA ARE MORE THAN DOUBLE GLOBAL PEERS
Sources: PWC 2012 Global multichannel consumer survey
Sources: 2011 McKinsey IConsumer survey; McKinsey Global Institute analysis; McKinsey analysis
TRANSFORMING ALL LEVELS OF SOCIETY ONLINE SPENDING ACROSS CHINESE CITY TIERS
KEY ECOMMERCE PLATFORMS
Sources: China E-commerce Research Center
TOP 3 CHINA B2C E-COMMERCE SITES ARE TMALL, JD AND SUNING
Sources: Kantar Worldpanel MAT June 2014
FROM VALUE SEEKERS TO PREMIUM SEEKERS DIFFERENCES IN SHOPPERS ACROSS CHINA’S ECOMMERCE SITES
WATCH OUT ALIBABA! BAIDU+TENCENT+WANDA (CHINA’S BIGGEST DEVELOPER OF SHOPPING CENTERS) TEAM UP TO CREATE NEW 020 ECOMMERCE PLAY
Sources: Youku 26/11/2013
VIDEO PLATFORMS INVEST IN ORIGINAL CONTENT STUDIOS AS WELL AS LICENSED SERIES AND MOVIES
PROGRAMMATIC IS EXPECTED TO GROW BY 8 TIMES IN 2015 AND 100 TIMES BY 2018
Note: includes digital display ads, digital video ads and mobile display ads, including video; *includes all digital display ad spending on upfront, programmatic direct deals secured using pre-existing, real-rime bidding (RTB) technology infrastructure Sources: International Data Corporation (IDC), “Forward Markets 2013-2018: Moving Direct Display Ad Sales onto the RTB Platform” sponsored by The Trade Desk, March 2014
PREMIUM PROGRAMMATIC DIGITAL DISPLAY AD SPENDING IN CHINA,2013-2018
DEFINITION OF CONTENT MARKETING STILL EVOLVING
Sources: PR Newswire,” Content Marketing Trends and ROI Impact Assessment by Companies in China,” Dec 6, 2013
CONTENT MARKETING TACTICS MOST FREQUENTLY USED AND CONSIDERED MOST EFFECTIVE BY MARKETERS IN CHINA, DEC 2013 % OF RESPONDENTS
J. Walter Thompson Shanghai [email protected]
FOR MORE INFORMATION: EUGENE CHEW CHIEF DIGITAL OFFICER