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China: the mobile revolution
Chinas mobile internet market is growing rapidly and showing no signs of slowing. According to CNNIC (China Internet Network Information Center), by the end of December 2012, China's netizens1 reached 564 million, of which 420 million were mobile internet users2 accounting for 75% of the total.
Not only is the number of mobile internet users expanding, but also mobile internet usage frequency is growing. According to CNRS-TGI, in 2012, the percentage of those who accessed the mobile internet at least once per day reached 71%, an increase of 11 percentage points over 2011 (Figure 1). Demographically, Chinas mobile internet users are mainly comprised of people born in the 80s. This group of 23-32 year olds accounts for 45% of all mobile internet users. In addition to this, 62% of mobile internet users received a college degree
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1 Netizen: accessed internet in last year. 2 Mobile internet users: accessed mobile internet via mobile phone in past year.
Global TGI helps marketers to expand markets, launch new products, respond to competitive threats, and plan communications. We do this by providing a unique 360 understanding of consumer attitudes and behavior with the depth provided from 700,000 personal interviews conducted annually across 60+ countries. Typical client engagements can involve market sizing, segmenting, trending, and linking with YOUR survey data. With insights drawn from the largest network of single-source consumer surveys in the world, marketers can be confident that key decisions are based on actionable, robust, reliable and high-quality research. Visit www.globaltgi.com or email enquiries@globaltgi.com to find out more.
Author: Shen Ying General Manager of CTR Media & Consumption Behavior, CNRS China
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Figure 1: Frequency of accessing the mobile internet at least once per day (%)
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A social generation
When asked about their favorite activities on mobile internet, 59% of mobile internet users answered chat/dating. Additionally 43% of mobile internet users agree that "I often use social media to communicate with net friends". It is clear that social media has become a well-established habit of internet users. By the end of 2012, mobile Weibo3 users reached 202 million, accounting for 66% of all Weibo users.
3 Weibo is the primary social networking site in China with similar functions to Twitter.
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Mobile commuters
On average, Chinese city residents spent 54 minutes per day accessing the internet on a mobile device in 2012, and to a large extent the fast development of mobile internet has benefited from the establishment of the 'travelling' lifestyle. With ever-lengthening commute times, worsening traffic and proliferation of business travel, 'being on the road' has gradually become a way of life for many of the Chinese population, particularly for those living in the metropolis. Mobile internet provides entertainment in an increasingly fragmented day.
Base: Full-time employees in tier one Source: CNRS-TGI 2010-2012 (Jan-Dec) 36 cities
Interestingly, the longer the travel to work time, the higher the penetration of mobile internet. In 2012, those whose commute time was longer than one hour were three times as likely as to access mobile internet as those whose commute time was within 30 minutes.
CNRS-TGI data reveals that mobile internet users are much keener on high-tech products than the general city residents in China. Laptop ownership amongst mobile internet users stands at 59%, which is 19% higher than that of the total population. Mobile internet users are very interested in new products as 57% of them agree they are "often the first to buy new products", compared to 45% overall. Also 58% of mobile internet users agree they are
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The rapid increase in mobile internet usage in China is largely being driven by the desire for social networking and the fragmentation of social time created by longer commutes. CNRS-TGI can offer a unique 360 understanding of this target group in China, helping you to understand where social media fits into the consumers broader lifestyle. A thorough understanding of this group is an essential basis on which to develop a coherent digital communication strategy.
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