global tgi report, china the mobile revolution

7/28/2019 Global TGI Report, China the Mobile Revolution

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China: the mobilerevolution

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China’s 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 o mobile internet users expanding, but also mobile internet

usage requency is growing. According to CNRS-TGI, in 2012, the percentage o those

who 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 people

born in the 80s. This group o 23-32 year olds accounts or 45% o all mobile internet

users. In addition to this, 62% o mobile internet users received a college degree

Author: Shen Ying General Manager

o CTR Media &ConsumptionBehavior, CNRSChina

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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 answered

chat/dating. Additionally 43% o mobile internet users agree that "I oten use social media to

communicate with net riends". It is clear that social media has become a well-established habit o

internet users. By the end o 2012, mobile Weibo3 users reached 202 million, accounting or 66% o all

Weibo users.

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China: the mobile revolution

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3 Weibo is the primary socialnetworking site in China with

similar 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



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Social networking is an important part o people’s daily lie in China. Interacting with riends through

social 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 reduce

stress rom work.

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 ast development o mobile internet has benefted rom the

establishment o the 'travelling' liestyle.

With ever-lengthening commute times, worsening trafc and prolieration o business travel, 'being on the

road' has gradually become a way o lie or many o the Chinese population, particularly or those living in

the 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 mobile

internet 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 the

general city residents in China. Laptop ownership amongst mobile internet users stands at 59%, which

is 19% higher than that o the total population.

Mobile internet users are very interested in new products as 57% o them agree they are "oten the

frst to buy new products", compared to 45% overall. Also 58% o mobile internet users agree they are

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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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"trying to keep up with developments in technology", which is higher than the average o 51% amongst all

adults.

As mobile internet users tend to be young, it's possible that they are attracted by ast renewal high-techproducts or their novelty, ashionable design and personality.

The rapid increase in mobile internet usage in China is largely being driven by the desire or socialnetworking and the ragmentation o ‘social’ time created by longer commutes. CNRS-TGI can oer a

unique 360° understanding o this target group in China, helping you to understand where social media

fts into the consumers broader liestyle. A thorough understanding o this group is an essential basis

on which to develop a coherent digital communication strategy.

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Figure 4: Digital products ownership (%)

Base: Population age 15-69

Source: CNRS-TGI 2012 (Jan-Dec)

60 cities

global tgi report, china the mobile revolution

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