Nowadays advertisers are looking for ways to draw people’s attention and influence them to purchase or shop. The recent study called Mobile Marketers Should Pay Attention to China shows how much potential on Chinese consumers. According to the IAB U.S. and China Mobile Report 2014:
- 71% of Chinese mobile users watch TV drama from a smart phone or tablet while only 28% among the U.S. users.
- 81% of Chinese watch short videos on mobile devices weekly comparing to 69% in the U.S.
- 64% of Chinese used smartphones on public transit and 49% pulled out their phones in cars. 26% of people in the U.S. used smartphones on public transport and 64% in cars.
- 59% of Chinese smartphone users interact with a mobile ad at least once a day, compared to 22% of Americans (86% of Chinese on a weekly basis versus 52% of Americans, and 91% of Chinese on a monthly basis versus 62% of Americans).
- 43% of Chinese people who use tablet interact with ads daily and more than 27% in the U.S. (80% of Chinese tablet users on a weekly basis comparing to 64% among Americans, and 88% Chinese in a monthly basis versus 70% in the U.S.
- 37% of Chinese people bought something from a smartphone ad compared to 24% of Americans.
I think many young people in China are much updated with the new technology. Because of the single child policy, parents would like to satisfy their child as much as they can. Therefore, lots of students have a mobile device or two. This young segment is very familiar with online shopping, especially Tao Bao, and they spend much time on social media such as Weibo which also filled with ads in the news feeds. Young people are quite open to this kind of ads. As for adults, a lot of middle-aged people in China still do television shopping, and when they see ads online, they feel like to see if there are any deals without thinking too much. American consumers are more rational and have been exposed to too much ads online which makes them reject to those ads directly.
Source: http://www.adweek.com/news/technology/study-mobile-marketers-should-pay-attention-china-161367
http://list.juwai.com/news/2014/03/inside-look-china-s-social-media-landscape