global tgi report, china the mobile revolution
TRANSCRIPT
7/28/2019 Global TGI Report, China the Mobile Revolution
http://slidepdf.com/reader/full/global-tgi-report-china-the-mobile-revolution 1/4
China: the mobilerevolution
Dispatches14
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
continued > > >
part ofGlobal
Global TGI
Global TGI helps marketers
to expand markets, launch
new products, respond to
competitive threats, and plan
communications.
We do this by providing a uniqu
360° understanding o consum
attitudes and behavior – with
the depth provided rom 700,0
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 rom the
largest network o single-sour
consumer surveys in the world
marketers can be confdent
that key decisions are based o
actionable, robust, reliable and
high-quality research.
Visitwww.globaltgi.com
or email
to fnd out more.
1 Netizen: accessed internet inlast year.
2 Mobile internet users: accessedmobile internet via mobile phonein past year.
7/28/2019 Global TGI Report, China the Mobile Revolution
http://slidepdf.com/reader/full/global-tgi-report-china-the-mobile-revolution 2/4
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.
Dispatches14
China: the mobile revolution
For more inormation,
contact Global TGI at
or visit www.globaltgi.com
> > >
continued > > >
part ofGlobal
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
7/28/2019 Global TGI Report, China the Mobile Revolution
http://slidepdf.com/reader/full/global-tgi-report-china-the-mobile-revolution 3/4
Dispatches14
China: the mobile revolution
> > >
For more inormation,
contact Global TGI at
or visit www.globaltgi.com
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
part ofGlobal
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
7/28/2019 Global TGI Report, China the Mobile Revolution
http://slidepdf.com/reader/full/global-tgi-report-china-the-mobile-revolution 4/4
Dispatches14
China: the mobile revolution
> > >
For more inormation,
contact Global TGI at
or visit www.globaltgi.com
"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.
part ofGlobal
Figure 4: Digital products ownership (%)
Base: Population age 15-69
Source: CNRS-TGI 2012 (Jan-Dec)
60 cities