The real value of internet marketing is in the ease of setting up analytics by communication channel, measuring performance of campaigns and thereby directing/redirecting valuable marketing budget toward campaigns that yield higher return

China has low internet penetration but fastest growth

The real value of internet marketing is in the ease of setting up analytics by communication channel, measuring performance of campaigns and thereby directing/redirecting valuable marketing budget toward campaigns that yield higher return

hen Chinese consumers access the Internet from mobile devices, they are frequently more adventurous than their counterparts in Japan and the U.S., listening to music, reading books online, or engaging in social networking.

n fact, in some cases, Chinese consumers are more avid users of online services than U.S. consumers are.79 percent of Chinese Internet users send instant messages, compared with 21 percent of U.S. users. They are also bigger consumers of online music (79 percent versus 61 percent) and e-reading

Community-oriented activities include e-mail, instant messaging (IM), and forms of social media. (See Exhibit 4.) Sina Weibo, a Chinese version of Twitter, has attracted more than 300 million users in less than three years of operation.

Half of Internet users say that the Internet is their most trusted source of information, followed by television at 30 percent and newspapers at 15 percent, according to our research. Trust and familiarity go hand in hand. The more time that consumers spend on the Internet, the more they trust it.

Rural residents will contribute more than one-third of the Internet’s growth between 2011 and 2015—a rate faster than between 2008 and 2011. The urban senior segment will likely grow by 22 percent

China may still be classified as an emerging market, but on the Internet it has arrived. By 2015, China will add nearly 200 million users, reaching an Internet population of more than 700 million—almost double the combined number of Japan and the U.S. (See Exhibit 1.)

ecommerce is huge in china; like TV was in the USA during 60/70s

TRADITIONAL MEDIA IS still over Digital media

The online advertising opportunity in China

2012 Feb: China SNS daily visits increase

china-social-media-attitude

china-sina-weibo-twitter-dec-2011

65% Chinese gains in customer acquisition from social networks

Top reasons Chinese consumers shop online