How To Reach Your Unique Mobile Audience In China

Does mobile mean on-the-go? That's not always the case, especially for Chinese consumers. My recent report, Chinese Mobile Consumers Are An Attractive But Unique Audience, tells how mobile marketing differs in the largest smartphone market in the world.

Marketers see great potential in Chinese mobile consumers for three reasons:

  • It's the largest smartphone market in the world, and it's growing fast. According to Forrester’s global smartphone forecast, China’s smartphone installed base will pass the 500-million mark in 2014, more than the US and Western Europe combined.
  • The number of mobile Internet users has skyrocketed in China. It surpassed the number of PC Internet users in June 2012 and is growing twice as fast as the number of overall Internet users. In 2013, the mobile Internet population accounted for more than two thirds of the total online population in the country.
  • Chinese consumers appear to be among the most sophisticated mobile users in the world. According to our Consumer Technographics® data, more than half of online metro Chinese mobile users access the Internet via their devices several times a day, and a quarter daily. These numbers are higher than those of even major metropolitan cities in the US and UK. Metro China also takes the lead in advanced mobile activities, including social networking, downloading and using apps, purchasing products, and checking finances.
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