Yesterday thenetworkone hosted Chen Yong, the Editor-in-Chief of Modern Advertising Magazine & Secretary General of the Interactive Internet Advertising Committee at an event with the China-Britian Business Council.

Chen Yong presents about online marketing in China.

Chen Yong presents about online marketing in China.

A few highlights from Mr. Chen:

  • While the smartphone market in China is rapidly expanding, take note of the different ways Chinese use them compared to the west. Smartphones are still seen as a tool to browse th einternet or call friends, they are not yet seen as an appendage as they often are in the west.
Comparison of smartphone usage in China and the US. Note that 69% of Americans never leave home without their smartphone, whereas only 6% of Chinese said the same.

Comparison of smartphone usage in China and the US. Note that 69% of Americans never leave home without their smartphone, whereas only 6% of Chinese said the same.

 

  • The use of mobile phones, with computers and TV changes the experience of all three. China is beginning to develop truly integrated campaigns that have an effect on all three platforms.
  • Mr. Chen urged marketers not to be fooled by the large market, but to look at China as a variety of smaller markets divided by region, culture, size, language and income.
  • Even as mobile phones are making communication easier on the go, the number one place people in China use their phone are in their homes.
Home is by far the location where people are most active on their phones.

Home is by far the location where people are most active on their phones.

To download Mr. Chen’s Full presentation from the CBBC event, please click here.

Advertisements