Advertise in China

China has an internet penetration of 52.2% so based on their total population of 1,382,323,332 people 721,434,547 are online, leaving 660,888,785 non-internet users.

Compare this to the Asia Pacific region which has an internet penetration of 36.9% with a total online population of 1,506,275,447 for the region as a whole.

Advertise in China 2017-08-31T11:29:15+00:00

China’s internet advertising sector is a $29,525. 3M industry, segmented as follows:

Display Advertising

amounts to $4,971.9M (16.8% of the total) and will grow by an annual CAGR of

10.26%

Video Advertising

amounts to $3,706.6M (12.6% of the total) and will grow by an annual CAGR of

20.09%

Search Advertising

amounts to $16,344.2M (55.3% of the total) and will grow by an annual CAGR of

11.37%

Social Media Advertising

amounts to $1,081.8M (3.66% of the total) and will grow by an annual CAGR of

7.07%

47% of the population (64,969,196) are on social media, they spend an average of 1.5 hours per day on social platforms, 42% of them use their mobile devices to access social platforms which makes sense because 77% of the population has a mobile phone.

Classifieds Advertising

amounts to $3,420.8M (11.6% of the total) and will grow by an annual CAGR of

6.83%

Mobile Advertising

as a standalone segment, including parts of the above segments, is growing fast and will amount to

$11,982.1M

China’s annual growth:

+8%

internet users

+4%

active social media users

+2%

mobile subscriptions

+14%

active mobile social users

Digital Device Ownership

99%

mobile phone

74%

smart phone

65%

PC

16%

tablet

2%

TV Streaming Device

N/A

Handheld Gaming Console

N/A

E-Reader Device

N/A

Wearable Tech Device

Time Spent with Media

3hr 24m

Average daily use of the internet (PC/Tablet)

2h 30m

Average daily use of the internet (Mobile)

1h 27m

Average daily use of social media (any device)

1h 14m

Average daily use of television

Frequency of Internet Use

84%

Every day

12%

Once per week

2%

Once per month

2%

Less than once per month

Share of web traffic by device

57%

PC

40%

Mobile

3%

Tablet

N/A

Other devices

Top Active Social Platforms

24%

Wechat

21%

Qzone

16%

Sina Weibo

14%

Baidu Tieba

12%

Tencent weibo

6%

RenRen

5%

Facebook

5%

Kaixin001

4%

Facebook Messenger

3%

51.com

Mobile Activities

39%

Mobile Messengers

31%

Watching videos

29%

Playing games

30%

Banking

29%

Maps

E-Commerce By Device (past 30 days)

44%

Purchased a product or service online

42%

Searched online for a product of service

43%

Visited an online retail store

41%

Made an online purchase via PC

34%

Made an online purchase via Mobile

China is one of the countries which has higher total internet advertising growth and lower mobile internet penetration.

This means there is plenty of room for growth but mobile internet penetration will remain relatively low even in 2019 as smartphones are prohibitively expensive for a sizeable proportion of the population. Poor Internet infrastructure and slow adoption of fixed broadband slowed the early development of Internet advertising in many of these markets, but this is set to change as an emerging middle classes boosts consumption and economic growth increases advertising budgets.

Sources: internetlivestats.com, internetworldstats.com, itu.int, Digital IN 2016 WeAreSocial, Global entertainment and media outlook 2015–2019, PwC, Ovum

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Digital media landscape in China

china media map

major platforms

auction

blog

dating

ecommerce

gaming

group deal

image sharing

info

job

message boards

micro-blogging

music

news

online payment

online video

professional sns

real estate

recommendation

search

shopping

sns

travel

wiki

International Advertising