China’s digital and youth market

China has become the third largest market in the entertainment & media industry and has the world’s largest online population with close to 600 million Internet users.

China’s online population already is by far the world’s biggest and more than 50 percent larger than the entire United States population. With its current growth it is projected that China’s Internet population will hit 718 million by 2013, accounting for 52.7 percent of the total population.

China’s e-commerce market has 190 million online consumers (more than in the US).

It is estimated that by 2016 there will be 351 million online shoppers in China, ringing up 2.2 trillion Renminbi (US$348 billion) in revenues. At that point, Internet penetration will be 80% in the cities, and China will surpass the US as the world’s largest Internet retail market. Among the segments expected to show the strongest growth is mobile, with the current 431 million mobile users currently online in China projected to grow to 632 million by 2016.

China’s digital market is growing

In China, online channels are growing at a fast rate with Chinese youth at the forefront. It is estimated that by 2015 China will have 500 million people under age 30. Online is where they embrace diverse influences and discover new interests.

87% of Chinese social media users have ‘friended’ or follow brands. 77% of Chinese internet users believe a social media presence makes a brand more attractive, while 81% of Chinese youth check online comments before making a purchase decision.

Their 3 main activities on the internet:

  • Entertainment (music, video, games)
  • Communication and social media (email, instant messaging, blogs, forums)
  • Information retrieval (news, search, recruitment)

Especially social media, blogs and online communities, are an opportunity to connect with the Chinese internet user, it is perceived as personal and intimate. Marketing campaigns should always revolve around the customer, creating an emotional bond and use a multi-channel strategy to raise awareness for your brand.

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