China: Time Spent Online Surpasses Time Spent on Traditional Media

A new study by Starcom MediaVest Group, the Publicis media agency network, found that Chinese consumers spend significantly more time online each day than with any other medium. Thus, they spend more time online than watching TV. According to the study, the average Chinese consumer spends 3.25 hours a day online compared to 2.21 hours watching TV.

Users are also turning to the web for video entertainment. The survey revealed that digital media users in China spend more time watching video on their mobile devices and computers than their TV.

As China’s consumer economy rapidly expands, more agencies and marketers are devoting greater effort to growing market share in the country.

Source: Starcom MediaVest Group « China Yangtze Study”, october 2011. Results are based on in-person interviews with 13,507 ages 13-45 consumers in China conducted during May 2011.

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