ASIA-PACIFIC – GREATER CHINA, DECEMBER 2011: Global market research firm Synovate has released the latest findings from Media Atlas China, the most extensive syndicated cross-media study conducted in China to date. The study surveys 66,000 consumers across 88 tier 1 to tier 5 cities and rural areas across mainland China.
There are 494 tier 5 (undeveloped small cities) cities with a median population of 600,000, representing 56% of mainland China’s urban population. The 4 tier 1 megacities have a median population of 9 million.
The latest results show over half of mainland China’s urban population (56.4%) aged 15 to 64 now has access to the internet. Internet access in tier 5 cities now stands at 53%, not far behind the 61% figure in tier 1 cities. A quarter of the population has gone online using their mobile in the past month.
The latest index shows internet overtook all other media as the most engaging. It has the highest engagement score of 77, followed by television with an index score of 73, and mobile with the score of 68.
The average time spent on the internet is close to 3 hours a day (163 minutes). Respondents in tier 1 cities spend 2.6 hours a day browsing online, with 44% doing so daily. In tier 5 cities, 27% go online daily, spending around 1.4 hours.
Jessica Liu, Media Research Director of Synovate in China, commented: “Internet consumption figures for lower tier cities seem to be lower than those seen in tier 1 cities on average, however the true picture is there are vast regional differences by tiers and cities. For example, Puning, a tier 5 city in Guangdong province, is very strong in online mobile (51%) and internet consumption (61%), even higher than that of tier 1 cities (25% and 51% respectively). Mianyang, a tier 4 city in Sichuan province, is also very strong in internet consumption (50%) with the reach above that of Chengdu
(48%), the capital city of Sichuan.”
One in four Chinese urbanites aged 15 to 64 are now on Weibo. Particularly, the younger generation of 15 to 24-years-old show rapid adoption of new
technology and media applications, embracing them with open arms.
In terms of overall online social networking activities, one in three consumers (30%) from tier 1 cities has visited a social networking site (SNS) in the past month, while 18% and 10% have done so in tier 5 cities and rural areas of China.
Steve Garton, Global Head of Media and Managing Director, Media – Greater China at Synovate, said: “Tier 1 figures might be above those of tier 5, but when looking at the overall numbers of users participating in social networking sites, 48% of those are in fact from tier 5 cities, 12% from tier 4, 17% from tier 3, 15% from tier 2, and 8% from tier 1.
Close to one in three (28%) respondents in tier 5 cities accessed the internet with their mobiles in the past month, which is even higher than those in tier 1 cities (24%). The highest is in tier 3 with 38% having gone online using their mobile phones.
Overall, one in seven (14%) Chinese urbanites has shopped online in the past month, while 11% in tier 5 cities have done so. Given the vast number of tier 5 cities and their population, this translated to a 49% market share of online shopping by consumers in tier 5 cities alone.
Commented Liu: “Our latest findings show the internet is in fact the overall number one media in calling people to action. After seeing something on the internet, 37% would search for more information through search engines, 25% would visit the website and 8% would write an email to the address provided, all prompt to actions were above other media. Not too far behind television, 29% would talk with others once seeing a product or service online, compared to 31% after seeing something on TV; and 15% would purchase a product after seeing it on the internet, close behind TV’s 17%.”
"It is well known how rapidly China’s middle classes are emerging as the economy continues a strong growth path. But you can’t just knock on their doors to interview them anymore, because they have security measures such as gates or keypads which stop people – including market researchers. We can and do reach them via phone interviews, together with face-to-face methods to cover the balance of Chinese society. This uniquely sets apart the Media Atlas China study," said Garton.
