AdChina Publishes China Mobile User Behavior Report 2012
SHANGHAI, Aug. 6, 2012 /PRNewswire-Asia/ — Since 2010, mobile Internet usage has been growing rapidly and the number of mobile netizens has surpassed that of PC netizens in 2012 H1 in China. In June 2012, AdChina conducted the third annual mobile user survey and collected 10,000+ valid samples. This survey aimed to gain insights into China mobile internet users and provide mobile marketing advice. After carefully processing and analyzing the survey data, AdChina officially published the China Mobile User Behavior Report 2012 today, which is the third annual survey of mobile user behavior initiated by AdChina.
The report suggests that users aged 19~34 (71%) are the core group of mobile netizens. The percentage of users aged 25~40 has increased, which indicates that more and more core consumers are accessing Internet via mobile devices. 71% of mobile netizens are using smartphones, 13% higher than last year. Android has the largest user base, followed by Symbian and iOS. In addition, nearly half of the feature phone users say that they plan to upgrade to smartphones in the near future. Smartphones are taking over the mobile device market in China.
Furthermore, the report also analyzes user behavior of accessing mobile Internet. Most users access mobile Internet at home or outdoors. While in terms of when to use, users prefer to use mobile Internet after dinner and before going to sleep. Mobile netizens access mobile Internet mainly to read news and chat with friends via IM mobile clients, and their time spent on social networks, music and video and online shopping has significantly increased. Moreover, mobile users most frequently visit news and entertainment WAP sites and prefer news, game and entertainment APPs. In general, APP users spend more time on games and multimedia, such as music and video, than WAP visitors.
The report also indicates that mobile users’ attitude towards mobile ads has changed, in a good way. 73% of mobile users will or have clicked on mobile ads. Besides brand awareness and coupons, interesting ad formats have also become a major factor attracting users to click. Moreover, ads providing local information or events also tend to attract more clicks than normal banners. One more thing worth mentioning is that 82% of mobile users have downloaded brand APPs via different channels. Brand APPs have become an innovative and essential mobile marketing vehicle for brands. 50% of the top 100 brands in China 2011 ranked by Interbrand already have their own mobile APPs.
In addition, AdChina shares observations of mobile Internet trends in China. Video ads, ads on iPad and mobile payment, among others are the most promising mobile applications in the next few years.
AdChina (www.adchina.com) is China’s leading integrated internet advertising platform. A leader in online advertising space in China, AdChina provides the technology platform and creates the marketplace for publishers, agencies/advertisers, as well as other third party players with a comprehensive range of digital advertising technologies, online user data solutions, and audience management systems. AdChina platforms have access to over 486 million online unique visitors (according to data released by Third-party as of December 2011) and 275 million mobile internet users (according to data released by AdChina as of July 2012) per month. AdChina was founded in Silicon Valley in 2007.