Advertising in China Reaching the Most Digitally Savvy Consumers

20,000 Foot View: Streaming, both music and video, are in the early follower phase of consumer adoption in China. While they are still niche consumer segments, their behaviours will become more widely adopted. Chinese consumers in these segments increasingly curate their content, including the extent to which they pay attention to the advertising messages they receive. Chinese streaming consumers are important to advertisers because they are indicative of the behaviours of the growing middle class, complete with more spending power and a taste for international brands. They are also important because they offer key indicators to the growth trajectory of the overall digital consumer market in China.

Key Findings

• Digitally engaged            consumers are a valuable and            segment for marketers but are            hard to reach because of            ad avoidance
           of Chinese consumers switch their attention away from TV ads, rising to            messaging app users,            music streamers and            of video subscribers             of Chinese consumers use desktop ad blockers, rising to            messaging app users,            music streamers and            of video subscribers             of Chinese consumers use desktop ad blockers, rising to            messaging app users,            music streamers and            of video subscribers 
• Digitally savvy            consumers are though more likely            respond to relevant targeting
           of Chinese consumers pay attention to relevant advertising, rising to            messaging app users,            music streamers and            of video subscribers 
• Chinese video            are            times more likely to            three or more digital subscriptions,            targeting opportunities and challenges

Companies and Products Mentioned: WeChat, Tencent, Facebook, Facebook Messenger, WhatsApp, Google, UCWeb, Alibaba