Advertising in China Reaching the Most Digitally Savvy Consumers

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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 Chinese consumers are a valuable and engaged segment for marketers but are also hard to reach because of active 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 Chinese consumers are though more likely to 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 subscribers are        times more likely to have three or more digital subscriptions, creating targeting opportunities and challenges

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