Warc, 16 August 2013
NEW YORK: Chinese consumers are significantly more likely than
their US counterparts to use smartphones as their primary media device, a new
study has revealed.
A joint study undertaken by the Interactive Advertising
Bureau in the US and the Interactive Internet Advertising Committee of China,
the trade associations for digital media companies in their respective
countries, compared consumer smartphone usage habits in each market.
The research found that more than a quarter of Chinese
smartphone owners reported watching less TV (28%) and reading less print (27%)
as a result of owning such a device.
And when compared to their US counterparts, Chinese
smartphone owners were 86% more likely to report less TV usage and 42% more
likely to report less print usage.
In contrast, US consumers tended to use their smartphones as
a secondary device and to consume other media at the same time.
There were also clear disparities in how consumers in each
country used their mobile devices while watching TV. Some 51% of US consumers
said they engaged in such second-screening, against just 10% in China.
Similar variations were apparent for other activities such
as reading social media (51% in the US vs. 10% in China) and conducting a local
search (34% in the US vs 8% in China).
The differences between the two countries were even more
apparent in the finding that 69% of US consumers said they would never leave
home without their smartphone, while just 6% of Chinese consumers felt the same
way.
And while 35% of Americans said that their smartphone was
the "first thing I reach for when I wake up," only 7% of Chinese
smartphone owners did so.
The IAB urged global marketers to recognise the necessity of
a different approach in China.
"Multinational brands must understand that
effectiveness of mobile advertising in China is dependent upon an intricate
understanding of the local patterns of adoption and develop response strategies
suited to the market and consumer behaviors," said Sherrill Mane, the
trade body's senior vice president for research, analytics and measurement.
Data sourced from IAB; additional content by Warc staff
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