Warc, 23 May 2014
HONG KONG: Mobile users in China are more than twice as likely
as their counterparts in the US or UK to click on ads if the content is
relevant to them new research has shown.
PwC, the consultancy, surveyed 1,000 Chinese mobile users
for its Mobile Advertising in China report and found that 78% of respondents in
China would be likely to take this action, compared to just 33% in the UK and
29% in the US, according to data reported by Campaign Asia-Pacific.
Further, they were actively engaging with mobile ads to a
greater extent, with 40% clicking intentionally, whether they subsequently
interacted with the brand or not, while only 17% did this in the UK and 15% in
the US.
Acceptable criteria for targeted advertising included
interests (76%), online purchases (50%), location (40%) and mobile browsing
(36%). Only in the case of location did consumers in the UK and US agree with
those in China, otherwise they typically scored between ten and twenty points
lower.
This greater openness to mobile advertising may in part be
due to the willingness of Chinese consumers to share their personal data. Some
59% said they were happy to do so in order to receive fewer untargeted ads.
This incentive attracted far less support in the UK (27%) and the US (26%).
The offer of a free app in return for personal data produced
a similar result. "Giving away free content in exchange for personal data
should be a core marketing channel for brands attempting to attract consumers
in China," Colin Light, PwC's mainland China and Hong Kong digital
consulting leader, told the South China Morning Post.
The report said that video (36%) and coupons (33%) were by
far the preferred formats for mobile advertising in China, that the best time
to engage was on the way to work or at weekends and that frequency should be
restricted to between four and six times a week.
"China is mobile-first as a nation of shoppers,"
said Light. "Companies that use customer data to differentiate offers and
drive brand engagement have a better chance of influencing buying behaviour
before and after a purchase."
Data sourced from Campaign Asia-Pacific, South China Morning
Post; additional content by Warc staff
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