Feeling swamped (or even suffocated) by advertisements targeting you online? You are not alone; 30% of Chinese respondents of Kantar TNSâ Connected Life research felt the same.
According to the research, 3 in 10Â Chinese respondents said they felt they were âconstantly followed by online advertisingâ. However, it was little bit lower than global average of 34% and that of the APAC region (33%).
Globally, just over a quarter (26%) of respondents admitted to actively ignoring content form brands. ForÂ Chinese respondents this number was a bit lower; 24% respondents will âactively ignoreâ online content from brands, roughly on a par with the APAC average (23%).
From this perspective, China is a relatively âbrand content friendlyâ market, because the rejection rate is much higher in the United Kingdom (40%) and the United States (39%), indicating it is more challenging to attract consumers via content marketing in these two markets.
Similarly, Chinese respondents are less concerned about being followed by brands online, because only 27% of them said they âobject to the idea of their online behaviour being tracked by brandsâ, which is lower than global average of 30% and slightly higher than APAC average of 25%.The privacy concern is a much bigger issue in UK (46%) and US (43%).
When talking about a brand, only 31% of the Chinese youth said âthey trust what people say online about brands more than âofficialâ sourcesâ.
The report suggested that marketersâ priorities need to change if they are to avoid being locked out of the moments that matter in peopleâs lives. A more nuanced understanding of what connectivity means to people, and the role that different platforms actually play for them, is a great place to start.
The study covered 70,000 consumers from 57 markets around the world, including nearly 2,500 from China.
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