China's digital tribes prefer online to TV

GROUPM   RESEARCH   DIGITAL 

Shanghai - In a research that explores the motivations of Chinese netizens categorised under seven digital tribes, GroupM revealed online entertainment such as video and gaming is preferred over traditional media like TV and cinema.

While most research on web behaviour in China are examined by city tiers, GroupM has segmented its web users into seven different digital tribes. 

The study, using focus groups and interviews, was conducted across nine different markets in China from tier-one to tier-three cities about their attitudes to online gaming, entertainment, social networking services, blogging and online shopping. 

The seven digital tribes are the e-active (18%) made up of young urbanites that prefer to indulge in online gaming, chat and online shopping.

Stressed Strivers (17%) are young, married, female white collars that use the net to juggle their family, career and social life. They are most interested in SNS, online entertainment, chat, BBS, blogging and online shopping.

Bustling Bees (12%) are career-focused professionals that are always on the move but stay connected to the net. Mostly married male who live in tier two cities, they have an international outlook but do not spend much time in online gaming, entertainment or SNS.

Congenial Companions (15%) are stylish women over 35 who use the net to stay in touch with family and friends.They like to buy the best brands and latest products and ranked high for online shopping with moderate interest in chat, SNS, BBS and blogs. 

e-Explorers (13%) are usually bored married men who head online to seek mental stimulation. They are mid-ranked in online gaming, entertainment, SNS and BBS.

Fun Seekers (13%) are open minded and interested in the world outside of China. They perceive themselves as trendsetters and always looking for new products and latest technology. 

Intimate Indulgents (12%) are middle aged with a stable career who are more concerned with their spiritual rather than material well-being. They are interested in gaming and entertainment. 

Based on the study, GroupM observed web users in tier 2 cities spend more time online than those in tier 1 and for them, internet has become a primary entertainment medium for video and gaming.

Video advertising was the most preferred form of ad engagement followed by professional or peer recommendations with BBS and blogging the main sources of information before product purchase. 

The survey also showed online entertainment is preferred over traditional media such as TV and cinema as it offers more choices that is up to date, quick, cheap and easy to access. 

GroupM suggested three key themes to engage consumers online for 2010. 

1. Create a conversation.

With time spent in social media sites like Kaixin001 and Renren continue to rise, brands must have a "social strategy" to create and enable conversations with their consumers.

2. Remember online is entertainment.

Consumers, especially in second and third tier cities, see online as key source of video and casual gaming entertainment.  It's crucial to develop brand content that targets these areas.

3. Create Communications plans based on behaviour.

Consumers don't spend their time online going from site to site.  They chat, shop and play games. Brands must create engagement around these behaviours versus simply display advertising.

_________________________________________________________________________________________

More quality Lighthouse titles

Managing people? For HR and leadership strategy, Human Resources has it covered.

Want to get on the right side of the procurement department?
Direct them to Procurement Asia.