Half of China's urban population on the web

RESEARCH   INTERNET   SYNOVATE

Shanghai - More than half (56%) of Mainland China's urban population aged 15 to 64 have access to the internet, which now ranks higher than TV on engagement levels. 

Synovate Media Atlas China latest results show that the internet overtook all other media as the most engaging, followed by television and mobile.

Jessica Liu, media research director of Synovate China, said it sees internet as a highly engaging medium in terms of time spent and interactivity.

"However, psychological engagement, turning a potential customer on to a brand idea, and the surrounding context fitting the ads and brand information are all important."

Internet access in tier 5 cities reach 53%, not far behind tier 1 cities where internet access is at 61% with average time spent on the internet is close to three hours a day.

In addition 20% of respondents in tier 1, 2 and 3 cities said they go online using their smartphones, whereas in the low tier cities, 10% said they went online via smartphone.

Data shows that one in four Chinese urban dwellers aged 15 to 64 are now on Weibo, with the trend particularly strong among the younger generation of 15 to 24 years old who show rapid adoption of new technology and media applications.

Weibo now reaches 45% of the younger generation in tier 1, 2 and 3 cities and 33% in low tier cities.

With online shopping, 14% of Chinese urban dweller shopped online in the past month, while 11% in tier 5 cities said they have done so.

But given the number of tier 5 cities and their population, the study shows that this translates to 49% market share of online shopping by consumers in tier 5 cities alone.

The top items purchased online in the past six months were 1. Clothes/fashion products/shoes, 2. Personal digital products, 3. Personal care products, 4. Books/newspapers/magazines, 5. Home arts & crafts. 

After seeing something on the internet, 37% would search for more information through search engines, 25% would visit the website and 8% would write an email.

Furthermore, 29% would talk with others once seeing a product or service online, compared to 31% after seeing something on TV; and 15% would purchase a product after seeing it on the internet, behind 17% after seeing it on TV.

The surveyed 66,000 consumers across 88 tier 1 to tier 5 cities and rural areas across Mainland China.

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