China ranks as the world’s most populated online market. In December last year the China Internet Network Information Center said online users had reached 649 million, an internet penetration rate of 47.9%.
But what are the key drivers behind this growth?
J. Walter Thompson Shanghai has released the first in an ongoing series on China’s digital landscape. Here are some fast facts to help you navigate the digital marketing landscape across China.
Overall, Chinese are among the heaviest internet users globally, but with only 47.9% penetration, China still has room for huge growth.
Interestingly, 2014 saw digital advertising overtake TV in 2014 and is set to account for more than half of total spending.