Skip to main content

Digital Media Usage Growth Trends Upward in China


The internet user population in China is now massive, at 513 million people at the end of 2011, according to the latest market assessment by eMarketer.

Though growth will taper to the single-digit range by 2013 -- the internet won’t reach a majority of the population until 2015 -- China still has the largest online user base in the world.

This growing user population, as well as recent governmental restrictions on broadcast ads, are having an impact on online advertising.

As of January 1, 2012, China’s government made it harder for advertisers to buy their favorite time blocks from broadcasters like CCTV. It also ended commercial breaks during dramas and limited the number of entertainment shows local TV stations can broadcast.

These changes have frustrated TV broadcasters, advertisers and media planners, but digital media owners in China are apparently elated -- they're envisioning more money heading their way, especially from advertising related to growth areas such as microblogging, online video viewing and smartphone usage.

While China doesn't have Facebook access -- it's officially banned in the country -- its absence hasn't curtailed the growing social networking population, which reached nearly 257 million in 2011.

So far, half of internet users have been attracted by local weibo (services like Twitter) and other domestic social networking sites, with the proportion expected to rise to nearly two-thirds by 2014.

eMarketer says that the social network leaders in China are Tencent QZone (with 536 million users), Tencent Weibo (310 million), Sina Weibo (250 million), Renren (137 million) and Kaixin001 (116 million), as reported by social marketing agency "We Are Social."

Douban, Tencent’s Pengyou, 51.com, Tianji and Jiepang are important vertical social sites in China.

As advertisers look to spend more this year on mobile marketing and online video ads, social media across these platforms -- especially weibo sites -- will benefit from the increased marketing efforts.

Advertisers will look for ways to promote brands on Sina Weibo and Tencent Weibo as consumers continue flocking to microblogs, which will pull advertising away from traditional social networking sites like Renren.

Popular posts from this blog

Digital Transformation Investment at $3.4 Trillion

Business technology leadership matters. Across the globe, more leaders have been pursuing bold Digital Transformation (DX) initiatives with the goal of creating new sources of business value through digital products, services, and experiences. As an additional benefit, the COVID-19 pandemic revealed that digital transformation efforts improve an organization's resilience against global market disruptions. Global DX investment is forecast to reach $3.4 trillion in 2026 with a five-year compound annual growth rate (CAGR) of 16.3 percent, according to the latest worldwide market study by International Data Corporation (IDC). Digital Transformation Market Development "Despite strong headwinds from global supply chain constraints, soaring inflation, political uncertainty, and an impending recession, investment in digital transformation is expected to remain robust," said Craig Simpson, senior research manager at IDC . The benefits of investing in DX technology -- including aut

Artificial Intelligence for National Border Security

National border protection agencies are under pressure to provide the highest level of security in the face of growing threats, such as increasing illegal migration and international terrorism. Now, government agencies are embracing advanced border security technologies to aid in effectively and reliably securing national borders. These solutions look to detect and identify potential threats and prevent them from escalating to a point that may jeopardize security. Security Surveillance Market Development Traditional border security patrols and Closed-circuit Television (CCTV) surveillance systems aren't adequate protection, and agencies must increasingly deploy new solutions to stay ahead of criminals and other potential threats to ensure the safety of a country’s borders. According to the latest market study by Juniper Research, the value of the border security technology market will exceed $70 billion globally in 2027 -- that's rising from $48 billion in 2022. Growing by 47 p

How to Apply Sustainability to Drive Value Creation

Global climate change policy initiatives have been an emerging topic for CEOs and their leadership teams, as they look to the future. Many organizations are preparing to play their part and help reduce carbon emissions. Eighty-seven percent of business leaders expect to increase their organization’s investment in sustainability over the next two years, according to the latest worldwide market study by Gartner. Customers are the stakeholder group creating pressure for these organizations to invest or act on sustainability issues -- selected by 80 percent of executives, followed by investors (60 percent) and regulators (55 percent). Sustainability Market Development "Sustainability enables businesses to cope with disruption," said Kristin Moyer, VP analyst at Gartner . "Economic uncertainty, geopolitical conflict and escalating materials and energy costs are forcing businesses to reexamine all forms of expenditure." According to Gartner, this focus on essentialism --