• Mobile, Trends

    Posted on May 30th, 2009

    Written by DigitalChinaGuide

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    This post was spurred by a question about the state of the mobile ad market in China.
    The short answer is I couldn’t find any reliable, vendor independent statistics relating to total marketing spend on m0bile in China, nor any reliable data relating to % spend by mobile marketing activity. If you find some please forward them on.

    I can however provide some topline mobile marketing indicators.

    Top Line Mobile Marketing Indicators:

    • Mobile marketing and mobile consumption of digital content will surge
    • 155 mln Mobile Internet users in 2008 - 22% of total mobile users*
    • 165 mln 3G users predicted by 2010*
    • Chinese audiences consume more digital content on their mobiles per week than the Korean and Japanese

    *Source: Phone Valley Media Scene 2009

    Takeout: Mobile advertising in China will see some healthy growth this year with the 3G rollout.

    China Mobile Market Vs US Mobile Market#


    • 28% of Chinese own two or more mobile devices, compared with just 18% of Americans
    • Chinese access more services and activities on the mobile web, including email, news, games, local information and financial accounts. Americans and Chinese differ in the top services they use and the frequency of use. For Americans, the top three services on the mobile web are e-mail, texting and weather.  For Chinese, they are news, texting and instant messaging (IM).
    • 58% of Chinese mobile web users post Web 2.0 content via their mobile devices, compared with 41% of those in the US.
    • 64% of Chinese mobile web users purchased premium mobile web content in the last year, compared with 36% of US mobile web users
    • Chinese mobile web users spend more than ¥1.2 billion ($182.6 million) each month on premium services, compared with $64.8 million in the US.
    • Chinese mobile web users spend a higher proportion of their monthly incomes on mobile data services (3.4%), compared to 1.2% in the US.

    #Source: Netpop Pocket: Growing the Mobile Marketplace

    Value in Services and Content for Mobile

    Start thinking about the value in services and content rather than messages for mobile as this is where you will win your audience.

    This entry was posted on Saturday, May 30th, 2009 at 9:26 am and is filed under Mobile, Trends. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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