TV and mobile dominate consumers in China

SYNOVATE   RESEARCH    MEDIA

Shanghai - Youths in Mainland China spend their lives in front of three screens with mobile phones first, followed by television and the Internet, a trend similar to many developed markets, according to a new study by Synovate.

The research firm has just launched Media Atlas China, an in-depth report on the lifestyle, spending and media habits of today's Chinese involving 68,000 consumers across more than 60 cities and rural areas in Mainland China.

Steve Garton, executive director of Media for Synovate, said Chinese consumers and Chinese brands represent the new world order.

"The media ecosystem in China is complex and unique, marketers across the world who want to grow their business have to understand how to engage with Chinese consumers."

Media Atlas China revealed that television dominates the media landscape with almost complete saturation in viewing across the country.

Mobile phone usage trails closely behind with 95% in Tier 1 cities and 85% in rural areas use the device that doubles as a medium for information.

A majority of Chinese consumers (62%) say they cannot live without TV followed by 52% who cannot live without their mobile phones.

Those in larger cities tend to consume more newspapers, magazines and radio but close to half of the people in Tier 1 to 4 cities enjoy life in the digital space.

Although the general population find TV and mobile phones most important, it's no surprise the younger generation see internet as king.

64% between 15 to 24 years indicate they cannot live without the internet with most youth (68%) say they plan to use internet more often and more than 70% feel the internet gives them more useful information in addition to being the best source of entertainment.

The survey, which divided China into five tiers based on its level of economic development with Tier 1 representing most developed and Tier 5 less developed small cities, found consumers in Tier 1 appreciate advertising and indicated advertisements are a good way to learn about new products and services.

They also keep up with fashion trends and sometimes splurge on special purchases even if they think it's expensive.

Tier 2 consumers like to buy famous brands and are more likely to believe money is the best measure of success while those in Tier 3 and 4 cities care a lot about safety and reliability in the goods they consume, as they plan and research carefully before buying.

Consumers in Tier 5 cities and rural areas are strongly anchored to family values and usually compare prices before deciding on a purchase.

Darryl Andrew, CEO for Synovate China, said though most attention by marketers has been on higher tier cities, Tier 5 cities and rural areas show tremendous untapped opportunities.

He explained while there are just four cities in Tier 1, there are close to 500 cities in Tier 5 with half of China's population live in rural areas.

Steve Zhang, CEO for ZenithOptimedia Greater China said "China's frontier markets are an unmapped territory for most brands, and it requires a targeted and sensitive approach not just to break in, but to be accepted and to build significant and meaningful relationships."

He added that Synovate's Media Atlas China with its wide geographic coverage across Tier 1 to Tier 5 cities will help the agency to better engage with consumers through local insights and further strengthen its clients' return on marketing investment.
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