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China Internet Audience

Published by: eMarketer

Published: Jul. 1, 2007 - 14 Pages


Table of Contents


Executive Summary

China: Key Demographic and Internet Metrics, 2006 & 2011 (millions)

Issues & Questions

The eMarketer View

Distribution of Urban Disposable Income in China, 1985-2025 (% of total)

Consumer Spending on Select Goods and Services in China, 2004 & 2025 (billions of RMB)

Lessons from the Recent Past

Demographic Segments

Ethnic and Language Diversity

Tier-One & Tier-Two Cities

Online Demographics

Internet Users and Penetration in China, 2005-2011 (millions and % of population)

Internet Users in China, by Personal Monthly Income, 2006 (% of respondents)

Broadband Households and Penetration in China, by Access Technology, 2005-2011 (millions and % of total households)

Internet Users in China, by Age and Gender, 2006 (% of respondents)

Internet Penetration in China, by Age, 2006 (% of respondents in each group)

Internet Users in China, by Age, 2000-2006 (millions)

Internet Users in China, by Access Location, 2006 (% of respondents)

Internet Users in China, by Occupation, 2006 (% of respondents)

Internet Users in China, by Education, 2006 (% of respondents)

Internet Penetration in China, by Community Type, 2005 & 2006 (% of respondents in each group)

Internet Penetration in China, by Region, 2005 & 2006 (% of respondents in each group)

Internet Users in the Top 25 Regions in China, 2006 (millions, % of domestic Internet users and % of local population)

Advertising Spending

Advertising Spending for Select Media in China, May-September 2006 (billions of RMB)

Advertising Spending for Select Countries in the Asia-Pacific Region, 2005-2007 (% increase vs. prior year)

Leading Advertising Spending Industries in China, First half 2005 & First half 2006 (billions of RMB)

Online Advertising

Online Display Advertising Spending in the US, Japan, the UK and China, September 2006 (millions)

Online Advertising Revenues in China, 2005 & 2006 (billions of RMB and % increase vs. prior year)

Banner and Keyword Search Advertising Revenues in China, 2006 (billions of RMB and % increase vs. prior year)

Online Advertising Revenues in China, by Segment, Q1 2007 (millions of RMB and % increase/decrease vs. prior quarter)

Online Advertising Spending in China, 2006 & 2008 (billions)

Online Advertising Revenues* in China, 1998-2006 (millions and % increase vs. prior year)

Online Advertising Revenues in China, 2001-2010 (billions of RMB and % increase vs. prior year)

Online Marketing Revenues in China, by Type, 2001-2010 (% of total)

Online Advertising Revenues in China, by Company, Q1 2007 (% of total)

Search Engine Revenues in China, by Company, Q1 2007 (% of total)

Online Advertising Spending in China, by Industry, 2002-2006 (millions of RMB)

US Product Categories Considered Status Symbols by Middle- to High-Income Consumers in China, June 2006 (% of respondents)

Online Advertising Spending for Select Industries in China, September 2006 (% market share)

Top 10 Online Display Advertisers in China, Ranked by Number of Impressions, July 2006 (billions)

Related Information and Links

Related Links

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Abstract

Discussions of China often straddle fear and excitement. Fear, because there is a perception that the mysterious global giant will at some point flex its growing economic muscle to the detriment of other countries; excitement, because a new and massive market is beginning to open.

The China Internet Audience report looks beyond generalizations to create a more fine-grained picture, so that marketers targeting China have a better understanding of the opportunities and challenges they face.

Making generalizations about China is like making generalization about Europe—it belies the diversity and intricacies of each region.

China, like Europe, is a rich tapestry of ethnicities, languages, geographies and socioeconomic segments.

Key questions the China Internet Audience report answers:
  • What is the China Opportunity?
  • What are some of the key demographic segments within the country?
  • What lessons can be learned from previous forays into China?
  • Who is the typical Chinese Internet user?
  • What are the current trends in online advertising and B2C e-commerce in the country?
  • And many others…
eMarketer Reports—On-Target and Up-to-Date

The China Internet Audience report aggregates the latest data from international marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decisions—right now.

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