William Bao Bean, partner at Softbank and former Deutsche Bank analyst, gave
in his opening speech on Tuesday for Adtech Beijing some fascinating figures, in
comparing China with the other huge market, the US, illustrating some of the
major differences. For the Chinese youngsters, much of their active social life
is online. (Adtech is covered by a whole range of bloggers, but this report is
based on notes from former International Herald Tribune reporter Thomas
Crampton and Ogilvy online marketing guru Kaiser Kuo.)
Bean gave a fast rundown of the most important figures. Almost 70 percent of the youngsters are engaged in social networks and have on average 37 online friends, they have never met, compared to 18 friends in the US.
Sixty percent in China downloads music, compared to 32 percent in the US. China has 40 million gamers, on an online population of 162 million, but only 21 million pay for games, even though payments are pretty small. Compared to YouTube, its Chinese competitor Tudou is serving much more video's: 15 billion minutes per month, compared to 3.5 billion video's at YouTube. The average session at Tudou lasts 40 minutes, at YouTube 15-20 minutes. Tudou claims it has 47% of the Chinese market.
Online ad spending in China is still low: 4.3 percent of US$ 25.8 billion in 2006, but expected to rise by 55% in 2007 and 70 percent in 2008 because of the Olympic Games in Beijing. In the US 12 percent of the ad revenue goes online.
Update: Thomas Crampton continues his summeries of speeches with a report on Harry Hui, marketeer supremo of Pepsi Cola, with his insights on Chinese yought:
China’s youth is large and growing…There are now 200 million Chinese born after 1980 and by 2015 there will be 300 million. (This is nearly half the size of Europe’s total population.)
1 comment:
depends on how you want to look at the figures ... if the interest is about making money anything related to internet, PC etc. the figures in China might be great. BUT,
Think about the social reasons. Yes. They are using social-networking tool, but isn't scary to know that 300 millions (or there about) only know how to make friends online? Or they limit their social contact to 'in front of a box'??
A healthy life style includes interaction both online and offline. I personally think sociologist, and especially the Chinese government, should take alarming actions with these figures
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