It’s also important to note that in 2014, the proportion of mobile-internet use in China surpassed desktop access, according to a July study from the China Internet Network Information Center, making smartphones the most common internet access point in the country. Data shows that by June 2014, mobile phones had a utilisation rate of 83.4 per cent versus only 80.9 per cent for traditional desktop/laptop computers.
Those bits of insight are thought-provoking, but what do they mean to brands looking to access or deepen their presence in China? Campaign spoke to a range of experts from locally-based media agencies to MNC brands to homegrown ad tech firms to find out how the industry has changed in the past year and what companies might face in the year ahead.
The China Revealed Roundtable and Report, previously available only to subscribers, is now available for download. The roundtable discussion took place in Shanghai with leaders such as Silvia Goh, chief content officer at LiquidThread; SiewPing Lim, CEO of Zenith China; and Steven Drummond, senior director of integrated marketing and communications at Coca-Cola.
All the experts agreed that in China one thing is clear: You need to be fast in order to grow. Download the latest China Revealed report quickly, in order to stay ahead.