The figures - which confirm China as the world’s biggest online market by number of users - were released by the China Internet Network Information Center. Around 214 million users have broadband access.
According to Shaun Rein (pictured), managing director of CMR Group, the findings underline the need for more intelligent online marketing. “The increase in the number of internet users in China shows once again that companies need to spend more time determining their digital marketing strategies,” he said.
Rein also argued that the figures showed an “increasing comfort on the internet by a broader range of consumers”, pointing to the growth of online sales as an example. The report shows that China’s small-scale e-commerce sector is growing rapidly. Around 23.8 million netizens use online payment services, up 72 per cent from last year.
In terms of online activities, accessing music remains the most popular, with 85 per cent of users doing so. That was followed by news, instant messaging and online video.
Internet cafes remain an important part of the online landscape, with 20 per cent of respondents saying this is where they access the web most frequently. Home was the most common access point, cited by 59 per cent.
The figures also demonstrate the potential of mobile in China, with more than 73 million mobile web users. Of these, 86 per cent are under 30.
Chinese web usage surges as netizens take global lead
BEIJING - The Chinese web population has grown to 253 million, having expanded by 91 million in the past year.
