FOCUS - THE CHINA BRAND SEMINAR: Greater importance attached to cyber marketing in China

The Internet will soon likely become one of the more important communication tools among marketers for brand building and advertising activities across China. Speaking at the China Brand Seminar in Shanghai, Iamasia chief operating officer Louis Boswell said China was now experiencing a rapid emergence of Internet brands, products and services. These all directly stem from the fact that there are now a sizeable and significant number of people surfing the Internet and using mobile phones with the best technology the world has to offer to date. These numbers are expected to continue growing into the foreseeable future. Although Chinese consumers are still perceived to lack the sophistication of their counterparts in Europe or the United States, they are taking to new technologies in a big way compared with the West. This is underlined by the fact that wireless application protocol telephones - the latest in telecommunication technology - has been adopted with such speed, especially in the more affluent coastal cities such as Guangzhou, Shanghai and Beijing, that it is one of the main factors which is accelerating Internet development in the country. Meanwhile, Chinese consumers mostly use the Internet at home for emailing friends and family, and reading news articles including sports and financial information, which is similar to trends in Western countries. Another similarity is the age group of the Internet early adopters and how this group of people use the 'Net in their every day life. Internet users in China are generally affluent and their ages range between 20 and 35 years old. It is also this group of people which are more likely to try to shop for products and services through cyberspace, according to Mr Boswell.

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