Three-screen Study Reveals New Trend of Internet Use

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Brianne Cross
8 years ago
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7th July 2011 Three-screen Study Reveals New Trend of Internet Use There are 755 million mobile phone users in China, which account for more than half of the total population.

1 7th July 2011 Three-screen Study Reveals New Trend of Internet Use There are 755 million mobile phone users in China, which account for more than half of the total population. According to the latest research, 48% of Chinese consumers used mobile phones to access to the internet in the past month. Mobile Internet becomes an inevitable trend. In early 2011, MediaCom Insight team conducted a single source mobile phone, TV and Internet study among consumers aging from18 to 55 in 21 cities. The results indicate significant changes of the consumers time distribution on the three screens. Findings: 1. Weekdays mark clearly the dividing line of time slots, while weekends see increasing time arranged to Internet and mobile phone. Weekdays mark clearly the dividing line of the use of mobile phone, TV and Internet. Working hours from 9:00 am to 6:00 pm are usually occupied by Internet, while TV still takes over the leisure time from 7:00 pm to 11:00 pm. Mobile phones are hot during the fragmentary time periods from 6:00 am to 8:00am in the morning, 12:00 am at noon and 5:00 pm to 6:00 pm in the afternoon. Weekends see increasing time arranged to Internet and mobile phone before 6:00 pm. TV however is less popular than ever before. Internet and mobile phone are even nibbling away the traditional TV time from 6:00 pm to10:00 pm.

2 2. Deriving from PC Internet, Mobile Internet is the new popular pattern of Internet use. People visit microblogs, read E-books and play games through Mobile Internet, just like what they do on the PC Internet. Most of the time, mobile phones are used to kill time when people are on the way to work. Adding the fact that more time are spent on Internet and mobile phones at weekends, it is obvious that people rely more and more on the Internet and mobile phones during both their social time and leisure time. The pattern of Internet + Mobile Internet is especially obvious in first-tier cities. And we also found in another Encounters study that digital media have slow but steady contributions to brand building and marketing. Therefore, special attention to Internet + Mobile Internet communications strategy is recommended.

3. TV remains popular among females during holidays. TV still remains popular among females during holidays. Various kinds of TV programs in holidays are still appealing to women.

3 3. TV remains popular among females during holidays. TV still remains popular among females during holidays. Various kinds of TV programs in holidays are still appealing to women. Men, however, are relatively more engaged in social activities, thus making up the main users of Internet. We recommend that promotions of female-related products in holiday seasons should integrate Internet, Mobile Internet as well as TV.

4 Michelle Fu, Head of MediaCom Insight, said: Nowadays consumers are bombarded with all kinds of media. The media landscape through which they receive their commercial messages and brand recommendations has become more complex, more fragmented and more social. Integrated planning of media mix and unique content for consumer engagement are necessary to make your ads stand out. " - ends - About the Study - Methodology Sample size: 4,200, aging from18 to 55 Coverage: 21 first-tier and second-tier cities including Beijing, Shanghai and Guangzhou

5 About MediaCom MediaCom is one of the world s largest media communication specialists, with global billings exceeding US $23 billion (Source: RECMA 2009). Our People First, Better Results philosophy drives our strategy and reflects our belief that placing people consumers, clients and employees at the core of our business leads to optimum business results. MediaCom was launched in China in December We achieved very positive growth with our China billings increase by three times since launch. The MediaCom China family includes such leaders in their fields as: MediaCom Insight, provides in-depth analysis of what motivates and influences consumers in the real world with proprietary and customized research; MediaCom Business Science, focused on helping clients achieve maximum sales return; MediaCom Interaction, our global digital and interactive marketing agency, with future-forward proprietary technology that works to grow clients businesses; MediaCom ESP, entertainment and sponsorship specialists that connect brands to consumers when they are most open to product messages. MediaCom is part of GroupM, the world's largest media investment management group that serves as the parent company for all of WPP's media agencies. For more information, please visit Media Contact: Crystal Zhang crystalye.zhang@groupm.com

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