7/28/2019 71% of China's Mobile Internet Users Access the Web on the Move every Day, Up from 34% in 2008

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71% OF CHINAS MOBILE INTERNET USERS ACCESS THE WEB ONTHE MOVE EVERY DAY, UP FROM 34% IN 2008

Expanding usage is driven by social networking and longer commutes

22 July 2013 The percentage of mobile internet users in China who accessed theweb from a mobile device at least once a day reached 71% in 2012, according toKantar Medias CNRS-TGI study. This was an increase of 11% on the previous year.

Chinas netizens now number 591 million (44% of the population), of which 464million over three quarters are mobile internet users (source: China InternetNetwork Information Center). Kantar Media data shows that the majority ofChinas

mobile netizens (45%) were people born in the 1980s, aged between 23 and 32.Geographically, the penetration of mobile internet users is highest in Chinas TierOne cities (Beijing, Shanghai, Guangzhou and Shenzhen) at 38%.

Chat/dating is over half of mobile internet users favourite activity (59%), while 43%claim they often access social media on the move. 32% of mobile internet users saidthey had visited social networking sites in the last day, compared with 26% of allChinas netizens.

On average, Chinese city residents spent 54 minutes each day accessing theinternet on a mobile device in 2012. Longer commutes, worsening traffic and theproliferation of business travel has helped drive the fast development of mobileinternet, which provides entertainment in an increasingly fragmented day: in 2012,people whose commute was longer than one hour were three times as likely toaccess mobile internet as those whose commute took less than 30 minutes.

Mobile internet users are very keen on high-tech products, with laptop ownership at59% - 19% higher than that of the total population. 57% agree that they are "often thefirst to buy new products", compared to 45% overall, while 58% are trying to keep upwith developments in technology", higher than the average of 51%.

Shen Ying, General Manager of CTR Media & Consumption Behavior, CNRS-TGIChina, said: Chinas mobile internet market is growing rapidly the number of users

accessing it every day has risen to 71% from 34% in 2008. The increase is largelybeing driven by the desire for social networking and the fragmentation of social timecreated by longer commutes. Businesses who want to reach this growing audience ofmobile netizens will need to build their digital communication strategies on a soundunderstanding of how consumers broader lifestyle influences their mobile internetusage.

Ends.

Notes to editors:

Research methodology:

Kantar Medias CNRS-TGI consumer behaviour survey is based on a sample ofnearly 100,000 15-69 year olds. It measures consumer product and brand usage,

7/28/2019 71% of China's Mobile Internet Users Access the Web on the Move every Day, Up from 34% in 2008

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media behaviour and attitudes. Interviews are conducted face-to-face, using a self-completion survey.

About Kantar MediaKantar Media provides critical information that helps our clients make betterdecisions about communications. We enable the worlds leading brands, publishers,agencies and industry bodies to navigate and succeed in a rapidly evolving mediaindustry. Our services and data include analysis of paid media opportunities; counselon brand reputation, corporate management and consumer engagement throughowned media; and evaluating consumers reactions in earned media. As the globalhouse of expertise in media and marketing information, Kantar Media provides clientswith a broad range of insights, from audience research, competitive intelligence, vitalconsumer behaviour and digital insights, marketing and advertising effectiveness tosocial media monitoring. Our experts currently work with 22,000 companies trackingover 4 million brands in 50 countries.

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