GroupM and TNS reveal China’s Most Effective Touch Points

16 May, 2011


GroupM and TNS Research International explore China’s digital media landscape

SHANGHAI — GroupM China and TNS Research International China have jointly launched a research entitled Digital Touch: Revealing China’s Most Effective Touch Points which analyses the digital landscape in China and main online activities of its netizens. It also probes deeply into social media, video, gaming, online shopping and search.

The research is the first of a series of combined efforts of the two organizations to provide advice to marketers on maximizing their digital opportunities in China.

Lucy Zhang, Futures Director, GroupM Knowledge said: “The synergy of wireless high speed Internet, smartphones and SNS websites is changing our life. In the unique China market, we need to redefine the rules of communication, consumers' purchasing habits and the relationship between consumers and brands. Through this research, we reveal the power of online and offline touch points to arm marketers with the actionable insights.”

Some primary findings include:

Higher tolerance towards brand presence online
Chinese consumers are more tolerant to online brand presence than the rest of the world. The consumers in China are yet to reject advertising and still feel that communication from brands can help them evaluate their options and make better choices. However significant differences exist across different activities. 73% of Chinese consumers are open to brand contact during browsing, but only 43% during social networking. However, consumers find brands most intrusive during gaming.

More Chinese consumers access the Internet through Mobile
Compared with other countries, Chinese consumers’ access to the Internet goes beyond the home PC. They rely significantly on the PC at home, school or icafe and the mobile phone to access the internet. Only 26% of global consumers access the Internet by mobile phone. In China, the percentage is almost double at 48%. It is clear that the digital strategy of marketers in China need to go beyond PC based home access and needs to embrace mobile access and also access from other places.

Other primary findings of the report include:
  • Need to prioritize digital as a primary media platform.
  • Social networking, multi-media and news the main drivers of internet consumption in China.
  • Need to look for emotional compatibility.
  • Social media’s power to influence the consumers.
Ashok Sethi, Head of Consumer Insights- Rapid Growth and Emerging Markets, TNS Research International, said, “While the rapid development of the digital medium in China excites the marketers with the myriad opportunities it opens for them, the complexity of option can be bewildering. As the medium develops, marketers must keep pace by constantly updating their understanding of what they can do with it, and what are the best strategies to reach the consumers with their brands and messages through the digital medium. ”


Methodology
The report combined the results from TNS Digital Life and TNS & GroupM Deep Dive study together for the key measurements of consumers’ digital behavior. 3662 respondents who were aged from 16 to 60 years and had accessed internet at least once in past four weeks took online survey or offline face to face interviews. The sample covered tier 1 to tier 4 cities in China, including Beijing, Shenyang, Jinzhou, Pulandian, Guangzhou, Fuzhou, Quanzhou, Fuan, Fuding, Shanghai, Nanjing, Yangzhou, Liyang, Jintan, Chengdu, Xi’an, Ankang, Huayin and Hancheng. Quota was set on gender, age, region, and city tier to insure a representative sample of China internet users.

About GroupM China
GroupM is WPP’s consolidated media investment management operation, serving as the parent company to agencies including Kinetic, Maxus, MEC, MediaCom and Mindshare.

GroupM is the global number one media investment management group.

GroupM employs more than 1300 people in eight cities across China. With total media billings in excess of USD 4 billion (RECMA: 2009 Definitive), GroupM is China’s top media communications group and the industry’s biggest investor in syndicated and proprietary media research and optimization tool development.

Media Inquiry
Diana Wang
diana.wang@groupm.com  
+8621 2307 7703

About TNS Research International China
With the merger of formerly TNS Custom and Research International, TNS Research International China is cemented as the leading custom market research agency in China. TNS Research international China delivers actionable insights and research-based business advice to its clients so that they can make more effective business decisions.

TNS Research International China offers comprehensive industry knowledge within the Consumer, Technology, Finance, Automotive sectors, supported by a suite of leading edge and unique business solutions that stretches across the entire range of marketing and business issues, specialising in product development & innovation, brand and communication, stakeholder management, retail & shopper, and qualitative research.

With its about 500 employees and more than 200 researchers, who professionalise in delivering innovative thinking and excellent service to local and multi-national clients, TNS Research International China operates across 6 offices in China, and is committed to helping local leading companies win both in China and global markets and multi-national companies be successful in China.

For more information please visit the website www.tnsglobal.com.  

Media Inquiry
Yi Yang
yi.yang@tnsglobal.com  
+8621 2310 0973

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