8 key facts about China Digital Marketing Landscape
www.chandlernguyen.com Feb 2016
1. China has 3X more Mobile Internet users than the US Mobile Internet users (in Millions) 700
618
589
525
691
653
350
175
194
210
232
223
0
2015
2016 US
2017
2018
China
Source: eMarketer Aug 2015 report
2. Daily, users in China spend roughly 50% of their total time spent with media on Digital devices, including Mobile (non voice, 120 mins) and Desktop/Laptop surfing the internet (64 mins)
200 121
Time spent per day
110 150
50%
100 49%
50
0
64
64
2014
2015
Mobile (nonvoice): time spent per day (Minutes) Desktop/laptop internet: time spent per day (Minutes)
Source: eMarketer Jul 2015 report
3. China is the second biggest market in the world behind the US in terms of digital ad spend with roughly 49.1% of total media spend on digital Digital Ad Spend (in billions) $100 $94 $84 $75
$75 $67
$65
$58
$58
$50 $49 $40 $25
$31
$0
2015
2016
US
2017
2018
2019
China
Source: eMarketer Sep 2015 report
4. More than 50% of digital ad spend is on mobile in China, similar to the US Mobile ad spend (in Billions) $60.0 $57.9 $50.8
$45.0
$43.3
$42.0
$30.0
$34.0 $30.4 $25.0
$15.0
$0.0
$15.8
2015
2016
2017
US
2018 China
Mobile Ad Spend as % of digital ad spend US China
2015 52%
2016 63%
2017 67%
2018 69%
51%
63%
70%
75% Source: eMarketer Oct 2015 report
5. SEM ad still commands about 50% of the total digital ad spend in China, followed by Video Ad at around 24% Ad Spend by Format as % of Total Digital Ad Spend 50.00% 48.00% 48.5%
49%
37.50%
25.00% 24.00%
25%
26.5%
17.00% 14.5%
12.50% 11.00%
12%
12.5%
12%
0.00%
SEM
Social Network Ads 2015
Video Ads 2016
Rest of Display Ads 2017
Source: eMarketer Oct 2015 report
6. Programmatic Display is forecasted to be more than 50% of Digital Display Ad Spend in 2016 Display Ad Spend (in Billions) and % of Programmatic Display 57%
$26.0
$24.9
51% 44%
$19.5
60%
$20.4
45%
38% $16.1 $13.0
30% $12.6
$6.5
15%
$0.0
0%
2014
2015 Display Ad Spend
2016
2017
% Programmatic Display
Source: eMarketer Oct 2015 report
7. Baidu, Alibaba and Tencent (BAT) command more than 50% of all Digital Ad Revenue in China in 2015 Ad Revenue by Major Publishers/Search Engines in China 40.0%
40%
34%
30.0%
31% 29% 25%
20.0%
10.0%
12% 10%
5% 3%
3%
2%
3%
2%
2%
0.0%
Alibaba
Baidu 2014
Tencent
sohu.com 2015
Youku Tudou 2016
SINA
The rest
2017
Source: eMarketer Oct 2015 report
8. China Retail e-commerce sales and number of digital buyers are 2.5X more than those in the US in 2016
$1,600
557
600
468 $1,200
419
450
373
$800
300
165
191
186
179
172
$400
$0
150
$298
$473
$341
2014
$672
$385
2015 US
$911
$432
2016 China
$1,208
$482
2017 US
$1,568
2018
0
China
Note: Retail e-commerce sales includes products or services ordered using the internet, regardless of the method of payment or fulfilment; excludes travel and event tickets Digital buyers: ages 14+; internet users who have made at least one purchase via any digital channel during the calendar year, including desktop/laptop, mobile and tablet purchases; excludes Hong Kong
8 key facts about China Digital Marketing Landscape.pdf ...
Internet users than the US. Mobile Internet users (in Millions). 0. 175. 350. 525. 700. 2015 2016 2017 2018. 691. 653. 618 589. 223 232 210 194. US China.
Page 2 of 9. 1. South Korea has 34.6M mobile phone internet. users in 2015 (with penetration rate of 82%, higher. than JP at 67% and lower than China at 87%). Users (in Millions). 0. 11. 22. 33. 44. 2014 2015 2016 2017 2018. 36.5 35.6 34.6 33.6. 32.2
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