Mobile Advertising In China – Statistics And Trends

Sep 02, 2014

Online shopping through smartphones is at an all-time high in China. Recently, PwC China took a survey of Chinese smartphone owners to find out how they respond to online Ads. 78% of respondents stated that they would be happy to view and respond to an Ad if the content held relevance for them. Needless to say, savvy businesses are quick to leverage the always-on smartphone Chinese consumer’s attention with relevant Ads. This helps them connect to their market intimately, targeting the right person in the right place.

Did you know that mobile based advertising comprises 10% of China’s digital Ad revenues and 3.5 percent of total Ad revenue? We have several more interesting statistics for you in the following infographic, “Mobile Advertising In China – Statistics And Trends”. Read on!

Mobile Advertising In China - Statistics and Trends

Infographic by- GO Globe China

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71% of smartphone users in China have used their devices to purchase merchandise from a website.

98% of smartphone users have used their smartphones from the beginning of the shopping process to the end.

Around 21% of e-commerce giant Alibaba’s orders came from mobile devices in 2013.

Estimated Size Of Chinese Mobile Advertising Market (RMB Millions)

Year RMB (in millions)
2013 9,294
2014 12,563
2015 16,761
2016 21,021
2017 25,750


How Mobile Advertisers Identify Their Target Audience

By Criteria %age
By interests 76%
By online purchase history 50%
By current location 40%
Types of sites visited on mobile phones 36%
Types of sites visited on PCsor tablets 30%
By previous offline purchase history 20%
By route to work 18%
By keywords used in your email 16%
By keywords used in your texts 14%
By your name 14%
By keywords used in phone calls 12%


Mobile Advertising Format

Format type %age
Video 36%
Mobile coupon 33%
Banner 9%
In-app Ads 8%
Search 7%
Text 4%
Audio 2%
Other 1%


78% of Chinese smartphone users are more likely to click a mobile Ad if the content is relevant them, compared to 33% and 29% in the UK and US.

Chinese Smartphone Users’ Biggest Mobile Advertising Concerns

Concern %age
Too intrusive 30%
Crosses the line in to my personal space 22%
Not able to turn them off 20%
Too many 13%
Not relevant 8%


Best Time To Target Mobile Ads

Time %age
Morning 10%
On the way to work 29%
At work 8%
Evening 8%
Over the weekend 24%
None of the above 21%


Only 7% of Chinese smartphone users do not prefer to be targeted by mobile Ads. In the UK and the US, this figure translates to 52% and 56%.

Preferred Targeting Frequency For Mobile Ads By Chinese Smartphone Users

Targeting Frequency %age
Hourly 4%
Daily 47%
Weekly 34%
Monthly 8%
Not at all 7%


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