BEIJING – May 17, 2012 – Fifty percent of Shanghai consumers engage in simultaneous multi-screen media consumption, according to a cross-media measurement panel from Nielsen, a leading global provider of information and insights into what consumers watch and buy. The panel found that 30 percent of Shanghai consumers use mobile and the PC while watching TV, 11 percent use the PC while watching TV and nine percent use mobile while watching TV.
“Today’s Chinese consumers are more connected than ever before, and consumers are increasingly blurring the lines between online, TV and mobile,” said Jesse Goranson, senior vice president, Media, Nielsen Greater China. “While the media plays a growing role in the lives of an increasing number of Chinese—across all age groups and geographic regions, the dynamics of the Chinese media market make it a unique and challenging environment for marketers and advertisers looking to reach the country’s consumers.”
Television is an essential piece of a successful marketing mix model in China, but it can be costly. Recently increased demand for ad time from local advertisers along with global brands has combined with a relatively short supply of ad space to significantly increase the cost of TV advertising. Despite high costs, TV still offers tremendous reach, particularly as digital options thrive in the country’s most urban areas.
“TV will likely remain the anchor of brands’ marketing mix for reach and engagement, and advertisers will increasingly seek greater returns on investment through more effective and efficient TV advertising,” said Goranson.
China’s 500+ million Internet consumers and growing mobile/smartphone populations ensure that digital media remain on the minds of marketers as well. And, social media’s increasing
importance has consequences for a brand’s total share of voice, as consumers share their own opinions with friends and strangers alike.
“While digital media offers some precision marketing advantages, its fragmented and sometimes-multitasking audiences mean that digital ad campaigns are most effective when combined with other ad channels like TV,” said Goranson. “As China’s media landscape continues to evolve, companies with the most effective marketing and advertising strategies are the most likely to reach and win with China’s increasingly connected consumers.”
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement,
online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
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