Posted: 15-May-2013 [Source: Asia OOH]
[Chinese consumers own more smartphones
and tablets than desktops, according to this survey. The number of mobile
Internet users in China grew 5x in 2012 to 606 million.]
Guangzhou, China -- ASIA OOH recently conducted a survey of mobile surfing
behaviors of people on the go in four cities in China: Beijing, Shanghai,
Guangzhou, and Nanjing. The findings show that Chinese consumers own
significantly more smartphones and tablets than desktops, making their mobile
devices the key access vehicle to the Internet. Mobile Internet users are
predominantly clustered in economically developed areas as well as in first-
and second-tier cities in China. What is this key population segment in China
doing with their mobile phones?
90 percent of Mobile Phone Users Surf the
Web While in Transit
According to data from EnfoDesk, the
number of mobile Internet users in China grew 5.3 times to 606 million in 2012
from 114 million in 2006, an increase much higher than that worldwide. It is
expected that the number of mobile Internet users will continue to grow rapidly
over the next few years, and will exceed 700 million in 2013. According to a
report on the mobile Internet released by iResearch, daily average users of
mobile apps and mobile webs in China increased 46 percent and 41.6 percent
respectively between August 2012 and February 2013.
Mr. Zhang has a fast-paced job in
Beijing's central business district. He enjoys surfing the web via mobile phone
while commuting, going out to visit clients, waiting for buses, and taking a
noon break. "I live in a suburb north of Beijing, and every day it takes
three hours to commute by subway," Mr. Zhang said. "Using my mobile
phone to browse information, access microblogs, listen to music, and play games
can help me pass the time." However, Mr. Zhang is unhappy with the poor
reception of the mobile network on subways and the high data download fees. He
hopes that wider free Wi-Fi coverage can be offered on subways, buses, and in
the central business district where he works.
In China's first-tier cities such as Beijing,
Shanghai, and Guangzhou, there are many people like Mr. Zhang who are faced
with three or more idle hours every day. According to data from EnfoDesk, 86.4
percent of mobile phone users surf the web while transiting around town,
whether by bus, subway, or taxi, and nearly half of them spend more than two
hours browsing the web every day. With the rapid adoption of smartphones, the
popularity of various apps, the decreasing data package charges, and the
expansion of outdoor wireless networks, the mobile Internet will play an
increasingly important role in the lives of this online audience.
Wi-Fi Enables SHANLINK to Gain Popularity
Miss Chen, an editor at a Shanghai-based
magazine, always kills time with her mobile phone when commuting by bus. Sina
Weibo, QQ, WeChat, mobile browsers, and games are the apps she uses the most.
However, she doesn't have the same monetary concern as Mr. Zhang, as the 82 bus
she takes offers free access to the SHANLINK wireless Wi-Fi network. In
addition to the 82, many other buses in Shanghai such as the 970 also provide
free access to the SHANLINK Wi-Fi network and have become the transport vehicle
of choice for Shanghai's white collar community. Miss Chen demonstrated a
variety of features of this access, evidencing that SHANLINK has become an
integral part of her life in addition to the free Wi-Fi connection.
Mr. Jia, who takes the B19 bus to his
office in Tianhe District, Guangzhou every day, also enjoys surfing the web
while en route. "Time passes quickly when I'm watching movies, listening
to music and browsing the news," Mr. Jia said. "Since the bus
provides a connection to the SHANLINK network, I now regularly browse SHANLINK
hot news, watch videos, listen to music, and download free apps every day, and
sometimes I purchase small items at Shanlego, a site that provides a
cost-effective and convenient experience with support for cash on delivery. It
makes me feel that the time on the road passes by more quickly."
Balintimes Media Group, the creator of
SHANLINK, said that mobile phone users on the go, whether they are on the bus,
at the airport, on a ferry, or just walking around the central business
district, can visit SHANLINK anytime for high-quality mobile Internet content
including hot news, selected videos, e-books, apps, online features, and
Shanlego (mobile shopping). With targeted coverage across frequently traveled
outdoor areas and the increasing demand for mobile surfing, SHANLINK has
received widespread recognition among people on the go across China's major urban
areas including Beijing, Guangzhou, Shanghai, Tianjin, Chongqing, and Shenyang.
Balintimes Eyes On-the-Go Market
According to research data from iResearch,
the user base of mobile apps in China has experienced rapid growth. From August
to December 2012, China's average usage of mobile apps expanded 33.6 percent.
In terms of the mobile surfing behaviors of Chinese users, the top 10 mobile
apps most favored by smartphone users are: instant messaging, browsers, theme
plug-ins, videos, games, social networking, e-reading, system tools, online
shopping, and online music.
SHANLINK, which was designed to meet the
rapid increase in access to the web via mobile devices and the surfing
preferences of people on the go, has gained wide acceptance. As a result,
Balintimes Media Group has created a perfect reverse O2O model in the
out-of-home media sector, allowing offline media to expand to online while
developing a unique advantage in integrated outdoor media channels.
As of April 2013, the SHANLINK mobile
marketing platform had 8.3 million registered users, which combined with the
extensive offline media resources can reach 40 million people in transit every
day. Thanks to its growing and sticky mobile user base, the SHANLINK mobile
marketing platform has also attracted traditional companies and even Internet
giants such as Microsoft, Amazon, China Minsheng Banking, China Unicom, China
National Cereals, Oils and Foodstuffs Corporation (COFCO), Estee Lauder,
L'Oreal, and Tencent. With the construction of more public facilities, transit
systems, and entertainment sites, more people across China will join the ranks
of those on the go. Driven by the expansion of the smart device user base and
the prosperity of the app market, the marketing model based on smart mobile
devices will become even more popular.
Original Article from http://www.mobiletechnews.com
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