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BizReport : Research archives : August 10, 2009

Chinese vs. American consumers: Who is more mobile?

When it comes to the Internet, there are a plethora of ways to connect, engage and convert consumers, but the tried and true method - the computer - may soon be falling to the wayside. According to several reports, mobile connectivity is the wave of the future. Mobile phones, handheld games, laptop computers; all of these devices are getting more play from consumers around the globe. But, did you know that China is leading the way in handheld connectivity?

by Kristina Knight

netpop.jpgMobile could be the way marketers around the globe engage and convert Chinese consumers. First, the numbers.

According to a NetPop report, there are currently ">102 million mobile consumers and 182 million web-enabled phones in China. The US has only 18 million mobile consumers with 57 million web-enabled phones.

The sheer number of Chinese consumers with web-enabled devices is staggering, but perhaps the most interesting point of the report is that Chinese consumers not only own but are using their web-enabled devices. American consumers, comparatively, are still logging on to the Internet from computers, either desktop or laptop. For Americans, the mobile web is still a place to visit for specific tasks - to quickly check email, get GPS directions or check a weather forecast. The Chinese, meanwhile, are connecting simply to connect and are doing so nearly all the time.

In 2007, for example, most Chinese consumers were connecting via desktop (94%) or laptop (54%). In 2008, desktop connections dropped to 88% while laptop connectivity increased to 61%. Mobile connectivity has seen steadily increasing connectivity with 32% in 2007 and 42% in 2008. The US, by the way, continues to be more apt to connect via desktop (93% in 2007, 45% in 2008) or laptop (87% in 2007, 51% in 2008) than by mobile (11% in 2007 and only 15% in 2008).

Tags: American consumers, Chinese consumers, mobile advertising, mobile consumers, mobile marketing, NetPop Research

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