Chinese consumers avid viewers of adverts
Print Edition
CHINESE consumers are twice as likely to view advertisements because of the time spent on smartphones, according to a latest survey.
The survey found that 78 percent of Chinese consumers are willing to view ads if the content is relevant to them, higher than 33 percent in the UK and 29 percent in the US, PricewaterhouseCoopers said in its Mobile Advertising Report yesterday.
PwC forecast last year in its Entertainment and Media Outlook that mobile advertising may grow by an annual 27 percent compound rate through 2017 to 165 billion yuan (US$26.5 billion), making it the fastest growing of all digital advertising categories.
“This has a lot to do with Chinese web users’ behavior on smartphones and mobile devices as they spend more time on mobile shopping and (watching) video,” said PwC China TMT partner William Lam.
PwC surveyed 3,800 consumers last year, of which 1,001 were on China’s mainland.
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