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China 2015: INSIGHTS | MOBILE

Rebekah Pothaar

APAC Digital Strategist

Blue Hive, Asia Pacific 

rebekah.pothaar@thebluehive.com 

In 2014, mobile Internet usage surpassed PC Internet usage (desktop / laptop) for the first time in China, according to the China Internet Network Information Center (CNNIC).

Mobile devices are now the primary (and sometimes only) Internet access for 527 million Chinese consumers (and growing). How do brands tell big, engaging stories on small screens to consumers with shorter attention spans and unlimited content consumption options?

Brands aren’t short of tools: micro video apps like Weishi as well as mobile video ad products are just a few examples of tools that can help brands meet consumers’ growing interest in short, “snackable” mobile video content for entertainment and sharing.

Brands can’t simply design content for the mobile consumer, they must also experiment with channel mixes to match their target consumers’ behavior – whether they’re searching, socializing or seeking a few seconds of entertainment on their morning commute.