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BCG是一家全球领先的管理咨询和商业战略顾问公司。Executive Summary
[size=1em]In the last three years, China’s digital generations have undergone a dramatic transformation, with rapid adoption of digital devices and the Internet across different city tiers and in rural areas. Yet there is still significant room for growth as the Internet penetrates further into China’s less-developed regions.

• China’s Internet user base reached 384 million in 2009, more than in the U.S. and Japan combined. That number is expected to be more than 650 million by 2015.
  
  
• Internet penetration is forecast to increase from its current 29 percent to nearly 50 percent by 2015—and to reach almost 40 percent of China’s vast rural population.
  
• The market in China for online content and aggregation will grow from $14 billion in 2008 to $40 billion in 2012, at which point it will represent 20 percent of China’s $200 billion digital market overall (which includes online content and aggregation, Internet distribution, and devices).
  
  

Not only are more Chinese people using the Internet but they also use the Internet more than do consumers in the major emerging markets of Brazil, Russia, India, and Indonesia—which, together with China, form what we call the BRICI countries. A forthcoming BCG report will explore Internet trends across all of the BRICI markets.

• Digital devices and the Internet are moving to center stage in the lives of China’s digital consumers, with total time spent online averaging 2.7 hours a day in 2009.
  
  
• This usage rate is the highest among all the BRICI countries and averages 0.4 hours a day more than the average rate in the United States.
  
  
• As a country, China spent more than 1 billion hours online per day in 2009—double the daily total in the United States. This number will grow to well over 2 billion hours per day by 2015.
  
  

Social, historical, and economic factors have shaped a unique set of needs and behaviors among Chinese digital consumers compared with the other BRICI economies.

• The most prominent themes are that far more Chinese people use the Internet to communicate and seek entertainment than in the other BRICI markets.
  
  
• For instance, more than 80 percent of Chinese digital consumers use instant messaging (IM), read news online, and stream or download music via the Internet. Three-quarters stream video content, and more than 50 percent use search engines and play games online.
  
  

The majority of China’s digital consumption comes from those aged 35 and under, who make up 73 percent of China’s total online population and account for more than 80 percent of China’s online hours. Different user segments demonstrate different online behaviors and needs.

• Young professionals, who represent 6 percent of all Internet users, have a remarkable 99 percent penetration. They also have the heaviest Internet use, averaging 4.0 hours a day online.
  
  
• Young gamers, who make up 21 percent of all Internet users, average 3.2 hours a day online, mainly on IM and playing online games.
  
  

One of the most significant changes in online behavior in China since 2007 is the embrace of e-commerce, best exemplified by the growth of Taobao, a consumer-to-consumer site owned by Alibaba Group.

• Some 8 percent of the Chinese population shopped online in 2009, compared with just 3 percent in 2006. E-commerce adoption is estimated to jump to 19 percent of the Chinese population by 2012.
  
  
• An additional 8 percent of Chinese Internet users conduct product research on e-commerce sites, even though they are still unwilling to actually purchase online—suggesting that besides hosting transactions, e-commerce platforms have emerged as important clearinghouses for product information and prices.
  
  
• In the past, concerns about a lack of both buyer-seller trust and reliable payment mechanisms generated skepticism about China’s e-commerce potential. The current pace of growth shows how outdated these notions are becoming.
  
  
• The value of business-to-consumer and consumer-to-consumer online transactions was $37 billion in 2009 and is projected to surpass $100 billion in 2012.
  
  

In 2008, social-networking sites boomed in China among university students and young professionals, and by 2009 Chinese Internet users of all backgrounds and age groups were active in their use.

• The total number of Chinese users of social-networking sites reached 130 million in 2009.
  
  
• In 2009, “Happy Farm” platforms caused a nationwide sensation, introducing social-networking sites to digital consumers outside of the young professional and university student populations, which had been the predominant users in the past.
  
  

As consumption of online news and other portal-based information continues to climb, so too has the growth potential of China’s online advertising market.

• Online advertising is taking share from magazines, newspapers, and TV, and will hit a projected 20 percent of total advertising in 2012, up from 8 percent in 2008.
  
  
• The online ad market in China is expected to reach $8.6 billion in 2012.
  
  

The rise of the digital giants—which have transformed themselves from startups to multibillion-dollar companies—helps explain how monetizing Chinese consumer behavior can work.

• The most successful local companies outperformed multinationals in every category of the Internet industry in China, driven by a deep understanding of Chinese consumers and by innovative approaches to meeting their needs.
  
  
• Important examples are Tencent (with a market capitalization of $38 billion), Baidu ($24 billion), Alibaba.com ($10 billion), Ctrip.com International ($5 billion), and Sina ($2 billion), among others.
  
  

Any company committed to engaging Chinese consumers will need to grasp the trends and implications of the country’s Internet-usage patterns.

• Understanding the underlying needs and tastes of the different segments of Chinese digital consumers is vital to crafting an effective approach to communicating with them.
  
  
• However well established they may currently be, consumption trends such as e-commerce, online advertising, and social-networking sites are far from realizing their potential.
  
  
• Many consumer-oriented multinationals in China are operating under outdated assumptions regarding Chinese consumers’ media and shopping behaviors. These companies are at grave risk of losing touch with one of the world’s most important growth markets.
  
  
• It is imperative to act fast, because the shift toward digital media and commerce has already become mainstream—and is gaining momentum at a tremendous rate.
  

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