A deep dive into Chinese lower-tier cities

Eve Lo and Zod Fang

This paper reports on research from GroupM, WPP's media planning unit, that shows consumer habits in China's lower-tier cities are not that different from larger urban centres, including in their use of digital media which has become an essential part of life.

A deep dive into Chinese lower-tier cities

Eve Lo and Zod FangGroupM China

GroupM research shows consumer habits are not as different in China's lower-tier cities as you might expect, and they are just as digitally connected as higher-tier cities.

People will not be surprised that consumers in China's higher-tier cities are now living a digital life. And many would suppose that the digital gap between higher-tier and lower-tier cities is as big as the gap of their economic metrics. However, according to GroupM China's Project Deep Dive's continuous tracking, the digital gap between these types of cities is...

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