A deep dive into Chinese lower-tier cities

Eve Lo and Zod Fang
GroupM 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 far narrower than we could imagine. To people in lower-tier cities, digital is more than a tool, it has become essential in their life. Consumers in China's lower-tier cities are living a digital life: marketers who have ambitions in China need to get prepared for this.