Dive Mobile: Chinese approaches to mobile advertising

This presentation summarises a survey into Chinese mobile use and reactions to mobile advertising in seven Chinese cities.
  • Chinese consumers exhibit contradictory attitudes towards mobile advertising, with two thirds regarding it as necessary, annoying and interesting all at the same time.
  • Lack of relevance was a major source of annoyance but several misconceptions exist, including the idea that ads waste users' mobile data and that device battery life is shortened as a result.
  • But when consumers accidentally clicked on an ad, very few chose to leave immediately: 53% read around one quarter of the landing page they arrived and 26% read about half the landing page.
  • Consumers are most likely to engage with mobile advertising for...

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