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Chinese expect more from mobile

News, 08 April 2015

SHANGHAI: Chinese consumers, along with their Indonesian counterparts, have the highest expectations in the world about how interactive brands should be with their mobile offerings, a new survey has concluded.

According to research firm Forrester, its latest Mobile Mind Shift Index gives Chinese consumers a score of 62 out of 100 for their expectations about a brand's mobile presence. This compares to an average of just 39 in the US.

Based on responses from 4,004 online consumers in metropolitan China, the report said Chinese consumers have high expectations regardless of age, income or city tier, Mumbrella reported.

Forrester defines the mobile mind shift as "the expectation that I can get what I want in my immediate context and moments of need".

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By this measure, consumers in a couple of other Asia-Pacific countries also rank highly, including Indonesia (also 62) and metropolitan India (56), but there are lower scores in South Korea (44), Australia (33) and Hong Kong (32).

But with expectations so high in a market as huge as China, the report said "it's just as urgent, if not more so, for marketers in China to go mobile than their peers in most other countries".

"Mobile interactions will challenge companies even more than the Web did," said Xiaofeng Wang, a senior analyst at Forrester Research.

"Marketers need to increase their investments in mobile and the Index can help them create a more effective mobile strategy," she added.

Recent research on Warc explored Chinese mobile use and reactions to mobile advertising in seven Chinese cities.

The research, conducted by media agency OMD, found consumers in China are most likely to engage with mobile ads for purely practical reasons, such as information and rewards.

OMD said mobile advertisers should focus on providing value and relevant information because this will increase ad engagement and interaction, effectively driving up purchase intent.

Data sourced from Forrester, Mumbrella; additional content by Warc staff