Emerging markets: Social spread

With only 30% internet penetration and a population of 1.3 billion, China - already the world's biggest online market - is only going to get bigger.

Emerging markets: Social spread

Sam Flemming CIC

Almost half a billion Chinese are online and are avid social networkers. Brands have seized on the opportunity with new ways to use influencers to create buzz and sell product

China has over 457 million internet users. If its internet community were a country, it would be ranked third in population behind India and just ahead of the US.

With only 30% penetration (compared to 80% in the US) and a total population of 1.3 billion people, the world's biggest online market is only going to get bigger. McKinsey projects that by...

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