This article is part of a series of articles from the WARC Guide to Segmentation. Read more.

Why it matters

Lessons on personalisation in 2020 from China, one of the most advanced markets in the world in terms of abundance of data and subsequent maturity of machine learning and AI Takeaways.


  • Chinese smartphone users spend on average 4.7 hours a day with their handsets for entertainment purposes alone, generating huge amounts of data.
  • Segmentations that capture Personas, Lifestage and Engagement, create the segment of one in a manageable way.
  • The full potential of Segment Of One is untapped and requires extensive and time-consuming testing and learning by companies.

Segment of one