After Dark: Opportunities for brands in China's night economy

Uncovers seven key areas where there is a growing demand for new services catering to the ‘night economy’ in China and challenges advertisers to reflect on whether their use of media is effective for Chinese consumers who are active in the hours after nightfall.
  • Internet usage in China peaks post 9pm, and further exploration of this led Mediacom to the realization that sleeping hours had reduced by 26% since 2013; time-poor consumers often find themselves pushing their activities later into the evening and eating dinner closer to midnight.
  • Prolonged working hours lead to two seemingly contradictory consumer archetypes – the homebody who wants to switch off entirely after leaving the office, and the curious urbanite who sets out to make the most of the expanded range of night-time leisure options; brands should understand which of these two audiences they are catering to and optimise...

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