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Mobile Marketing Strategies and Emerging Opportunities in China: Market Profile Product Image

Mobile Marketing Strategies and Emerging Opportunities in China: Market Profile

  • ID: 2207402
  • August 2012
  • Region: China
  • 39 Pages
  • BRICdata

The report provides top-level market analysis, information and insights, including:

- In-depth analysis of the mobile value-added services (MVAS) market in China
- A comprehensive understanding of market trends, drivers, opportunities and challenges across key MVAS service segments
- Detailed market sizes for a period of 10 years (2007–2016), broken down into four key areas of service

Summary

China is becoming one of the key target for mobile marketing and advertising, with its rising mobile subscriber base and the rising mobile-internet user base. Corporations are utilizing mobile devises to launch interactive and engaging mobile marketing campaigns in order to build their brand image and increase sales. The high penetration of mobile devices compared to personal computers has made mobile marketing an important way to reach a wider audience in China, making mobile marketing and promotions an integral part of the company’s marketing initiative. China’s mobile-internet user base is dominated by the younger population, as over 29% of the mobile-internet users are aged between 10–19 years and over 36% are aged between 20–29 years.

Scope

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1 Benchmarking of Mobile Marketing in BRIC Countries
1.1 Market Environment for Mobile Marketing in BRIC Countries
1.2 Future Prospects of Mobile Marketing in BRIC Countries
1.3 Comparison of Mobile Marketing Opportunities in BRIC Countries
1.3.1 Mobile marketing share of total digital advertising
1.3.2 Future mobile marketing expenditure benchmarking

2 Mobile Marketing in China
2.1 Introduction to Mobile Marketing in China
2.2 Key Growth Drivers of Mobile Marketing in China
2.2.1 Infrastructure drivers
2.2.2 Consumer drivers
2.2.3 Business drivers
2.3 Mobile Marketing Forecasts
2.3.1 Digital advertising expenditure
2.3.2 Mobile marketing share of total digital advertising expenditure
2.3.3 Mobile marketing expenditure trends
2.4 Key Mobile Marketing Trends in China
2.5 Mobile Marketing Strategies in Key Industries
2.5.1 Overview
2.5.2 Healthcare
2.5.3 Banking
2.5.4 Travel and tourism
2.5.5 FMCG
2.6 Case Studies
2.6.1 KFC
2.6.2 Starbucks
2.7 Challenges
2.8 Future of Mobile Marketing in China

3 Appendix
3.1 What is this Report About?
3.2 Definitions
3.3 About BRICdata
3.3.1 Areas of expertise
3.4 Methodology
3.5 Disclaimer

List of Tables
Table 1: Market Environment for Mobile Marketing in China, 2011
Table 2: Chinese Digital Advertising Expenditure (US$ Million), 2007–2016
Table 3: Chinese Mobile Marketing Expenditure (US$ Million), 2007–2016
Table 4: Chinese Mobile Marketing Strategies of Key Industries
Table 5: BRICdata Mobile Marketing Definitions

List of Figures
Figure 1: Mobile Marketing Market Environment Indicators in BRIC Countries, 2011
Figure 2: Development Stages of Mobile Services and Current Position of BRIC Countries
Figure 3: BRIC Countries – Mobile Marketing Share of Total Digital Advertising (% Share), 2011 and 2016
Figure 4: BRIC Countries – Future Growth in Mobile Marketing Expenditure (%), 2012–2016
Figure 5: BRIC Countries – Mobile Marketing Market Dynamics, 2007–2016
Figure 6: Chinese Mobile-Internet Users by Age Group (% Share), 2010 and 2011
Figure 7: Chinese Mobile Ad Impressions by Handset Vendors (% Share), 2011
Figure 8: Percentage of Internet Users that Only Use Mobile Devices to Access the Internet (%), 2011
Figure 9: Chinese Mobile Subscribers by Service Provider (Million), January 2012
Figure 10: Chinese Mobile Users (Million), 2007–2016
Figure 11: Snapshot of Kraft’s Top Selling iFood Application that Offers m-Coupons to its Users
Figure 12: Chinese Internet Users Reasons for Making Mobile Searches (%), 2011
Figure 13: Chinese Digital Advertising Expenditure (US$ Million), 2007–2016
Figure 14: Chinese Mobile Marketing Expenditure Share in Digital Advertising (US$ Million), 2011–2016
Figure 15: Chinese Mobile Marketing Expenditure (US$ Million), 2007–2016
Figure 16: Chinese Mobile Marketing Goals by Local and Foreign Companies, 2011
Figure 17: Chinese Mobile-Internet Users by Type of Content Accessed (%), 2011
Figure 18: Chinese Advertising Channels that are Used by Corporations (%), 2011 and 2014
Figure 19: Snapshot of Kraft’s iFood Mobile Application
Figure 20: Growth in Application Session Time by Country (%), Jan – Oct 2011

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