Abstract
With a rapid adoption rate, increasing broadband penetration and a young, well-educated population, the Internet is quickly becoming the media of choice for the youth of China- and that provides plenty of incentive for marketers to advertise online.
The Online Advertising in China report analyzes this quickly-growing, fast-changing new marketing channel.
eMarketer forecasts that online advertising spending in China will grow from RMB7 billion ($924 million) in 2007 to RMB29.2 billion ($4.9 billion) in 2012.
Of course, the 2008 Beijing Olympics will be a significant driver of ad spending growth but positive underlying economic and demographic indicators point to continued growth well beyond this year.
Key questions “Online Advertising in China” report answers:
- Which companies dominate the online advertising sector in China?
- What are the demographic characteristics of a typical Chinese Internet user?
- What impact will the Olympics have on the advertising sector in China?
- Will Baidu' s dominance in search continue?
- And many others....
eMarketer Reports- On Target and Up to Date
The Online Advertising in China report aggregates the latest data from international marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
Table of Contents
Executive Summary
- Online Advertising Spending in China, 2007-2012 (millions)
- Key Questions
The eMarketer View
- Key eMarketer Numbers-Online Advertising Spending in China
- Beyond Size
- Top 10 Countries Worldwide, Ranked by Internet Users*, 2007-2012 (millions)
- China - Key Demographic and Internet Metrics, 2007 & 2012 (millions)
- Internet Users in China, by Age and Gender, December 2007 (% of total)
Advertising Spending
- Comparative Estimates: Total Advertising Spending in China, 2007-2012 (billions)
- Top 10 Countries Worldwide, Ranked by Advertising Spending, 2007 & 2010 (millions)
- Top 10 Countries Worldwide, Ranked by Advertising Spending Growth, 2010 (millions and % change vs. 2007)
- Comparative Estimates: Total Advertising Spending Growth in China, 2006-2011 (% change)
- Advertising Spending in Select Countries Worldwide, by Media, 2008 (% market share)
- Top 10 Advertisers in China, Ranked by Total Advertising Spending, 2005 & 2006 (millions and % change)
- Advertising Spending Growth among the Top 10 Advertising Brands* in China, 2007 (% change)
- Advertising Spending Growth among the Top 10 Advertising Categories* in China, 2007 (% change)
Online Advertising
- Online Advertising Spending in China, 2007-2012 (millions)
- Comparative Estimates: Online Advertising Spending in China, 2007-2012 (millions)
- Online Advertising Revenues in China, by Format, 2007-2011 (billions of RMB)
- Online Advertising Revenues in China, 2001-2011 (billions of RMB and % change)
- Online Advertising Revenues in China, by Format, Q1 2008 (millions of RMB)
- Online Brand Advertising Revenues in China, 2007 & 2011 (billions of RMB)
- Top 10 Chinese-Language* Web Sites, Ranked by Traffic, May 2008
- Top Six Web Properties in China, Ranked by Market Share of Visits, March & October 2007
- Leading Internet Companies in China, Ranked by Online Advertising Revenues, 2007 (millions)
- Online Advertising Revenues in China, by Company, Q3 2007 & Q1 2008 (% market share)
- Leading Internet Companies in China, 2007
- Top 10 Advertisers in China, Ranked by Online Display Advertising Spending, 2007 (millions of RMB)
- Search Advertising
- Share of Search Queries in China, by Search Engine Provider, Q3 2007
- Share of Online Searches in China and Japan, by Search Engine, November 2007 (% of total)
- Search Engine Revenues in China, by Company, Q1 2008 (% of total)
- Search Engine Revenues in China, Q3 2006-Q3 2007 (millions of RMB and % change)
- Search Engine Revenues in China, 2002-2007 (billions of RMB and % change)
- Beijing 2008 Olympic Games
- Online Advertising Spending in China for the Beijing 2008 Olympic Games, October, November & December 2007 (billions of RMB and % change)
- Online Advertising Spending on Portal* vs. Other Web Sites in China for the Beijing 2008 Olympic Games, October, November & December 2007 (billions of RMB)
Online Demographics and Usage
- Internet Users and Penetration in China*, 2007-2012 (millions and % of population)
- Internet Access Locations Used by Internet Users in China, December 2007 (% of respondents)
- Internet Users in China, by Gender, 2003 & 2007 (% of total)
- Adults Who Use the Internet in China, by Gender, 2007 (% of respondents in each group)
- Internet Users in China, by Age, 2003 & 2007 (% of total)
- Adults Who Use the Internet in China, by Age, 2007 (% of respondents in each group)
- Number of Web Sites in China, 2002-2007 (thousands)
- Average Number of Hours Internet Users in China Spend Online per Week, 2001-2007
- Internet Users in China, by Frequency of Use, 2007 (% of respondents)
- Time Spent Playing Online Games per Week by Internet Users in China, December 2007 (% of respondents)
- Online Activities of Internet Users in China, 2007 (% of respondents)
- Types of Content Posted Online by Internet Users in China, December 2007 (% of UGC* users)
- Young Adult* Internet Users in China and the US Who Search for and Share Opinions Online, November 2007 (% of respondents in each group)
- Young Adult* Internet Users in China and the US Who Have Expressed Personal Opinions or Written about Themselves Online, November 2007 (% of respondents in each group)
Trends to Watch
Related Information and Links
- Related eMarketer Reports
- Related Links
- Contact
- Report Contributors
