Who’s online in China? young, male, urban students
No doubt that while I try to focus on emerging trends within world societies, China’s internet behavior is one of the most interesting trend to follow:
First – it’s a trend only in its beginning stage. Although currently only 10% of the population uses the internet, the growth rate of China’s internet user population has been outpacing that of the U.S: China’s internet population grew at double-digit rates over the past three years (by 18% in 2004 and 2005, and 23% in 2006).
Secondly – its all about real big numbers: According to Pew Internet there are currently about 137 million internet users in China (the US holds about 165-210 million users). China is projected to overtake the U.S. in the total number of users within only few years.
Until then, I think it is important to review the current profile of Chinese internet users, and learn the obstacles for others to join in:
China’s internet users profiles:
Current users are relatively young, male, urban students.
Over 70% of the user population is under age 30 and almost 60% are men.
The penetration rate in urban areas is about 20%, (only 3% are found in rural areas).
Among occupations, students make up nearly a third of Chinese internet users, business workers are about 30%.
Near future intentions:
15% of all Chinese non-internet users say they will definitely (4%) or possibly go online over the next 6 months.
Obstacles reported by non internet users:
1- More than one in three say they lack the skills to use the computer or internet
2- Another third say they lack internet access.
(Other reasons reported: 20% say they have no time to spend online, while smaller numbers cite no interest, no use, or insufficient money to go online)
Mobile expansion as a key to understand internet potential:
“The successful mobile phone expansion effort by China Mobile demonstrates a precedent for rural expansion of a technology in China. New rural subscribers represented half of China Mobile’s 53 million new mobile phone subscribers in 2006, which now account for upwards of a staggering 300 million China Mobile phone accounts nationwide.”
Imagine that in few years we would have to understand Chinese in order to grip what are the main forces behind all internet development.
While it is obvious that we would need real effective communication and translation tools, taken it few steps further – it would be necessary to acquire an acquaintance with Chinese customs, idols, and social needs.
All data presented in this article are based on PEW Internet’s report.
Need more info? see McKinsey 2006 report: The value of China’s emerging middle class
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