Consumers haven’t realized how deeply digital screens impact their daily lives, especially on weekdays according to Wavemaker. As Tier 3-4 markets’ usage has caught up, we believe that the "always on" consumer is now mainstream.
This indicates digital screens’ much wider and deeper influence in China cross different regions and market tiers than ever before.
Mobile usage ‘peak times’ are 8-10 am, 8.30-10.30pm and midnight-1am (T1/2). PC ’peak time’ is 8-11am. Marketers should consider how to take advantage of these screen ‘peak times’ to reinforce brand bias, trigger or active conversion messages.
Consumers believe that their social use “should” peak in leisure moments, like lunchtime and evenings,
however, it actually spreads throughout the day. The actual use starts much earlier and ends much later
than claimed data would indicate.
Consumers’ heavier usage of mobile devices, when compared with their claimed behavior, shows that they have a deeper reliance on their m...
Already subscribed? Sign in.
Don't Miss Out.
Invest with as little as one bottle of water per week.
Join other top analysts and business executives and navigate the unique market with China Internet Watch.
Cancel at any time