From Synovate China Media Atlas; channel preference of higher income’d Chinese.

Higher income’d Chinese tend to prefer Internet channels vs. all other available channels. While outdoor and TV are strong, expect offline channels to lose ground to digital communication medium; primarily due to low-cost and easy access vs. other channels.

Related posts:

1. Rich Chinese Netizens Believe Baidu over their Families. From Synovate China Media Atlas; activities after online communication. Once communication occurs through online channels, Chinese will tend to search the web first; alluding to the importance of word-of-mouth and presence across a great number of Chinese websites to create positive impression and suitable information to information seekers....
2. Chinese Internet Activity by Income Level. From Synovate China Media Atlas; how different income levels interact online. Higher income level netizens lead interaction across China’s web. This is quite interesting; as targeting the more intelligent, higher income Chinese requires digital engagement, whereas lower income, lower tiered Chinese are better targeted via television and mobile....
3. Chinese Internet Habits vs. the US. It’s important to understand the difference between Chinese internet habits and those of the West, especially for brands entering China. The chart below, by BCG, shows several key consumption differences between China and the US; differences that lead to completely new strategies to connect with Chinese audiences. Key elements here are the greater emphasis on [...]...
4. Chinese Consumers Prefer Neutral Social Media Channels. From Roland Berger Strategy Consultants and CIC: Due to the worry that “negative posts will be deleted” on official company sites leading to failure to express their opinions freely, China consumers prefer to use the third party BBS for objective discussions about the product they are going to purchase or they have already owned....
5. China’s Digital Preferences. From Synovate China Media Atlas; measurement of China’s top media channels. Clear preference for digital via internet and mobile. TV continues to hold on, but expect this to decrease as future generations split their time across engaging digital medium vs. passive TV entertainment....