The FINANCIAL — Leading global market research firm Synovate today released the latest findings from Media Atlas China, the most extensive syndicated cross-media study conducted in China to date surveying 66,000 consumers across 88 tier 1 to tier 5 cities and rural areas across mainland China.
The latest results show over half of mainland China's urban population aged 15 to 64 now has access to the internet, becoming one of the most powerful online consumer groups in the world. Internet access in tier 5 cities now stands at 53%, not far behind the 61% figure in tier 1 cities. A quarter of the population has gone online using their mobile in the past month.
Steve Garton, Global Head of Media and Managing Director, Media – Greater China at Synovate, said: "Media Atlas China is designed to the highest international standards, revealing in-depth insights on the lifestyles, habits, product ownership, digital and media consumption of mainland Chinese consumers. Since the launch of the study in April 2010, it has been quickly adopted by many major marketers and media agencies as one of the most accurate sources for up-to-date information on the China market."
"The latest findings from Media Atlas China show the strength in number and the sophistication of mainland Chinese consumers in their digital habits, a nation of increasingly online and on-the-go people."
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