Enter the Chinese digerati?

摘要

China could have as many as 750 million people online by 2015, up from 420 million today. Who are these Internet users? Which applications drive them online, and what makes them stay there? Which devices are they using, and how will that change over time? Marketers seeking to reach China's swelling population need these details to make informed business decisions. A McKinsey report1 attempts to fill the information gap. In 2010, we surveyed more than 5,000 of these consumers in upward of 20 Chinese cities. In addition to collecting basic demographic data, we asked the respondents questions that helped us assess two critical dimensions of their digital personas.