IAB&IIACC: Both Chinese and American mobile terminals have a dependency on users

The interactive network branch of China Advertising Association (IIACC) and the United States Interactive Network advertising Agency (IAB) organized a survey on consumer behavior of mobile internet users in both countries in September 2012. China's survey was carried out by a telephone survey conducted by the Communication Effects Laboratory of the Beijing Normal University, which was conducted by Columbia University through an online survey. Both China and the United States have entered the era of mobile terminals, the full integration of smartphones into life, to open a new lifestyle, but China Mobile internet coverage less than half of the U.S., the development of a broader space. The survey shows that both China and the United States have developed into a "mobile terminal era." The 2012 smartphone coverage reached 51% in the United States over the age of 15, with Tablet PCs reaching 25%. In China, the coverage of smartphones in people over 10 years of age and above in Chinese cities has reached 23%, with tablets covering 7.5%. Compared with the United States, China Mobile Terminal has a broader space for development. The results show that the attitudes and use of smartphones in China and the United States are very similar, but there are obvious differences. 1, the smartphone makes the user has the dependence, becomes the life companion, but the application place and the attitude difference reflects individual initiative and independent difference. In both China and the United States, mobile terminals are dependent on users, become life partners, along with the entire movement from morning to night, opened a new way of life. Mobile terminals make life and work more convenient, but the most used places in China and the United States are home and work place, mobile sites are fixed places complement and extension. Americans use a relatively higher percentage of personal mobile sites, such as shopping, inside and out of the car, their use of smartphones more proactive, all-round, such as 69% of American users do not even have a mobile phone, rely on its practical application in life, such as out of office more efficient, can do car navigation, shopping guidance. The Chinese are more likely to use a higher proportion of public mobile sites, such as commuting systems; the Chinese are more converging, tending to use smartphones as entertainment tools, and to work, passively using smart phones for personal success. 2, smartphones are widely used as media terminals, but in different places to the mass media and social media attention to different degrees, reflecting the initiative to enjoy life changes and passively adapt to life changes in the difference. The results of the survey show that both users pay attention to the value of the smartphone's self media. will use mobile phone to watch online video, reading electronic media, will use mobile phone for social activities, microblogging, blogs, forums, public comments and other communities to comment, scoring, interaction. But the difference is, Americans refuse to socialize when they are relaxed, and the Chinese do not have to socialize when they relax, and Americans rarely use them to sleep before they go to sleep; the Americans wake up to pick up the phone first, start a new day, use the Chinese on the road, and begin a busy day. 3, mobile terminals have an impact on the mass media, substitution and promotion coexist, at the same time contact,Interactive parallel becomes the basic trend. But America's push for mass media is higher than China's. In both countries, intelligent terminals have three influences on traditional media: 1 The two countries have entered the multi-screen era, smartphones and traditional media symbiosis, the two countries are watching TV and reading newspapers and magazines through the interaction of smart phones, interactive ratio of China's 7%, the United States 10%;2 intelligent terminals to some extent to promote traditional media contacts, The audiences return to the traditional media, in the United States to the traditional media promotion stronger than China, China increases the television consumption 3%, the United States is 8%; 3 to the traditional media to form a certain degree substitution effect, in the Chinese intelligent terminal to the traditional media substitution effect is stronger. In China, the net reduction of TV consumption is 25%, the net consumption of flat is reduced by 22%, the consumption of TV in the United States is reduced by 7%, and the net consumption of flat is 12%. This is a cultural and economic difference between China and the United States is a manifestation of the use of mobile terminal marketing brand must be noted. 4, mobile phone ads are concerned, but advertising preferences are different. Americans pay more attention to practicality, and the Chinese pay more attention to interest. For mobile advertising, more than 40% users in both countries respond to mobile advertising, but the US response rate is 30% per cent higher than in China (53%/39%), and the response takes action (clicking, viewing, searching for more information, responding to ads, investigating products or services, accepting coupons, spending, etc.) is one-fold of Chinese users (80%/43 %）。 American users are more concerned about the practicality of the commodity relevance of coupons such as coupons, and Chinese users are more interested in interesting ads and like to query and disseminate such ads. China Advertising Association Interactive Network branch Secretary-General tan that "China is the world's fastest growing mobile consumer market, the United States is the world's most standardized and mature mobile consumer market, to understand the differences between two markets, the implementation of international brand Strategy for China, the creation of China's international brand is very important." Today's mobile phone is not only a communication tool, but also a way of life. It reflects a country's market consumption habits and cultural value characteristics. "Research has a strong market value and social value." "China has established some world-renowned digital brands, such as Sina, Baidu, Sohu and everyone," said Randall Rothenberg, chief executive and CEO of IAB. The research will help marketers around the world understand what these Chinese companies already know – that Chinese mobile phone users are a complex but valuable group. "Chinese people are more likely to use smartphones to surf the web and entertain than Americans," he said. The differences in attitudes and use of smartphones between China and the US suggest smartphones in the US tend to be more private and functional, while in China they tend to be socially and entertaining; Americans rely on smartphones while still maintaining personal initiative and independence, and Chinese reliance on smartphones is more passive and trendy. The differences in attitudes and use of smart phones between China and America are mainly due to the differences of social and economic development stage, culture and values. American Internet, mobile terminalsAnd the development of smartphone is to integrate people's life in the background of social basic stability, while China is developing under the background of rapid economic development and social transformation. Therefore, Americans can be more peaceful and practical to accept mobile terminals, smartphones brought about by the changes in life, to better enjoy life. The life changes brought by the Chinese to mobile terminals and smartphones show a more surging entourage and a passive adaptation to life change.