China Internet consumption of 256 billion yuan in half year

Dcci Internet Data Center released yesterday, the first half of this year, internet users of China's Internet consumption total size of 256.07 billion yuan, the annual consumption is expected to reach 587.4 billion yuan, an increase of 47.3%. However, experts pointed out that the proportion of Internet advertising in China is still lower than developed countries, advertisers still do not recognize the value of the Internet advertising.

Internet consumption potential Highlights

The report data shows that in the first half of this year, netizens spend 212 yuan per month on the Internet, an increase of 13.9%, including online games, online shopping and network community is the user's main network consumption mode, become the driving of the Internet economic growth of the troika.

Dcci, director of the Internet Data Center Hu Yanping pointed out that, benefiting from the further reduction of network access costs and the maturity and attractiveness of internet services, China's Internet effective audience scale has been steadily increasing, and thus formed a virtuous circle, making the Internet's consumption potential more prominent.

In the first half of 2008, China's Internet effective audience size of 221 million, compared to 2007 year 182 million of the effective audience size increased by 21.4%, the report is expected in 2008 throughout the year, China's Internet effective audience size will reach 263 million. The effective audience of the Internet continues to grow rapidly and becomes a solid foundation for the development of network economy.

In addition, the Netizen individual monthly income 1839 yuan, the growth 11.4%, is significantly higher than the CPI growth, becomes the network economy development Strong support.

Increased difficulty in advertising

It is noteworthy that, in spite of the Internet users continue to improve the ability to consume, but a variety of emerging forms of Internet media to distract netizens, leading advertisers in the Internet to put more difficulty.

Data show that in the first half of 2008 China's Internet web site total traffic, the integrated portal accounted for only 20.4%, while the other 70 kinds of web sites accounted for nearly 80% of total traffic, which means that China's Internet traffic by various types of web sites increasingly dispersed, the internet media fragmentation intensified.

According to the amount of user visits, some new forms of network media are becoming the mainstream: to financial sites for the typical vertical category of Web sites, affecting nearly half of the internet audience, video sharing site access to the long indicators of the portal, the community (including various forums and blogs) has affected more than 70% of the audience.

User access to the tracking data shows that on the one hand, the number of users visited each site decreased, Per capita monthly visits to each site fell 2.7 times from 2007, but on the other hand, the length of visits per site increased, and in the first half of each month, visits to each site were increased by 13.6 minutes per user.

Hu Yanping points out that this means that every Web site is increasing in terms of the value of the media measured from the time dimension, but the loyalty of netizens is declining. Therefore, when a single page of advertising, although the audience access to long, but the audience coverage drop, advertising difficult to increase, advertising needs to achieve dynamic, flexible delivery. He suggested that through technology to achieve the medium of centralized procurement, distribution, so as to achieve effective polymerization and precision marketing platform is the real winner.

The value of Internet advertising needs to be improved

The report notes that in the first half of this year, the impact of the Internet on the public has increased markedly, surpassing other media as the public's first choice.

For example, a user survey of Olympic concerns found that 69.1% of Internet users watched and participated in the games through CCTV, while 72% of Chinese Internet users watched and participated in the games via the Internet, and 13.3% of Chinese internet users wanted to see the games on the spot. The timeliness and richness of Internet information has surpassed the authority of CCTV, and its interactive features have also attracted users ' attention and participation in the Olympics.

is looking for consulting President Luebbe that the Internet's attractiveness beyond the traditional media is the inevitable development of the Internet. From the development trend of Internet advertising, China's internet advertising still has a lot of development space. The U.S. advertising market overall size of 200 billion U.S. dollars, internet advertising for 20 billion U.S. dollars, accounting for One-tenth, while the overall size of the Chinese advertising market is 400 billion yuan, Internet advertising accounted for only 10 billion yuan, only one-fortieth. The problem now is that advertisers are not aware of the power of the Internet, and the amount of advertising on the internet is still on the low side.

Analysys International analyst Yang that at present some Internet giants to the whole industry, through the industry barriers and upstream and downstream industry chain, which will promote Internet advertising market share concentration, help advertisers to enhance the Internet industry recognition degree