MAC Introduction _Digital _CN

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1、数字媒体营销分享1数字媒体每日到达52.7%的中国城市居民Source:IpsosMediaAtlasChina2011W4Target:Peopleaged15-64inall88citiesplusrural2核心消费人群每日上网到达70%以上%15-24岁20-40岁女性25-44岁男性87.482.883.981.180.781.578.071.772.271.469.568.669.270.166.666.766.365.360.542.240.1总体一线二线三线四线五线农村Source:IpsosMed

2、iaAtlasChina2011W4Target:Peopleaged15-64inall88citiesplusrural3手机上网，农村后来居上%过去一个月使用手机上网每周使用手机上网几乎每天使用手机上网43.838.037.137.035.634.234.129.227.727.225.526.125.726.725.621.321.521.919.219.719.2总体一线二线三线四线五线农村Source:IpsosMediaAtlasChina2011W4Target:Peopleaged15-64ina

3、ll88citiesplusrural4手机上网，农村后来居上%15-24岁20-40岁女性25-44岁男性62.855.253.248.147.444.341.939.431.532.728.429.127.929.427.430.226.923.623.721.721总体一线二线三线四线五线农村Source:IpsosMediaAtlasChina2011W4Target:Peopleaged15-64inall88citiesplusrural5数字媒体发展格局%Source:IpsosMediaAtlasC

4、hina2011W4Target:Peopleaged15-64inall88citiesplusrural6数字媒体增长趋势%门户网站搜索引擎社会化媒体视频网站游戏网站其他资讯类垂直网站69.365.665.466.061.856.054.552.150.251.351.850.639.937.937.73431.328.933.532.831.030.126.727.626.514.411.312.89.58.3MAC20112011W12011W22011W32011W4Source:IpsosMediaAt

5、lasChina2011W4Target:Peopleaged15-24inall88citiesplusrural7数字媒体上网时长%平均每天上网总时长（分钟）平均每天PC上网时长(分钟)平均每天手机上网使用时长(分钟)228222210192198186150138138126114108969690848484787848总体一线二线三线四线五线农村Source:IpsosMediaAtlasChina2011W4Target:Peopleaged15-24inall88citiesplusrural8数字媒

6、体的受众高注意度优势逐渐丧失Source:IpsosMediaAtlasChina2011W4Target:Peopleaged15-24inall88citiesplusrural9数字媒体广告的有趣性和娱乐性需要加强%我发现它的广告很有趣,且经常给我一些谈资我常常发现它的广告比节目/内容更具娱乐性54.331.536.229.5数字媒体电视媒体Source:IpsosMediaAtlasChina2011W4Target:Peopleaged15-24inall88citiesplusrural10数字媒体的营

7、销作用Source:IpsosMediaAtlasChina2011W4Target:Peopleaged15-24inall88citiesplusrural11购买食品饮料时的主要信息渠道%购买食品饮料时的主要信息渠道73.950.243.935.930.028.325.8电视广告家人/朋友的推荐电视节目促销人员的推介户外大牌广告公交车身广告数字媒体及其广告Source:IpsosMediaAtlasChina2011W4Target:Peopleaged15-24inall88citiesplusrural1

8、2购买汽车时的主要信息渠道Source:IpsosMediaAtlasChina2011W4Target:Peopleaged15-24inall88citiesplusrural13消费数字媒体的动机15-64岁人群阅读/更新/收看网络电在互联网浏阅读/更新博阅读/更新微收看电视节目阅读报纸阅读杂志浏览社交网视/UGC视玩网络游戏览新信息客博站频Index