ComScore recently published a statistic for the world’s Internet population. In views of the regional spread, the Internet audiences of Asia Pacific are almost equal to the combined US and Europe. China has the largest Internet population with 179.7 million. I am suddenly inspired by all these numbers and I want to share two tactical advertising approaches based on this demographic spread. This is how I am going to connect the dots.
According to the latest CNNIC report, 30.9% of total Internet access in China are made through notebook computers. It means 55.5 million of Chinese Internet users, based on the ComScore’s numbers, are using notebook computers to access the Internet. These people are one of the interesting audience groups for B2B advertising. Because in theory, by targeting the audiences based on premises IPs, combines it with a cookie to track the change of the computer’s IP over a period of time, a trade marketer is able to target the business audiences using their notebook computers in strategic locations like hotels and trade show venues. We are talking about a rough estimation of 55.5 million notebook users in China. Try thinking in this way, only 1% relevant target will give a possibility of 555,000 visitors or exhibitors in the trade show venues, or the business travelers who are surfing the Internet in hotels.
My second theory is developed based on CNNIC’s report of 22.7% Internet access are made from the offices. This translates into approx. 40 million targeted Chinese business Internet users at work according to ComScore. A tactical ad filtering using ADSL connection will then enable a B2B advertiser to target 40 million of Chinese business Internet users throughout the country. Because we also know that in China the national economy has a distinct geographic spread for different industries. So by adding a Geo-IP targeting with the ADSL connection, the B2B advertiser can strategically increase the possibility to target relevant business audiences for different verticals.
With the current suffering world’s economy, I am inspired by the ComScore’s Internet population because of a notion that tells many US and European companies are researching on the Internet for the buyers in the emerging markets. China as a leading emerging market, the growth of the domestic consumption becomes a new opportunity for a lot of foreign companies to find new buyers. If you have plan to advertise in China, I hope my views will help.
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Thanks for visiting this weblog. I am a digital marketer based in Hong Kong. After founding a marketing consulting company, merged it with a trade show company, and completed my tenure in 2007, I am blogging my insight and commentary for marketing and entrepreneurial experience. Now I am the Managing Director of 
