Regression analysis: Simple Linear Regression Multiple Linear Regression
D/BM China Digital Map
1. 41% of time online
Share spent on Weibo
and SNS
D/BM l Burson-Marsteller’s integrated digital and social media
32 hours per month
Discuss Connect
spent online, more
than any other media,
including TV
Weibo
SNS
Play BBS
Entertain
23% of time online
Gaming Video spent watching video
Trade
Check In China
E-Shop
Web access by mobile is
dominated by Gaming, Email
and Video. 910M mobile users, D/BM
Mobile Digital 10% of time online spent on e-
commerce; Taobao leads with
Popln: 500M
influencer practice
200M smart phones, 80M 3G, 88% of C2C and 48% of B2C
expected to grow exponentially market share
Dating
Learn News Meet
385M users of IM in China, 2nd in
application popularity, only to Search
Wiki IM
Search
Educate Chat
Search is the most dominant means of
Locate
finding information about people, products
and brands
D/BM l Listen Identify Mobilize
Source: GroupM Sept 2011 Digital Media
Report, CNNIC July 2011 Report
