From BCG Perspectives: A disconnect currently exists between how Chinese consumers spend their time and how advertisers spend their money. Advertisers have begun to increase their online spending, but the mix is still heavily skewed toward traditional media.
The share of overall ad spending devoted to the online channel is expected to rise from an estimated 13 percent in 2011 to 17 percent in 2015—far less than the 64 percent of media time that users now devote to the Internet, according to Magnaglobal, a forecasting firm. Advertisers still plan to increase television’s share from 48 percent to 52 percent in 2015, even though Internet users spend only 24 percent of their media time watching television. By contrast, in the U.S., where consumers spend less time online, advertisers currently devote about 6 percentage points more of their media spending to the online channel.