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.

转自波士顿咨询：网络时代的中国广告商，在分配到营销媒介的支出比例上，与消费者的信息获取渠道有很大的不对称。广告商们开始逐步加大网络预算，但比起传统媒介，还是相差甚远。

根据行业预测机构Magnaglobal的数据，2011年网络渠道的广告支出占据总份额的13%，这一比例将会在2015年上升至17%。而现如今的网络用户，64%的在线时间是接触到广告媒介的。广告商们仍计划在2015年将电视广告份额从目前的48%提高到52%，尽管网络用户中只有24%的信息渠道来自于电视。相形之下，美国的广告商投在电视媒介的费用比网络媒体只多出6%，尽管美国网民更青睐电视。

Resonance China