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18 Jun 2008
Shanghai
According to latest Nielsen Online research, the weekly reach of lifestyle, fashion and female related Internet content in China currently sits at around 20 percent, providing access to a population of at least 45 million Chinese consumers (based on Chinese netizens census released by CNNIC), and presenting tremendous marketing opportunities to companies in China
Nielsen Online conducted the research to monitor the online traffic of fashion and female related online media from April to May, 2008. During this time, the number of weekly unique browsers exceeded seven million, with weekly sessions of more than 12.3 million.
Nielsen’s research shows that young people aged between 20 and 30 are the most frequent visitors to these kinds of sites. More than half of fashion and female related online media visitors had bachelor degrees or above and almost 60 percent work for foreign companies, private companies or are freelancers or university students, with average incomes of around RMB63,400 per year.
“This group of Internet users represents a 3H group - with High incomes, High standards and High consumption - who are the target for most of the marketing and advertising campaigns,” said Hans Yu, managing director, Nielsen Online Greater China, The Nielsen Company.
According to the Nielsen research, lifestyle, fashion and female related online media visitors tend to have higher purchasing power. Around 60 percent own a computer or MP3, 55 percent have a credit card, 54 percent have taken a domestic trip and nearly half enjoy leisure activities like dining out or watching movies and concerts. Interestingly, they also rely heavily on the Internet as a source of information when it comes to making purchasing decisions, especially for high technology related products like IT (57%), digital/ home electric appliances (49%) and Telecommunications (48%). For fashion related products like clothing, makeup, jewelry etc, they tend to look for information from the traditional media as well as the Internet.
Nielsen also found that the majority of Internet users who visited lifestyle, fashion and female related websites were satisfied with the products and services they received. More than 60 percent regarded the information being provided by this type of website as trustworthy.
“The demand for online advertising by the FMCG, fashion, entertainment and finance industries is increasing rapidly. When considering demographic structure, lifestyles, consumption potential and cross-media behavior of audiences patronizing fashion/female related online media, as well as coverage, communication characteristics and content, this type of media is valuable in guiding consumption behavior and advertising activities. Manufacturers, advertising companies and advertising agencies have a great opportunity to develop impactful marketing through these sites.” commented Mr.Yu.
About the Nielsen Online Survey
Lifestyle, fashion and female related online media research was conducted by Nielsen Online from April to May 2008 to measure online traffic of fashion/female related online media. It is research based on a sample survey of the audience patronizing the mainstream fashion/female related online media. Among all the mainstream fashion/female related online media in mainland of China, ellechina, 163 lady, Onlylady, PClady.com, Sina eladies/style, Trends.com.cn and yoka.com worked with Nielsen Online and carried out sample survey among audience with Site Census.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (Nielsen Online and BuzzMetrics), mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com
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Chart 1: Profile of Fashion and Female Related Online Media Visitors
Chart 2: Fashion and Female Related Online Media Visitors-Purchasing Power
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