Spending on mobile adverts soars in China

Advertising spending is going mobile, with a recent research report showing Chinese consumers are more receptive of mobile advertising than those in Britain and the United States.

The report forecasts China's mobile advertising will reach 12.5 billion yuan (HK$15.5 billion) this year and swell to 25.7 billion yuan in 2017, compared with 9.3 billion yuan last year - a compound annual growth rate of 27 per cent, the fastest in any advertising category.

PwC's 2014 Mobile Advertising Report in China also says Chinese consumers show greater levels of engagement with targeted and relevant advertising than global peers.

About 78 per cent Chinese consumers are likely to click on advertisements if the content is relevant to them, compared with 33 per cent in Britain and 29 per cent in the US.

"China is mobile-first as a nation of shoppers. Companies that use customer data to differentiate offers and drive brand engagement have a better chance of influencing buying behaviour before and after a purchase," said Colin Light, PwC's mainland China and Hong Kong digital consulting leader.

The report shows video is the preferred format for mobile advertising in China, followed by coupons.