上周在中国互联网上传播的革命号召响应者寥寥——呼吁民主的示威活动以失败告终。但分析师们表示，另一场数字革命正在中国拉开帷幕——一场商业数字革命。
麦肯锡(McKinsey)周三在最新报告中表示，中国的4.57亿网民正迅速成为网络营销的主要目标受众。
这家咨询机构估计，未来一年，中国的移动互联网用户将增加近50%，达到3.33亿人；到2015年，中国网民总数将激增至7.5亿人。
麦肯锡的最新研究报告显示，中国如今有15%的网民属于重度用户。这个群体中有一部分人，可称为“数字瘾君子”，他们居住在中国的大城市，年龄在18岁至24岁之间，是高科技电子产品的尝鲜者，每周泡在数字媒体上的时间超过28小时。另一重度用户群体是发达程度较低的中小城市收入较低的年轻人，他们每周会花8个小时以上的时间玩网络游戏。
还有25%的中国网民属于中度用户。不过，他们可能是目前最有前途的网络营销目标群。这一人群由收入较高的专业人士和企业高管组成，他们往往借助网络进行研究和交流，可谓“信息集散人士”，同时还是移动设备的尝鲜者。
参与撰写该报告的尤瓦尔•阿茨蒙(Yuval Atsmon)表示：“信息集散人士是最具吸引力的用户群之一，因为他们往往在论坛上具有较大影响力，喜欢购买化妆品和奢侈品。”
有多达60%的中国网民属于网络轻度用户，包括高中生、蓝领工人和中小城市受教育程度较低的居民。但麦肯锡表示，这一人群决不会被营销业者忽视，因为他们正打算购买各式各样的电子产品——从数字音乐播放器到上网本和电子阅读器。
译者/何黎
http://www.ftchinese.com/story/001037140
When a call for revolution spread over the internet in China last week, almost nobody responded – pro-democracy demonstrations fell flat. But according to analysts, a different digital revolution is happening – a commercial one.
China’s 457m internet users are rapidly becoming a key target audience for online marketing, McKinsey says in a new report released on Wednesday.
The consultancy estimates that the country’s mobile web users will increase by almost 50 per cent to 333m over the coming year and its total internet population balloon to 750m by 2015.
15 per cent of China’s online population today are heavy users, according to McKinsey’s latest research. In this group, ‘digital junkies’, the 18-to-24-year-olds in China’s largest cities, who buy and use new tech gadgets early, spend more than 28 hours a week on digital media. Another group of heavy users are lower-income young people from smaller, less developed cities who spend more than eight hours a week playing online games.
Another 25 per cent of China’s online population are moderate users, but probably the most promising target group for online marketing right now. These users consist of higher-income professionals and executives who tend to research and communicate – the ‘info-centrics’ – and the early adopters of mobile devices.
“The info-centrics are one of the most attractive segments because they tend to be influential in forums and they spend on cosmetics and luxury goods,” says Yuval Atsmon, one of the report’s authors.
A whopping 60 per cent of China’s online population are only light users of the web – high school students, blue collar workers and less educated residents of smaller cities. However, this segment is by no means lost for marketers as its members are gearing up to buy everything from digital music players to Netbooks and e-readers, says McKinsey.
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