Greater China is top of mind for man of our clients. Recently we put together a few graphs comparing each of the markets digital opportunities. The key difference is China’s vast scale, which has yet to be fully optimized vs. HK and Taiwan’s already pretty mature digital markets. Below is a few slides that will take you through a quick overview of the difference between each market.
China has the largest population and therefore has the most people online, Taiwan consistently comes in second, and Hong Kong third. When seeing the differences in population so starkly, its clear why most brands target is the Chinese mainland; though of course the other Greater China markets are still very important.
China has a lower penetration in internet and social media, suggesting that there is still more room to grow, and more customers still to reach. When coupled with the previous graph covering overall population, China can grow about 35 more “Taiwans” before it hits its maximum potential.
Across each of the Greater China countries, online is the dominating channel where customers first come to know of new products and services and then subsequently purchase. However due to Taiwan and Hong Kong’s older infrastrucutre, awareness is more spread out that China.
While WeChat and Weibo are used across Greater China, their usage in HK and TW is more about keeping in contact with friends in China rather than as a primary social media platform. HK and TW are similar, except they swap Line (TW) and Whatsapp (HK) when it comes to chat.
With the massive amount of content online, each of the Greater China countries favor video as the meduim to receive content. This makes sense as videos tend to be shorter, more interesting, and more to the point, which is a perfect antidote to an increasingly distracted audience.