January 30th, 2020
According to a recent report by iResearch, it is expected that the size of mobile news and information advertising market in China will reach RMB 93.33 billion in 2021. The users of mobile news and information have the characteristics of high education and income. 83.4% have bachelor’s degrees or above. 78.6% belong to the middle (RMB 5,000-10,000 monthly) and high (more than RMB 10,000 monthly) income groups.
27% of users said they can accept ads with beautiful content. 40% of users said they dislike advertisements but can tolerate them. When asking what reasons would motivate them to click on the ads, 58.8% of users said when they are already aware of and interested in the product, 53.2% said they will click on the ad if the creative idea is interesting.
Users prefer advertisements that have less influence on the user's experience. Ad formats like a text link, in-feed ads and banner ads are more preferred. Pop-up ads are the least welcomed.