Newsletter sign-up

Does my company subscribe?

Contact Sales:1-800-405-0844

Products

See All Solutions →

By Product EMARKETER PRO+Analyst Access Program

By Use Case Determine Market Sizing Develop Strategies Allocate Budget Benchmark Performance Win New Business Develop Go-to-Market Strategy Stay Informed Thought Leadership See All Use Cases →

Advertising & Sponsorship

Boost your brand and generate demand with media programs.

Events & Resources

Learning Center

Read through guides, explore resource hubs, and sample our coverage.

Register for an upcoming webinar and track which industry events our analysts attend.

Listen to our podcast, Behind the Numbers for the latest news and insights.

Latest Articles

Explore our Research →

About

Learn more about our mission and how EMARKETER came to be.

Key decision-makers share why they find EMARKETER so critical.

Take a look into our corporate culture and view our open roles.

Join the Team →

Our Methodology

Rigorous proprietary data vetting strips biases and produces superior insights.

See our latest press releases, news articles or download our press kit.

Speak to a member of our team to learn more about EMARKETER.

Already have a subscription?

Access All Charts and Data

Transparently sourced data in visual form, perfect for legitimizing your strategic ideas and thought leadership via internal and external presentations.

Access All Charts and Data

Transparently sourced data in visual form, perfect for legitimizing your strategic ideas and thought leadership via internal and external presentations.

February 3, 2021

Urban vs. Rural Internet User Penetration in China, Dec 2016-Dec 2020 (% of population in each group)

Methodology

Data is from the February 2021 China Internet Network Information Center (CNNIC) "The 47th China Statistical Report on Internet Development." 30,000 internet users ages 6+ living in 31 provinces across China were surveyed via computer-assisted telephone interviewing (CATI) technique (evenly split between landline and mobile phone), which concluded on December 31, 2020. Survey samples are representative of the overall population. The study excludes Hong Kong and Macau. CNNIC conducts similar studies on a semiannual basis. CNNIC is the administrative agency responsible for internet affairs under the Ministry of Industry and Information Technology (MIIT) of China.

Featured In

For the first time, more than half of those living in rural China have internet access

Sources

China Internet Network Information Center (CNNIC)

Share

Chart Title

Urban vs. Rural Internet User Penetration in China, Dec 2016-Dec 2020 (% of population in each group)

Publication Date

February 3, 2021

Sources

China Internet Network Information Center (CNNIC)

Featured In

For the first time, more than half of those living in rural China have internet access

Topics

Internet Users China

Daily News

OOH spurs hike in awareness

OOH spurs hike in awareness

ChatGPT’s web traffic nearly tripled in a year

ChatGPT’s web traffic nearly tripled in a year

Gen X leads global consumer spending in 2025

Gen X leads global consumer spending in 2025

TV is a major driver of holiday gift inspiration

TV is a major driver of holiday gift inspiration

From Prime Day to Summerween: The retail calendar is being reinvented

From Prime Day to Summerween: The retail calendar is being reinvented

GPT-5 could turn ChatGPT into an AI-powered commerce platform

GPT-5 could turn ChatGPT into an AI-powered commerce platform

From hidden costs to full control: Georgia-Pacific’s programmatic pivot

From hidden costs to full control: Georgia-Pacific’s programmatic pivot

Meta's ambitions: Inserting AI, evolving Instagram, and monetizing WhatsApp

Meta's ambitions: Inserting AI, evolving Instagram, and monetizing WhatsApp

As more consumers choose driving vacations this year, brands meet them on the road

As more consumers choose driving vacations this year, brands meet them on the road

Creator marketing trends: Patience, partnerships, and consumer perceptions

Creator marketing trends: Patience, partnerships, and consumer perceptions

Holiday shopping is entering a Gen Z, mobile, and AI era

Holiday shopping is entering a Gen Z, mobile, and AI era

Beauty's social ROAS jumps after end-of-year dip

Beauty's social ROAS jumps after end-of-year dip

Loyalty programs give RMNs an advantage in the age of agentic AI

Loyalty programs give RMNs an advantage in the age of agentic AI

Ad schools overhaul curriculum as AI reshapes junior roles, expectations

Ad schools overhaul curriculum as AI reshapes junior roles, expectations

Streaming Upfront growth usurps primetime TV, and there’s no going back

Streaming Upfront growth usurps primetime TV, and there’s no going back

Latest Reports

US B2B Martech Spending Forecast 2025

US B2B Martech Spending Forecast 2025

Consumer Distrust in Healthcare 2025

Consumer Distrust in Healthcare 2025

Infopack: Japan 2025

Infopack: Japan 2025

Infopack: Video Games 2025

Infopack: Video Games 2025

What the Rise of GenAI Assistants Means for Retail Media

What the Rise of GenAI Assistants Means for Retail Media

Real-Time Payments Trends 2025

Real-Time Payments Trends 2025

US Social Ad CPMs Forecast 2025

US Social Ad CPMs Forecast 2025

Triopoly Advertising Earnings Q2 2025

Triopoly Advertising Earnings Q2 2025

US Time Spent vs. Ad Spending 2025

US Time Spent vs. Ad Spending 2025

Infopack: Indonesia Commerce Landscape 2025

Infopack: Indonesia Commerce Landscape 2025

5 Overlooked Digital Ad Opportunities

5 Overlooked Digital Ad Opportunities

Creator Economy Explainer 2025

Creator Economy Explainer 2025

Unlocking Data and AI’s Promise in Banking

Unlocking Data and AI’s Promise in Banking

Europe Digital Ad Spending 2025

Europe Digital Ad Spending 2025

Mexico Ad Spending Benchmarks: 2025

Mexico Ad Spending Benchmarks: 2025

Popular on EMARKETER

Google AI Overviews decrease referral traffic as much as 25%

Google AI Overviews decrease referral traffic as much as 25%

Walmart broadens DSP partnerships beyond The Trade Desk

Walmart broadens DSP partnerships beyond The Trade Desk

Spotify looks to programmatic podcast ads to power expansion

Spotify looks to programmatic podcast ads to power expansion

OOH spurs hike in awareness

OOH spurs hike in awareness

The advertising industry faces a Gen Z hiring paradox

The advertising industry faces a Gen Z hiring paradox

AI adoption is growing in every advertising sector

AI adoption is growing in every advertising sector

Netflix’s growth proves its position as the top streaming service for advertisers

Netflix’s growth proves its position as the top streaming service for advertisers

ChatGPT’s web traffic nearly tripled in a year

ChatGPT’s web traffic nearly tripled in a year

Ad fatigue threatens brand perception in key markets and demographics

Gen X leads global consumer spending in 2025

Gen X leads global consumer spending in 2025

YouTube throws hat in the ring for Academy Awards streaming rights

YouTube throws hat in the ring for Academy Awards streaming rights

Perplexity makes $34.5 billion play for Google Chrome amid antitrust pressure

Perplexity makes $34.5 billion play for Google Chrome amid antitrust pressure

TV is a major driver of holiday gift inspiration

TV is a major driver of holiday gift inspiration

From Prime Day to Summerween: The retail calendar is being reinvented

From Prime Day to Summerween: The retail calendar is being reinvented

GPT-5 could turn ChatGPT into an AI-powered commerce platform

GPT-5 could turn ChatGPT into an AI-powered commerce platform

"Behind the Numbers" Podcast

Retail Partnership Playbook: How to Choose and Build Powerful Collaborations with Mack Weldon | Reimagining Retail

Retail Partnership Playbook: How to Choose and Build Powerful Collaborations with Mack Weldon | ...

Late Show Canceled & an NFL–ESPN Mega Deal: Has Streaming Finally Beaten Linear TV? | Behind the Numbers

Late Show Canceled & an NFL–ESPN Mega Deal: Has Streaming Finally Beaten Linear TV? | Behind the ...

How Amazon is Weathering Tariffs, Prime Day’s Surprise, and the AI Bracelet of the Future | Behind the Numbers

How Amazon is Weathering Tariffs, Prime Day’s Surprise, and the AI Bracelet of the Future | Behind ...

Sydney Sweeney's American Eagle Ad—When Marketing Misses the Mark, Can Brands Bounce Back? | Reimagining Retail

Sydney Sweeney's American Eagle Ad—When Marketing Misses the Mark, Can Brands Bounce Back? | ...

Why It Will be Hard for FMN's to Play the Same Game as Other Commerce Media Folks | The Banking & Payments Show

Why It Will be Hard for FMN's to Play the Same Game as Other Commerce Media Folks | The ...

Google’s AI Overviews Turned One: Is It Already Game Over for AI Search Competitors? | Behind the Numbers

Google’s AI Overviews Turned One: Is It Already Game Over for AI Search Competitors? | Behind the ...

Retail’s New Calendar: How Summerween and Christmas in July Are Changing Shopping | Reimagining Retail

Retail’s New Calendar: How Summerween and Christmas in July Are Changing Shopping | Reimagining ...

X After Yaccarino: What Her Exit Tells Us About the Road Ahead | Behind the Numbers

X After Yaccarino: What Her Exit Tells Us About the Road Ahead | Behind the Numbers

Is Netflix the Future of Living Room Entertainment? “Not So Fast,” Says YouTube | Behind the Numbers

Is Netflix the Future of Living Room Entertainment? “Not So Fast,” Says YouTube | Behind the Numbers

The Unofficial Most Interesting Retailers List (July 2025) | Reimagining Retail

The Unofficial Most Interesting Retailers List (July 2025) | Reimagining Retail

The Missing Link in Omnichannel: How Authentic Brand Storytelling Drives Real Connection | Behind ...

Retail Media and Social are Changing Search Marketing | Behind the Numbers

Retail Media and Social are Changing Search Marketing | Behind the Numbers

Amazon Prime Day 2025 Explained: Trends, Analysis and Insights from the 4-Day Event | Reimagining Retail

Amazon Prime Day 2025 Explained: Trends, Analysis and Insights from the 4-Day Event | Reimagining ...

TikTok and Instagram’s Push Into Living Rooms | Behind the Numbers

TikTok and Instagram’s Push Into Living Rooms | Behind the Numbers

Consumers Seek More Tactile Shopping Experiences | Behind the Numbers

Consumers Seek More Tactile Shopping Experiences | Behind the Numbers

Trending in United States

Google AI Overviews decrease referral traffic as much as 25%

Google AI Overviews decrease referral traffic as much as 25%

Walmart broadens DSP partnerships beyond The Trade Desk

Walmart broadens DSP partnerships beyond The Trade Desk

Programmatic ad waste grows 34% in two years, per ANA

Programmatic ad waste grows 34% in two years, per ANA

Gen Z’s media consumption habits outline the path ahead for advertisers

Gen Z’s media consumption habits outline the path ahead for advertisers

OOH spurs hike in awareness

OOH spurs hike in awareness

Spotify looks to programmatic podcast ads to power expansion

Spotify looks to programmatic podcast ads to power expansion

The advertising industry faces a Gen Z hiring paradox

The advertising industry faces a Gen Z hiring paradox

Netflix’s growth proves its position as the top streaming service for advertisers

Netflix’s growth proves its position as the top streaming service for advertisers

ChatGPT’s web traffic nearly tripled in a year

ChatGPT’s web traffic nearly tripled in a year

Gen X leads global consumer spending in 2025

Gen X leads global consumer spending in 2025

US Time Spent vs. Ad Spending 2025

US Time Spent vs. Ad Spending 2025

AI adoption is growing in every advertising sector

AI adoption is growing in every advertising sector

YouTube throws hat in the ring for Academy Awards streaming rights

YouTube throws hat in the ring for Academy Awards streaming rights

Ad fatigue threatens brand perception in key markets and demographics

Amazon Prime members prefer to buy groceries from Walmart

Amazon Prime members prefer to buy groceries from Walmart