Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?


The following excerpt is from eMarketer's report:“China Mobile Advertising: The Long Wait Is Over”

Mobile has long tempted marketers in China, but slow download speeds, a dearth of quality data available from third-party tracking and analysis services, and uncertainty about how to get started have constrained the channel.

2013 marks a tipping point for marketers. The size of the mobile audience—and the amount of time users spend on their mobile devices—is simply too massive to bypass any longer. In interviews with eMarketer, ad agency executives in China were unanimous: The question for brands now is not whether they should be engaged in mobile, but how they should structure their approach.

This report provides eMarketer's updated estimates for mobile ad spending in China, along with comparative data from third-party sources. In addition, it offers ideas for marketers to tap into the space based on input from mobile-experienced advertising executives.


  • How large is China's mobile ad market?
  • How much of mobile ad spending still goes toward messaging?
  • What is the size of the smartphone market in China, and how much will it grow?
  • How are advertisers using apps?

For marketers around the world, “next year” has long been the year that mobile advertising would bloom. It now appears that, for China, 2013 is “next year”—at last.

“For several years, marketers have preached that this is the year for mobile. However, it never was—but now, I think we might finally be there,” said Sascha Engel, deputy head of digital and national director of the digital lab at Ogilvy & Mather China. “Every client is considering it seriously.”

Advertisers can no longer ignore the sheer size of the mobile market. eMarketer estimates that 28.5% of China’s population used a smartphone in 2012. We expect that percentage to continue to rise over the coming years, but the huge growth of the recent past seems likely to moderate a great deal, simply because so much of the addressable urban, middle-class market has already adopted smartphones. The total smartphone population will top half a billion by 2015.

The full text of this report is available to eMarketer corporate subscribers only.

Inquire about a corporate subscription »
Corporate Subscription Inquiry
  • All fields required.
  • eMarketer Daily Newsletter
    The latest data, insights and perspectives on digital marketing and media, published each weekday along with a weekend digest.

  • Please also include eMarketer FYI mailings
    Partner webinar and event announcements, whitepaper offers, best practices guides and research briefs.

  • eMarketer Special Notifications
    Occasional updates about eMarketer products and services; complimentary offers to download sponsor-supported eMarketer content; as well as invitations to exclusive webinars and events.

  • eMarketer Tech FYI
    Partner webinar and event announcements, whitepaper offers, best practices guides and research briefs about marketing technology.

  • We will never share your personal information without your permission. You can unsubscribe from emails at any time. View Privacy Policy.

By the way

provides companywide access to eMarketer, so you can register immediately.

This service is at no extra cost to you.

Click below to get full access to eMarketer.

  • No thanks

Check Your Inbox

We sent you a registration confirmation email.

More from eMarketer

eMarketer recently published the following articles related to Asia-Pacific:

eMarketer corporate subscription clients have access to all the articles we publish, plus charts, interviews, case studies and full-length reports.

You can view a full list of eMarketer reports available to eMarketer corporate subscribers here.

Use the form above to get in touch with eMarketer and find out if a corporate subscription is right for you.