The way consumers in China are shopping for luxury goods is changing amid the pandemic, with more purchases happening locally because of shelter-in-place protocols and travel restrictions.

In a tumultuous year for advertising, every market we cover except China will experience a decline in ad spending, and Google will see its first ever contraction in digital ad revenues.

Amid unprecedented recessionary headwinds caused by the coronavirus pandemic, China’s total ad spending will downshift considerably, but remain in positive territory at 0.4% growth. This will make it the only national market we cover to see net growth this year. Digital ad spending in China, meanwhile, will grow by 5.0%.