ASIA OOH: Mobile Internet Seizes Bridgehead for China's Online Market

    ASIA OOH: Mobile Internet Seizes Bridgehead for China's Online Market

PR Newswire

GUANGZHOU, China, May 15, 2013

GUANGZHOU, China, May 15, 2013 /PRNewswire/ -- ASIA OOH recently conducted a
survey of mobile surfing behaviors of people on the go in four cities in
China: Beijing, Shanghai, Guangzhou, and Nanjing. The findings show that
Chinese consumers own significantly more smartphones and tablets than
desktops, making their mobile devices the key access vehicle to the Internet.
Mobile Internet users are predominantly clustered in economically developed
areas as well as in first- and second-tier cities in China. What is this key
population segment in China doing with their mobile phones?

90 percent of Mobile Phone Users Surf the Web While in Transit

According to data from EnfoDesk, the number of mobile Internet users in China
grew 5.3 times to 606 million in 2012 from 114 million in 2006, an increase
much higher than that worldwide. It is expected that the number of mobile
Internet users will continue to grow rapidly over the next few years, and will
exceed 700 million in 2013. According to a report on the mobile Internet
released by iResearch, daily average users of mobile apps and mobile webs in
China increased 46 percent and 41.6 percent respectively between August 2012
and February 2013.

Mr. Zhang has a fast-paced job in Beijing's central business district. He
enjoys surfing the web via mobile phone while commuting, going out to visit
clients, waiting for buses, and taking a noon break. "I live in a suburb north
of Beijing, and every day it takes three hours to commute by subway," Mr.
Zhang said. "Using my mobile phone to browse information, access microblogs,
listen to music, and play games can help me pass the time." However, Mr. Zhang
is unhappy with the poor reception of the mobile network on subways and the
high data download fees. He hopes that wider free Wi-Fi coverage can be
offered on subways, buses, and in the central business district where he

In China's first-tier cities such as Beijing, Shanghai, and Guangzhou, there
are many people like Mr. Zhang who are faced with three or more idle hours
every day. According to data from EnfoDesk, 86.4 percent of mobile phone users
surf the web while transiting around town, whether by bus, subway, or taxi,
and nearly half of them spend more than two hours browsing the web every day.
With the rapid adoption of smartphones, the popularity of various apps, the
decreasing data package charges, and the expansion of outdoor wireless
networks, the mobile Internet will play an increasingly important role in the
lives of this online audience.

Wi-Fi Enables SHANLINK to Gain Popularity

Miss Chen, an editor at a Shanghai-based magazine, always kills time with her
mobile phone when commuting by bus. Sina Weibo, QQ, WeChat, mobile browsers,
and games are the apps she uses the most. However, she doesn't have the same
monetary concern as Mr. Zhang, as the 82 bus she takes offers free access to
the SHANLINK wireless Wi-Fi network. In addition to the 82, many other buses
in Shanghai such as the 970 also provide free access to theSHANLINK Wi-Fi
network and have become the transport vehicle of choice for Shanghai's white
collar community. Miss Chen demonstrated a variety of features of this access,
evidencing that SHANLINK has become an integral part of her life in addition
to the free Wi-Fi connection.

Mr. Jia, who takes the B19 bus to his office in Tianhe District, Guangzhou
every day, also enjoys surfing the web while en route. "Time passes quickly
when I'm watching movies, listening to music and browsing the news," Mr. Jia
said. "Since the bus provides a connection to the SHANLINK network, I now
regularly browse SHANLINK hot news, watch videos, listen to music, and
download free apps every day, and sometimes I purchase small items at
Shanlego, a site that provides a cost-effective and convenient experience with
support for cash on delivery. It makes me feel that the time on the road
passes by more quickly."

Balintimes Media Group, the creator of SHANLINK, said that mobile phone users
on the go, whether they are on the bus, at the airport, on a ferry, or just
walking around the central business district, can visit SHANLINK anytime for
high-quality mobile Internet content including hot news, selected videos,
e-books, apps, online features, and Shanlego (mobile shopping). With targeted
coverage across frequently traveled outdoor areas and the increasing demand
for mobile surfing, SHANLINK has received widespread recognition among people
on the go across China's major urban areas including Beijing, Guangzhou,
Shanghai, Tianjin, Chongqing, and Shenyang.

Balintimes Eyes On-the-Go Market

According to research data from iResearch, the user base of mobile apps in
China has experienced rapid growth. From August to December 2012, China's
average usage of mobile apps expanded 33.6 percent. In terms of the mobile
surfing behaviors of Chinese users, the top 10 mobile apps most favored by
smartphone users are: instant messaging, browsers, theme plug-ins, videos,
games, social networking, e-reading, system tools, online shopping, and online

SHANLINK, which was designed to meet the rapid increase in access to the web
via mobile devices and the surfing preferences of people on the go, has gained
wide acceptance. As a result, Balintimes Media Group has created a perfect
reverse O2O model in the out-of-home media sector, allowing offline media to
expand to online while developing a unique advantage in integrated outdoor
media channels.

As of April 2013, the SHANLINK mobile marketing platform had 8.3 million
registered users, which combined with the extensive offline media resources
can reach 40 million people in transit every day. Thanks to its growing and
sticky mobile user base, the SHANLINK mobile marketing platform has also
attracted traditional companies and even Internet giants such as Microsoft,
Amazon, China Minsheng Banking, China Unicom, China National Cereals, Oils and
Foodstuffs Corporation (COFCO), Estee Lauder, L'Oreal, and Tencent. With the
construction of more public facilities, transit systems, and entertainment
sites, more people across China will join the ranks of those on the go. Driven
by the expansion of the smart device user base and the prosperity of the app
market, the marketing model based on smart mobile devices will become even
more popular.


Contact: Jiang Zhongpeng, +86 18201103422,
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