2015 China Overview 中国互联网市场报告
Chinese
2015 China Overview 中国互联网市场报告通过大量的数据展现了中国互联网的现状：包括网民的规模、特征和上网的行为偏好。此外，该报告还总结了广告主在互联网广告方面的预算投入计划以及偏好的互联网广告形式等。
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2015 China Overview 中国互联网市场报告
Summary
- 2015年中国网民总数和普及率仍在上升，但增速已放缓。网民也从年轻人居多逐渐开始走向成熟化，受教育程度影响，目前互联网以城镇网民用户为主。
- 上网设备更加多元化，九成网民会使用移动端上网，智能家电也开始步入互联网时代。上网场所仍旧以家庭和工作场所为主。
- 中国网民近年来越发沉迷于互联网，平均每天花费4小时在网络上遨游，其中有1小时是通过移动设备来上网。网民上网主要目的在于社交和获取信息资讯。
- 互联网广告市场规模已接近整体广告规模的一半，其中移动广告占所有互联网广告的比例逐年走高。而互联网广告中，关键词广告占比最大，但份额不断缩减。视频广告的份额多年来一直增长，已经接近品牌图文广告份额。
- 在PC端，社交媒体、视频和搜索引擎是广告主投放广告的首要选择和主要形式。视频和搜索引擎广告则是广告主优先考虑增加的形式，在预算发生变化的时候，图片/flash和视频等普通广告的抗风险能力最差。
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