Tuesday, February 12th, 2008...10:05 pm - Catherine Gleeson
JWT identifies the “Han Internet”
A couple of weeks ago JWT, released a trendletter entitled “The Han Internet”. The term was coined by JWT to describe that part of the online world which is “characterized and shaped by Chinese language, culture and needs”. JWT claims that it would be “myopic” of advertisers and marketers to ignore the estimated 210 million Chinese already online. The trendletter explores such topics as: the unique qualities of the Han Internet and its users; the explosion of blogging; the impact of censorship on the Han Internet and how it, in turn may change Chinese views of censorship; and what approach foreign companies should use in attempting to enter the Chinese dot-com market. “The Han Internet” includes data from a study conducted by JWT in conjunction with IAC exploring current attitudes toward digital technology between Chinese and American youth.
The full report is available from JWT Intelligence
Leave a Reply