More than 400 million Chinese now use the Internet, notes Yuval Atsmon, of McKinsey’s Shanghai office.
There are two distinctive features to this huge population. First, the great majority have been online for less than three years. And second, the intensity of Internet use is striking, essentially taking over leisure time at home—and even nap time at work. With these factors in mind, Atsmon discusses how to think about using the Internet to market to the Chinese consumer.