On February 3, China Internet Network Information Center (CNNIC) released the 47th Statistical Report on the Development of China's Internet Usage, showing that in December 2020, the size of China's Internet users reached 989 million.

There is an increase of 85.4 million since March 2020, and the Internet popularity reached 70.4%, an increase of 5.9% since March 2020. If this growth rate is maintained, the size of Chinese Internet users will exceed the 1 billion barrier in the first half of 2021.

Meanwhile, mobile internet users reached 986 million, accounting for 99.7% of all internet users. This is 88.85 million more than the same period in 2020.

As of December 2020, 79.8% of urban Chinese have been using internet, while that in rural areas reached 55.9%,

There is a 9.7% increase over the same period in 2020.

This shows that the rapid development of the down-market (a shift of focus from residents of Tier 1 & 2 to residents of smaller cities and towns in China) has brought a new wave of traffic to the Chinese Internet market.

The age of Internet users has also changed significantly after the major Internet players focused on sinking the market:

As of December 2020, the proportion of Internet users aged 20-29, 30-39 and 40-49 were 17.8%, 20.5% and 18.8% respectively, higher than other age groups.

The proportion of Internet users aged 50 and above increased from 16.9% in March 2020 to 26.3%. The middle-aged and elderly groups are becoming more familiar and accustomed to the Internet.

Meanwhile, personal income of Internet users has also changed.

Internet users with monthly income of 2001-5000RMB make up for 32.7%; Internet users with monthly income over 5000RMB take up 29.3%; nearly 15% of Internet users have monthly income less than 1000RMB.

To sum up, the Internet market is sinking towards smaller cities and towns, populating towards middle-aged and low-income groups of people. Internet marketing strategy makers are also starting to pay more attention to customer segments and unique brand persona.

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