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MRG Turns Its Focus Toward China

2012-08-15 20:42 1474

MRG Releases Two Studies: Digital Media Advertising and Set-Top Boxes

SAN JOSE, Calif., Aug. 15, 2012 /PRNewswire-Asia/ -- Multimedia Research Group, Inc. (MRG), the market leader in the Video and Media ecosystem for more than 20 years, is excited to release two reports that provide very enlightening views on doing business in China, a crucial market.

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In consideration of the largest Pay-TV market in the world, MRG has taken a deep dive into China's IPTV, Cable, Satellite, and DMTB Set-Top Box arena.  China has become a hotbed of activity for set-top box deployments and product development.  In 2011, over 42 million set-top boxes shipped in China, and MRG expects the total to exceed 90 million in 2015.  This report, Product Manufacturers, Market Trends, and Forecasts: The Set-Top Box Market in China, examines the size and breakdown of the market in 2011, and forecasts unit shipments and revenues by set-top box type through 2016. 

Key findings from this report include:

  • While the Chinese STB market is projected to boom over the next few years, shipments will begin to decrease as the shift to digital loses steam.
  • Skyworth led the pack in 2011 in terms of Cable STB market shares, while Huawei dominated in IPTV STBs and Kingvon ranked first in the DTMB STB segment.  Satellite STB market shares revealed that Hisense came out on top, by a narrow margin in 2011.

Meanwhile, Chinese consumers have embraced a wide-range of Internet applications, making digital media a critical channel for marketers to reach consumers in China. In 2011, China's Internet advertising market size reached RMB 48.1 billion (US$7.6 billion), surpassing print advertising – placing it in second place behind only television ads.

The report, China's Advertising Sweet Spot: Targeting Young, Upwardly Mobile Consumers with Digital Media, explains how marketers can effectively incorporate online video and social media into their marketing campaigns to drive measurable results.

Key findings from this report included:

  • Television remains the most effective medium to reach Chinese mass-market consumers. However, the explosive growth of online video and social media cannot be ignored by marketers. Online video targets the most attractive consumer segment:  young, upwardly mobile middle-class consumers.
  • Chinese users access social media through their mobile devices on a regular basis. This provides marketers the opportunity to combine social media and other mobile applications to create targeted and innovative campaigns.

For a complimentary sample contact mailto:Elaine@mrgco.com?subject=Request for Sample

Norm Bogen, VP of Research
Office: 480.483.1845
Email: norm@mrgco.com

Source: Multimedia Research Group
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