Development Trends of China’s Internet Marketing Market
Starting from emotions to build consumer identification and deepen brand value.
The internet becomes deeply integrated into all aspects of social life, users' attention continues
to shift online, with media consumption habits becoming more fragmented and diverse. Driven
by scenario-based demands, the internet is replacing traditional communication boundaries and
evolving from a single tool into essential digital infrastructure for supporting social operations.
According to CNNIC data, as of December 2024, online education, online shopping, and online
travel were the fastest-growing application categories in terms of Chinese user scale, with year-
over-year growth rates of 10.5%, 8.8%, and 7.9%, respectively.
As the internet continues to integrate with social systems, by December 2024, usage rates of
categories like online literature and online government services averaged around 50%, with
clear signs of user distribution fragmentation across diversified scenarios and platforms.
2024 Chinese User Scale and Usage Rate of Various Internet Applications
| Application Category | Users (Million) | Usage Rate (%) |
|---|---|---|
| Instant Messaging | 1,081.33 | 97.6% |
| Short Videos | 1,070.18 | 96.6% |
| Online Videos | 1,039.55 | 93.8% |
| Online Payments | 1,028.91 | 92.8% |
| Search Engines | 974.43 | 87.9% |
| Online Shopping | 877.82 | 79.2% |
| Online Education | 833.01 | 75.2% |
| Online Travel Bookings | 811.00 | 73.2% |
| Online News | 747.95 | 67.5% |
| Online Games | 592.31 | 53.4% |
| Social Networking Outside China | 574.91 | 51.9% |
| Online Office | 570.48 | 51.5% |
| Online Government Services | 543.86 | 49.6% |
| Online Literature | 539.45 | 48.7% |
| Online Healthcare | 417.65 | 37.7% |
| Online Audio | 335.29 | 30.3% |
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About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
We:
We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.
Starting from emotions to build consumer identification and deepen brand value.
As Chinese internet penetration continues to rise and mobile terminals become the core entry point, diversified smart devices are becoming part of people’s daily lives. The Internet of Everything (IoE) is reshaping lifestyles.
The growing interest in healthcare and medical aesthetics has led to a surge in discussions and consumer engagement.
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