China's Digital Landscape


The goals include:
  • Identifying the most popular digital channels in China among parents with young children.
  • Determining the favored forms of social media in China among parents with young children.
  • Identifying the favorite websites in China for parents with young children.
  • Developing a digital persona for a Chinese parent with young children.
  • Identifying website preferences (UX, design, website navigation).
  • Insights on how Chinese parents search around the topic of 'growth disorder' in their children.
This research will be used in order to understand the digital landscape/habits in China and the Chinese population.

Early Findings

  • "Parents of all strata in China want their children to immerse themselves in the digital world so that they can be competitive and successful. In China, this objective has been fed by both government policy and a competitive social and economic environment. Those who lack adequate digital knowledge and skill can fall behind, and this presents serious risks for Chinese children and their futures."
  • The Chinese government "heavily promotes internet use nationwide, there is no significant difference in internet use between urban and rural juveniles."

Internet Use in China

  • In June 2019, the number of internet users in China hit "854 million, while the internet availability rate reached 61.2 %. Mobile phone users accounted for 99.1 % of the total netizens."
  • "The 10- to 39-year-olds represented 67.8% of all internet users in China."
  • "Top online applications by total number of users in the first half of 2019 were instant messaging, search engines, online news, online videos, and online shopping". "Around 792 million internet users used instant messenger, accounting for 95.6% of the total while 654 million users used search engines on mobile devices."

Parent's Attitudes to Digital Media

  • Chinese parents have a positive attitude towards their children’s internet use for learning. Chinese parents "ambitiously push children to master new media knowledge and techniques."
  • "Chinese parents are more likely to worry about their children’s lack of engagement with the technology."
  • In a 2018 study, "82.5% of Chinese parents said they download apps for their children and 86.5% check the quality of apps before allowing their children to use them."
  • "Only 38.1% of parents state that they seldom or never leave their baby alone with media."
  • "Chinese parents tend to pay attention to the educational function of media, while the role of entertainment is less important. Therefore, they make rules for media content and time spent with television, computers, tablets, and smartphones, but there are fewer rules about using early educational tablets."
  • Chinese parents "with higher incomes and higher degrees or those from more developed regions are more likely to hold positive attitudes towards tablets and smartphones. Parents with less education are more likely to believe in the educational value of early educational tablets."

Digital Media Use

  • In a 2018 study, Chinese parents listed "Youku, iQiyi and Tencent Video as the favorite video apps of their children."
  • The same study found that "nearly half of young children (47.9%) play games on tablets while 38.2% play games on smartphones. The most popular games among kids are Talking Tom, Carrot Fantasy, Pop Star and girls’ dressing games."
  • Parents preferred using educational apps more often than other categories of apps. They used different apps to help their children learn a language or numeracy, or "video apps to listen to stories, as well as some integrated early educational apps which combine cartoons, gaming, singing and ‘common sense’ education."
  • "Tablets were used more often than smartphones for accessing educational apps (44.4% compared to 28.5%). However, 41.5% use smartphones to make phone calls or video chat. WeChat was listed by some parents as young children’s favorite app."

Social Media Usage

  • "Almost 74% of elementary school student internet users and 94% of middle school users have engaged in online social interaction through instant messaging apps, such as Wechat and QQ, the two most prevalent social media applications in China today."
  • WeChat is "an all-in-one messaging app, which also provides games, online shopping, and financial services. It has become the most popular social media platform in China with 1.08 Billion monthly active users in 2018 and a penetration rate of 85.5%."
  • QQ, like WeChat, is another popular instant messaging app, with 803.2 million monthly active users in 2018 and a penetration rate of 69.3%.


  • For this initial hour, we tried identifying as much of the requested information as possible. We were able to identify some early findings on the digital landscape in China, along with favored forms of social media and popular digital channels among Chinese parents with young children. Please let us know if there are additional insight that would be of interest for these specific data points. We recommend continuing the research to identify the other research goals that were requested, by clicking on the options below.
  • In the course of our research, we also came across some insights related to the impact of China's one-child policy, which might also be of interest.
  • Feel free to select or add an option below.

Proposed next steps:

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