Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Global Media Intelligence 2020: China

Key Features

PCs and laptops are falling out of favor in some cohorts, as smartphones cement their dominant role in media consumption.

  • In H1 2020, 94.0% of internet users ages 16 to 64 in China polled by GlobalWebIndex owned a smartphone, and a mere 3.3% owned a feature phone. Smartphones were marginally more widespread among younger respondents.
  • The centrality of smartphones in China is such that many internet users may find a desktop or laptop to be superfluous. PC penetration plunged by nearly 12 percentage points between H1 2019 and H1 2020, from 61.6% to 50.4%—one of the largest shifts in device ownership found in any country surveyed. Tablet penetration also fell sharply year over year (YoY) from 37.5% to 30.5%, with ownership skewing higher among urban residents, affluents, and adults ages 25 to 34. However, it’s worth noting that ownership of all devices apparently declined, per GlobalWebIndex.
  • The average time spent daily with mobile devices was 3 hours, 10 minutes (3:10) in 2020—a marginal decline YoY. But total time spent with PCs and tablets fell from 2:47 to 2:20 daily.


Karin von Abrams


Anam Baig
Senior Editor
Joanne DiCamillo
Donte Gibson
Chart Editor
Kathleen Hamblin
Chart Editorial Manager
Dana Hill
Director of Production
Erika Huber
Copy Editor
Magenta Ranero
Senior Chart Editor
Hilary Rengert
VP, Research Strategy
Amanda Silvestri
Senior Copy Editor
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client