Low viewability and traffic fraud is widespread in China. According to Shanghai-based, ad verification firm Adbug, viewability rates less than 2% are not uncommon in China. Nearly a quarter of China’s 688 million internet users are estimated to have an ad blocker installed, and even on mobile blocker use is widespread.
What do Chinese people care about most when they go traveling and where do they get information about the hottest travel destinations? Not only do they take a look at where their peers are visiting through WeChat Moments, they also take a look at travel blogs through China’s biggest portal Baidu.
There are currently 282M active users on Weibo, with 60M new monthly active users. 80% of users fall into the age group of 18 - 30 years old. The company just announced microbloggers raked in $11.7 billion in 2016, of which endorsements accounted for 430 million, pay for content projects accounted for 4.7 billion, while the bulk came from e-commerce promotions of $ 10.8 billion.