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By Mari D. González

A cross-cultural report, developed jointly by the U.S.’s Interactive Advertising Bureau (IAB) and the Interactive Internet Advertising Committee of China (IIACC) shows the divergence of mobile behavior between Chinese and Americans.

This cross-cultural study on smartphone use shows that the Chinese are more engaged with print media than with watching TV in comparison to the general U.S. consumer. Also, the Chinese are less attached to their devices.

Based on Helen Legatt’s article, the differences are as follows:

“While U.S. consumers reported using their smartphones as a secondary
device, while consuming media from other sources, Chinese smartphone
users reported engaging less with other media. Over a quarter of Chinese
(28%) said they watch less television and 27% read less print media.

Overall, when compared to their U.S. counterparts, Chinese smartphone
users were 86% more likely to report less television viewing and 42%
more likely to engage with print media.

At the same time, Chinese smartphone users are less attached to their
devices. While 69% of U.S. consumers said they would not leave home
without theirs, few Chinese felt the same way (6%). Furthermore, while
35% of U.S. smartphone users say that their device is the first thing
they reach for in the morning, just 7% of Chinese did so.”