Trends Report

Brief: The Power Of Borrowed Mobile Moments

Engage Chinese Consumers By Borrowing Mobile Moments From Top Chinese Apps

June 2nd, 2015
With contributors:
Michael Barnes , Julie Ask , Luca Paderni , Flora Zhang

Summary

Marketers are struggling to keep up with Chinese consumers, who have high expectations of their mobile experiences. Mobile moments are the next competitive battleground, but very few brands actually own them. Chinese consumers in particular are less interested in brands' own apps; instead, they're flocking to a few top digital-native apps. Borrowing mobile moments from these popular apps is the key for marketers to develop successful mobile experiences. B2C marketers seeking to better engage Chinese consumers can use this brief to understand the power of borrowed mobile moments and learn how to borrow mobile moments more successfully.

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