Kantar Worldpanel ComTech is launching what it bills as ‘the first continuous panel to gather representative mobile phone data in China’.
China is the world’s largest mobile phone market with ‘over one billion mobile phone users’ and has recently been reported as overtaking the US as the world’s largest smartphone market.
Kantar Worldpanel ComTech MD Nic Lewisohn says the market is ‘only getting larger as the Chinese Middle Class, with its considerable disposable income, continues to grow.’ The firm aims to provide insights on mobile phone ownership, sales, usage, churn, loyalty and pricing. Lewisohn adds: ‘China is strategically very important to our global clients and locally very different from other markets. ComTech clients demand cross-market consistency and high quality and our large representative panel will provide a detailed insight which both global and local brands can use to execute their sales and marketing strategies in China.’
The new service will use Kantar Worldpanel’s existing operation in the country to conduct its interviews, and will include 180,000 completed interviews per annum with individuals from the country’s city tiers one to four. First results are expected in late July.
Kantar Worldpanel ComTech is the largest continuous research consumer mobile phone tracking panel of its kind in the world, conducting over 1 million interviews per year in Europe alone.
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