Report shows Chinese netizens lead web 2.0

The magnitude and speed of these developments, according to the report, have outpaced the common understanding about digital life in China.

In 2007 alone, more than 80 million Chinese acquired their first mobile phone, and nearly 40 million became new Internet users. With this influx of new digital consumers, China now has more than half a billion mobile phone subscribers and 210 million Internet users.

Also contrary to common belief, this trend is not restricted to young people in large cities. It already extends far into other segments and into lower city tiers. Even in many smaller cities, more than half of the population already has access to a computer, a mobile phone, or both.

On the other hand, lower overall penetration, especially in rural areas, will ensure continued growth for years to come.

BCG estimated that the proportion of Chinese consumers with digital access could increase to 87 percent by 2015.

The report is a product of an extensive research project where the group interviewed 3,700 people from 12 cities and conducted eight focus groups.

The research also shed light on why Chinese netizens were behaving differently from their Western counterparts.