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ABSTRACT China has the largest internet population in the world—76 percent with high-speed broadband connection. Based on online research of over 8,000 U.S. and Chinese broadband users age 13 and older, this report summarizes key features for global marketers to consider by comparing the similarities and differences between the Chinese and American online populations. The impact of user generated content among those under 35 in both countries is a major focus.
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Cate Riegner (2008) studied this question.
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