The study takes in interviews with 68,000 consumers aged between 15 and 64 across 66 cities and rural areas, with surveys conducted either in-home or by telephone.

Steve Garton, Synovate’s executive director of media, said: “Chinese consumers and Chinese brands represent the new world order. The media ecosystem in China is complex and unique: marketers across the world who want to grow their business have to understand how to engage with Chinese consumers.”

Synovate already runs the Media Atlas study in Hong Kong, Malaysia, the Philippines and Hong Kong.