Dive Brief: 

• While mobile use is gaining in the U.S., a new study from Interactive Advertising Bureau shows that mobile marketers may want to pay more attention to China. 
• According to the study, 71% of Chinese mobile users watch full-length TV and movies on their mobile devices—compared to just 28% of U.S. users. 
• Chinese users are also interacting with ads more than U.S. users: 91% play with mobile ads at least once a month, compared to 62% of U.S. users.  

Dive Insight: 

U.S. mobile culture is clearly nothing compared with how dependent the Chinese are on their devices. Mobile marketers looking to expand globally would be wise to consider outreach to China markets. It also would be worth looking at what mobile advertisers do differently in China—or if the increased interactions with ads is simple cultural.