RT Journal Article SR Electronic T1 Wired China: The Power of the World's Largest Internet Population JF Journal of Advertising Research JO J Advert Res FD WARC SP 496 OP 505 DO 10.2501/S0021849908080574 VO 48 IS 4 A1 Cate Riegner YR 2008 UL http://www.journalofadvertisingresearch.com/content/48/4/496.abstract AB 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.