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Online Media Consumption Habits - China - August 2015

Offering personalised media contents and services will be big topics for online media operators, as consumers expect better customer service to become subscribers. For marketers, the growing popularity of online radio and evolving interactive technologies both exhibit good business opportunities. However, it is important to make sure that online advertisements do not bring disturbance to people’s media consumption experience.”

– Laurel Gu, Senior Research Analyst

This report discusses the following key topics:

  • Guiding people to find their interested online media contents
  • Online media operators need to strengthen customer service dedicated to paid subscribers
  • Make online advertisements less disturbing and more eye-catching 
  • Online radio: a new opportunity for brand marketing
Online media platforms will need to focus on both content development and customer service so as to win more users and foster them into paid subscribers. Evolving technology allows marketers to be creative in running digital campaigns.
 
Advertising can use new platforms (eg online radio) and new formats (eg interactivity) to catch people’s attention.
 

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Table of contents

  1. Introduction

      • Definition
        • Personal income
          • Methodology
            • Abbreviations
            • Executive Summary

                • Online media contents are consumed on multiple screens
                  • Figure 1: Online media consumption, by device, April 2015
                • Catering for divergent tastes: variety and customisation are both important
                  • Figure 2: Types of online information interested in seeing, April 2015
                • Consumers are getting used to paying for online media products and services
                  • Figure 3: Online media purchase behaviour, April 2015
                • Unique contents and customer service are key to attract paid subscribers
                  • Figure 4: Barriers against buying paid online video streaming/music services, April 2015
                • Consumers want online media advertisements to be fun and non-disturbing
                  • Figure 5: Acceptable types of online media advertisements, April 2015
                • What we think
                • Issues and Insights

                    • Guiding people to find their interested online media contents
                      • The facts
                        • The implications
                          • Online media operators need to strengthen customer service dedicated to paid subscribers
                            • The facts
                              • The implications
                                • Figure 6: Example of Tencent video’s reward system for its subscribers, 2015
                              • Make online advertisements less disturbing and more eye-catching
                                • The facts
                                  • The implications
                                    • Figure 7: Example of non-disturbing online media advertising, 2015
                                    • Figure 8: Example of interactive online media advertising, 2015
                                    • Figure 9: Example of online HTML5 games, 2015
                                  • Online radio: a new opportunity for brand marketing
                                    • The facts
                                      • The implications
                                      • The Consumer – Online Media Consumption by Digital Devices

                                        • Key points
                                          • Different device preferences for different online media
                                            • Figure 10: Online media consumption, by device, April 2015
                                          • Online video: mainly for in-home entertainment, gaining popularity as an on-the-go time killer
                                              • Figure 11: Online video consumption on different devices, by monthly personal income, April 2015
                                              • Figure 12: Online video consumption on different devices, by city, April 2015
                                            • Online radio: a rising star tapping into people’s mobile life
                                              • Figure 13: Online radio consumption across all devices, by demographics, April 2015
                                            • Great demographic differences in their preferred online gaming devices
                                              • Figure 14: Consumers who have played online games on a desktop/laptop, by gender and age, April 2015
                                              • Figure 15: Consumers who have played online games on a smartphone, by gender and age, April 2015
                                              • Figure 16: Consumers who have played online games on a tablet, by household composition, April 2015
                                          • The Consumer – Most Attractive Online Media Content

                                            • Key points
                                              • Consumers are interested in a wide variety of online media contents
                                                • Figure 17: Types of online information interested in seeing, April 2015
                                              • Gender differences
                                                • Figure 18: Types of online information interested in seeing, by gender, April 2015
                                              • Age/lifestage differences
                                                • Figure 19: Selected types of online information interested in seeing, by age, April 2015
                                                • Figure 20: Selected types of online information interested in seeing, by marital status, April 2015
                                              • Personalisation comes to the fore
                                              • The Consumer – Online Media Purchase Habits

                                                • Key points
                                                  • Rising income and copyright awareness drive people to pay for online media contents
                                                    • Figure 21: Online media purchase behaviour, by income, April 2015
                                                    • Figure 22: Online media purchase behaviour, by company type and education level, April 2015
                                                  • “Post-1985s” are most active spenders on online media
                                                    • Figure 23: Consumers who have bought online media contents, by age, April 2015
                                                  • Scope for paid online media products/services to further expand their user pool
                                                    • Figure 24: Online media purchase behaviour, April 2015
                                                • The Consumer – Barriers against Purchasing Online Video Streaming/Music Services

                                                  • Key points
                                                    • The main barrier: there are free alternatives
                                                      • Figure 25: Barriers against buying paid online video streaming/music services, April 2015
                                                      • Figure 26: Barriers against buying paid online video streaming services*, by age and income, April 2015
                                                    • Unique content is key to attracting users
                                                      • Lowering the cost of trials
                                                        • Appealing to the young people
                                                          • Figure 27: Consumers who consider “few people around me subscribe to this” as a barrier against buying paid online video streaming services, by demographics, April 2015
                                                        • Fill the gap to meet mid to high earners’ expectations on services
                                                          • Figure 28: Consumers who consider “customer service not being satisfying” as a barrier against buying paid online video streaming services, by income, April 2015
                                                      • The Consumer – Acceptable Types of Online Media Advertisements

                                                        • Key points
                                                          • Advertisements need to be short and non-compulsory
                                                            • Figure 29: Acceptable types of online media advertisements, April 2015
                                                          • Post-1985s are more open to interactive and targeted online advertising
                                                            • Figure 30: Selected acceptable types of online media advertisements, by age, April 2015
                                                        • The Consumer – Trends in Online Media Consumption

                                                          • Key points
                                                            • Consumers are not totally abandoning traditional media
                                                              • Figure 31: Online media consumption preferences, by demographics, April 2015
                                                            • Online media operators are not yet demonstrating their brand values
                                                              • Figure 32: Attitudes towards different online media service operators, April 2015
                                                              • Figure 33: Consumers who have watched videos/programmes produced by video stream websites, by consumers who have or not have paid for online video streaming products/services, April 2015
                                                            • Online media operators are not yet satisfying their paid users
                                                              • Figure 34: Usage habits of and attitudes towards online media, by consumers who have paid and not paid for online video stream services, April 2015
                                                            • Online advertisements are gaining power
                                                              • Figure 35: Attitudes towards online advertising, by demographics, April 2015
                                                          • The Consumer – Meet the Mintropolitans

                                                            • Key points
                                                              • Why Mintropolitans?
                                                                • Who are they?
                                                                    • Figure 36: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
                                                                    • Figure 37: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
                                                                  • Mintropolitans spend more time using online media
                                                                    • Figure 38: Consumption habits of and attitudes towards online media, by consumer classification, April 2015
                                                                    • Figure 39: Digital product ownership, by consumer classification, April 2015
                                                                  • Mintropolitans are ahead of others in using paid online media products and services
                                                                    • Figure 40: Online media purchase behaviour, by consumer classification, April 2015
                                                                  • Mintropolitans are more interested in lifestyle-related online media contents
                                                                    • Figure 41: Types of online information interested in seeing, by consumer classification, April 2015
                                                                  • Mintropolitans are more positive about online advertising
                                                                    • Figure 42: Selected acceptable types of online media advertising, by consumer classification, April 2015

                                                                Companies Covered

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                                                                Online Media Consumption Habits - China - August 2015

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