Online Media Consumption Habits - China - August 2016
“Chinese consumers are heavily consuming online media. Adapting to consumers’ consumption habits is vital for increasing the efficiency of marketing communications. Leveraging emerging online media types can be an innovative channel to impress consumers.”
– Terra Xu, Senior Research Analyst
This report examines the following areas:
- Marketing via online media in fragmented time slots
- Marketing via bullet screen comments and live streaming
- Making video advertisements more efficient
- Opportunities for online news
- Attracting paid users by enhancing experience
Online media is playing a more and more important part in Chinese consumers’ daily lives. Consumers’ preference for online media on weekdays and holidays differ, and it is important that marketers adapt their marketing communication to consumers’ media consumption habits. Leveraging the innovative online media forms, such as bullet screen comments and live streaming, may help the brands to have deeper and more real interaction with consumers.
An increasing number of online media consumers have developed the habits of paying for online media. For online media providers, enhancing user experience is equally important as offering appealing content to attract paid users.
This report covers people’s online media consumption habits. Online media refers to news and editorial content (eg magazines), film and television content, music and radio content as well as games which are exclusively accessible via a computer (ie desktop, laptop), tablet or smartphone. Text messaging on mobile phones is not included.
The report focuses on consumers’ consumption habits of online streamed media (ie video, music, radio) while other types of media content (eg games, news, e-books) are discussed where necessary.
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