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Paying for Digital Content - China - August 2018

“Digital content providers could expect stable and continuous spending from consumers, since they are used to enjoying online media and paying for valuable contents. The knowledge content market still has much growth potential supported by consumers’ positive impressions of it. Developing knowledge contents in interest and career themes will pay off. ”
– Yihe Huang, Research Analyst

This report looks at the following areas:

  • Video streaming websites to offer more than subscription
  • Associating tipping with support will yield more tipping
  • Knowledge content to cover unsatisfied needs from affluent users

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
        • Executive Summary

            • The market
              • Companies and brands
                • The consumer
                  • Living online is the norm, especially on smartphones
                    • Figure 1: Online activities done in the last six months on any device, April 2018
                    • Figure 2: Devices for online activities, April 2018
                  • Paying for gaming and e-books are most common
                    • Figure 3: Digital content paid for in the last six months, April 2018
                  • Fixed subscription drives stable expenditure but consumers are not likely to splurge
                    • Figure 4: Amount paid for digital content, April 2018
                  • Continuous investment driven by the desire for learning more
                    • Figure 5: Attitudes towards knowledge payment contents, April 2018
                  • Consumers are seeking knowledge contents with themes of interest and career development
                    • Figure 6: Theme of knowledge content paid, April 2018
                  • Tipping more for contents
                    • Figure 7: Reason for tipping, April 2018
                  • What we think
                  • Issues and Insights

                    • Video streaming websites to offer more than subscription
                      • The facts
                        • The implications
                          • Associating tipping with support will yield more tipping
                            • The facts
                              • The implications
                                • Knowledge content to cover unsatisfied needs from affluent users
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Relatively new market with high growth rate and potential
                                        • Digital contents being more accessible is a major driver
                                        • Market Overview

                                          • China’s online paid knowledge market is expected to continue to boom
                                            • Content diversity drives fast development
                                            • Market Drivers

                                              • Increasing investment in online leisure activities
                                                • Booming mobile data usage
                                                    • Figure 8: Mobile data usage, China, 2013-17
                                                  • Mobile payment makes purchase easy
                                                  • Key Players – What You Need to Know

                                                    • Both academic and practical knowledge contents attract attention
                                                      • Focus on niche market and increase viscosity
                                                      • Market Landscape

                                                        • Four typical types of knowledge content providers
                                                          • Figure 9: Type of knowledge content types based on consumer needs
                                                        • Online learning from replacement of education to supplement of education
                                                          • From single question to complete learning
                                                            • Column and podcast subscription relies on faith in continuously high-quality knowledge
                                                            • Competitive Strategies

                                                              • Online learning platforms paying more attention to K-12 market
                                                                • AI makes online learning more ‘human’
                                                                  • Rely on celebrities to kick off popularity
                                                                    • Building a community rather than simply subscription
                                                                    • The Consumer – What You Need to Know

                                                                      • Almost all respondents spend time on digital contents consumption, and payment as well
                                                                        • Knowledge contents appeal, especially for interest and career development
                                                                          • Tipping for appraisal of contents
                                                                          • Digital Content Consumption

                                                                            • Living online is the norm
                                                                              • Figure 10: Online activities done in the last six months on any device, April 2018
                                                                            • Tablets focus on specialised area while smartphones and TVs dominate consumers’ online leisure time
                                                                              • Figure 11: Devices for online activities, April 2018
                                                                              • Figure 12: Online activities done in the last six months, by device, April 2018
                                                                            • Males are more active on online media consumption
                                                                              • Figure 13: Online activities done in the last six months on smartphone and laptop/desktop, by gender, April 2018
                                                                          • Favourite Paid Digital Content

                                                                            • Digital reading might be overlooked while payment for gaming dominates
                                                                              • Figure 14: Digital content paid for in the last six months, April 2018
                                                                              • Figure 15: Digital content paid for in the last six months, by gender, April 2018
                                                                              • Figure 16: Digital content paid for in the last six months, by age, April 2018
                                                                              • Figure 17: Digital content paid for in the last six months, by city tier, April 2018
                                                                            • Willing to invest in various digital contents
                                                                              • Figure 18: Type of digital content paid for in the last six months, April 2018
                                                                              • Figure 19: Type of digital content paid for in the last six months, by marital status and presence of children in household, April 2018
                                                                            • Majority tend to invest more in knowledge content in next year
                                                                              • Figure 20: Interest in investing in knowledge payment in the next year, April 2018
                                                                              • Figure 21: Interest in investing in knowledge payment in the next year, by marital status and city tier, April 2018
                                                                          • Amount Paid for Digital Content

                                                                            • Spending on gaming five times as much as e-books
                                                                              • Figure 22: Amount paid for digital content, April 2018
                                                                              • Figure 23: Amount paid for digital content, by age, April 2018
                                                                          • Attitudes towards Knowledge Content

                                                                            • Good value for learning is key driver for investment
                                                                              • Figure 24: Attitudes towards knowledge contents being helpful on learning, April 2018
                                                                              • Figure 25: Agreement with “Knowledge payment contents could help me better to learn”, by age, April 2018
                                                                              • Figure 26: Attitudes towards the value of knowledge contents, April 2018
                                                                              • Figure 27: Attitudes towards the value of knowledge contents, by age, April 2018
                                                                              • Figure 28: Attitudes towards the value of knowledge contents, by household income level, April 2018
                                                                            • Good contents and word of mouth drive purchase
                                                                              • Figure 29: Attitudes towards comparison between knowledge content provider and content, April 2018
                                                                              • Figure 30: Attitudes towards comparison between knowledge content provider and content, by age, April 2018
                                                                              • Figure 31: Attitudes towards knowledge contents consumed by peers, April 2018
                                                                              • Figure 32: Attitudes towards knowledge contents consumed by peers, by age, April 2018
                                                                              • Figure 33: Attitudes towards knowledge contents consumed by peers, by household income level, April 2018
                                                                          • Desired Knowledge Content

                                                                            • Interest and self-development share similarly high interest
                                                                              • Figure 34: Theme of knowledge content paid, April 2018
                                                                            • Offer knowledge contents according to various lifestages
                                                                              • Figure 35: Theme of knowledge content paid, by age, April 2018
                                                                              • Figure 36: Theme of knowledge content paid, by income level, April 2018
                                                                              • Figure 37: Theme of knowledge content paid, by marital status and presence of children in household, April 2018
                                                                          • Reasons for Tipping

                                                                            • Contents more important decision driver than author
                                                                              • Figure 38: Reason for tipping, April 2018
                                                                              • Figure 39: Reason for Tipping – TURF Analysis – May 2018
                                                                            • Trigger certain groups of audience’s tipping interest with interactive features
                                                                              • Figure 40: Reason for tipping, by gender, April 2018
                                                                              • Figure 41: Reason for tipping, by age, April 2018
                                                                          • Meet the Mintropolitans

                                                                            • Not only more active on online media but also willing to pay for them
                                                                              • Figure 42: Paid digital content, by consumer classification, April 2018
                                                                              • Figure 43: Amount paid for digital content, by consumer classification, April 2018
                                                                              • Figure 44: Reason for tipping, by consumer classification, April 2018
                                                                            • Positive attitudes towards knowledge contents with preference on finance and investment
                                                                              • Figure 45: Theme of knowledge content paid, by consumer classification, April 2018
                                                                              • Figure 46: Attitudes towards knowledge contents being helpful on learning and their value, by consumer classification, April 2018
                                                                              • Figure 47: Next year investment plan on knowledge contents and attitudes towards contents consumed by peers, by consumer classification, April 2018
                                                                          • Appendix – Methodology and Abbreviations

                                                                            • Methodology
                                                                              • Abbreviations

                                                                              Paying for Digital Content - China - August 2018

                                                                              US $4,460.00 (Excl.Tax)