“Owing to the urbanisation and the growing coverage of broadband service in China, digital media are widely accepted by Chinese consumers. With the general willingness of paying more for high-quality and personalised digital media, this opens up an opportunity of offering tier-based premium services for some digital media.”
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Introduction
Executive Summary
Market
Market
Mintel provides a range of market information across categories including: forecasting and share information
Market Background – Conventional Media
Market Background – Digital Media
Key Issue – Digital vs. Conventional Media
Key Issue – Moving from Free to Paid Media: The Way Forward
Consumer
Consumer
Mintel runs online consumer research in ten cities, completing 300 interviews per city with a total sample size of 3,000. Our consumer research is based on a random sample of internet respondents from a panel recruited by KuRunData China online research.
The Consumer – Media Usage
The Consumer – Purposes for Using Media
The Consumer – Information Sources
The Consumer – Exposure to Advertisements
The Consumer – New Media and Sharing
The Consumer – Attitudes towards Media
The Consumer – Segmentation
Key Issue – Making Sharing Part of the Campaign
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix – Media Used in Last 3 Months
Appendix – Purpose of Using Media
Appendix – Information Source When Buying a Product/Service
Appendix – Exposure to Ads
Appendix – Information Channels Used When Sharing
Appendix – General Attitudes towards Media
Appendix – Cluster Analysis
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What is the current state of the usage of media by Chinese consumers in urban areas (tier one to tier three cities)?
