“The average time each netizen spends online reached 25.6 hours per week in 2015 according to CNNIC (China Internet Network Information Centre). This means that people nowadays spend over three and a half hours a day online. The internet has changed people’s media viewing habits, as online media has now become an indispensable part of Chinese people’s everyday lives.
This report examines consumers’ online media consumption habits, how online media operators can attract more subscribers and how brands can best take advantage of the burgeoning online media platforms for brand marketing and advertising purposes.”
In this report, Mintel answers the following key questions:
What are the online media consumption patterns across different consumer technology products?
Which types of online media topics are most appealing to consumers?
Who are the users of paid online media products and services? What are the barriers preventing other people from paying? How can online media operators attract more subscribers?
What are consumers’ attitudes towards online advertisements? How can marketers make online advertising more effective in catching consumers’ attention?
Definition
This report covers people’s online media consumption habits. Online media refers to news and editorial contents (eg magazines), film and television contents, music and radio contents as well as games which are exclusively accessible via a computer (ie desktop, laptop), tablet or smartphone. Text message on mobile phone is not included.
The report focuses on consumers’ consumption habits of online stream media (ie video, music, radio) while other types of media contents (eg games, news, e-books) are discussed where necessary.
Demographic classifications:
Personal income
“High earners” in this report are defined as those who have monthly personal income equal to or above RMB8,000
“Mid earners” refer to those who have monthly personal income of RMB5,000-7,999.
“Low earners” are defined as those with monthly personal income below RMB5,000.
Methodology
This is a market intelligence report published by Mintel. The consumer research exclusively commissioned for this report was conducted by a Chinese licensed market survey agent (see Research Methodology China for more information).
For the purposes of this report, Mintel commissioned a quantitative research survey carried out online to explore consumers’ usage behaviour of and attitude towards online media. Fieldwork was conducted in April 2015, in four tier one cities and six tier two and three cities.
The tier one cities are Beijing, Shanghai, Guangzhou and Chengdu (yellow dots below). The tier two and three cities are Jinan, Nanjing, Shenzhen, Baoding, Luoyang and Guilin (green dots below).
![[graphic: image 1]](/sinatra/oxygen/image/id=746321&seq=1&maxWidth=851&maxHeight=450)
Unless otherwise stated, photographs in this report were taken by Mintel analysts.
