Table of Contents
Executive Summary
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- Online media contents are consumed on multiple screens
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- Figure 1: Online media consumption, by device, April 2015
- Catering for divergent tastes: variety and customisation are both important
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- Figure 2: Types of online information interested in seeing, April 2015
- Consumers are getting used to paying for online media products and services
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- Figure 3: Online media purchase behaviour, April 2015
- Unique contents and customer service are key to attract paid subscribers
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- Figure 4: Barriers against buying paid online video streaming/music services, April 2015
- Consumers want online media advertisements to be fun and non-disturbing
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- Figure 5: Acceptable types of online media advertisements, April 2015
- What we think
Issues and Insights
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- 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
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- 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
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- Figure 7: Example of non-disturbing online media advertising, 2015
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- 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
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- Key points
- Different device preferences for different online media
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- 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
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- Figure 11: Online video consumption on different devices, by monthly personal income, April 2015
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- Figure 12: Online video consumption on different devices, by city, April 2015
- Online radio: a rising star tapping into people’s mobile life
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- Figure 13: Online radio consumption across all devices, by demographics, April 2015
- Great demographic differences in their preferred online gaming devices
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- Figure 14: Consumers who have played online games on a desktop/laptop, by gender and age, April 2015
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- Figure 15: Consumers who have played online games on a smartphone, by gender and age, April 2015
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- Figure 16: Consumers who have played online games on a tablet, by household composition, April 2015
The Consumer – Most Attractive Online Media Content
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- Key points
- Consumers are interested in a wide variety of online media contents
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- Figure 17: Types of online information interested in seeing, April 2015
- Gender differences
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- Figure 18: Types of online information interested in seeing, by gender, April 2015
- Age/lifestage differences
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- Figure 19: Selected types of online information interested in seeing, by age, April 2015
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- 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
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- Key points
- Rising income and copyright awareness drive people to pay for online media contents
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- Figure 21: Online media purchase behaviour, by income, April 2015
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- Figure 22: Online media purchase behaviour, by company type and education level, April 2015
- “Post-1985s” are most active spenders on online media
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- 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
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- Figure 24: Online media purchase behaviour, April 2015
The Consumer – Barriers against Purchasing Online Video Streaming/Music Services
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- Key points
- The main barrier: there are free alternatives
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- Figure 25: Barriers against buying paid online video streaming/music services, April 2015
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- 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
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- 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
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- 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
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- Key points
- Advertisements need to be short and non-compulsory
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- Figure 29: Acceptable types of online media advertisements, April 2015
- Post-1985s are more open to interactive and targeted online advertising
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- Figure 30: Selected acceptable types of online media advertisements, by age, April 2015
The Consumer – Trends in Online Media Consumption
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- Key points
- Consumers are not totally abandoning traditional media
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- Figure 31: Online media consumption preferences, by demographics, April 2015
- Online media operators are not yet demonstrating their brand values
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- Figure 32: Attitudes towards different online media service operators, April 2015
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- 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
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- 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
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- Figure 35: Attitudes towards online advertising, by demographics, April 2015
The Consumer – Meet the Mintropolitans
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- Key points
- Why Mintropolitans?
- Who are they?
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- Figure 36: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
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- Figure 37: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
- Mintropolitans spend more time using online media
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- Figure 38: Consumption habits of and attitudes towards online media, by consumer classification, April 2015
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- Figure 39: Digital product ownership, by consumer classification, April 2015
- Mintropolitans are ahead of others in using paid online media products and services
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- Figure 40: Online media purchase behaviour, by consumer classification, April 2015
- Mintropolitans are more interested in lifestyle-related online media contents
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- Figure 41: Types of online information interested in seeing, by consumer classification, April 2015
- Mintropolitans are more positive about online advertising
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- Figure 42: Selected acceptable types of online media advertising, by consumer classification, April 2015
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