Table of Contents
Executive Summary
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- The consumer
- Online media is increasingly important in consumers’ lives
- Smartphone is still the major device, and more content to be adapted to smart TVs
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- Figure 1: Consumption of online media, by digital devices, May 2016 and April 2015
- News, music, e-books and radios are preferred on weekdays
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- Figure 2: Usage of online media on different occasions, May 2016
- Consumers are willing to pay for online videos or music
- iQIYI, QQ Music and Kugou Music are top media streaming websites
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- Figure 3: Paid users of video or music streaming websites, May 2016
- Content and experience are both important to attract paid users
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- Figure 4: Attractive paid membership benefits, May 2016
- When watching online videos, consumers prefer to remain part of the audience
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- Figure 5: Activities undertaken when watching online videos, May 2016
- Going comprehensive is not necessary for video streaming websites
- Consumers who are more likely to watch advertising videos tend to be more active on social media
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- Figure 6: Attitudes towards online videos, May 2016
- Opportunities for online news
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- Figure 7: Attitudes towards online news, May 2016
- Mintropolitans are more willing to pay for membership
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- Figure 8: Paid users of video or music streaming websites, by consumer classification, May 2016
- What we think
Issues and Insights
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- Marketing via online media in fragmented time slots
- The facts
- The implications
- Marketing via bullet screen comments and live streaming
- The facts
- The implications
- Making video advertisements more efficient
- The facts
- The implications
- Opportunities for online news
- The facts
- The implications
- Attracting paid users by enhancing experience
- The facts
- The implications
The Consumer – What You Need to Know
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- Penetration of online media sees an increase
- Smartphone is still the major device, and more content to be adapted to smart TVs
- News, music, e-books and radios are preferred on weekdays
- Consumers are willing to pay for online video and music
- Both content and experience are important to attract paid users
- When watching online videos, consumers prefer being in the audience rather than participants
- Social media users skew to males, and bullet screen comments appeal to those in early 20s
- For video streaming websites, going comprehensive is not necessary
- Who are more likely to watch advertising videos?
- Opportunities for online news
- Mintropolitans are more willing to pay for membership
Online Media Consumption on Different Devices
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- Penetration of online media sees an increase
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- Figure 9: Penetration of online media on computers, smartphones and tablets, May 2016 and April 2015
- 20s and 30s are still core users
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- Figure 10: Penetration of online media, by age and city tier, May 2016
- Online radios and e-books attract more consumers with higher education
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- Figure 11: Penetration of online media, by personal income and education level, May 2016
- Smartphone is the major device for online media consumption
- Videos and games to focus on enhancing using experience
- Tablets to develop e-book reading and other educational features
- Adapting more content to Smart TVs
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- Figure 12: Consumption of online media, by digital devices, May 2016
Usage Occasions of Online Media
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- News, music, e-books and radio are preferred during weekdays.
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- Figure 13: Usage of online media on weekdays and weekends/holidays, May 2016
- Music is the most popular choice during commute on weekdays, especially among 20-24-year-olds
- Online news is popular during work/study and lunch breaks
- Keeping up with the news is important throughout weekdays, especially for males
- Videos and games are popular choice during weekends, day or night
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- Figure 14: Usage of online media on different occasions, May 2016
Paid Users of Media Streaming Websites
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- Most online media consumers have paid for online video or music
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- Figure 15: Number of paid memberships for video or music streaming websites, May 2016
- Consumers are more willing to pay for online videos than online music
- Paid music users tend to pay for videos too
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- Figure 16: Paid users of video or music streaming websites, May 2016
- 20s and 30s are more willing to pay for online videos or music
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- Figure 17: Paid users of video or music streaming websites, by age and city tier, May 2016
- Paid users of online videos and online music significantly increased
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- Figure 18: Paid users and intended paid users of video and music streaming websites, May 2016 and April 2015
- Paid users are more conscious of copyright issues
- Exclusive content and differentiating price ranges also drive the growth
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- Figure 19: Paid membership package of streaming video and music websites, August 2016
- iQIYI leads in paid membership of video streaming websites
- Competitors drive growth using various approaches
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- Figure 20: Paid video streaming users, by leading websites, May 2016
- Paid users of leading video streaming websites tend to overlap
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- Figure 21: Overlapped paid users of leading video streaming websites, May 2016
- QQ Music and Kugou Music lead music streaming websites
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- Figure 22: Paid music streaming users, by leading websites, May 2016
- Paid users skew slightly to males
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- Figure 23: Paid user profile of leading video and music streaming websites, by gender and age, May 2016
- Most paid users have higher education degrees
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- Figure 24: Paid user profile of leading video and music streaming websites, by income and education, May 2016
Attractive Membership Benefits
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- Content is still essential to attract paid members
- Being the first to enjoy shows attract consumers in their 20s and 30s
- Live broadcasting shows attract more males
- Original content sees potential, especially among consumers aged 25-39
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- Figure 25: Attractive paid membership benefits, content wise, May 2016
- Consumers also seek experience – high-resolution content is key
- Efficient self-service systems may be more attractive than all-day customer services
- Promotion for other products can attract consumers aged over 24
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- Figure 26: Attractive paid membership benefits, experience and additional benefits, May 2016
Activities When Watching Online Videos
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- Consumers prefer being in audience rather than content contributors
- No significant city tier difference
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- Figure 27: Activities when watching online videos, May 2016
- Males and consumers aged 25-39 are more likely to use social media when watching online video
- Bullet screen comments are popular among 20-24-year-olds
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- Figure 28: Using bullet screen comments and social media when watching video, by demographics, May 2016
- Relatively few consumers would click on advertisements when watching online videos
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- Figure 29: Activities when watching online videos (continued), May 2016
- High earners are more likely to purchase products appearing in videos
- Consumers who purchase products in videos tend to be active social media users
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- Figure 30: Advertisement-related activities when watching video, by demographics, May 2016
Attitudes towards Online Media
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- Attitudes towards online videos
- Going comprehensive is not necessary anymore
- Increase exposure on social media
- Who are more likely to watch advertising videos?
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- Figure 31: Attitudes towards online videos, May 2016
- Value perception is similar across leading video streaming websites
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- Figure 32: Agreement on “Paid membership of video websites is good value for money”, by paid members of leading websites, May 2016
- Attitudes towards online news
- People are not giving up traditional media
- Online news providers to increase user loyalty
- Consumers show low tolerance for advertisements in online news
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- Figure 33: Attitudes towards online news, May 2016
- Attitudes towards copyright issues
- Consciousness of copyright yet to be fostered
- More sophisticated consumers are willing to pay to show respect
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- Figure 34: Attitudes towards copyright issues, by demographics, May 2016
Meet the Mintropolitans
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- Mintropolitans are more interested in online radio, games and e-books
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- Figure 35: Penetration of online media, by consumer classification, May 2016
- Mintropolitans are more willing to pay for membership
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- Figure 36: Paid users of video or music streaming websites, by consumer classification, May 2016
- Mintropolitans are willing to pay for more privileges
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- Figure 37: Attractive paid membership benefits, by consumer classification, May 2016
- Promotional videos are more appealing to Mintropolitans
- Mintropolitans do not show significant preference for online news
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- Figure 38: Attitudes towards online videos and online news, by consumer classification, May 2016
- Mintropolitans show higher recognition for the author
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- Figure 39: Attitudes towards copyright issues, by consumer classification, May 2016
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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