Table of Contents
Overview
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- What you need to know
- Covered in this Report
- Excluded
Executive Summary
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- The market
- Companies and brands
- The consumer
- Living online is the norm, especially on smartphones
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- Figure 1: Online activities done in the last six months on any device, April 2018
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- Figure 2: Devices for online activities, April 2018
- Paying for gaming and e-books are most common
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- 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
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- Figure 4: Amount paid for digital content, April 2018
- Continuous investment driven by the desire for learning more
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- Figure 5: Attitudes towards knowledge payment contents, April 2018
- Consumers are seeking knowledge contents with themes of interest and career development
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- Figure 6: Theme of knowledge content paid, April 2018
- Tipping more for contents
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- Figure 7: Reason for tipping, April 2018
- What we think
Issues and Insights
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- 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
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- Relatively new market with high growth rate and potential
- Digital contents being more accessible is a major driver
Market Overview
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- China’s online paid knowledge market is expected to continue to boom
- Content diversity drives fast development
Market Drivers
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- Increasing investment in online leisure activities
- Booming mobile data usage
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- Figure 8: Mobile data usage, China, 2013-17
- Mobile payment makes purchase easy
Key Players – What You Need to Know
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- Both academic and practical knowledge contents attract attention
- Focus on niche market and increase viscosity
Market Landscape
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- Four typical types of knowledge content providers
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- 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
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- 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
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- 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
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- Living online is the norm
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- 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
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- Figure 11: Devices for online activities, April 2018
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- Figure 12: Online activities done in the last six months, by device, April 2018
- Males are more active on online media consumption
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- Figure 13: Online activities done in the last six months on smartphone and laptop/desktop, by gender, April 2018
Favourite Paid Digital Content
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- Digital reading might be overlooked while payment for gaming dominates
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- Figure 14: Digital content paid for in the last six months, April 2018
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- Figure 15: Digital content paid for in the last six months, by gender, April 2018
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- Figure 16: Digital content paid for in the last six months, by age, April 2018
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- Figure 17: Digital content paid for in the last six months, by city tier, April 2018
- Willing to invest in various digital contents
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- Figure 18: Type of digital content paid for in the last six months, April 2018
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- 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
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- Figure 20: Interest in investing in knowledge payment in the next year, April 2018
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- 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
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- Spending on gaming five times as much as e-books
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- Figure 22: Amount paid for digital content, April 2018
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- Figure 23: Amount paid for digital content, by age, April 2018
Attitudes towards Knowledge Content
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- Good value for learning is key driver for investment
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- Figure 24: Attitudes towards knowledge contents being helpful on learning, April 2018
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- 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
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- 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
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- Figure 29: Attitudes towards comparison between knowledge content provider and content, April 2018
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- 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
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- 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
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- Interest and self-development share similarly high interest
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- Figure 34: Theme of knowledge content paid, April 2018
- Offer knowledge contents according to various lifestages
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- Figure 35: Theme of knowledge content paid, by age, April 2018
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- 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
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- Contents more important decision driver than author
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- Figure 38: Reason for tipping, April 2018
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- Figure 39: Reason for Tipping – TURF Analysis – May 2018
- Trigger certain groups of audience’s tipping interest with interactive features
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- Figure 40: Reason for tipping, by gender, April 2018
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- Figure 41: Reason for tipping, by age, April 2018
Meet the Mintropolitans
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- Not only more active on online media but also willing to pay for them
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- Figure 42: Paid digital content, by consumer classification, April 2018
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- Figure 43: Amount paid for digital content, by consumer classification, April 2018
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- Figure 44: Reason for tipping, by consumer classification, April 2018
- Positive attitudes towards knowledge contents with preference on finance and investment
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- Figure 45: Theme of knowledge content paid, by consumer classification, April 2018
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- 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
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- Methodology
- Abbreviations
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