Nearly 90% respondents, surveyed in a Tencent’s research, watched videos on mobile during the past three months. Mobile videos are most popular for Chinese users between 20-29 y-o (94%), followed by 30-39 y-o (91%), below 19 (89%), 40-49 (87%), 50 and elder (81%). Over half respondents watched videos every day.
18 to 21 years old users, the post-95s, are most likely to watch videos every day. The number of post-95s accounts for about 78 million in China and they will become the driving force of Chinese consumers in 5 to 10 years according to Tencent.
In terms of the length of mobile videos, clips from 5 to 10 minutes are the most popular, followed by 5 minutes below (23.1%), and 10 to 30 minutes (22.3%).
70% users surveyed by Tencent went to video websites/apps to watch mobile videos, which is a top source for mobile videos, followed by Tencent’s social platforms (58%), news client (13%), and Weibo (8%).
The percentage seems a bit low on Weibo; and, it might be be right to say less than 10% mobile internet users in China watch videos on Weibo. But, it’s certain that social media plays a vital role distributing and promoting videos.