Chinese consumers are spendgin more time on digital media in recent years with more smart devices coming into their lives.
In terms of VOD (Video-on-demand) and playback behavior, users’ duration of watching live TV programs in a week on DVB (Digital Video Broadcasting) reaches 12.6 hours according to a research from Miaozhen Systems. Although VOD/Playback function has led to a slight decrease of live duration, it still brings a lot of extra increase to the total duration.
In terms of regions, the penetration rate of smart TV is highest in Yunnan province (48%), followed by Shaanxi province (47%).
The penetration rate of smart TV in China’s second-tier cities reached 42%, the highest among other city tiers.
The 30 to 34 age group has a penetration rate of 40%, lower than other groups of people except the groups of people over 45 years old.
In China, 77% families with 30 to 34 years-old parents have VOD/Playback devices, which shows that the 30 to 34 y-o groups are primary consumers of current phablet TV market and will be a driving force of the smart TV market in the future.
In China, the smart TV market has the penetration rate with over 40% of users under 44 years old while phablet TV market has the penetration rate of about 35% but 41% in age group 30 to 34 y-o.
Over 80% users use wi-fi to connect the internet cross all ages, more than that of using data on smartphones (75% overall); 51% of mobile users use 4G on their smartphone.
58% Chinses users know little about mobile audio.
85% of Chinese users are very/somewhat satisfied with mobile audio; of which, 30% users are very satisfied, higher than that of traditional radio.
59% of respondents say they stick on and will use mobile audio frequently; only 17% respondents will use traditional radio frequently.