How Do Mobile Users in China Consume Content? - eMarketer
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How Do Mobile Users in China Consume Content?

Traditional breaks are most common

November 30, 2015

Mobile devices have brought internet access to more users in more places and times than ever before—and that means more opportunities for content consumption. According to November 2015 research among mobile device users in China, much of that consumption is occurring during traditional leisure time.

Locations/Situations Where Mobile Device Users in China Access Entertainment Content via Mobile Devices, Nov 2015 (% of respondents)

Tecnent Penguin Intelligence and Tsinghua University found that 43.4% of mobile device users access entertainment content on their devices during breaks, vacations and other downtime.

Less-traditional “leisure” activity was also an opportunity to inject entertainment, however: 36.2% said they consumed entertainment content on mobile devices while visiting the restroom. In third place, just over three in 10 reported accessing such content from bed, either in the morning or at night. Waiting time and commutes were in fourth place, attracting fewer than one in four mobile device users.

Locations/Situations Where Mobile Device Users in China Watch Mobile Videos, Nov 2015 (% of respondents)

Usage of mobile devices to view video was also most common during traditional leisure time; more than half of respondents said they watched mobile video on breaks and vacations.

For mobile video in particular, bed was the No. 2 viewing location, with 45.8% of respondents. Restrooms, meanwhile, were less popular for viewing video than general entertainment, as was waiting or commute time.

eMarketer estimates that this year, 332.4 million people in China watch video via mobile phones at least once per month.

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