This year, for the first time, adults in China will spend more time with their mobile devices than they will watching TV, according to eMarketer’s latest forecast.
Adults in China will spend 2 hours, 39 minutes a day on mobile devices in 2018, up 11.1% over last year, accounting for 41.6% of their daily media time. By comparison, adults will spend 2 hours, 32 minutes per day watching TV, down 2% over 2017, representing 39.8% of daily media time.
Digital video viewing is a key driver of increased mobile time. We expect adults in China will spend 58 minutes per day watching video in 2018, up nearly 26% year over year, making up more than a quarter of their digital time. By 2020, adults in China will spend almost a third of their daily digital time watching video.