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2015 China Media Consumer Survey Report
Unparalleled Chinese Media Consumers
In 2015, Deloitte conducted a global survey of media industry consumers regarding their consumption behavior, and provided a comprehensive analysis of trends in behavior from a global perspective. The report, "2015 China Media Consumer Survey Report - Unparalleled Chinese Media Consumers," involves 2000 consumers and focuses on different areas of the media industry in China and the United States, examining consumer experiences with TV, OTT video, internet, advertisements, games, as well as new media, and analyzing consumers' behavioral attitudes and consumption preferences. The report provides data for Internet, advertisement, TV, game, and publishing enterprises, in addition to their practitioners, with aims to help them attain an in-depth understanding of media industry consumers.
Viewpoints / key findings
The survey shows that Chinese media consumers are more mobile, digitized, and social, and a step ahead of U.S. media consumers in general, which embodies a unique set of consumptive characteristics.
A summary of our key findings:
TV: Not dead yet, just awaiting activation
- Paid TV subscriptions are still mainstream in both China and the United States, but are threatened by online substitutes due to low cost-effectiveness.
- Chinese consumers tend to engage in multiple activities while watching TV, which is a distinct fragmentation phenomenon, and they prefer not only HD content and premium audio but also interactive and social programs.
- China's consumers rank highest in the world in terms of keeping current on TV dramas, and most of the contributors are single women.
OTT videos: Profitable subscription services will take time
- Streaming media service is not a rigid demand for Chinese households; most Chinese consumers can accept watching commercials if it means they can avoid paying for TV.
- Many Chinese consumers have a limited awareness of copyright law and tend to share their subscription accounts.
Films: content and marketing are both important, online viewing developing
- Although box office revenue is mainly influenced by a film's content, marketing support is still required. Genre, content, and reviews are the top three factors that attract Chinese audiences to watch a movie.
- Offline film consumption is expected to rise while the online market still needs to be developed. Digital resources may allow advanced online screenings to become the next big medium.
Advertisements: Both traditional and new modes have unique advantages
- While both Chinese and American consumers make decisions influenced by word-of-mouth marketing, there is still value in traditional advertising. In a fragmented media environment, traditional advertising companies should focus on the development of integrated marketing.
- Online advertising should be emphasized, as precision marketing is considered more acceptable by the Chinese public.
- Mobile device advertising must benefit consumers; most Chinese consumers are willing to accept mobile ads push in exchange for free content.
Socializing online: Helps enterprises reach new heights
- Chinese enjoy communicating and connecting with colleagues; Americans prefer to share and entertain.
- Socializing online is a rigid demand for both American and Chinese consumers, but users have privacy and security concerns.
- Chinese consumers, more so than their American counterparts, recognize companies or brands that use social platforms, and this deep social network penetration provides enterprises with new marketing channels and methods.
Reading: Digital mediums becoming mainstream
- In both China and the United States, reading is no longer a favorite recreational activities amongst consumers.
- Digital mediums are popular in China for reading books, news, and magazines, and the market potential is tremendous.
Devices: Wearable devices need to make the leap
- China's mobile digital device holding rate has surpassed that of the United States, as consumers prefer "mobile" devices to "static" ones.
- Chinese consumers are most concerned with quality, price, and brand recognition of devices, while American consumers pay more attention to service and cost.
- The wearable device market is continuing to heat up, which requires companies to seize the opportunity by making the leap from the early market to the mainstream market.
Games: Mobile the new normal
- More Chinese consumers use mobile smart devices to play games, and seldom use game consoles, so the development of the domestic game console market still has a long way to go.
- Consumers play games to relax or kill time. Those playing games and enjoying the social function of said games are mostly young people.
- Diversified and integrated game console is becoming media content bearing device, but the future rise still remains to be seen.