Mobile video viewing surging in China
Posted on Aug 30, 2013 by YuMe
Mobile video advertising has incredible potential around the world, and a recent report shed light on it's importance specifically in China. Wandoujia, one of China's most popular Android app stores, released research detailing the mobile video consumption habits of consumers in the country.
The company's "China App Index: Will Mobile Kill the TV Star?" slideshow explains people in China – presumably mostly in urban areas – travel extensively every day. Such long commute times have led consumers to seek out on-the-go entertainment, making mobile choice a popular choice.
"Since most TV shows are quickly available online, China's smartphone owners make the most of their fragmented time to move," Wandoujia stated.
While the company's report focuses on app usage, there are a few takeaways for brands and publishers considering mobile video advertising in China. Citing findings from the China Internet Network Information Center, Wandoujia's report slideshow show the country is home to 160 million mobile video viewers.
The incredible rate of people watching content on the go can be attributed to four factors, the company explains. Smartphone screens are becoming larger, and more consumers are showing interest in phablets. In addition, device storage space is also increasing, meaning users that don't stream content can download more easily. Mobile gadget battery life is also improving, and consumers can spend more time watching video, leading to a growing rate of people viewing long-form content on their smartphones. Finally, better Wi-Fi access makes it easier than ever to stream video almost anywhere in many areas in China.
Commenting on Wandoujia's findings, TechCrunch stated the trend has sparked business opportunities and competition among tech and entertainment companies. Just as Netflix, Amazon and Hulu strive to offer the best online video offerings, major players Youku-Tudou and Baidu are competing for viewers.
With smartphone and phablet content viewing such a mainstream trend in China, brands can effectively reach consumers in the country with video ads on mobile.