In China, digital will account for 50.4 per cent of adults’ daily media time this year. This is a first for China and is higher than US (46.7 per cent) and UK (48.6 per cent), according to an eMarketer report.
The report highlights that while in many markets, digital media usage represents a shift away from traditional media, such as TV and print, in China, traditional media, except TV, is nonexistent for most. The digital users represent a new media population.
Growth in average time spent per day with digital will be 6.8 per cent, while it is at three per cent for all media. In the last four years, the amount of time Chinese consumers spend on digital media has risen rapidly from one hour 47 minutes in 2011 to about three hours, five minutes this year.
“On the surface, media consumption in China is much lower than that of most of the developed markets. However, this is largely due to much lower penetration rates of print, radio and even digital media in rural areas and among older populations. What’s unusual about digital media growth in China is that instead of shifting away from traditional media, digital is the second medium that a lot of consumers are exposed to after TV. And they are consuming a lot through digital and mobile channels. Smartphone users in China spend a larger share of daily media time on their smartphones than users in the US, UK and Canada, the three other markets where eMarketer estimates time spent with medium,” said Haixia Wang, vice president of forecasting at eMarketer.
According to the report, the continued adoption of smartphones and tablets has led to the increase in time spent with activities across mobile devices, with average daily time rising to over two hours this year, or 32.9 per cent of the total.
Smartphones lead the largest share of time spent within the mobile category and will account for 20.3 per cent or one hour, 15 minutes this year of the adults’ total media time.
TV still leads the amount of time spent by Chinese consumers as 94.8 per cent of the adult population—consumers still spend considerably more time with TV than with any other single medium, and in 2015, they’ll be in front their televisions for an average of two hours, 40 minutes per day, according to eMarketer estimates.