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市場調查報告書

中國的線上消費習慣

Online Media Consumption Habits - China - August 2015

出版商 Mintel China 商品編碼 341599
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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中國的線上消費習慣 Online Media Consumption Habits - China - August 2015
出版日期: 2015年08月31日 內容資訊: 英文
簡介

由於消費者在成為會員時會期待有更優質的客戶服務,提供個人化媒體內容及服務對線上媒體業者而言將是今後重要的議題。對行銷負責人而言,線上廣播的日益熱門及互動技術的發展,都展現出有利的商務機會。但要小心在人們的媒體消費體驗上,線上廣告切不可讓人感到反感,這點相當重要。為了獲得更多客戶,培養他們成為收費會員,線上媒體平台就需要將重點放在內容的開發與客戶服務雙方面。

本報告提供中國的線上消費習慣相關調查分析,提供您市場課題及考察相關彙整資料,線上媒體的消費及購買等的各種消費者趨勢相關分析。

第1章 簡介

  • 定義
  • 個人所得
  • 調查手法
  • 簡稱

第2章 摘要整理

第3章 課題與考察

  • 吸引人的線上媒體內容與引導人們
  • 線上媒體經營者需要強化收費會員的專用客戶服務
  • 線上廣告不該是引人反感的東西,而要吸引別人目光
  • 線上無線電:對品牌行銷來說的新機會

第4章 消費者趨勢 - 透過數位設備的線上媒體消費

第5章 消費者趨勢 - 最富有魅力的線上媒體內容

第6章 消費者趨勢 - 線上媒體購買習慣

第7章 消費者趨勢 - 購買線上影片串流/音樂服務的障礙

第8章 消費者趨勢 - 可容許的線上媒體廣告種類

第9章 消費者趨勢 - 線上媒體消費趨勢

第10章 消費者趨勢 - 城市消費者

目錄

Offering personalised media contents and services will be big topics for online media operators, as consumers expect better customer service to become subscribers. For marketers, the growing popularity of online radio and evolving interactive technologies both exhibit good business opportunities. However, it is important to make sure that online advertisements do not bring disturbance to people's media consumption experience.” - Laurel Gu, Senior Research Analyst.

This report discusses the following key topics:

  • Guiding people to find their interested online media contents
  • Online media operators need to strengthen customer service dedicated to paid subscribers
  • Make online advertisements less disturbing and more eye-catching
  • Online radio: a new opportunity for brand marketing

Online media platforms will need to focus on both content development and customer service so as to win more users and foster them into paid subscribers. Evolving technology allows marketers to be creative in running digital campaigns.

Advertising can use new platforms (eg online radio) and new formats (eg interactivity) to catch people's attention.

Table of Contents

Introduction

  • Definition
  • Personal income
  • Methodology
  • Abbreviations

Executive Summary

  • Online media contents are consumed on multiple screens
    • Figure 1: Online media consumption, by device, April 2015
  • Catering for divergent tastes: variety and customisation are both important
    • Figure 2: Types of online information interested in seeing, April 2015
  • Consumers are getting used to paying for online media products and services
    • Figure 3: Online media purchase behaviour, April 2015
  • Unique contents and customer service are key to attract paid subscribers
    • Figure 4: Barriers against buying paid online video streaming/music services, April 2015
  • Consumers want online media advertisements to be fun and non-disturbing
    • Figure 5: Acceptable types of online media advertisements, April 2015
  • What we think

Issues and Insights

  • Guiding people to find their interested online media contents
  • The facts
  • The implications
  • Online media operators need to strengthen customer service dedicated to paid subscribers
  • The facts
  • The implications
    • Figure 6: Example of Tencent video's reward system for its subscribers, 2015
  • Make online advertisements less disturbing and more eye-catching
  • The facts
  • The implications
    • Figure 7: Example of non-disturbing online media advertising, 2015
    • Figure 8: Example of interactive online media advertising, 2015
    • Figure 9: Example of online HTML5 games, 2015
  • Online radio: a new opportunity for brand marketing
  • The facts
  • The implications

The Consumer - Online Media Consumption by Digital Devices

  • Key points
  • Different device preferences for different online media
    • Figure 10: Online media consumption, by device, April 2015
  • Online video: mainly for in-home entertainment, gaining popularity as an on-the-go time killer
    • Figure 11: Online video consumption on different devices, by monthly personal income, April 2015
    • Figure 12: Online video consumption on different devices, by city, April 2015
  • Online radio: a rising star tapping into people's mobile life
    • Figure 13: Online radio consumption across all devices, by demographics, April 2015
  • Great demographic differences in their preferred online gaming devices
    • Figure 14: Consumers who have played online games on a desktop/laptop, by gender and age, April 2015
    • Figure 15: Consumers who have played online games on a smartphone, by gender and age, April 2015
    • Figure 16: Consumers who have played online games on a tablet, by household composition, April 2015

The Consumer - Most Attractive Online Media Content

  • Key points
  • Consumers are interested in a wide variety of online media contents
    • Figure 17: Types of online information interested in seeing, April 2015
  • Gender differences
    • Figure 18: Types of online information interested in seeing, by gender, April 2015
  • Age/lifestage differences
    • Figure 19: Selected types of online information interested in seeing, by age, April 2015
    • Figure 20: Selected types of online information interested in seeing, by marital status, April 2015
  • Personalisation comes to the fore

The Consumer - Online Media Purchase Habits

  • Key points
  • Rising income and copyright awareness drive people to pay for online media contents
    • Figure 21: Online media purchase behaviour, by income, April 2015
    • Figure 22: Online media purchase behaviour, by company type and education level, April 2015
  • “Post-1985” are most active spenders on online media
    • Figure 23: Consumers who have bought online media contents, by age, April 2015
  • Scope for paid online media products/services to further expand their user pool
    • Figure 24: Online media purchase behaviour, April 2015

The Consumer - Barriers against Purchasing Online Video Streaming/Music Services

  • Key points
  • The main barrier: there are free alternatives
    • Figure 25: Barriers against buying paid online video streaming/music services, April 2015
    • Figure 26: Barriers against buying paid online video streaming services*, by age and income, April 2015
  • Unique content is key to attracting users
  • Lowering the cost of trials
  • Appealing to the young people
    • Figure 27: Consumers who consider “few people around me subscribe to this” as a barrier against buying paid online video streaming services, by demographics, April 2015
  • Fill the gap to meet mid to high earners' expectations on services
    • Figure 28: Consumers who consider “customer service not being satisfying” as a barrier against buying paid online video streaming services, by income, April 2015

The Consumer - Acceptable Types of Online Media Advertisements

  • Key points
  • Advertisements need to be short and non-compulsory
    • Figure 29: Acceptable types of online media advertisements, April 2015
  • Post-1985s are more open to interactive and targeted online advertising
    • Figure 30: Selected acceptable types of online media advertisements, by age, April 2015

The Consumer - Trends in Online Media Consumption

  • Key points
  • Consumers are not totally abandoning traditional media
    • Figure 31: Online media consumption preferences, by demographics, April 2015
  • Online media operators are not yet demonstrating their brand values
    • Figure 32: Attitudes towards different online media service operators, April 2015
    • Figure 33: Consumers who have watched videos/programmes produced by video stream websites, by consumers who have or not have paid for online video streaming products/services, April 2015
  • Online media operators are not yet satisfying their paid users
    • Figure 34: Usage habits of and attitudes towards online media, by consumers who have paid and not paid for online video stream services, April 2015
  • Online advertisements are gaining power
    • Figure 35: Attitudes towards online advertising, by demographics, April 2015

The Consumer - Meet the Mintropolitans

  • Key points
  • Why Mintropolitans?
  • Who are they?
    • Figure 36: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
    • Figure 37: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
  • Mintropolitans spend more time using online media
    • Figure 38: Consumption habits of and attitudes towards online media, by consumer classification, April 2015
    • Figure 39: Digital product ownership, by consumer classification, April 2015
  • Mintropolitans are ahead of others in using paid online media products and services
    • Figure 40: Online media purchase behaviour, by consumer classification, April 2015
  • Mintropolitans are more interested in lifestyle-related online media contents
    • Figure 41: Types of online information interested in seeing, by consumer classification, April 2015
  • Mintropolitans are more positive about online advertising
    • Figure 42: Selected acceptable types of online media advertising, by consumer classification, April 2015
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