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China: Consumers watching long content on mobiles

A study from the User Experience Strategies (UXS) Service at Strategy Analytics has assessed Chinese mobile video consumers’ behaviours, preferences, and attitudes towards video services. Participants reported spending more time watching videos on smartphones than other connected devices including connected TVs and computers.

A strong willingness to pay for video content was also exhibited due to an increasing lack of free content in China. Surveying consumers in China, Strategy Analytics found that the type of content watched on a smartphone by Chinese consumers is becoming similar to what they used to only watch on devices with a larger display – longer content including movies, TV series, and variety shows. As the time spent on video being viewed on a smartphone is likely to keep increasing in China, the mobile video viewing experience will become more important and the ability to fulfil consumers’ changing needs of mobile video viewing will be vital.

Chris Schreiner, Director of Syndicated Research, UXIP commented, “An important behavioural and attitudinal change of mobile video consumers in China in 2016 was that they were much more willing to pay a subscription fee for video content. Moreover, some consumers have already been paying for multiple video services to watch desired content, which reveals a new opportunity for hardware manufacturers to seek closer cooperation with video service providers.”

Kevin Nolan, Vice President, UXIP added: “This provides the opportunity to pre-install video services on smartphones that offer exclusive benefits such as content aggregation from multiple sources, one subscription to access multiple services and discounted or free subscription offers. This can only work to improve brand attractiveness and consumer loyalty.”

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