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Chinese spend more time on Internet

THE average daily time Chinese consumers spend on Internet will climb to 202 minutes by 2017, more than one third higher than the average time of 142 minutes in 2014, suggesting the dominant position of Internet as a major media format, a latest study shows.

Thanks to the popularity of smartphones and the development, the Internet already takes the biggest share of total media consumption, and the mobile Internet is expected to overtake desktop Internet in 2015, Publicis Groupe's media agency ZenithOptimedia said in its Media Consumption Forecasts today.

The average time that Chinese people spend watching television is also on the decline, from an average of 139.4 minutes to an estimate of 124.6 minutes, with more viewers turning towards online video streaming websites.

By 2017, the amount of time people spend reading newspapers and magazines will drop to only 11.7 minutes and 2.9 minutes, compared to that of 14.2 minutes and 3.3 minutes in 2014 respectively.

Globally, people is expected to dedicate more than 8 hours a day (492 minutes) consuming media, 1.4 percent up from that of 485 minutes in 2014. Internet consumption is the fastest rising sector with 11.8 percent annual increase worldwide.

The Internet’s share of overall media consumption will rise from 22.6 percent in 2014 to 28.6 percent in 2017.

Traditional media is gradually losing out with Internet propelled growth in overall media consumption, and the decline is expected to continue to 2017.

“The average person already spends half their waking life consuming media and people around the world are still hungry for more opportunities to discover information, enjoy entertainment and communicate with each other,” ZenithOptimedia’s Head of Forecasting Jonathan Barnard said in a statement.

"We expect media consumption to continue to grow for the foreseeable future, multiplying the opportunities for brands to develop relationships with consumers," he added.




 

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