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Chinese mobile usage on course to overtake TV viewership

Mobile usage among Chinese adults is set to surpass television viewership for the first time in history, a new eMarketer report has claimed.

According to the research company’s latest forecast, the average adult in China spent two hours and 39 minutes a day on mobile devices so far in 2018, a rise of 11.1 per cent from last year.

The new figure accounts for 41.6 per cent people’s daily media time, while television makes up 39.8 per cent with two hours and 32 minutes.

Fuelling the medium’s growth is the rise in digital video viewership, with adults expected to watch 58 minutes of mobile video a day this year –  rising by more than a quarter since 2017.

By 2020, adults in China will spend almost a third of their daily digital time watching video, eMarketer added.

Over-the-top streaming services have become a recent focus for China’s tech giants, Baidu, Alibaba and Tencent.

Baidu’s video streaming platform iQiyi went public on the New York Stock Exchange recently in a US$2.4 billion float, while other players Youku Tudou and Tencent Video, have made a recent land grab for market share. 

According to an eMarketer report from January, close to 229 million people in China will watch video via a subscription streaming service this year.

Meanwhile, as of July last year, there were 751 million internet users in China – 95 per cent of whom were using mobiles rather than desktops.

The gargantuan rise of mobile internet usage has sparked a revolution in China’s media and marketing landscape in recent years, with the Tencent-owned WeChat spearheading the mergence of social media, e-commerce and payment.

Recent statistic suggest the platform has allowed up to 70 per cent of consumers to shop through social media,

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