Executive Summary
Adults in China spend the majority of their media time with digital devices—on which their main activity is going online. This year, time spent on the internet will account for half of total time spent with all media for the first time.
How much time will adults in China spend with traditional media vs. digital?
In 2019, adults (ages 18+) in China will spend 2 hours, 44 minutes with traditional media, or 41.2% of time spent with media. That’s compared with 3 hours, 54 minutes spent with digital, or 58.8% of time spent with media—including internet activities on any device and non-internet activities on mobile devices.
What are the key drivers of increased internet time spent?
Government efforts to develop rural internet infrastructure and more mobile internet usage by older consumers have led to an uptick in the amount of time adults in China spend online.
How much time will adults in China spend with traditional TV vs. digital video?
Adults in China still spend more time with traditional TV. But digital video’s share of consumers’ combined TV and video viewing time has risen significantly, from 23.2% in 2017 to 33.0% in 2019. This figure is projected to rise to 39.3% by 2021.
Is adult time spent with media and media ad spending aligned?
Not exactly. TV accounts for more of adult time spent with media but ends up with a smaller share of ad spending, due to hurdles of transacting with state media. Digital media, with its comparative ease of buying, ends up with a larger share of ad spending.
WHAT’S IN THIS REPORT? This report features our latest forecast for time spent with media in China, including breakouts by traditional and digital media. It also examines the key media consumption behaviors in the country.