Digital to account for half of total media consumption

For the first time in China adults will spend 50.4% of their daily media time online, according to eMarketer

This will put China ahead of Western counterparts like the UK and the US that spend 48.6% and 46.7% of their media time online, respectively.

Average time spent in China consuming media will also increase by 6.8% over the course of this year, while total media consumption has almost doubled to three hours per day.

Chinese media consumers are shunning traditional print media and programmed TV in favour of on-demand news and shows.

The speed of digital adoption is being driven in no small part by smartphone and tablet usage, which are on track to account for more than two-thirds of mobile connections in China by the end of this year.

According to GMSA, 4G is changing the world’s largest mobile market much quicker than in Europe. The popularity of iPhones, combined with the ubiquity of their lower price cousins, like Xiaomi handsets, have turned almost 48% of the population into avid mobile users.

For lubes marketers, being increasingly able to offer consumers rich media on-the-go, alongside more targeted mobile advertising solutions, will be challenge as well as an opportunity.