The Yangtze Study also highlighted the prevalence of online entertainment, especially video, as a favorite way for Chinese consumers to digest content. Across screens, respondents spent an average of 1.76 hours daily watching video clips on computers, with tier-2 consumers heading the pack at 1.98 hours. With China home to the world‘s largest Internet population, it is highly possible that online has the potential to become the vehicle most used to access video content for cities in tiers 1-4.
"What we are witnessing now is the biggest digital evolution on earth taking place right here in China. There is a growing population of netizens in lower tiers who do not even have a TV set at home and instead are choosing to watch most of their TV content online", said Jeffrey Tan, SMG China‘s National Research & Insights Director. "While internet usage in lower tiers right now is skewed towards instant messaging and online entertainment (such as gaming, music and video), they are quickly catching on to the social networking craze that is sweeping across the country.""