Opportunity for manufacturers to pre-install video services on smartphones to offer exclusive benefits
Chinese mobile video consumers spend more time watching videos on smartphones than other connected devices, including connected TVs and computers, new research has shown.
A strong willingness to pay for video content was also exhibited due to an increasing lack of free content in China, which research authors at Strategy Analytics have said opens the door for exclusive, pre-loaded video services on smartphones for the region.
Surveying consumers in China, Strategy Analytics has found that the type of content watched on a smartphone by Chinese consumers is becoming similar to what they used to only watch on devices with a larger display; longer content including movies, TV series, and variety shows. As the time spent on video being viewed on a smartphone is likely to keep increasing in China, the mobile video viewing experience will become more important and the ability to fulfil consumers’ changing needs of mobile video viewing will be vital.
Chris Schreiner, director of syndicated research at the user experience innovation practice (UXIP) at Strategy Analytics, commented: “An important behavioural and attitudinal change of mobile video consumers in China in 2016 was that they were much more willing to pay a subscription fee for video content. Moreover, some consumers have already been paying for multiple video services to watch desired content, which reveals a new opportunity for hardware manufacturers to seek closer cooperation with video service providers.”
Kevin Nolan, VP, UXIP added: “This provides the opportunity to pre-install video services on smartphones that offer exclusive benefits such as content aggregation from multiple sources, one subscription to access multiple services and discounted or free subscription offers. This can only work to improve brand attractiveness and consumer loyalty.”