Warc, 20 August 2013
SHANGHAI: Chinese consumers are turning to tablets as their
preferred device for watching online videos and reading magazines, with such
users also becoming increasingly accepting of ads, new research has suggested.
A study jointly initiated by Millward Brown, the market
research agency, GroupM Interaction, China's largest digital media buyer,
Miaozhen Systems, the third party advertising technology company, and the
conglomerate media groups Modern Media and Fushion, found that 84% of tablet
owners used their devices for watching online videos while almost 50% read
app-based magazines.
For the research, one-on-one telephone interviews were
conducted with more than 22,000 tablet users in 169 cities around the country,
as well as face-to-face meetings with 600 tablet users in Beijing, Shanghai,
Guangzhou and Chengdu. In addition, eye-tracking technology tested the advertising
effects of tablets.
"We have found that users are more likely to engage in
and accept advertisements placed on tablets than on traditional PCs," said
Tony Chen, President of GroupM Interaction China.
"In the era of tablets where the mouse click is
replaced by finger touch, big screen, high resolution and intimate interaction
have provided advertisers with more choices of form and content," he
added.
The research showed that 39% of users were willing to click
advertisements displayed on tablets, which was 60% higher than advertisements
on conventional PCs.
Among the reasons given were that the advertising
environment was clean and neat, trendy and eye-catching display effects, and
unique interactive features. The study suggested that tablets were most suited
to advertisers seeking to establish high-end brand positioning and
unconventional advertising effects.
GroupM Interaction also established that the frequency and
time spent on online videos and app magazines by tablet users were greater than
via more traditional media.
The frequency and time spent on watching online video, for
example, was respectively twice and 1.5 times that of traditional PCs. Readers
of app magazines also reported higher frequency and longer reading hours than
printed magazines.
Moreover, the pace of change is likely to accelerate, as 59%
of users indicated that in the future they planned to watch online video more
often on their tablets, while 33% indicated they would watch video less often
on PCs. More than half of the tablet users also said they would read more
app-based magazines in the future.
The nature of viewing is also changing, as tablets have
altered the typical peak viewing time, which now stretches from 7pm to 11pm.
Data sourced from GroupM China; additional content by Warc
staff
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