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Report of CNNIC on Mobile Entertainment: Netizens Play Mobile Phones 158 Minutes per Day on Average
2015/07/14 15:45author:
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 Recently, the China Internet Network Information Center (CNNIC) released the Report on the Entertainment Behavior of Chinese Mobile Netizens in 2014 (hereinafter referred to as the "Report").The "Bowing-headgroup" was increasingly becoming the focus of social media. Centering on this hot spot, the Report analyzed the development of the mobile entertainment industry. The Report showed that as of the end of 2014, 98% mobile Internet users had used music, video, games, reading and other mobile entertainment applications in the past six months. Currently, entertainment applications, Internet advertising, and e-commerce applications have become the three core pillars of the revenue of the mobile Internet industry.

The scale of users of various mobile entertainments grew stably, and users’ dependence was gradually enhanced
  The penetration rate of mobile entertainment applications increased steadily in 2014. Among them, the utilization ratios of mobile music and videos increased the most, 7.6 and 6.8 percentage points respectively, while the utilization ratios of mobile games and reading remained stable. In addition, the duration of average daily use of mobile entertainment by netizens increased from 109 minute last year to 158 minutes this year, with an increase rate of 45%. This substantial growth could be attributed to the significant improvement of the quality of video content and mobile games in the past year. 66.1% users believed that they were dependent on mobile entertainment.

Content copyright became the focus of the mobile entertainment industry
  The copyright of excellent content had become a strategic focus of all kinds of mobile entertainment companies in the past year. Video websites spent heavily to buy the copyright of popular films and television drama, resulting in the loss of most domestic video websites. By transforming the content of outstanding novels, movies, etc., mobile games converted a large number of readers and fans into mobile game players. Mobile music companies obtained the advantage of exclusively releasing new songs on their own platforms to attract fans by signing with artists. The giant of the Internet literature field, Cloudary, had been acquired by Tencent, which used its first-hand premium intellectual property resources to feed other entertainment.

  According to CNNIC analysts, the battle of intellectual property right will be more intense in the process of market standardization in the next few years. The companies will gradually use the copyright of excellent works to build competition barriers. The phenomenon will be more and more popular, that giants of content industry combat against competitors by means of rights. This situation may have a certain impact on users in the early days, but from the aspect of the long-term development of market, the enhancement of rights awareness signals the real maturity of market.

Mobile games became more intensive and more elaborate
  Both the duration and the frequency of playing mobile games were greatly improved compared to last year. The proportion of players playing mobile games for more than 1 hour a day on average was only 11.6% last year. This year the proportion grew to 55.3%, or increased 43.7%.Compared to last year, the proportion of players frequently playing mobile games per day increased 14.7% this year, to 44.8%. The huge boost of both duration and frequency marked that the user stickiness of mobile games increased significantly in the past year, which could be attributed to the intensiveness and elaboration of various game types.

Mobile entertainment influenced other forms of entertainment
  Due to its fragmentation feature, mobile entertainment had little effects on the daily entertainment of netizens, such as shopping, sports and other activities. Only 24.4% mobile netizens thought that they reduced other daily entertainment activities because of mobile entertainment. However, mobile entertainment had great effects on the duration of computer entertainment. When netizens were asked whether due to the use of mobile entertainment their duration of computer entertainment was reduced, the ratio rose to 46%. On the one hand, over the past year, the popularity of mobile music and video applications and the rapid development of mobile broadband business laid a good foundation for mobile streaming media play. On the other hand, the mobile phone itself had the advantage of portability and could be used at any time. Therefore, the time cost for users to watch video or listen to music was greatly reduced, and a large number of users changed from using PC terminal to mobile terminal while enjoying these applications. The experience of mobile reading itself was far better than that of computer reading. Thus, all kinds of mobile entertainment applications had attracted a large number of users from the computer terminal, which had a great impact on computer entertainment.

Generalized entertainment strategy was a new trend 
  The generalized entertainment means based on the multi-field symbiosis of the Internet and the mobile Internet, to build a fan economy of star intellectual property, whose core is the IP (intellectual property) with a huge scale of fans. The earliest practitioner of the concept in China was Tencent. Based on Tencent games, Tencent mutual entertainment connected its animation, literature, film and other platforms, and constructed an integrated entertainment industry of “a same star IP, an experience of multiple cultural creative products”. Later, mi, Huayi, Ali digital entertainment, Baidu literature, 360 and other companies’ promoted energetically the generalized entertainment as corporate strategy. The strategy of generalized entertainment was the new trend under the background of the maturity of Internet industry. By this way enterprises with abundant economic and technological strength could optimize their resource allocation and maximize the advantages of IP resources. At the same time, this phenomenon put much pressure on small and medium enterprises that did not have the economic strength to buy premium IP resources, making them pay more attention to innovation, which promoted the healthy development of the industry from a macro point of view.


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