Beijing: The number of people using the internet in China has galloped to 668 million – and most use their mobile phones for access – the authorities said.
The number of Internet users in China continued to grow in the first half of this year, with about 90 per cent of the users accessing the internet through mobile phones, said the semi-annual report of the China Internet Network Information Center (CNNIC).
Global Times cited the report as saying that there were a total of 668 million online users in China by the end of June, an increase of 19 million in the past six months.
Among the users, 27.9 percent or 186 million are rural residents, an increase of 8 million. Most of the online users are aged between 20 and 29 and are mainly students and freelancers.
The report said that about 90 percent of the users access the Internet through mobile phones, 68 percent access through desktops and about 43 percent use laptops.
The popularity of smartphones has gone up due to a fall in prices, making them more affordable, said the report which added that the growth of apps useful in daily lives also contributed to attract online users.
The report also said that following a boom in the stock market, the number of people using mobile apps to trade shares rose by 50 percent in the first half of this year to 5.6 million.
In India, as the pattern goes, traditional media (TV and print) are on the top in terms of advertisement. However, in the past decade, the media industry has overseen an aggressive growth of the digital media. In the span of just two years (2010-2012), the internet has overpowered the radio and OOH. Digital media does stay far behind the two giants (television and print) but has been successful in maintaining its growth rate at around 30% until 2014. The growth rate decreased between 2014-2017, but the ‘aggressive growth’ is still sustained.
In 2018, television advertising is expected to grow by 9%, radio 10% and print, cinema, and OOH at 5% each respectively. India will be a leading digital market as internet advertising will grow at 20.4% and it will account for 15.4% market share in the country by 2020. It is however estimated that television will still be the largest media comprising the market share of 39%.
An average Indian adult spends about two-and-a-half hours per day on traditional media (which includes television, radio, and print). On the other hand, the consumption of digital media is one hour per day on average. The reasons range from the poor infrastructure of digital media and its poor circulation or access to the rural population since they recently came into the circuit.
In 2016, the time spent on Television accounted for 56.4% of the total time spent on media consumption. Time spent on print was 7.9%, and radio accounted for 5.3%.
In 2017, adults spent an average time of 1 hour and 18 minutes daily with digital media. Adult’s average time spent per day with digital media grew by 14.4% this year, due to the newly gained access of the rural population to the internet. However, digital media still comes to the second place in contrast to television, on which 2 hours 11 minutes of daily time is spent.
In 2018, it is estimated, Television will account for 52.1% of the time and Digital for 35.9%, while print and radio will decrease to 6.9% and 5.1% respectively.
We have witnessed a decline in the market share of print, radio and OOH. Though radio is increasing by 10% due to improved infrastructure, it still lags behind Digital Media. It is estimated that print will too, lag behind Digital media in the coming time. Hence, it will a competition between television and digital media in future.
Even though digital media’s fast-paced and aggressive growth, it is unlikely that it will surpass the television anytime soon.