Television continues to be the dominant medium with an audience six times greater than mobile and internet. Households in Shanghai spend 156 hours per month on TV and 27 hours online.
According to the study, people on average spend more time watching television and surfing the internet over weekends than on weekdays. TV returns a nine per cent higher viewership over weekends, while internet shows a 13 per cent jump. The overall number of hours spent on TV and online correlates with one another. When TV goes up, so does the internet.
The top five most visited websites while watching TV are Baidu, Kaixin, 163.com, Taobao and Sina.
As for mobile, 94 per cent of respondents confirmed they check their mobile while watching TV. However, only 11 per cent has used their mobile to watch videos in the past month.
Respondents between the ages of 15 to 24 are the heaviest mobile users in Shanghai. Jed Meyer, managing director of media services at Nielsen, highlights that women watch videos on mobile more often than men. The videos are acquired by PC transfer, video streaming and direct download through mobile via the internet.
Meyer said: “The World Cup is clearly going to demonstrate how China is quickly becoming one of the world’s leading nations in three screen media. Chinese football fans will use all available media to stay on top of what is happening in South Africa in June.”
The Three Screen Report is part of Nielsen’s bigger commitment into expanding service offerings in China. The latest R&D Center launch in Beijing also continues the company’s direction towards ‘What and how do people watch?’
China is the first market outside of the US to release the Three Screen Report. The quarterly research project was launched in 2009. One of the key reasons for launching the study in China is the government’s decision to merge TV with telecoms markets and build a triple play network by 2015.
Seperately, Mitch Barns, president of Greater China at The Nielsen Company gave a sneak preview into the findings from the Consumer Confidence Report in China that will be published in May.
According to the study, people on average spend more time watching television and surfing the internet over weekends than on weekdays. TV returns a nine per cent higher viewership over weekends, while internet shows a 13 per cent jump. The overall number of hours spent on TV and online correlates with one another. When TV goes up, so does the internet.
The top five most visited websites while watching TV are Baidu, Kaixin, 163.com, Taobao and Sina.
As for mobile, 94 per cent of respondents confirmed they check their mobile while watching TV. However, only 11 per cent has used their mobile to watch videos in the past month.
Respondents between the ages of 15 to 24 are the heaviest mobile users in Shanghai. Jed Meyer, managing director of media services at Nielsen, highlights that women watch videos on mobile more often than men. The videos are acquired by PC transfer, video streaming and direct download through mobile via the internet.
Meyer said: “The World Cup is clearly going to demonstrate how China is quickly becoming one of the world’s leading nations in three screen media. Chinese football fans will use all available media to stay on top of what is happening in South Africa in June.”
The Three Screen Report is part of Nielsen’s bigger commitment into expanding service offerings in China. The latest R&D Center launch in Beijing also continues the company’s direction towards ‘What and how do people watch?’
China is the first market outside of the US to release the Three Screen Report. The quarterly research project was launched in 2009. One of the key reasons for launching the study in China is the government’s decision to merge TV with telecoms markets and build a triple play network by 2015.
Seperately, Mitch Barns, president of Greater China at The Nielsen Company gave a sneak preview into the findings from the Consumer Confidence Report in China that will be published in May.
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