70% Chinese PC broadband users watch TV

 James (MindShare regional team,Singapore) writes:

It’s not everyday you get to download millions of dollars worth of free data and analysis. But that’s basically what the UK government’s Ofcom report on International Communications markets is. It covers dozens of markets, but the special Asian focus is Japan and China.

No surprise that Japan consistently leads the world in the mobile arena throughout the report.But perhaps more surprising is that China broadband users lead the world in TV clip/programme viewing via the PC.

From the data (sorry the chart is blurred) you can see that 70% of all Chinese broadband users had viewed or downloaded TV. This was FAR ahead of other markets like Japan (just over 40%) and USA (under 40%).The chart also shows a generation divide in China, as across the world, with over 80% of 18-24 year olds having downloaded TV, versus just over 60% of 45-54 year olds.

Some other highlights for me in the report:

• 33% Japanese claim to watch less TV since getting broadband internet

• More Chinese (76%) broadband users have downloaded music than any other market

• Chinese watch less TV (154 mins per day) than other markets in the study (US 271 mins, Japan 311 mins)

• Asia has 53% of the world’s TV households, but only 19% of the TV revenues

• More Japanese watch TV at breakfast (29%) than in other markets by a long way

• China TV viewership is less concentrated in the top 5 channels (26%) than any market in the world. The next closest market was US (35%)