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REPORTSIndustry ReportMobile reading market in 2016

Mobile reading market in 2016

2017-03-08 09:16:31
by International Publishing Journal


In 2016, China’s citizens read 3.56 e-books per capita, with e-books growing significantly. With autilization rate of 63.2%, mobile phone ranked the first, surpassing other reading tools. This data shows that mobile reading has become the main way of reading. China’s domestic  mobile readingshows a high potential for market growth, with the user utilization rate increasing year by year. In 2016, China’s mobilereading contact rate reached 67.4%.



Reading through what Apps:

the competition pattern of reading Apps market 

As of the end of 2016, China’s mobile reading market has reached $460 million, with a QoQ growth of 3.9%; the number of China’s mobile readers has reached 680 million, with a QoQ growth of 1.5%.


In the overall market of mobile reading Apps, about 20% of Apps are used by 80% of users. iReader, QQ Reading, Duokan, Shuqi Novel and Migu Reading have relatively better performance in their coverage and activity. In terms of the active user penetration of main mobile Apps, QQ Reading’s user penetration rate is 55.8%, iReader 54.2%, and Shuqi Novel 48.2%. The monthly average number of active users of iReader, QQ Reading, Shuqi Novel and Easou Novel all exceeds 20 million.




Who are reading: 

the competition pattern of reading Apps market 

In terms of gender, men preferring mobile reading account for 53.6% of the total users. They love reading novels in the genres of fantasy, martial arts and moral cultivation. 45.1% of male users, the largest proportion, choose the fantasy novels; 47.9% of female users like reading romantic and sentimental novels. 

Seen from age distribution, mobile readers are mainly the young and middle-aged people aging from 26 to 35 years. The ratio of male users to female ones and age distribution vary from different Apps. Most of Kindle’s users are obviously males aging from 26 to 45 years.


Viewed from education, mobile readers are widely distributed, of whom those with bachelor’s degrees account for 38.5%, the largest proportion, and those with a high school education or below 29.4%, the second largest. The mobile reading penetration rate of white-collar workers is 25.6%, the highest rate, which is followed by students with the rate of 23.3%. Both students and white-collar workers, main mobile readers, account for more than 40%. Those with monthly incomes ranging from $727 to $1,453 are the people using mobile reading Apps the most, accounting for 32.1%.



From the perspective of geographical distribution, mobile readers are mainly concentrated in Guangdong, Zhejiang, and Jiangsu, accounting for more than 10% in their respective province. In addition, people in Beijing and Shanghai using mobile reading have a high proportion, which indicates that those living in the developed regions prefer mobile reading. Main mobile readers are located in the second-tier, fourth-tier and fifth-tier cities. In all cities, Beijing, followed by Guangzhou and Shanghai, has the highest number of users taking up nearly 10%.

In terms of active time periods of users, the active time of all Apps is concentrated in the afternoon and evening, with two peaks appearing respectively at 12 am and 21 pm. Like night owls, Kindle’s users remain active after 0 a.m., but they are less active than other Apps users in the afternoon and evening.

Seen from the device brand chosen by users, Samsung, Huawei and Xiaomi win the greatest popularity among users. Duokan’s users prefer Xiaomi; a high proportion of iReader’s users choose Meizu mobile phone; and Migu’s users tend to choose OPPO and Huawei. 

Given the consumption level, mobile device users have a stronger preference for midrange phones whose prices range from $72 to $145 and $146 to $290. Through the comparison of all sample Apps, Kindle’s users have a higher proportion of high-end mobile phones than other Apps’s users; Duokan’s users tend to choose medium- and low-end mobile phones. According to a survey on the offline consumption behavior of mobile readers, popular brands, followed by fashion brands, belong to their main consumption type. But the users pay less attention to high-end and luxury brands. 

From the perspective of types of Apps, users of mobile reading Apps have a preference for such Apps as phone tools, audio and video, communications, life and online shopping. 

Kindle’s users have a predilection for real estate and automobile Apps; Duokan’s users have partiality for home and education Apps; iReader’s users prefer financial and information Apps; and Migu’s users love audio and video and communications Apps the most.

In terms of the number of reading Apps being installed by users, 55.6% of users only install one App and 30.1% of users two Apps.In terms of the number of Apps being used by users, 67.4% of users use one App and 18.5% of users two Apps. 


More than 60% of users have the experience of paying for reading, but 50.7% of users occasionally pay for reading. In terms of payment, 60.6% of users choose mobile payment, 42.3% of them pay with a credit card and 41.0% of them pay via online banks. 


The reasons for the payment vary from different situations: 46.7% of users want to read the updates of books; 30.2% of them cannot continue reading without payment; and 11.5% of them choose to pay VIP membership. 


In terms of factors of mobile reading influencing user experience, abundant book resources is No.1 factor affecting 65.8% of users, simple operation is No.2 factor impacting 57.7% of users and good reading experience is No.3 factor influencing 52.4% of users. 

2017-03-08 09:16:31
by International Publishing Journal


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