Rural netizens play games 2.8 hours a week market potential is exploding

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Gao Jing, who lives in Beijing, is 28 years old, spends almost all her time on the internet, working hours on the web, commuting to work, tweeting on the way to lunch, and watching the show on Sohu videos at night. Her annual income is about 100,000 yuan, of which about 60% of the spending is via the Internet.

And the young farmer who lives in Chengdu Shuangliu Feng Tao Annual income of about 40,000 yuan, he has a computer and a 2G mobile phone, and the Internet as the main entertainment mode. He uses the Internet mostly to play games and watch movies, videos, and occasionally surf the news with computers and mobile phones. He only has 10% of the consumer spending online, mainly online gaming fees and Taobao.

This is a true portrayal of the lives of netizens in two different cities in China.

"The comparison of two cases is not difficult to see, the current internet level of urban residents has been very high, the internet market tends to saturation, and such as Feng Tao, rural youth as the main force of the rural market is erupting a small potential." Zhou Quan, director of Boston Consulting, told reporters.

"China's digital New Generation 3.0", published yesterday in a Boston consultation, by 2015, China's Internet users will also increase by nearly 200 million, a total of 700 million, almost twice times the sum of American Japanese users, and the impetus for growth has largely come from older people aged 51 and above and rural residents. Among them, from 2011 to 2015, the contribution rate of Chinese rural residents to internet growth will reach more than One-third.

This coincides with a previous survey by Ericsson Consumer Research Center on rural areas in China: 41% of rural respondents think it's important to be able to access the Internet anytime, anywhere. In rural areas, the ownership rate of fixed-line telephones has dropped to 46%, while handset ownership has risen to 90%. Home computer ownership rate is 31%, and 16% of rural respondents said they plan to buy computers in the next 12 months. Nowadays, personal entertainment, such as using computer to surf the internet and chatting with mobile phones, is becoming a daily life scene for some rural residents.

"The rural market, which accounts for 26% of the Internet users and 22% of the time spent online, is quite impressive for this segment, which has not yet gained the same level of attention as urban and young communities." "said Christoph Nettesheim, a senior Boston partner.

Unlike urban netizens, rural internet users are characterized by a low level of education and income, and the main motivation is entertainment needs, such as watching video, online games and chatting online.

Zhou Quan points out that although rural Internet users generally have relatively little internet use, their 3-hour daily surfing time cannot be overlooked. Because the internet allows them to access products and services that are not accessible through other means. For example, they like to shop online and spend almost as much time on online games as other groups, averaging about 2.8 hours a week.

Especially in the field of micro-payments such as online games, Zhou Quan said the willingness of rural netizens to pay is even higher than that of urban netizens.

Feng Tao more than 70 yuan a month is spent on online games. But one of his complaints about the internet is speed. His latest obsession with smartphones is that smartphones can provide a better mobile internet experience.

Zhou Quan that while the rapid growth of rural netizens, another noteworthy phenomenon is that more and more farmers have been or are starting to start business through the Internet. For example, Jiangsu Sha Ji Zhen net sales revenue reached 500 million last year, and based on local resources developed in Hebei Qinghe East Gao Zhuang cashmere industry and Fujian Anxi Tea network sales have also developed a vivid.

However, Zhou Quan also pointed out that the rapid growth of rural internet users than the optimism, the rural market for excellent internet services are much less, and some ancillary facilities have not been built to keep up with, in the long run these will be potential markets.