Analytical Report on the Mobile Reading Industry in 2014
Factors prompting the development of mobile reading industry in 2014 were the increment of output value further transferring from terminal industry to content industry, a reconstitution of market pattern, and diversified operating systems competing with e
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Analytical Report on the Mobile Reading Industry in 2014 Xiaokun Wu and Xinxun Wu
Abstract Factors prompting the development of mobile reading industry in 2014 were the increment of output value further transferring from terminal industry to content industry, a reconstitution of market pattern, and diversified operating systems competing with each other. New momentum indicates that convergence media devices and emerging markets will become crucial growing points Keyword Market trends in mobile reading industry
New developing momentum emerged in the mobile reading industry in 2014, especially where content market surged in scale. Investigating reports released by Analysys, “Analysis: A Prediction for Tendencies in China Mobile Reading Market from 2014 to 2017” showed that up to 2014, revenue in mobile reading market reached an amount of 8.84 billion yuan, with an increase of 41.4%. As for the number of users, the total of active users hit 590 million, with a growth of 20.9% compared with 2013. It also forecasts that there will be approximately 690 million active users in 2016, and in 2017, the whole revenue in this market is going to break 15 billion.1 The continuing rise shows that its business model is gradually taking shape, and the entry to this market turned out to be harder. Terminals, channels, and content resources have formed the layout of the industry chain after a series of market competition.
This paper is an initial outcome of “New Media and Social Development” under the program of establishing “Highland Disciplines” of Universities in Shanghai of Shanghai Social Science Innovation Research Base/Studio. 1 Analysys Think Tank, “Analysys analysis: China’s mobile reading market trend forecast 2014–2017,” December 29, 2014.
X. Wu (&) X. Wu Shanghai University, Shanghai, China © Social Sciences Academic Press and Springer Nature Singapore Pte Ltd. 2017 X. Tang et al. (eds.), Development Report on China’s New Media, Research Series on the Chinese Dream and China’s Development Path, DOI 10.1007/978-981-10-3683-5_13
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X. Wu and X. Wu
Overall, in 2014, the increment of output value in mobile reading market shifted from the terminal industry to content industry. Besides that, a decline in shipment in the terminal market and deep integration of operating systems prompted the development of the mobile reading terminal industry as well.
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A Surge in Paid Mobile Articles, and the Shift of Industry Growing Points from Terminal to Content
Corresponding to Analysys, “Reports on Mobile Reading in 2014” released by Easy Reader from Netease showed that total reading amount of electronic books was more than 1.4 billion, and the number of users paying for reading rose significantly, among whom, the ones paying for high expenses contributed to 70% profits despite the fact that they only occupied 8.9%.2 This illustrates that the number of people who were paying for reading remained small, and this industry is still in the market cultivation phase. For another, it also indicates a large potential in the paid
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