China online video views boom

Online ads 'acceptable;' Facebook eyes market entry

BEIJING -- China's online video users reached 240 million at the end of 2009, according to an annual government survey released Wednesday that also revealed that 56.7% of Chinese Web surfers are now more dependent on the Internet than on television.

Television watching in China has dropped among 66.8% of respondents to the annual survey by the state-controlled China Internet Network Information Center. Of the Web surfers surveyed, 23.7% also said they no longer watch television programs on TV.

China had 384 million Web users in its population of 1.3 billion by the end of 2009. The U.S. population is 303 million.

The CNNIC report said movies and television programming were named as the favorite online content of 77% and 70.5% of those Web users surveyed.

Regular search engines were used by 71.6% of those surveyed to find their preferred online video content; 53.9% of respondents found content through social networking sites or by word-of-mouth; 43.8% used specific online video Web sites.

Over 98% of respondents to the CNNIC survey said they used broadband connections to watch online videos; less than 1% used narrowband connections.

Nearly half (47.9%) of respondents said they watched online video content every day.

When assessing commercials online, 62.9% of respondents said they found advertising acceptable on online video services.

According to the CNNIC report, 53.6% of respondents were not aware that high-definition video was offered on many web sites.

Fewer than 36.4% noticed the HD content on offer. A further 9.9% of those who noticed the HD feature declined to use it.
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