China drives consumer app spending and time spent using short-form video apps

Anne Freier | January 17, 2020

App Business

China is emerging as the dominant driver when it comes to mobile in-app and app spending. According to the latest App Annie report, spending was 23% higher in 2019 reaching $380 billion.

What’s more, China was responsible for half of all consumer spending last year. It emerged as one of the fastest-growing markets when it comes to time spent on mobile devices.

The average time mobile users spent on their devices in 2019 was 3.7 hours.

Although Tencent apps are performing strongly year-in and year-out, TikTok reached 14.5 hours in viewing time and grew its audience by a whopping 200%.

Nine out of every 10 minutes spent in the app came from users in China.

Meanwhile, eMarketer estimates that the average time mobile users spend with short-form videos rose 9.9% in 2018 to 13.5% in 2019.

Annie He, Global PR manager of Kuaishou Technology, the Beijing short-video platform, explained:

“The rise of short video hasn’t really disrupted other types of video, as consumption of long-form content is still prevalent. The short form, however, provides a new choice for users and fits a person’s quick pace of life.”

For marketers, short-form video apps are a great platform to engage with consumers using advertising.

Short-form video ad saw $2.1 billion in ad spend in 2018 rising to $6.5 billion in 2023.

Usage skewed particularly heavy during lunch breaks or the evenings at home.

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