Content Payment Users in China is Expected to Reach 188 million in 2017
2016 was called the first year of knowledge-based payment, a large number of Chinese knowledge-based payment apps and heavyweight sub-sections came online. In a very short period of time, they quickly attracted a lot of popularity and attention to help many content producers to cash in the knowledge. iiMedia Research recently released the “2017 China Knowledge Pay Market Research Report”, it says that technology payment and concept payment are gradually universal, the era of knowledge payment is about to come.
The popularity of mobile payment and content payment provides the basis for the development of knowledge-based payment
In recent years, the scale of China’s mobile payment users has been growing at a relatively high rate. In 2017, the scale of China’s mobile payment users is expected to reach 560 million. China’s mobile payment technology has matured. Meanwhile, the scale of content payment users in China showed a rapid growth in recent two years. In 2017, the number of content payment users is expected to reach 188 million.
And the mobile payment technology has gradually matured, providing conveniences for various APPs such as reward and payment functions on the mobile terminal. The formation concept of paying for premium contents has also led a large number of excellent content providers to enter the major knowledge payment platforms.
Data source: iiMedia Research
Internet users prefer audio products in extracurricular / off-work paid learning channels
Internet users in China currently use more online products for extracurricular / off-work knowledge upgrading or problem solving. Among them, 41.6% of Internet users interviewed use audio products, while 38.2% and 34.5% of Internet users interviewed use text and video products respectively . Meanwhile, 45.4% of Internet users interviewed tend to increase or try to use audio knowledge-based paid products in the future.
Compared with the offline form, the online form can better meet the learning needs of internet users in the fragment time. As for the carrier channel, audio products are more suitable for users’ requirements in fragment time and scene than text and video knowledge-based paid products. With the emergence of knowledge-based payment industry on the mobile terminal, audio as a carrier is more suitable for the popularization of knowledge content.
Himalayan FM and Zhihu are in the ascendant among knowledge-based payment platforms
In 2017, the rank of knowledge-based payment platforms in China ranked the top in Himalayan FM with 7.8 points, followed by Zhihu with 7.7 points. Himalayan FM and Zhi hu have advantages in terms of operation on the original platforms and communities and have a strong user base as compared with iget and Fenda. In comparison with platforms such as Weibo and Douban, Himalayan FM and Zhi hu have the advantages as the first-movers, and have established good reputation in the knowledge-based payment market.
Data source: iiMedia Research