Urban and rural users prefer different lengths for online news video

The more rural the area, the longer the attention span, at least when it comes to online news media.
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China Marketing User Research - China User Preferences Video Length

The data

The more rural the area, the longer the attention span, at least when it comes to online news media. An October 2018 survey tells us that Chinese user tolerance for longer videos increases the further we get from major metropolitan areas.

Chinese user preferences for online video length

Users in 5th-tier cities and below were much more likely than their urban counterparts to prefer news videos that ran between 4 and 10 minutes.

Why it matters

There’s a ton of growth potential outside of China’s urban capitals. Certain apps – most prominently short video app Kuaishou – have stirred interest for their ability to attract a largely rural user base. But there’s very little information available about what makes China’s non-urban population tick. At this point, frankly, every little bit helps.

Sources

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