2016 China Market Overview 互联网
Chinese
中国网民总数和普及率保持上升趋势，但增速已放缓。中国网民的上网设备更加多元化，将近九成网民会使用移动端上网，电视上网用户进一步上升。网民上网主要目的在于社交和获取信息资讯。
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2016 China Market Overview 互联网
Summary
- 2016年中国网民总数和普及率仍在上升，但增速已放缓。网民也从年轻人居多逐渐开始走向成熟化。受教育程度影响，目前互联网以城镇网民用户为主，但已呈现向低学历人群扩散的趋势。
- 上网设备更加多元化，将近九成网民会使用移动端上网，电视上网用户进一步上升。上网场所仍旧以家庭和工作场所为主。
- 中国网民周上网时长持续增加，日上网时长已占总上网时长的36%。网民上网主要目的在于社交和获取信息资讯。
- 《互联网广告管理暂行办法》的正式实施带来了一定的影响，但中国网络广告市场规模依然持续上升。细分来看，关键字广告呈现萎缩趋势，视频广告稳步上升，程序化购买广告快速兴起。
- 2016年，搜索引擎用户继续上升，用户数已达到5.93亿。国内搜索引擎市场依然由百度、360和搜狗把持，市场营收方面百度一家独大。
- 在未来的三年里，在线视频、在线教育、在线支付、在线医疗、在线旅游、在线音乐等互联网细分行业的市场规模依旧实现增长，但增速有所下降。
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