Benefited from the improving intellectual property protection, the copyright operation of high-quality IPs such as films and TV series, the business models of the e-reading industry, especially the online reading segment, have developed a lot, promoting the steady growth of the e-reading industry. In December 2018, the number of monthly unique devices in the e-reading industry reached 460 million, increasing by 26% year-on-year, and the industry penetration rate increased to 34.3%.
Online reading and animation are the main factors driving the growth of the industry.
Of the two popular online reading apps, iReader and QQreader, QQreader has higher user stickiness thanks to the user resources and technology strength of Tencent. However, in Dec. 2018, the daily effective browsing duration per mobile user decreased slightly by almost 5 minutes. and in terms of age of the users, QQreader has more student users.
More details can be seen in 2018 China's Internet Traffic Annual Report (The Full Report)