When hailing a ride, Uber users in China keep the app open for an average of 90 seconds once they get in the car, according to the company.

A minute and a half doesn’t seem like much, but in the word of mobile content it’s very valuable. Which is why Uber is hoping to make serious bank on that minute and a half.

In May, the company first announced their UberLIFE initiative for China, which involves a curated mesh of content including recommended cultural, sporting and dining options based on collected travel data.

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Cate Cadell

Cate is a tech writer. She worked as a journalist in Australia, Mongolia and Myanmar. You can reach her (in Chinese or English) at: @catecadell or catecadell@technode.com