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Digital Trends - China - July 2015

Chinese consumers spend more money on technology products than people from the UK, Canada, the US or Brazil. In 2014, technology and communication account for 7.3% of total household expenditure in China making it the fifth largest spending sector. The increasing penetration of the Internet and growing sales of technology products indicate the prosperity of the digital market and online services in China.”

Ivy Jiang, Research Analyst

In this report, Mintel answers the following key questions:


• What are the usage patterns across different consumer technology products?
• Who are the winners and losers in the dynamic digital technology landscape?
• What is the penetration of O2O services in China and what are the barriers to grow online door-to-door services?
• What online information resources do consumers use to research different products?

The continuous growth in mobile netizens, willingness to spend on technology products and the rapid development of online services are fundamental drivers of China’s digital market.
 
Smart TV, wearables and online door-to-door services are emerging as the next growth hotspots. But even though everything is shifting towards the mobile platform, companies still need to be aware of the relevance of desktop and laptop platforms as consumers’ online behaviours suggest they are switching between screens rather than sticking to one.
 

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • Market trends
                • The consumer
                  • Ownership of digital products
                    • Figure 1: Ownership of digital products, 2013-15
                  • Online activities on different devices
                    • Figure 2: Online activities on different devices, April 2015
                  • Emerging online activities
                    • Figure 3: Emerging online activities – Shopping and investment, April 2015
                    • Figure 4: Emerging online activities – O2O activities, April 2015
                  • Online information search channels
                    • Figure 5: Online information search channels by category, April 2015
                  • Attitudes towards digital products and online activities
                    • Meet the Mintropolitans
                      • Key issues
                        • Are consumers really abandoning PCs to do everything on mobiles?
                          • How well are consumers adopting online door-to-door services?
                            • How to improve brands’ reach based on consumers’ information search habits?
                              • What we think
                              • Issues and Insights

                                  • Are consumers really abandoning PCs to do everything on mobiles?
                                    • The facts
                                      • The implications
                                        • How well are consumers adopting online door-to-door services?
                                          • The facts
                                            • The implications
                                              • How to improve brands’ reach based on consumers’ information search habits?
                                                • The facts
                                                  • The implications
                                                  • Market Trends

                                                    • Key points
                                                      • Chinese spend more on technology products
                                                        • Figure 6: Share of technology and communications in total consumer expenditure, by China, USA, Canada, UK and Brazil, 2015
                                                      • 86% of netizens access the Internet from mobile devices
                                                        • Figure 7: The number of total netizens and mobile netizens in China, 2010-14
                                                      • Mobile devices drive digital product sales
                                                        • Figure 8: Desktop, laptop, tablet and smartphone sales in China, by volume and growth, 2010-14
                                                      • Chinese consumers are open to digital marketing
                                                        • More spending but on fewer products
                                                          • Figure 9: Digital products ownership – Number of products, March 2013, March 2014 and April 2015
                                                      • The Consumer – Ownership of Personal Computers

                                                        • Key points
                                                          • Personal computers are losing appeal
                                                            • Figure 10: Personal computer ownership, March 2013, March 2014 and April 2015
                                                          • More room to grow for tablets and eReaders as income grows
                                                            • Figure 11: Personal computer ownership, by monthly household income and city tier, April 2015
                                                          • Singles like laptops; families with children like eReaders
                                                            • Figure 12: Personal computer ownership, by marital status and children in household, April 2015
                                                        • The Consumer – Ownership of Mobile Phones

                                                          • Key points
                                                            • Trends in ownership
                                                              • Figure 13: Mobile phone ownership, March 2013, March 2014 and April 2015
                                                            • One fifth of low income households still own a non-smartphone
                                                              • Figure 14: Mobile phone ownership, by monthly household income and city tier, April 2015
                                                          • The Consumer – Ownership of Televisions

                                                            • Key points
                                                              • Half of households surveyed now own a smart TV
                                                                • Figure 15: Television ownership, March 2013, March 2014 and April 2015
                                                              • Tier two and three cities are not lagging behind tier one in smart TV adoption
                                                                • Figure 16: Television ownership, by demography, April 2015
                                                            • The Consumer – Ownership of Other Types of Digital Products

                                                              • Key points
                                                                • Ownership of wearable products goes up
                                                                  • Figure 17: Other types of digital products ownership, March 2014 and April 2015
                                                                • Gaming console industry hopes for growth after the Government lifts ban
                                                                  • Figure 18: Other types of digital products ownership – China and UK, April 2015 (China) and November 2014 (UK)
                                                                • Wealthy households own more niche digital products
                                                                  • Figure 19: Other types of digital products ownership, by monthly household income and city tier, April 2015
                                                              • The Consumer – Online Activities on Different Devices

                                                                • Key points
                                                                  • Desktops/laptops remain to be relevant while mobile devices are increasingly used for light activities
                                                                    • Figure 20: Online activities on different devices, March 2014 and April 2015
                                                                  • Males and elder consumers rely more on desktops
                                                                    • Figure 21: Selected online activities on desktops, by demography, April 2015
                                                                  • Young consumers use more laptops to conduct online activities
                                                                    • Figure 22: Selected online activities on laptops, by demography, April 2015
                                                                  • Tier one cities’ consumers tend to use tablets for working
                                                                    • Figure 23: Selected online activities on tablets, by monthly household income and city tier, April 2015
                                                                  • Young adults aged 20-24 are more active on mobile social networking
                                                                    • Figure 24: Selected online activities on smartphones, by demography, April 2015
                                                                • The Consumer – Emerging Online Activities – Shopping and Investment

                                                                  • Key points
                                                                    • Half of surveyors have done overseas online shopping in the past
                                                                      • Figure 25: Emerging online activities – Shopping and investment, April 2015
                                                                    • 25-39-year-olds are more exploratory online shoppers
                                                                      • Figure 26: Emerging online activities – Shopping and investment, by age, April 2015
                                                                  • The Consumer – Emerging Online Activities – O2O Activities

                                                                    • Key points
                                                                      • People who start managing things online develop a habit
                                                                        • Figure 27: Emerging online activities – O2O activities, April 2015
                                                                        • Figure 28: Emerging online activities – O2O activities, by loyalty and usage ratio, April 2015
                                                                      • Who are the core users?
                                                                        • Figure 29: Selected emerging online activities have done – O2O activities, by gender and age, April 2015
                                                                        • Figure 30: Emerging online activities have done – O2O activities, by monthly household income and city tier April 2015
                                                                      • Low earners are more likely to drop out once there is no discount incentive
                                                                        • Figure 31: Repeat rates of booking door-to-door services online and booking a taxi online, by household income, April 2015
                                                                    • The Consumer – Barriers to Using Online Door-to-door Services

                                                                      • Key points
                                                                        • Consumers’ main concerns about online door-to-door services are around quality and safety
                                                                          • Figure 32: Reasons for not trying online door-to-door services, April 2015
                                                                        • Young consumers tend to be more worried about hidden costs
                                                                          • Figure 33: Reasons for not trying online door-to-door services, by age and income, April 2015
                                                                      • The Consumer – Online Information Search Channels

                                                                        • Key points
                                                                          • Online shopping websites are the first stop for information searches
                                                                            • Figure 34: Online information search channel, by category, April 2015
                                                                          • Wine
                                                                            • Beauty products
                                                                              • Technology products
                                                                                • Health supplements
                                                                                • The Consumer – Attitudes towards Digital Products and Online Activities

                                                                                  • Key points
                                                                                    • Watching multi-screens has become a lifestyle
                                                                                      • Figure 35: Digital product usage habits, April 2015
                                                                                    • Interest in the latest digital trends doesn’t necessarily lead to purchase
                                                                                      • Figure 36: Attitudes towards following digital trends, April 2015
                                                                                    • Half of consumers check online offers before buying something
                                                                                      • Figure 37: Importance of online to making a purchase, April 2015
                                                                                    • Concerns over app and payment security exist, but only a few are rejecting these services
                                                                                      • Figure 38: Attitudes towards online information security, April 2015
                                                                                  • The Consumer – Meet the Mintropolitans

                                                                                    • Key points
                                                                                      • Why Mintropolitans?
                                                                                        • Who are they?
                                                                                            • Figure 39: Demographic profile of Mintropolitans verus Non-Mintropolitans, by gender, age and personal income
                                                                                            • Figure 40: Demographic profile of Mintropolitans versus Non-Mintropolitans, by marital status, city tier and education level
                                                                                          • Wider ownership of digital products reflects leisure lifestyle
                                                                                            • Figure 41: Selected digital products ownership, by consumer classification, April 2015
                                                                                          • Leaping ahead in adopting O2O services
                                                                                            • Figure 42: Experience with selected emerging online activities, by consumer classification, April 2015
                                                                                          • Pay attention to specialised shopping channels and brands’ official websites
                                                                                            • Figure 43: Online information search channels by category, by consumer classification, April 2015
                                                                                          • Willing to keep up with the latest digital trends
                                                                                            • Figure 44: Attitudes towards digital products and online activates, April 2015

                                                                                        Companies Covered

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                                                                                        Digital Trends - China - July 2015

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