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Digital Trends - China - June 2014

“PCs and mobile phones are leading consumer technology product segments with high product ownership. Both segments are mature in terms of penetration, and volume growth for these categories is mainly driven by replacement and upgrades. PCs and mobile phones are also much more important to young people in their 20s. This uncovers an important implication of shifting lifestyles – young people are moving away from TV screens."
– Can Huang, Senior Research Analyst

Some questions answered in this report include:

  • What are the usage patterns across different consumer technology products?
  • Who are the winners and losers in this dynamic digital technology landscape?
  • How do consumers behave differently in terms of their online engagement?
  • How will shifting consumer behaviour and emerging digital trends affecting traditional businesses?
  • How effective is online and mobile advertising, and what should brands and companies learn from current practices?

This report examines trends in consumer technology and online behaviour in China. This is the second report in the Digital Trends China series, building on Mintel’s Digital Trends – China – June 2013. Three main areas covered in this report are technology product ownership and usage, online activity dynamics, and digital advertising.

Personal computers, mobile phones, televisions, home entertainment devices, cameras, and portable media players are the major types of consumer technology products covered by this report.

  • PCs are categorised into three formats: desktop, laptop, and tablet.
  • The mobile phone market in China covers 2G, 3G and 4G and other mobile phone handsets. Both non-smartphones – which covers basic mobile phones and feature phones – and smartphones are included.
  • The definition covers stand definition TVs and several major technology developments, including High Definition Television (HDTV) and Smart TV.
  • This segment includes DVD players and Blu-ray players.
  • Point-and-shoot digital camera (P&S), Single Lens Reflex (SLR) camera (both digital and film), and video camera are all included.
  • These are defined as consumer electronic devices that are capable of storing and playing digital media files such as music, video, and photos. It is primarily for on-the-go and outdoor personal usage. Even though a mobile phone normally carries all of these functions, it is classified separately.

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Table of contents

  1. Introduction

      • Definition
        • Personal computer (PC)
          • Mobile phone
            • Television (TV)
              • Home entertainment
                • Camera
                  • Portable media player
                    • Methodology
                      • Abbreviations
                      • Executive Summary

                          • The market
                            • Figure 1: Consumer expenditure, by sector, 2013
                          • The consumer
                            • The consumer – Consumer technology products – Overview
                              • Figure 2: Technology products ownership, March 2014
                            • The consumer – Consumer technology products – Personal computers
                              • Figure 3: personal computer ownership, March 2014
                            • The consumer – Consumer technology products – Mobile phones
                              • Figure 4: Mobile phone ownership, March 2014
                            • The consumer – Consumer technology products – Televisions
                              • Figure 5: Television ownership, March 2014
                            • The consumer – Consumer technology products – Home entertainment and other types of products
                              • The consumer – Online activities
                                • Figure 6: Online activity involvement, March 2014
                              • The consumer – Online activities intentions
                                • Figure 7: Online activities which consumers intend to do in the next six months, March 2014
                              • The consumer – Consumer interaction with digital advertising
                                • Figure 8: Digital advertising seen and clicked on, March 2014, March 2014
                              • The consumer – Attitudes towards digital advertising
                                • Figure 9: Attitudes towards digital advertising, March 2014
                              • The consumer – Attitudes towards technology products and online activities
                                • Figure 10: Attitudes towards technology products and online activities, March 2014
                              • Key issues
                                • The multi-screen puzzle – which devices/services will consumers use to support information flow?
                                  • What will consumers do online in future?
                                    • How could traditional industries face the challenges posing by emerging digital trends?
                                      • How can brands reach consumers through digital adverts, particularly in social spaces, without being too intrusive?
                                        • What we think
                                        • Issues and Insights

                                          • The multi-screen puzzle – Which devices/services will consumers use to support information flow?
                                            • The facts
                                              • The implications
                                                • Figure 11: Personal computer ownership, by comparison of laptop, desktop, and tablet between 2013 and 2014, March 2014
                                              • What will consumers do online in future?
                                                • The facts
                                                  • The implications
                                                    • Figure 12: Online activities which consumers intend to do in the next six months, March 2014
                                                  • How could traditional industries face the challenges posed by emerging digital trends?
                                                    • The facts
                                                      • The implications
                                                          • Figure 13: Attitudes towards technology products and online activities, by online activities, March 2014
                                                        • How can brands reach consumers through digital adverts, particularly in social spaces, without being too intrusive?
                                                          • The facts
                                                            • The implications
                                                                • Figure 14: Attitudes towards digital advertising, by agreement on positive sentiment, March 2014
                                                            • Trend Application

                                                              • “Smarter” than ever
                                                                • Wear it
                                                                  • The almighty online world
                                                                  • Market Overview

                                                                    • Key points
                                                                      • Economy grows and income rises
                                                                        • Figure 15: GDP and growth rates, China, 2008-13
                                                                        • Figure 16: Annual per capita net income and actual growth rate of urban and rural residents in China (RMB), 2008-13
                                                                      • Spending on technology and communications is an important portion of cost of living
                                                                        • Figure 17: Consumer expenditure, by sector, 2013
                                                                        • Figure 18: Technology and communications share of spend, by UK, Brazil, US, and China, 2008-13
                                                                      • China’s online population outlook
                                                                        • Figure 19: National population, and number of netizens and mobile netizens, December 2013
                                                                    • The Consumer – Consumer Technology Products – Overview

                                                                      • Key points
                                                                        • PCs and mobile phones have high penetration in China…
                                                                          • Figure 20: Technology products ownership, March 2014
                                                                        • … and they play a more important role in young people’s lives
                                                                          • Figure 21: Technology products ownership, by age, March 2014
                                                                        • Higher income levels boost ownership of TV and other technology products
                                                                          • Figure 22: Technology products ownership, by monthly personal income, March 2014
                                                                        • A gender-balanced strategy is required
                                                                          • Figure 23: Technology products ownership, by gender, March 2014
                                                                        • Consumers tend to focus on using fewer items, while devices are increasingly multifunctional
                                                                          • Figure 24: Technology products ownership, by number of products, March 2013 and 2014
                                                                        • Income also impacts the number of technology products people own
                                                                          • Figure 25: Technology products ownership, by monthly personal income, by number of products, March 2014
                                                                          • Figure 26: Technology products ownership, by gender, age, city tier, education level, and by number of products, March 2014
                                                                      • The Consumer – Consumer Technology Products – Personal Computers

                                                                        • Key points
                                                                          • Laptops and desktops lead the pack among PCs currently…
                                                                            • Figure 27: personal computer ownership, March 2014
                                                                          • … but tablets are the major future battlefield
                                                                            • Figure 28: personal computer ownership, by comparison between China and UK, March 2014 (China) and April 2014 (UK)
                                                                            • Figure 29: Personal computer ownership, by comparison between 2013 and 2014, March 2014
                                                                          • An already competitive yet exciting market full of potential
                                                                            • Differentiation through apps
                                                                              • Desktop computers find more of a following among men
                                                                                • Figure 30: Personal computer ownership, by gender, March 2014
                                                                              • Education for the next generation is a key driver for PC ownership
                                                                                • Figure 31: Personal computer ownership, by marital status, children in household, and age of children, March 2014
                                                                              • Tier one citizens and people with higher education level are more likely to use laptops and tablets
                                                                                • Figure 32: Personal computer ownership, by city tier and education, March 2014
                                                                            • The Consumer – Consumer Technology Products – Mobile Phones

                                                                              • Key points
                                                                                • Smartphones dominate mobile phone usage
                                                                                  • Figure 33: Mobile phone ownership, March 2014
                                                                                • Smartphone market reaches maturity
                                                                                  • Figure 34: Mobile phone ownership, by comparison, March 2014
                                                                                • Strong upgrade opportunity for people in their 20s and people with low incomes
                                                                                  • Figure 35: Mobile phone ownership, by gender, age, and monthly personal income, March 2014
                                                                                • Burgeoning domestic players and strong international leaders
                                                                                    • Figure 36: Important factors in choosing a mobile phone, December 2013
                                                                                  • Implication of 4G
                                                                                  • The Consumer – Consumer Technology Products – Televisions

                                                                                    • Key points
                                                                                      • HDTV is the current mainstream
                                                                                        • Figure 37: Television ownership, March 2014
                                                                                      • The era of 4K comes
                                                                                        • Content development is crucial to 4K TV adoption
                                                                                          • Smart TVs blur the gaps between TVs and PCs
                                                                                            • More men than woman are still using older generation TVs
                                                                                              • Figure 38: Television ownership, by gender, March 2014
                                                                                            • High definition TV enjoys particularly high ownerships among people in their 40s
                                                                                              • Figure 39: Television ownership, by gender, March 2014
                                                                                            • Income level largely determines TV ownership level
                                                                                              • Figure 40: Television ownership, by monthly personal income, March 2014
                                                                                          • The Consumer – Consumer Technology Products – Home Entertainment and Other Types of Products

                                                                                            • Key points
                                                                                              • Blu-ray has a steep hill to climb
                                                                                                • Figure 41: Home entertainment products ownership, March 2014
                                                                                              • People in their 30s and 40s are more likely to own players for home entertainment…
                                                                                                • Figure 42: Home entertainment products ownership, by age, March 2014
                                                                                              • … and family needs also drive home entertainment product growth
                                                                                                • Figure 43: Home entertainment products ownership, by marital status and children in household, March 2014
                                                                                              • Digital/video cameras still enjoy high levels of ownership
                                                                                                • Figure 44: other types of technology products ownership, March 2014
                                                                                              • Wearable products have viable potential
                                                                                                • Figure 45: other types of technology products ownership, by age, March 2014
                                                                                            • The Consumer – Online Activities

                                                                                              • Key points
                                                                                                • Shopping, video streaming, and socialising are top activities online
                                                                                                  • Figure 46: Online activity involvement, March 2014
                                                                                                • Online channel – A key for information sharing and gathering
                                                                                                  • Figure 47: Online activity involvement, by comparison, February 2013 and March 2014
                                                                                                • Boom of social networks
                                                                                                  • Figure 48: Online activity involvement, by using social networks, March 2014
                                                                                                • Further opportunities to enhance usage beyond people in their 20s and tier one citizens
                                                                                                  • Figure 49: Online activity involvement, by using social networks, by demographics, March 2014
                                                                                                • A lucrative video streaming market
                                                                                                  • Figure 50: Online activity involvement, by video streaming, March 2014
                                                                                                • Online shopping continue to thrive
                                                                                                  • Figure 51: Online activity involvement, by online shopping, March 2014
                                                                                                • Women are more active in online shopping than men
                                                                                                  • Figure 52: Online activity involvement, by online shopping, by demographics, March 2014
                                                                                                • Revolution of information gathering
                                                                                                  • Figure 53: Online activity involvement, by information gathering, March 2014
                                                                                                • Digital word-of-mouth is influential to married families
                                                                                                  • Figure 54: Online activity involvement, by information gathering, by demographics, March 2014
                                                                                                • Further developments ahead for online finance management
                                                                                                  • Figure 55: Online activity involvement, by managing finance, March 2014
                                                                                                • Wealthier and senior people are more active in online finance management
                                                                                                  • Figure 56: Online activity involvement, by managing finance, by demographics, March 2014
                                                                                              • The Consumer – Online Activities Intentions

                                                                                                • Key points
                                                                                                  • Opportunity exists to further expand variety of tasks online
                                                                                                    • Figure 57: Online activities which consumers intend to do in the next six months, March 2014
                                                                                                  • Online payment will prevail
                                                                                                    • Figure 58: Online activities which consumers intend to do in the next six months, by online purchasing and payment, March 2014
                                                                                                  • Online payment becomes the norm
                                                                                                    • The hai tao phenomenon
                                                                                                      • People are enthusiastic about investing in online financial products…
                                                                                                        • Figure 59: Online activities which consumers intend to do in the next six months, by online investment, March 2014
                                                                                                      • … and they also look for convenience from online booking services
                                                                                                        • Figure 60: Online activities which consumers intend to do in the next six months, by online booking, March 2014
                                                                                                      • Online learning and file storage also generate interests
                                                                                                        • Figure 61: Online activities which consumers intend to do in the next six months, by online learning and file storage, March 2014
                                                                                                    • The Consumer – Consumer Interaction with Digital Advertising

                                                                                                      • Key points
                                                                                                        • Digital channel has great potential for generating brand and product awareness
                                                                                                          • Figure 62: Digital advertising seen and clicked on, March 2014, March 2014
                                                                                                        • Consumers are more likely to be impacted by adverts on tablets
                                                                                                          • Figure 63: Digital advertising seen and clicked on, via smartphone, laptop computer, and tablet, March 2014, March 2014
                                                                                                      • The Consumer – Attitudes towards Digital Advertising

                                                                                                        • Key points
                                                                                                          • Online and mobile advertising needs to be relevant and engaging
                                                                                                            • Figure 64: Attitudes towards digital advertising, by agreement on positive sentiment, March 2014
                                                                                                            • Figure 65: Attitudes towards digital advertising, by agreement on positive sentiment, by demographics, March 2014
                                                                                                          • Online and mobile adverting does find rejections
                                                                                                            • Figure 66: Attitudes towards digital advertising, by agreement on negative sentiment, March 2014
                                                                                                            • Figure 67: Attitudes towards digital advertising, by agreement on negative sentiment, by demographics, March 2014
                                                                                                          • Careful execution is a must
                                                                                                            • Figure 68: Attitudes towards digital advertising, by agreement on conditional sentiment, March 2014
                                                                                                            • Figure 69: Attitudes towards digital advertising, by agreement on conditional sentiment, by demographics, March 2014
                                                                                                          • With the right execution, digital adverting will be instrumental for brand communication
                                                                                                            • Figure 70: Attitudes towards digital advertising, by aggregation, March 2014
                                                                                                        • The Consumer – Attitudes towards Technology Products and Online Activities

                                                                                                          • Key points
                                                                                                            • Multifunctional products generate high consumer interest, especially among people in their 20s
                                                                                                              • Figure 71: Attitudes towards technology products and online activities, by consumer technology products, March 2014
                                                                                                              • Figure 72: Attitudes towards technology products and online activities, by consumer technology products, by demographics, March 2014
                                                                                                            • Consumers are happy to devote into online activities, but the process takes time and requires security assurance
                                                                                                              • Figure 73: Attitudes towards technology products and online activities, by online activities, March 2014
                                                                                                              • Figure 74: Attitudes towards technology products and online activities, by demographics, March 2014
                                                                                                            • Comprehensive services from social networks are in favour
                                                                                                              • Figure 75: Attitudes towards technology products and online activities, by social networking, March 2014
                                                                                                            • Consumers are adventurous for innovations online
                                                                                                              • Figure 76: Attitudes towards technology products and online activities, by potential development, March 2014
                                                                                                              • Figure 77: Attitudes towards technology products and online activities, by potential development, by demographics, March 2014
                                                                                                          • Appendix – Consumer Technology Products

                                                                                                              • Figure 78: Technology products ownership, March 2014
                                                                                                              • Figure 79: Most popular technology products ownership, by demographics, March 2014
                                                                                                              • Figure 80: Next most popular technology products ownership, by demographics, March 2014
                                                                                                              • Figure 81: Other technology products ownership, by demographics, March 2014
                                                                                                              • Figure 82: Least popular technology products ownership, by demographics, March 2014
                                                                                                            • Repertoire analysis
                                                                                                              • Figure 83: Repertoire of technology products ownership, March 2014
                                                                                                              • Figure 84: Repertoire of technology products ownership, by demographics, March 2014
                                                                                                              • Figure 85: Technology products ownership, by repertoire of technology products ownership, March 2014
                                                                                                              • Figure 86: Attitudes towards technology products and online activities, by repertoire of technology products ownership, March 2014
                                                                                                          • Appendix – Online Activities

                                                                                                              • Figure 87: Online activities involvement, March 2014
                                                                                                              • Figure 88: Most popular online activities involvement – On a desktop/laptop, by demographics, March 2014
                                                                                                              • Figure 89: Next most popular online activities involvement – On a desktop/laptop, by demographics, March 2014
                                                                                                              • Figure 90: Most popular online activities involvement – On a tablet^, by demographics, March 2014
                                                                                                              • Figure 91: Next most popular online activities involvement – On a tablet^, by demographics, March 2014
                                                                                                              • Figure 92: Most popular online activities involvement – On a smartphone^, by demographics, March 2014
                                                                                                              • Figure 93: Next most popular online activities involvement – On a smartphone^, by demographics, March 2014
                                                                                                              • Figure 94: Most popular online activities involvement – Haven’t done this online in the last 3 months, by demographics, March 2014
                                                                                                              • Figure 95: Next most popular online activities involvement – Haven’t done this online in the last 3 months, by demographics, March 2014
                                                                                                          • Appendix – Online Activities Intentions

                                                                                                              • Figure 96: Online activities intend to do, March 2014
                                                                                                              • Figure 97: Most popular online activities intend to do, by demographics, March 2014
                                                                                                              • Figure 98: Next most popular online activities intend to do, by demographics, March 2014
                                                                                                              • Figure 99: Other online activities intend to do, by demographics, March 2014
                                                                                                              • Figure 100: Online activities intend to do, by most popular technology products ownership, March 2014
                                                                                                              • Figure 101: Online activities intend to do, by next most popular technology products ownership, March 2014
                                                                                                              • Figure 102: Online activities intend to do, by other technology products ownership, March 2014
                                                                                                              • Figure 103: Online activities intend to do, by least popular technology products ownership, March 2014
                                                                                                          • Appendix – Consumer Interaction with Digital Advertising

                                                                                                              • Figure 104: Digital advertising seen and clicked on, March 2014
                                                                                                              • Figure 105: Digital advertising seen and clicked on – Webpage advert, by demographics, March 2014
                                                                                                              • Figure 106: Digital advertising seen and clicked on – Video advert/commercial, by demographics, March 2014
                                                                                                              • Figure 107: Digital advertising seen and clicked on – Sponsored link on a search engine, by demographics, March 2014
                                                                                                              • Figure 108: Digital advertising seen and clicked on – Advert on a social networking site or apps, by demographics, March 2014
                                                                                                              • Figure 109: Digital advertising seen and clicked on – Advert based on my browsing history, by demographics, March 2014
                                                                                                              • Figure 110: Digital advertising seen and clicked on – Advert within a game, either from PC or mobile phone, by demographics, March 2014
                                                                                                              • Figure 111: Digital advertising seen and clicked on – Advert or promotion within an email, by demographics, March 2014
                                                                                                              • Figure 112: Digital advertising seen and clicked on – Audio advert, by demographics, March 2014
                                                                                                              • Figure 113: Digital advertising seen and clicked on – Other in app advert, by demographics, March 2014
                                                                                                              • Figure 114: Digital advertising seen and clicked on, by most popular technology products ownership, March 2014
                                                                                                              • Figure 115: Digital advertising seen and clicked on, by next most popular technology products ownership, March 2014
                                                                                                          • Appendix – Attitudes towards Digital Advertising

                                                                                                              • Figure 116: Attitudes towards digital advertising, March 2014
                                                                                                              • Figure 117: Most popular attitudes towards digital advertising, by demographics, March 2014
                                                                                                              • Figure 118: Next most popular attitudes towards digital advertising, by demographics, March 2014
                                                                                                              • Figure 119: Other attitudes towards digital advertising, by demographics, March 2014
                                                                                                          • Appendix – Attitudes towards Technology Products and Online Activities

                                                                                                              • Figure 120: Attitudes towards technology products and online activities, March 2014
                                                                                                              • Figure 121: Agreement with the statement ’It is fashionable to use wearable digital products’, by demographics, March 2014
                                                                                                              • Figure 122: Agreement with the statement ’It is important to be aware of the latest technology products’, by demographics, March 2014
                                                                                                              • Figure 123: Agreement with the statement ’It is worth paying for upgrading to the latest models of technology products’, by demographics, March 2014
                                                                                                              • Figure 124: Agreement with the statement ’It is more convenient to use multi-functional technology devices’, by demographics, March 2014
                                                                                                              • Figure 125: Agreement with the statement ’It is necessary to visit brick and mortar stores before buying products online’, by demographics, March 2014
                                                                                                              • Figure 126: Agreement with the statement ’Online shopping will eventually takeover brick and mortar stores’, by demographics, March 2014
                                                                                                              • Figure 127: Agreement with the statement ’I would like to see more online services that help to facilitate our daily life’, by demographics, March 2014
                                                                                                              • Figure 128: Agreement with the statement ’I am concerned about the safety of internet finance’, by demographics, March 2014
                                                                                                              • Figure 129: Agreement with the statement ’I would be interested in a one-stop social network page that provides a more integrated functions’, by demographics, March 2014
                                                                                                              • Figure 130: Agreement with the statement ’There are too many social networking sites to choose from’, by demographics, March 2014
                                                                                                              • Figure 131: Agreement with the statement ’I feel excited when trying new things online which can only be done offline in the past’, by demographics, March 2014
                                                                                                              • Figure 132: Agreement with the statement ’I am interested in trying products using 4G technology’, by demographics, March 2014

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                                                                                                          Digital Trends - China - June 2014

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