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Digital Trends - China - March 2016

"Chinese consumers are open to purchasing and using digital products, and multifunctional digital products with enhanced features may be attractive to Chinese consumers. Smart TVs see the potential to grow in terms of both penetration and as a marketing channel. To attract visit, offline stores can leverage the power of technology, such as virtual reality and augmented reality."
– Terra Xu, Senior Research Analyst

This report covers the following issues:

  • Attracting purchase of new digital products
  • Opportunity for multifunctional products with enhanced features
  • Marketing to affluent consumers
  • Attracting visit to bricks-and-mortar stores by technology facilities

Facing the challenge from e-commerce, bricks-and-mortar stores may leverage the power of technology to attract visit. Fun-to-use in-store digital devices are especially attractive to families with children. Companies and brands can consider using the emerging VR and AR technology to enhance in-store experience.

Personal computers, mobile phones, televisions, cameras, gaming consoles and wearable digital products are the major types of consumer technology products covered by this report.

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Table of contents

  1. Overview

    • What you need to know
      • Products/themes covered in this report
        • Personal computer (PC)
          • Mobile phone
            • Television (TV)
              • Camera
                • Gaming console
                  • Wearable digital products
                    • Demographic classification
                      • Household income
                      • Executive Summary

                          • The market
                            • Smartphones continue to dominate, while smart TVs see growth potential
                              • Figure 1: Ownership of digital products, March 2014, April and December 2015
                            • Consumers are willing to spend on technology and communication
                              • Applications of VR and AR technology
                                • Bricks-and-mortar stores using technology to enhance experience
                                  • The consumer
                                    • Consumers prefer multi-functional digital products
                                      • Figure 2: Attitudes towards digital products, December 2015
                                    • Different types of digital product consumers
                                      • Figure 3: Different types of digital product consumers, December 2015
                                    • No significant gender and city tier difference among Early Adopters
                                      • Tech Savvies are skewed to males under 40
                                        • Affluent consumers show preference for specialised products
                                          • Switching-off consumers tend to be tier one residents with high income
                                            • Consumers have slimmer portfolio of digital products
                                              • Figure 4: Types of digital products owned, March 2014, April and December 2015
                                            • Penetration of smart TVs increases
                                              • Figure 5: Ownership of digital products, March 2014, April and December 2015
                                            • Consumers are actively using their smartphones, smart TVs, wearable devices and smart home appliances
                                              • Figure 6: Usage trend of smartphones, smart TVs, wearable devices and smart home products, December 2015
                                              • Figure 7: Activities on digital products, December 2015
                                            • Consumer are interested in in-store digital facilities
                                              • Figure 8: Attractive in-store digital facilities, December 2015
                                            • What we think
                                            • Issues and Insights

                                              • Attracting purchase of new digital products
                                                • The facts
                                                  • The implications
                                                    • Opportunity for multifunctional products with enhanced features
                                                      • The facts
                                                        • The implications
                                                          • Marketing to affluent consumers
                                                            • The facts
                                                              • The implications
                                                                • Attracting visit to bricks-and-mortar stores by technology facilities
                                                                  • The facts
                                                                    • The implications
                                                                    • Market Trends – What You Need to Know

                                                                      • Smartphone is the major device for accessing the internet, while smart TV sees potential to grow
                                                                        • Marketers actively adopt AR and VR technology in marketing campaigns
                                                                          • Bricks-and-mortar stores using technology to enhance experience
                                                                          • Market Trends

                                                                            • Smartphones have become the major devices for accessing the internet
                                                                              • Figure 9: Chinese mobile internet users, 2007-15
                                                                            • Smart TVs see potential to grow
                                                                              • Figure 10: Ownership of digital products, March 2014, April and December 2015
                                                                            • Consumers are willing to spend on technology and communication
                                                                              • Figure 11: Chinese technology and communication expenditure, 2010-15
                                                                            • The development of VR and AR technology
                                                                              • Application of VR and AR technology in marketing communication
                                                                                • Bricks-and-mortar stores using technology to enhance experience
                                                                                • The Consumer – What You Need to Know

                                                                                  • Consumers prefer multi-functional digital products, and also show interest in specialised products
                                                                                    • Profiles of different types of digital product consumers
                                                                                      • Consumers have fewer types of digital products, while the penetration of smart TVs sees increase
                                                                                        • Consumers purchase smartphones most frequently
                                                                                          • Consumers are most actively using smartphones, while tablets are used for fewer types of activities
                                                                                            • Consumers tend to reduce entertainment activities on digital products
                                                                                              • Mobile payment and free Wi-Fi are most attractive in-store digital facilities, while families with children are interested in fun-to-use devices
                                                                                              • Attitudes towards Digital Products

                                                                                                • Consumers prefer multi-functional digital products
                                                                                                  • Figure 12: Attitudes towards digital products, December 2015
                                                                                                • Consumers are open to purchasing new digital products
                                                                                                  • Figure 13: Attitudes towards digital products, December 2015
                                                                                              • Different Types of Digital Product Consumers

                                                                                                • Definition of different types of digital product consumers
                                                                                                    • Figure 14: Definition of different types of digital product consumers, December 2015
                                                                                                  • No significant gender and city tier difference among Early Adopters
                                                                                                    • Figure 15: Early Adopters and Laggards, December 2015
                                                                                                    • Figure 16: Early Adopters and Laggards, by demographics, December 2015
                                                                                                    • Figure 17: Attitudes towards digital products, by different types of consumers, December 2015
                                                                                                  • Tech Savvies are skew to males under 40
                                                                                                    • Figure 18: Tech Savvy and Trend Followers, December 2015
                                                                                                    • Figure 19: Tech Savvy and Trend Followers, by demographics, December 2015
                                                                                                    • Figure 20: Attitudes towards digital products, by different types of consumers, December 2015
                                                                                                  • Affluent consumers show preference for specialised products
                                                                                                    • Figure 21: All-in-one and Specialised, December 2015
                                                                                                    • Figure 22: All-in-one and Specialised, by demographics, December 2015
                                                                                                  • Switching-off consumers tend to be tier one residents with high income
                                                                                                    • Figure 23: Always-on and Switching-off, December 2015
                                                                                                    • Figure 24: All-in-one and Specialised, by demographics, December 2015
                                                                                                • Ownership of Digital Products

                                                                                                  • Consumers have slimmer portfolio of digital products
                                                                                                    • Figure 25: Types of digital products owned, March 2014, April and December 2015
                                                                                                    • Figure 26: Types of digital products owned, by different types of digital product consumers, December 2015
                                                                                                  • Ownership of digital products tends to be stabilised
                                                                                                    • Figure 27: Ownership of digital products, March 2014, April and December 2015
                                                                                                  • Penetration of smart TVs increases
                                                                                                    • Figure 28: Ownership of digital products, March 2014, April and December 2015
                                                                                                  • Penetration of digital cameras, e-readers and non-smart TVs declines
                                                                                                    • Figure 29: Ownership of digital products, March 2014, April and December 2015
                                                                                                  • Digital cameras have the chance to attract Early Adopters
                                                                                                      • Figure 30: Ownership of digital products, by Early Adopters and Laggards, December 2015
                                                                                                  • Usage Trend of Digital Products

                                                                                                    • Consumers are increasingly dependent on smartphones
                                                                                                      • Smart TV can be effective marketing channel targeting affluent consumers
                                                                                                        • Figure 31: Usage trend of smartphones, computers and TVs, December 2015
                                                                                                      • E-readers, gaming consoles and digital/video cameras face challenge
                                                                                                        • Figure 32: Usage trend of wearable digital products and smart home appliances, December 2015
                                                                                                      • Optimistic future for wearable devices and smart home appliances
                                                                                                        • Figure 33: Usage trend of wearable digital products and smart home appliances, December 2015
                                                                                                    • Purchase Cycle of Digital Products

                                                                                                      • Consumers purchase smartphones most frequently
                                                                                                        • Figure 34: Purchase cycle of digital products, December 2015
                                                                                                      • Digital cameras and TVs have opportunities to attract purchase
                                                                                                        • Figure 35: Purchase cycle of digital products, December 2015
                                                                                                    • Activities on Digital Products

                                                                                                      • Consumers are actively using smartphones for online activities
                                                                                                        • Figure 36: Activities on digital products, December 2015
                                                                                                      • Computers are mostly used for working, playing games and shopping
                                                                                                        • Fewer types of activities on tablets
                                                                                                          • Figure 37: Average types of activities on digital products, December 2015
                                                                                                        • Consumers tend to reduce entertainment activities on digital products
                                                                                                          • Figure 38: Gap of online activities, by different digital devices, April and December 2015
                                                                                                        • Early Adopters are more actively using digital devices
                                                                                                          • Figure 39: Average types of activities on digital products, by Early Adopters and Laggards, December 2015
                                                                                                      • Attractive In-store Digital Facilities

                                                                                                        • Mobile payment, free Wi-Fi and coupon machines are most attractive
                                                                                                          • Figure 40: Attractive in-store digital facilities, December 2015
                                                                                                        • Wealthier consumers are more attracted to in-store digital facilities
                                                                                                          • Figure 41: Attractive in-store digital facilities, by monthly household income, December 2015
                                                                                                        • Families with children are attracted to fun-to-use in-store facilities
                                                                                                          • Figure 42: Attractive in-store digital facilities, by children in the household, December 2015
                                                                                                        • Early Adopters show interest in in-store digital facilities
                                                                                                          • Figure 43: Attractive in-store digital facilities, by Early Adopters and Laggards, December 2015
                                                                                                      • Meet the Mintropolitans

                                                                                                        • Mintropolitans tend to be Early Adopters who prefer specialised digital products
                                                                                                          • Figure 44: Different types of digital product consumers, by consumer classification, December 2015
                                                                                                          • Figure 45: Types of digital products owned, by consumer classification, December 2015
                                                                                                        • Mintropolitans are attracted to interactive devices in stores
                                                                                                          • Figure 46: Attractive in-store digital facilities, by consumer classification, December 2015
                                                                                                      • Appendix – Methodology and Abbreviations

                                                                                                        • Methodology
                                                                                                          • Consumer research
                                                                                                            • Why Mintropolitans?
                                                                                                              • Who are they?
                                                                                                                • Figure 47: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
                                                                                                                • Figure 48: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
                                                                                                              • Abbreviations

                                                                                                              Companies Covered

                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                              Digital Trends - China - March 2016

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