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Living Online - China - October 2016

“Smart home device market is yet to be developed in China as the penetration of most smart home devices is still quite low. Apart from heavy subsidy, online service platforms/providers need to find other ways to enhance and improve their consumer loyalty. When launching online advertisements, companies and brands can prioritise word-of-mouth strategies to appeal to Chinese consumers.”
– Yujing Li, Senior Research Analyst

This report discusses the following key topics:

  • End of Fear-of-Missing-out?
  • Online games: What will work and what will struggle in the mass market?
  • How can online service platforms/operators survive in the future?
  • How to target different consumer groups in terms of smart home devices

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
          • Figure 1: Definition of low/mid/high MHI groups, by city tier
          • Figure 2: Definitions of East, South, North and Middle and West consumer groups
      • Executive Summary

          • The consumer
            • Smart home devices
              • Figure 3: Ownership and future buying intention of smart home devices, June 2016
            • Online services
                • Figure 4: Consumer willingness to use online services without special offers, June 2016
              • Online gaming
                • Word-of-mouth is the key
                  • Figure 5: Features that make an online advertisement trustworthy, June 2016
                • Keep consumers away from dangers
                  • Figure 6: Attitudes towards online safety, June 2016
                • More people think positively about how the internet is changing their lives
                  • Figure 7: Life changes brought by internet, June 2016
                • What we think
                • Issues and Insights

                  • End of Fear-of-Missing-out?
                    • The facts
                      • The implications
                        • Online games: What will work and what will struggle in the mass market?
                          • The facts
                            • The implications
                              • How can online service platforms/operators survive in the future?
                                • The facts
                                  • The implications
                                    • How to target different consumer groups in terms of smart home devices
                                      • The facts
                                        • The implications
                                          • Figure 8: Agreement with attitudinal statements, by consumer segmentation, June 2016
                                      • The Consumer – What You Need to Know

                                        • Smart TV and smart set-top boxes are most popular
                                          • Heavy subsidy is not the key driver
                                            • Word-of-mouth is the key
                                              • Playing online games has become a universal entertainment activity
                                                • Consumers believe internet has a positive impact on their lives
                                                • Trends in Smart Home Devices Ownership

                                                  • People are rational in keeping up with technology trends
                                                    • Figure 9: Consumer attitudes towards buying smart devices, June 2016
                                                  • Smart TV and smart set-top boxes are the most popular devices
                                                    • Figure 10: Ownership and future buying intention of smart home devices, June 2016
                                                  • High earners and families with kids tend to own more niche smart home devices
                                                    • Figure 11: Product penetration of smart home devices, by household income and whether have kids at home, June 2016
                                                  • Which one has potential to be the next category winner?
                                                    • Figure 12: Purchase intention* of smart home devices, June 2016
                                                  • Who are more sceptical about smart devices?
                                                    • Figure 13: Consumers attitudes towards smart device benefits, June 2016
                                                    • Figure 14: The proportion of people who neither believe smart devices make their life more convenient nor help them save more time, by demographics, June 2016
                                                    • Figure 15: Ownership of smart devices, by consumer segmentation, June 2016
                                                • Consumer Willingness to Use Online Services

                                                  • The era of “living online”
                                                    • Figure 16: Consumer attitudes towards using online services, June 2016
                                                    • Figure 17: Consumer attitudes towards online services, by personal income, June 2016
                                                  • Price and after service are vital
                                                    • Figure 18: Consumer attitudes towards choosing online services, June 2016
                                                    • Figure 19: Cross analysis of consumer attitudes towards online services, June 2016
                                                  • Is heavy subsidy a key in building consumer habits?
                                                      • Figure 20: Consumer willingness to use online services without special offers, June 2016
                                                    • Who are the core users?
                                                      • Young and middle-income consumers are more likely to use online services for convenience
                                                          • Figure 21: Consumers who would like to use food-, travel- and transportation-related online services without special offers, by age and personal income, June 2016
                                                        • High-income people show more willingness to continue using door-to-door online services without subsidy
                                                            • Figure 22: Consumers who would like to use door-to-door online services* without special offers, by personal income, June 2016
                                                          • Highly educated people and parents are more likely to take online courses
                                                              • Figure 23: Consumers who would like to take online courses without special offers, by whether have kids at home and education level, June 2016
                                                            • Finance and healthcare related online services mainly target older consumers
                                                              • Figure 24: Consumers who would like to use finance- and healthcare-related online services without special offers, by age, June 2016
                                                          • Trustworthiness of Online Advertisement

                                                            • What’s driving word-of-mouth?
                                                              • Figure 25: Features that make an online advertisement trustworthy, June 2016
                                                            • Videos containing actual use processes help to improve authenticity
                                                              • Professionals beat opinion leaders and celebrities
                                                                • Figure 26: Features that make an online advertisement trustworthy, by personal income, June 2016
                                                                • Figure 27: Features that make an online advertisement trustworthy, by region, June 2016
                                                              • How to maximise the effect of online advertisements
                                                                • Figure 28: Features that make an online advertisement trustworthy, by selected features that make an online advertisement trustworthy, June 2016
                                                            • Online Gaming

                                                              • Online games become a common leisure pursuit
                                                                • Figure 29: Penetration of online gaming, by demographics, June 2016
                                                              • Devices used for playing online games
                                                                • Mobile phone has potential to surpass PC as the main device for online gaming
                                                                    • Figure 30: Devices to play online games, by demographics, June 2016
                                                                  • Games console is yet to develop
                                                                    • Figure 31: Devices to play online games, by selected device to play online games, June 2016
                                                                  • City difference
                                                                    • Figure 32: Devices to play online games, by city, June 2016
                                                                  • About one third of online gamers play with three devices and more
                                                                    • Figure 33: Repertoire analysis of online game devices, by demographics, June 2016
                                                                  • Purpose for playing online games
                                                                    • For the majority, online gaming is for relieving stress and killing time
                                                                      • Figure 34: Purposes of playing online games, by demographics, June 2016
                                                                    • Game console players are more likely to enjoy friendship bonding
                                                                      • Figure 35: Cross analysis, used devices by purposes, June 2016
                                                                    • Who are playing paid games?
                                                                      • Figure 36: Consumers who have spent money for online games, June 2016
                                                                      • Figure 37: The proportion of people who have spent money for online games, by purpose for playing online games, June 2016
                                                                    • Online gaming is the next frontier in intellectual property
                                                                      • Figure 38: Consumer attitudes towards online game related products, June 2016
                                                                  • Implications of Online Life

                                                                    • Empowered life
                                                                      • Figure 39: Attitudes towards online information, June 2016
                                                                    • Protect people from risks
                                                                      • Figure 40: Attitudes towards online safety, June 2016
                                                                    • After all, more people think positively about how internet is changing their lives
                                                                      • More affluent and well-educated consumers want to become an online celebrity
                                                                        • Figure 41: Attitudes towards the impact of internet, June 2016
                                                                    • Meet the Mintropolitans

                                                                      • Mintropolitans are the early adopters of smart devices
                                                                        • Figure 42: Consumer attitudes towards smart devices, by consumer classification, June 2016
                                                                        • Figure 43: Ownership of smart home devices, by consumer classification, June 2016
                                                                      • Mintropolitans are more quality-driven
                                                                        • Figure 44: Consumer attitudes towards online services, by consumer classification, June 2016
                                                                      • Mintropolitans look for friendship and fulfilment in playing online games
                                                                        • Figure 45: Consumer attitudes towards online gaming, by consumer classification, June 2016
                                                                        • Figure 46: Purposes of playing online games, by consumer classification, June 2016
                                                                      • Mintropolitans are more likely to trust consumer comments and professionals
                                                                        • Figure 47: Reliable features of an online advertisement, by consumer segmentation, June 2016
                                                                    • Appendix – Methodology and Abbreviations

                                                                      • Methodology
                                                                        • Abbreviations

                                                                        Companies Covered

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

                                                                        Living Online - China - October 2016

                                                                        US $3,990.00 (Excl.Tax)