Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Attitudes towards Emerging Tech - China - February 2019

“Emerging technologies are no longer unfamiliar to consumers with the development of online information channels and e-commerce. Consumers’ interests have expanded from mature products like wireless earphones to emerging technologies like VR, AR and AI. Besides the basic requirement of efficiency improvement, consumers also seek the emotional satisfaction of being trendy and unique from tech products.”
– Kaye Huang, Research Analyst

This report looks at the following areas:

  • Provide convenience for “lazy” consumers
  • Make consumers feel special
  • Use emerging tech to assist decision making

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

      • Covered in this Report
        • Sub-group definitions
        • Executive Summary

            • The consumer
              • 40% are Adventurers
                • Figure 1: Consumer segmentation based on attitudes towards emerging tech, November 2018
              • Terms interpreting its applications directly gain more attention from consumers
                • Figure 2: Level of knowledge about emerging tech, November 2018
              • Learning emerging tech terms from the news
                • Figure 3: Channels of information for emerging tech terms, November 2018
              • Complete function and effort saving are the two main features of popular products
                • Figure 4: Ownership of emerging tech products, November 2018
                • Figure 5: Interest towards emerging tech products among non-owners, November 2018
              • Meet consumers’ functional and emotional needs
                • Figure 6: Motivations for buying emerging tech products, November 2018
              • Help consumers value the price by offering buying decision assistance and mature functions
                • Figure 7: Barriers preventing consumers buying emerging tech products, November 2018
              • What we think
              • Issues and Insights

                • Provide convenience for “lazy” consumers
                  • The facts
                    • The implications
                      • Make consumers feel special
                        • The facts
                          • The implications
                            • Figure 8: Poster of Beats special edition for 2019 Chinese New Year, February 2019
                          • Use emerging tech to assist decision making
                            • The facts
                              • The implications
                                • Figure 9: Haier’s smart home showroom in Hangzhou, July 2018
                            • The Consumer – What You Need to Know

                              • Consumers learn technology terms from applications first
                                • Online information channels can cover almost all consumers
                                  • Strong purchasing power for tech products beyond tier one cities
                                    • Emerging tech needs to be both practical and trendy
                                      • Need to prove the value of technology
                                      • Consumer Segmentation

                                        • Four types of consumers
                                          • Figure 10: Consumer segmentation based on attitudes towards emerging tech, November 2018
                                        • Who are they?
                                            • Figure 11: Attitudes towards being trend-leading vs fitting in, % of any agree (strongly agree and agree), by consumer segmentation, November 2018
                                            • Figure 12: Attitudes towards being geeky vs practical, % of any agree (strongly agree and agree), by consumer segmentation, November 2018
                                          • Expand emerging tech to lower tier cities at an early stage
                                            • Figure 13: Consumer segmentation, by city tier, November 2018
                                          • Income is key indicator of adventurers
                                            • Figure 14: Consumer segmentation, by income level, November 2018
                                        • Knowledge of Emerging Tech

                                          • Most Chinese consumers are familiar with emerging tech terms
                                            • Figure 15: Level of knowledge about emerging tech, November 2018
                                          • Applications that provide convenience attract more consumers’ attention
                                            • Consumers might not aware that they are already using the technology
                                              • Bitcoin ban is a possible barrier to consumers understanding more about blockchain
                                                • Income is the key differentiator
                                                  • Figure 16: Understanding emerging tech, by income level, November 2018
                                                • Lower level of knowledge does not necessarily lead to lower ownership of wearable devices
                                                  • Figure 17: Understanding of wearable devices, by city tier, November 2018
                                                • Consumers in tier one cities are a step ahead in AI
                                                  • Figure 18: Understanding of selected emerging tech, by city tier, November 2018
                                                • Niche Adventurers are more interested in the underlying technology
                                                  • Figure 19: Understanding of emerging tech terms, by consumer segmentation, November 2018
                                              • Channels of Information for Emerging Tech Terms

                                                • More consumers get information from online channels
                                                  • Figure 20: Attitudes towards “I often follow the latest trends about technology”, November 2018
                                                  • Figure 21: Channels of information for emerging tech terms, November 2018
                                                • Familiarity with the terms first gained through news
                                                  • E-commerce platforms are not as an important information source for terms as actual products
                                                    • Female consumers pay more attention to social channels and in-store experience
                                                      • Figure 22: Selected channels of information, by gender, November 2018
                                                    • Niche Adventurers most active in learning about new terms, while Followers tend to rely on family/friends
                                                      • Figure 23: Channels of information, by consumer segmentation, November 2018
                                                    • Niche Adventurers are more loyal to their information sources
                                                      • Figure 24: Use of more than three types of information sources, by consumer segmentation, November 2018
                                                  • Ownership of Emerging Tech Products

                                                    • Consumers are more willing to buy products with mature functions
                                                      • Figure 25: Ownership of emerging tech products, November 2018
                                                    • Products at early stage of development are less attractive
                                                      • Figure 26: Attitudes towards “I’m willing to buy new tech products at their early stage of development”, November 2018
                                                    • Building a convenient and effortless life is the future consumer trend
                                                      • Figure 27: Interest towards emerging tech products among non-owners, November 2018
                                                    • The intention to own emerging tech products is universal across city tiers
                                                      • Figure 28: Ownership of emerging tech products, by city tier, November 2018
                                                    • Niche Adventurers as ambassadors for new products at an early stage
                                                      • Figure 29: Ownership of emerging tech products, by consumer segmentation, November 2018
                                                    • Motivate Followers to buy smart home devices through trials
                                                    • Motivations for Buying Emerging Tech Products

                                                      • Consumers expect emerging tech to be life assistants
                                                        • Figure 30: Motivations for buying emerging tech products, November 2018
                                                      • Meeting consumers’ emotional needs for a trendy and unique persona
                                                        • Figure 31: Attitudes towards exploring and using new technology products, November 2018
                                                      • Conformity has strong influence but should be avoid during marketing
                                                        • Figure 32: Attitudes towards to be the first one to buy emerging tech products among surrounding people or the followers, November 2018
                                                      • Parents are more curious towards emerging tech products
                                                        • Figure 33: Motivations for buying emerging tech products, by family status, November 2018
                                                      • Are Niche Adventurers more likely to be affected by surrounding people?
                                                        • Figure 34: Selected motivations for buying emerging tech products, by consumer segmentation, November 2018
                                                      • Followers care the most about functionality
                                                        • Figure 35: Selected motivations for buying emerging tech products, by consumer segmentation, November 2018
                                                      • Functionality is the key stimulator for Pragmatists
                                                        • Catch consumers’ attention with effort-saving and new products
                                                          • Figure 36: TURF analysis of motivations for buying emerging tech products, November 2018
                                                      • Barriers for Buying Emerging Tech Products

                                                        • Top barriers are price and incomplete functions
                                                          • Figure 37: Barriers preventing consumers buying emerging tech products, November 2018
                                                        • Persuade consumers to value the price
                                                          • Figure 38: Attitudes towards “I would like to pay more for new technology products”, November 2018
                                                        • Avoid simply being gadgets
                                                          • Figure 39: Attitudes towards chasing new technology updates and latest technology terms, November 2018
                                                        • One third of consumers need more clear-cut help when buying
                                                          • Figure 40: Selected barriers preventing consumers buying emerging tech products, by gender, November 2018
                                                        • Are male consumers more price sensitive because of stricter demands?
                                                          • Figure 41: Selected barriers preventing consumers buying emerging tech products, by gender, November 2018
                                                        • Price less of a concern for high income consumers
                                                          • Similar need across income levels for help when purchasing products but emphasis is different
                                                            • Figure 42: Barriers preventing consumers buying emerging tech products, by personal income level, November 2018
                                                          • Niche Adventurers seek easy-to-use products
                                                            • Figure 43: Barriers preventing consumers buying emerging tech products, by consumer segmentation, November 2018
                                                          • Niche Adventures and Mainstream Adventures are less price sensitive
                                                            • Incomplete function as important as price for Mainstream Adventurers
                                                              • Pragmatists are clear about what they want
                                                                • Help consumers to choose
                                                                  • Figure 44: TURF analysis of barriers preventing buying emerging tech products, November 2018
                                                                  • Figure 45: Attitudes towards “I only buy a new technology product after a product trial”, November 2018
                                                                • Dilemma of being the first or being the best
                                                                • Impulsive vs Practical Technology Buyers

                                                                  • Consumers aged 30-39 are the most impulsive group
                                                                    • Figure 46: Attitudes towards of being geeky vs practical, % of any agree (strongly agree and agree), by age, November 2018
                                                                  • Slower upgrading speed among low-personal-income consumers
                                                                    • Figure 47: Attitudes towards of being geeky vs practical, % of any agree (strongly agree and agree), by personal income level, November 2018
                                                                • Meet The Mintropolitans

                                                                  • Marketing products and brand events to MinTs through online KOLs
                                                                    • Figure 48: Channels of information for emerging tech terms, by consumer classification, November 2018
                                                                  • To attract MinTs, brands should emphasise “trendy”
                                                                    • Figure 49: Motivations for buying emerging tech products, by consumer classification, November 2018
                                                                  • MinTs have stronger desire for health monitoring
                                                                    • Figure 50: Ownership of emerging tech products, by consumer classification, November 2018
                                                                • Appendix – Methodology and Abbreviations

                                                                  • Methodology
                                                                    • Abbreviations

                                                                    Attitudes towards Emerging Tech - China - February 2019

                                                                    US $4,460.00 (Excl.Tax)