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

China Digital Trends Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Digital Trends market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Achieve market expansion by taking corporate social responsibilities
  • Move to kids market to avoid being replaced
  • Slow down the pace of brand crossover

Covered in this report

This report covers:

  • Mainstream digital products, including smartphones, laptops/ desktops, tablets, digital/video cameras, wearable products, smart home appliances and smart TVs/projectors
  • Niche digital products, including emerging ones (VR products) and traditional ones (e-reader and games consoles)

Expert analysis from a specialist in the field

Written by Kaye Huang, a leading analyst in the Media sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Consumers might have a desire to switch off, but their ownership and usage trends of digital products reveal their increasing addiction to the online world. They are passionately pursuing the upgraded and new functions and are enthusiastic to be the decision-makers of purchase. However, they are not so interested in crossover products, especially those not relevant to the brand’s core business Kaye Huang
Media Analyst

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

    • What you need to know
      • Covered in this Report
        • Sub-group definitions
        • Executive Summary

            • The consumer
              • Living in a hyper-connected era is around the corner
                • Figure 1: Ownership of digital products, 2015-2018
                • Figure 2: Usage frequency of different digital products, December 2018
              • Two key expansion strategies for smartphones: to higher-end market and to less developed areas
                • Tablets enjoy robust growth among young consumers and parents
                  • Smart home is expanding fast, but be careful not to be white elephants
                    • Wearable and VR products experience slow expansion but are on the way to gaining more heavy users
                      • Rising favourability towards domestic brands
                        • Figure 3: Top seven favourite brands and their products, December 2018
                      • Consumers prefer to dominate the purchase decision of digital products
                        • Figure 4: Decision-makers of different types of digital products, December 2018
                      • Ergonomic design is a nice-to-have after achieving functional upgrades
                        • Figure 5: Motivations to buy digital products, December 2018
                      • Stereotype of brands in mind limits consumers’ acceptability towards crossover products
                        • Figure 6: Comparison of brands’ crossover products related to their core business, December 2018
                      • What we think
                      • Issues and Insights

                        • Achieve market expansion by taking corporate social responsibilities
                          • The facts
                            • The implications
                              • Move to kids market to avoid being replaced
                                • The facts
                                  • The implications
                                    • Figure 7: Marketing images related to kids of Huawei’s tablet, MediaPad M5
                                    • Figure 8: Marketing image of The ONE piano
                                  • Slow down the pace of brand crossover
                                    • The facts
                                      • The implications
                                      • The Consumer – What You Need to Know

                                        • Consumers are ready for IoT era
                                          • Stimulate sales by targeting specialised markets
                                            • Pursuing upgraded functions is the main reason to buy digital products
                                              • Consumers are not so convinced by crossover products
                                              • Ownership of Digital Products

                                                • Smartphone, laptop/desktop and camera markets recovered from the decline in 2017
                                                  • Figure 9: Ownership of smartphones, laptops/desktops and digital/video cameras, 2015-2018
                                                • Almost all have a smartphone
                                                  • Tablets have witnessed robust growth since 2017
                                                    • Figure 10: Ownership rate of tablets, 2015-2018
                                                  • The penetration of tablets among old consumers reached a peak
                                                    • Figure 11: Ownership of tablets, by age, 2017-2018
                                                  • Tablets have successfully caught parents’ attention
                                                    • Figure 12: Ownership of tablets, by family status, 2017-2018
                                                  • Can smart TVs/projectors be the control system of a smart home system?
                                                    • Figure 13: Ownership of smart home devices, 2015-2018
                                                  • Young consumers are the key group to target for smart home market
                                                    • Figure 14: Ownership of smart home devices, by age, December 2018
                                                  • Smart TVs/projectors are more favoured beyond tier one cities
                                                    • Figure 15: Ownership of smart TVs/projectors, by city tier, December 2018
                                                  • The interest in wearables has faded
                                                    • Figure 16: Ownership of wearable products, 2016 and 2018
                                                  • The era of VR has not yet arrived
                                                    • E-readers and games consoles markets grow slowly
                                                      • Figure 17: Ownership of e-readers and games consoles, 2015-2018
                                                    • Male consumers didn’t buy into the innovations of e-readers
                                                      • Figure 18: Ownership of e-readers, by gender, 2015-2018
                                                    • Consumers restart to buy more types of digital products
                                                      • Figure 19: The number of digital products consumers own, 2015-2018
                                                  • Trends in Product Usage

                                                    • Addiction to smartphones will grow even higher
                                                      • Figure 20: Comparison of products’ ownership rate and usage frequency (% of using more often), December 2018
                                                    • Smart home appliances and wearable products stand out from emerging tech products
                                                      • Raise young consumers’ usage intention towards wearables by adding more complicated health data-tracking functions
                                                        • Be prepared for the competition of VR products
                                                          • VR products start to gain more attention in lower tier cities
                                                            • Figure 21: Ownership and usage frequency (% of using more often) of VR products, by city tier, December 2018
                                                          • Smart TV/projector market is not as so promising as expected
                                                            • Losers: e-readers and games consoles
                                                              • Unavoidable addiction to be online
                                                                • Figure 22: Usage trends (% of using more often) of selected digital products, 2015-2018
                                                            • Favourite Brands and Products

                                                              • Huawei is becoming the national brand of smartphones
                                                                • Figure 23: Top seven favourite brands and their products, December 2018
                                                              • Xiaomi wins as an ecosystem provider
                                                                • Cameras surpass laptops and tablets to have the second best reputation
                                                                  • Figure 24: Percentage of favourite products mentioned by consumers, December 2018
                                                                • Cost-efficient smartphones contribute to the development of the current market
                                                                  • Figure 25: Percentage of consumers who mentioned smartphone as their most satisfied digital product, by income level, December 2018
                                                                • Smartphone brands ranked behind need to focus on product quality control and provide higher-end ones to cultivate brand reputation
                                                                  • Figure 26: Favourite brands of smartphones mentioned by consumers, December 2018
                                                                • Apple faces the challenge of losing the next generation
                                                                  • Figure 27: Top four brands of smartphones mentioned by consumers, by age, December 2018
                                                                • Japanese brands are dominating the camera market
                                                                  • Figure 28: Favourite brands of cameras mentioned by consumers, December 2018
                                                                • Camera fans are more likely to be owners of niche products
                                                                  • Figure 29: Satisfaction rate of cameras of owners across products, December 2018
                                                                  • Figure 30: Marketing images of Huawei’s 360° camera and Insta360, March 2019
                                                                • Brands famous for smartphones are trying to gain market share of laptops
                                                                  • Figure 31: Favourite brands of laptops, December 2018
                                                                • “Android party” is still struggling in tablet market
                                                                  • Figure 32: Favourite brands of tablets, December 2018
                                                              • Decision-Makers of Digital Products Purchase

                                                                • Personal opinion matters the most when buying digital products
                                                                  • Figure 33: Decision-makers of different types of digital products, December 2018
                                                                • Men vs women, who are more impulsive when buying digital products?
                                                                  • Figure 34: Percentage of making purchase decision by myself, by gender, December 2018
                                                              • Motivations to Buy Digital Products

                                                                • Function is the key motivation
                                                                  • Figure 35: Motivations to buy digital products, December 2018
                                                                • Look and feel of the product have limited influence on consumers’ decision-making
                                                                  • Upgrading is the main reason for new purchase
                                                                    • To be more convenient and unique
                                                                      • Figure 36: TURF analysis of motivations for buying digital products, December 2018
                                                                    • Ergonomic design is a plus when technology hits a ceiling
                                                                    • Attitudes towards Crossover Production

                                                                      • Domestic brands need to work hard to gain reputation in health sector
                                                                        • Figure 37: Comparison of brands’ crossover products in health sector, December 2018
                                                                      • Crossover products related to core business are more likely to be accepted by consumers
                                                                        • Figure 38: Comparison of brands’ crossover products related to their core business, December 2018
                                                                      • Manufacturers of electronic devices are not expected to enter food and drink industry
                                                                        • Figure 39: Comparison of brands’ crossover products in food and drink sector, December 2018
                                                                      • Home appliance companies match better with baby market
                                                                        • Figure 40: Comparison of brands’ baby stroller, December 2018
                                                                      • Opportunity for tech companies in outdoor activities?
                                                                        • Figure 41: Comparison of brands’ electric scooter, December 2018
                                                                      • Xiaomi has succeeded in building its loyal consumer base
                                                                        • Figure 42: Supporting rate towards selected crossover products of Xiaomi fans vs non-fans, December 2018
                                                                    • Meet the Mintropolitans

                                                                      • Not yet to switch off
                                                                        • Figure 43: Comparison of products’ usage frequency (% of using more often), by consumer classification, December 2018
                                                                      • Target consumers of games consoles and digital/video cameras might lean to MinTs
                                                                        • MinTs are technology-driven
                                                                          • Figure 44: Motivations to buy digital products, by consumer classification, December 2018
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Abbreviations