2022
0
China Digital Trends Report – 1H 2022
2022-09-29T04:12:56+01:00
OX1103255
3695
156037
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Report
en_GB
“Technology devices and services are indispensable tools in consumers’ daily lives. Consumers hold a strong interest in purchasing various devices, even the mature and widely-owned ones, driven by their inner…

China Digital Trends Report – 1H 2022

£ 3,695 (Excl.Tax)

Description

“Technology devices and services are indispensable tools in consumers’ daily lives. Consumers hold a strong interest in purchasing various devices, even the mature and widely-owned ones, driven by their inner needs to seek solutions in life with technology. The application of artificial intelligence is one of the main directions in technology innovation. Despite the generally positive attitudes towards and popularity of intelligent functions, technology brands should avoid overusing the label ‘intelligent’ in everything and focus on perfecting those features consumers find truly useful.”
– Diana Shao, Category Director

Key questions covered in this Report include:

  • Ownership and purchase interest in various technology devices
  • Factors important to consumers when buying technology products
  • Consumers’ usage of popular apps/websites on their devices (primarily smartphones)
  • Intelligent functions/services consumers are interested in
  • Consumers’ attitudes towards artificial intelligence
  • Consumers’ attitudes towards technology

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Covered in this Report
  2. Executive Summary

    • The market
    • Netizen population and internet penetration continue steady growth
      • Figure 1: Netizen population, mobile netizen population and internet penetration, China, 2017-2021
    • Online office users surge
      • Figure 2: Online office users and penetration, 2020-2021
    • Short video becomes the most widely adopted digital entertainment
      • Figure 3: Short video users and penetration, 2018-2021
    • 5G development accelerating
      • Figure 4: Smartphone and 5G smartphone shipments, China, 2019-2022
    • Companies and brands
    • Huawei and Xiaomi experiencing plummet in smartphones while Apple maintains growth
    • Tencent remaining stable and Baidu is showing potential in intelligent driving
    • Foldable smartphones become a niche focus
    • Wearables spotlight on health monitoring
    • The consumer
    • Widely-owned tech continues to show potential
      • Figure 5: Ownership and purchase interest of digital devices, 2022
    • Product performance comes out on top when purchasing digital devices
      • Figure 6: Consideration factors when purchasing technology devices, 2022
    • Short video fast becoming a daily used app
      • Figure 7: Frequency of using popular apps, 2022
    • Application of AI in shopping, health and education is welcomed
      • Figure 8: Intelligent functions/services consumers are interested in, 2022
    • Majority see AI as useful tool
      • Figure 9: Attitudes towards artificial intelligence – agree to the following statements, 2022
    • Environmental awareness approaching universal among consumers
      • Figure 10: Selected attitudes towards technology, 2022
    • Consumer cluster analysis based on different attitudes towards technology
      • Figure 11: Selected attitudes towards technology, 2022
      • Figure 12: Selected attitudes towards technology, 2022
      • Figure 13: Selected attitudes towards technology, 2022
    • What we think
  3. State of Internet Development

    • Netizen population and internet penetration continue steady growth
      • Figure 14: Netizen population, mobile netizen population and internet penetration, China, 2017-2021
      • Figure 15: Internet penetration, urban vs rural, 2017-2021
    • Online office users surge
      • Figure 16: Online office users and penetration, 2020-2021
    • Short video becomes the most widely adopted digital entertainment
      • Figure 17: Short video users and penetration, 2018-2021
  4. State of 5G Development

    • 5G network construction accelerating
      • Figure 18: 5G base stations, China, 2020-2022
    • Majority of shipped smartphones are 5G
      • Figure 19: Smartphone and 5G smartphone shipments, China, 2019-2022
  5. Key Players Performance

    • Huawei device business shifting focus towards enterprise/government clients
    • Apple maintaining growth, driven by iPhone and services
    • Xiaomi experiencing double-digit decrease, dragged by plunging smartphone business
    • Tencent gaming and social network businesses remain stable while advertising declining
    • Baidu’s intelligent driving and AI-powered business showing potential
  6. Market Highlights

    • Foldable smartphones become a niche focus
      • Figure 20: Foldable smartphones launched by Honor, vivo, Huawei, Xiaomi, Samsung, Motorola, 2022
    • Wearables spotlights on health monitoring
      • Figure 21: Watch D launched by Huawei, 2022
      • Figure 22: Honor earbuds 3 pro, 2022
    • Digital collectables as a trendy marketing approach
      • Figure 23: Tmall launched NF-Tmall Cat and its first series of digital collectables, 2022
  7. Digital Devices Ownership and Purchase Interest

    • Widely-owned tech continues to show potential
      • Figure 24: Ownership and purchase interest of digital devices, 2022
      • Figure 25: Replace/upgrade interests among owners of specific digital device, 2022
      • Figure 26: Purchase interests among non-owners of specific digital device, 2022
    • Post-80s and post-90s like to replace/upgrade their tech devices
      • Figure 27: Replace/upgrade interests in digital devices – have it but plan to change in the next 12 months, by generation, 2022
  8. Consideration Factors of Purchasing Digital Devices

    • Product performance comes out on top
      • Figure 28: Consideration factors when purchasing technology devices, 2022
    • Older consumers are particularly practical
      • Figure 29: Consideration factors when purchasing technology devices, by generation, 2022
  9. Usage of Popular Apps

    • Short video fast becoming a daily used app
      • Figure 30: Frequency of using popular apps, 2022
      • Figure 31: Frequency of using selected popular apps – every day, 2021 vs 2022
    • Pet owners tend to be heavy users of short video and smart home control apps
      • Figure 32: Frequency of using selected popular apps – every day, by living situation, 2022
  10. Interest in Intelligent Services

    • Application of AI in shopping, health and education is welcomed
      • Figure 33: Intelligent functions/services consumers are interested in, 2022
    • High earners and multi-generation families show higher interest in advanced intelligent functions/services
      • Figure 34: Intelligent functions/services consumers are interested in, by monthly personal income, 2022
      • Figure 35: Intelligent functions/services consumers are interested in, by living situation, 2022
  11. Attitudes towards Artificial Intelligence

    • Majority see AI as useful tool
      • Figure 36: Attitudes towards artificial intelligence – agree to the following statements, 2022
  12. Attitudes towards Technology

    • Environmental awareness approaching universal among consumers
      • Figure 37: Selected attitudes towards technology, 2022
    • Mintel defines consumers as clusters with distinct attitudes towards technology
      • Figure 38: Selected attitudes towards technology, 2022
      • Figure 39: Selected attitudes towards technology, 2022
      • Figure 40: Selected attitudes towards technology, 2022
    • Early Adopters
    • Higher ownership in all technology devices and robust purchase interest in new tech products
      • Figure 41: Ownership of technology devices – have it, Early Adopters vs total, 2022
      • Figure 42: Ownership and purchase interest in technology devices – Early Adopters, 2022
    • Product performances and the latest technology exceptionally essential to purchase decision
      • Figure 43: Consideration factors when purchasing technology devices, Early Adopters vs total, 2022
    • Enthusiastic about using intelligent services to improve the quality of life
      • Figure 44: Intelligent functions/services interested in, Early Adopters vs total, 2022
      • Figure 45: Attitudes towards artificial intelligence, Early Adopters vs total, 2022
    • Tech Savvies
    • Higher ownership in complicated devices and strong purchase interest in products not owned
      • Figure 46: Ownership of technology devices – have it, Tech Savvies vs total, 2022
      • Figure 47: Ownership and purchase interest in technology devices – Tech Savvies, 2022
    • Product performance and technology matter significantly
      • Figure 48: Consideration factors when purchasing technology devices, Tech Savvies vs Early Adopters vs total, 2022
    • Moderate interest in AI and intelligent services with focus on basic and practical functions
      • Figure 49: Intelligent functions/services interested in, Tech Savvies vs Early Adopters vs total, 2022
      • Figure 50: Attitudes towards artificial intelligence, Tech Savvies vs Early Adopters vs total, 2022
    • Technology Conservatives
    • Mature and most necessary tech products only
      • Figure 51: Ownership of technology devices – have it, Technology Conservatives vs total, 2022
      • Figure 52: Ownership and purchase interest in technology devices – Technology Conservatives, 2022
    • Durability and price particularly important to purchase decisions
      • Figure 53: Consideration factors when purchasing technology devices, Technology Conservatives vs total, 2022
    • Less interested in AI and intelligent functions/services
      • Figure 54: Intelligent functions/services interested in, Technology Conservatives vs total, 2022
      • Figure 55: Attitudes towards artificial intelligence, Technology Conservatives vs total, 2022
  13. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

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*databooks not available with UK B2B Industry reports.

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