2022
0
China Digital Trends Report – 2H 2022
2023-02-04T03:03:57+00:00
OX1101439
3695
160212
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Report
en_GB
"The metaverse is still developing, but some early adopters have already expanded the technology into various areas or applied the concept in brand marketing campaigns. Despite the high awareness of…

China Digital Trends Report – 2H 2022

£ 3,695 (Excl.Tax)

Description

“The metaverse is still developing, but some early adopters have already expanded the technology into various areas or applied the concept in brand marketing campaigns. Despite the high awareness of and positive attitudes towards the metaverse, most Chinese consumers consider it as another way to enrich their entertainment options rather than a practical and useful tool. It’s important for brands to educate consumers using real-life application cases and demonstrate the actual benefits the metaverse can bring to their daily life.”

– Toby Xu, Research Analyst

This Report will look at the following areas:

  • Ownership and purchase interest in various technology devices
  • Consumers’ usage of popular apps/websites on their devices (primarily smartphones)
  • Consumers’ awareness level and their understanding of the metaverse
  • Activities in the metaverse consumers would be interested in trying
  • Consumers’ attitudes towards the metaverse

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 to grow
      • Figure 1: Netizen size, mobile netizen size and internet penetration, China, 2020-2022
    • 5G mobile user base expanding rapidly
      • Figure 2: 5G mobile users, China, 2021-2022
    • Fixed broadband subscribers keep growing steadily
      • Figure 3: Number of fixed broadband subscribers and the proportion of them enjoying an access rate of 100Mbps or above, 2020-2022
    • Online travel booking declined significantly in the first half year of 2022
      • Figure 4: Online travel booking users and penetration, 2020-2022
    • Live streaming experienced slower growth, while concert live streaming gained more attention
      • Figure 5: Live streaming users and penetration, 2020-2022
    • Companies and brands
    • Apple
    • Huawei
    • Baidu
    • Tencent
    • NetEase
    • Immersive virtual spaces emerging
    • AI-powered content creation tools attracting attention
    • Application of digital humans expanding in various areas
    • The consumer
    • Smart home devices show potential
      • Figure 6: Ownership of digital devices, 2022
    • Workers drive the daily usage of social media
      • Figure 7: Usage of popular apps, 2022
    • Chinese consumers show high awareness of the metaverse
      • Figure 8: Awareness of the metaverse, 2022
    • Consumers are highly positive towards the metaverse
      • Figure 9: Understanding of the metaverse, 2022
    • Gaming and travelling are of interest to consumers
      • Figure 10: Interested activities in the metaverse, 2022
    • Consumers are excited about but still wary of life in the virtual world
      • Figure 11: Attitudes towards the metaverse, 2022
    • What we think
  3. State of Internet Development

    • Netizen population and internet penetration continue to grow
      • Figure 12: Netizen size, mobile netizen size and internet penetration, China, 2020-2022
      • Figure 13: Internet penetration, urban vs rural, 2020-2022
    • 5G mobile user base expanding rapidly
      • Figure 14: 5G mobile users, China, 2021-2022
    • Fixed broadband subscribers keep growing steadily
      • Figure 15: Number of fixed broadband subscribers and the proportion of them enjoying an access rate of 100Mbps or above, 2020-2022
    • Online travel booking declined significantly in the first half year of 2022
      • Figure 16: Online travel booking users and penetration, 2020-2022
    • Live streaming experienced slower growth, while concert live streaming gained more attention
      • Figure 17: Live streaming users and penetration, 2020-2022
  4. Key Players’ Performance

    • Apple
    • Huawei
    • Baidu
    • Tencent
    • NetEase
  5. Market Highlights

    • Immersive virtual spaces emerging
      • Figure 18: The world cup live broadcasts in virtual spaces
    • AI-powered content creation tools attracting attention
      • Figure 19: Dwelling in the Fuchun Mountains repaired by AI model
    • Application of digital humans expanding in various areas
      • Figure 20: Variety show with digital human guests
  6. Digital Device Ownership and Purchase Interest

    • Smart home devices show potential
      • Figure 21: Ownership of digital devices, 2022
      • Figure 22: Replace/upgrade interest among owners of specific digital devices, 2022
      • Figure 23: Purchase interest among non-owners of specific digital devices, H2 2022
    • High earners show more interest in replacing/upgrading digital devices
      • Figure 24: Purchase interest in digital devices – have it but plan to change, by monthly household income, 2022
    • Capturing the senior consumers’ purchasing interest in 5G smartphones
      • Figure 25: Ownership and purchase interest in 5g smartphone, 2022
  7. Usage of Popular Apps

    • Workers drive the daily usage of social media
      • Figure 26: Frequency of using popular apps, 2022
      • Figure 27: Frequency of using popular apps – every day, H1 2022 – H2 2022
    • Senior consumers inclined to diverse platform preferences
      • Figure 28: Frequency of using popular apps among respondents aged 50-59 – every day, H1 2022 – H2 2022
    • Females tend to be heavier users of all popular apps, especially online shopping, while males prefer ACG platforms
      • Figure 29: Frequency of using popular apps – every day, by gender, 2022
  8. Awareness of the Metaverse

    • Chinese consumers show high awareness of the metaverse
      • Figure 30: Awareness of the metaverse, 2022
    • Foreign enterprise and state-owned business employees tend to be more familiar with the metaverse
      • Figure 31: Awareness of the metaverse, by company type, 2022
    • Families with kids show a higher level of interest in the metaverse
      • Figure 32: Awareness of the metaverse, by family structure, 2022
  9. Understanding of the Metaverse

    • Consumers are highly positive towards the metaverse
      • Figure 33: Understanding of the metaverse, 2022
      • Figure 34: Understanding of the metaverse, by gender, 2022
    • Educating consumers with more practical examples
      • Figure 35: Understanding of the metaverse, by awareness level of the metaverse, 2022
  10. Interested Activities in the Metaverse

    • Gaming and travelling are of interest to consumers
      • Figure 36: Interested activities in the metaverse, 2022
    • Tier 1 city consumers expect convenience via the metaverse, while lower-tier consumers seek an immersive gaming experience
      • Figure 37: Interested activities in the metaverse, by city tier, 2022
    • The next step is integrating the metaverse into consumers’ daily lives
      • Figure 38: Interested activities in the metaverse, by awareness level of the metaverse, 2022
  11. Attitudes towards the Metaverse

    • Consumers are wary of virtual social interactions
      • Figure 39: Selected attitudes towards the metaverse, 2022
    • Considering the metaverse as a tool to assist activities in the real world
      • Figure 40: Selected attitudes towards the metaverse, 2022
    • Consumers expect an ordered and fairer society in the metaverse
      • Figure 41: Selected attitudes towards the metaverse, 2022
    • Promoting the metaverse needs to be step-by-step
      • Figure 42: Selected attitudes towards the metaverse, 2022
  12. 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

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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