2021
0
China Digital Trends Report – Q2 2021
2021-07-03T04:18:54+01:00
OX1049621
3695
140039
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Report
en_GB
“The COVID-19 outbreak has presented opportunities in other devices, such as wearables, smart speakers, and smart household accessories. Video-based content in various formats and duration are now important resources for…

China Digital Trends Report – Q2 2021

£ 3,695 (Excl.Tax)

Description

“The COVID-19 outbreak has presented opportunities in other devices, such as wearables, smart speakers, and smart household accessories. Video-based content in various formats and duration are now important resources for consumers’ leisure and entertainment, eCommerce, skills and knowledge, travel inspiration, and more. Accelerated digitisation in consumers’ lives has led to a paradigm shift in how consumers relate to virtual entertainment, products and services. As digital natives, China’s Gen Z consumers are the driving force of future demand and development in digital devices, video content and virtual entertainment. Since they enjoy the intimacy of interest-based communities, here is where brands can tune in to their conversations and be a part of Gen Zers’ exploration journey.”
– Hui Tse Gan, Research Analyst

Key issues covered in this Report

  • Digital device ownership development and changes
  • Online activities throughout various digital devices eg smartphones, desktop/laptop, tablets and Smart TVs
  • Key digital platforms usage and frequency
  • Why consumers use short video apps?
  • Various occasions that consumers watch short video apps in their daily life
  • Different video content preference by consumers between short video and medium video

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
    • 5G rollout to boost mobile streaming of online videos
    • Video-based content will power digital device demand
    • Users are willing to pay for premium content
    • Competition intensifies among video streaming platforms
      • Figure 1: Market share of video streaming platforms, 2020
    • Rise of virtual characters, currency, crypto-art
    • Companies and brands
    • IoT solutions find new players and usage scenarios
    • Short video platforms (Bytedance and Kuaishou) take on ecommerce, local services
      • Figure 2: Kuaishou’s DAU and MAU, 2017 – Q1 2021
    • Integrated video platforms (Bilibili and iQiyi) expand subscriber base
      • Figure 3: Bilibili’s MAU, monthly paying users and daily time spent per active user, 2021
    • Community platform Xiaohongshu (RED) engages with video stories
    • Expansion of the gaming universe
    • The consumer
    • Device ownership normalises, with new opportunities
      • Figure 4: Ownership of household digital products, 2019-21
    • Mobile-first convenience for leisure and entertainment
      • Figure 5: Activities on digital devices, 2021
    • Social media is indispensable to consumers
      • Figure 6: Usage of digital platforms, 2021
    • Diversification of short video content
      • Figure 7: Reasons for using short video apps, 2021
    • Convenient tool for relaxation
      • Figure 8: Occasions for watching short videos, 2021
    • Preferred length of content depends on level of engagement required
      • Figure 9: Preferred video type for relevant content, 2021
    • What we think
  3. Issues and Insights

    • Smart reboot for the silver generation
    • The facts
    • The implications
    • Strategic monetisation in creator-driven communities
    • The facts
    • The implications
    • Virtual is a reality
    • The facts
    • The implications
  4. Market Overview

    • Internet penetration and digital video
      • Figure 10: Market share of video streaming platforms, 2020
    • Impact on hardware demand
    • Smartphones
    • Smart speakers
      • Figure 11: Digital RMB, 2020
  5. Market Drivers

    • 5G penetration
    • Premium subscribers
    • Creator-driven communities
  6. Key Players Performance

    • Bytedance
    • Kuaishou
      • Figure 12: Kuaishou’s DAU and MAU, 2017 – Q1 2021
    • Bilibili
      • Figure 13: Bilibili’s MAU, monthly paying users and daily time spent per active user, 2021
    • iQiyi
      • Figure 14: iQiyi’s revenue and subscribers, 2019-2021 Q1
    • Baidu Haokan Video
  7. Competitive Strategies

    • Smart home ecosystems
    • Smart telehealth services for the elderly
    • Improving platform stickiness through content duration
    • Capitalising on virtual and animated content
      • Figure 15: iQiyi’s Dimension Nova, China’s first virtual idol talent show, 2020
    • Cashing in on gaming and esports
      • Figure 16: Sony PlayStation 5, 2021
    • Cryptocurrency and NFTs redefine the value of digital assets
      • Figure 17: Crypto art exhibition in Beijing, 2021
  8. Who’s Innovating?

    • Huawei 1+2+N Whole House Smart Host
      • Figure 18: Huawei’s ‘1+2+N Whole House Smart Host’ Ecosystem, 2021
    • Arcfox x Huawei HI solution for self-driving cars
      • Figure 19: Arcfox Alpha S HBT, 2021
    • iQiyi’s Suike ‘Super Fans’ supports creator monetisation
      • Figure 20: iQiyi Suike’s Super Fans, 2021
    • Digital innovation for remote education and healthcare
      • Figure 21: Bytedance’s Dali smart lamp, 2020
      • Figure 22: JD Health’s Family Doctor, 2021
    • AI-powered tools for content creators
      • Figure 23: Launch of AI-powered tools for Baidu Haokan, 2021
      • Figure 24: Kaola’s live captioning via a sign language recognition system, 2020
  9. Digital Device Ownership

    • Device ownership normalises after the COVID-19 outbreak
      • Figure 25: Ownership of selected household digital products, 2019 to 2021
      • Figure 26: Ownership of selected household digital products, 2019 to 2021
      • Figure 27: Ownership of selected household digital products, 2019-21
    • New digital innovation to target female users
      • Figure 28: Ownership of selected household digital products , by gender, 2021
    • Evolving smart accessories ecosystem: digital health and education
      • Figure 29: Ownership of smart speakers, by family structure, 2021
  10. Activities on Digital Devices

    • Mobile-first convenience for leisure and entertainment
      • Figure 30: Activities on digital devices, 2021
    • The young and single also use smartphones for long videos
      • Figure 31: Watch film/TV series on smartphone, by age and family structure, 2021
    • Emotional engagement in social commerce for high income earners
      • Figure 32: Selected activities on smartphone, by monthly personal income, 2021
    • Gaming activity reaches new territories
      • Figure 33: Selected activities on laptop/desktop, by generation, 2021
      • Figure 34: Gaming on laptop/desktop, by gender and age, 2021
  11. Digital Platforms Usage

    • Social media is indispensable to consumers
      • Figure 35: Usage of digital platforms, 2021
    • Creator-driven communities engage young social media users
      • Figure 36: Usage of social media and community platforms, by generation, 2021
    • The rise of KOCs to engage consumers in lower-tier cities
      • Figure 37: Usage of selected video apps and platforms, 2021
    • ACG and virtual idols crossover
      • Figure 38: Usage of ACG platforms, by gender and age, 2021
    • Smart silver opportunity
      • Figure 39: Usage of selected video platforms, by Age, 2021
  12. Reasons for Using Short Video Apps

    • Diversification of short video content
      • Figure 40: Reasons for using short video Apps, 2021
    • Young people watch for fun; older respondents watch with purpose
      • Figure 41: Reasons for using short video Apps, by family structure, 2021
    • Male consumers value bite-sized content for knowledge and skills
      • Figure 42: Reasons for using short video apps, by gender and age, 2021
    • Celebrity pull for female consumers
      • Figure 43: Reasons for using short video apps, by gender and age, 2021
  13. Occasions for Watching Short Videos

    • Tool for relaxation with others or by themselves
      • Figure 44: Occasions for watching short videos, 2021
    • Older respondents use slices of time for personal interests
      • Figure 45: Occasions for watching short videos, by age and family structure, 2021
    • Short videos fill ‘idle time’, creating a bubble for de-stressing
      • Figure 46: Occasions for watching short videos, by generation, 2021
  14. Types of Short and Medium Video Content

    • Preferred length of content depends on level of engagement required
      • Figure 47: Preferred video type for relevant content, 2021
    • Short or medium length videos work for food-related content
      • Figure 48: Foodie Notes, a food recommendation platform by Alibaba, 2021
    • Older males prefer medium length online gaming videos
      • Figure 49: Preferred video type for online gaming or esports, by gender and age, 2021
    • Beauty and personal care videos under-serve males
      • Figure 50: Preferred video type for beauty and personal care, by gender and age, 2021
  15. 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.

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Data

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*databooks not available with UK B2B Industry reports.

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