2021
0
China Digital Trends Report – Q3 2021
2021-10-15T04:11:06+01:00
OX1049677
3695
143569
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Report
en_GB
“Digital brands have entered the stage of ecological competition. The pressure of peaking traffic has made industry players seek market opportunities in emerging industries such as tablets, games, and new…

China Digital Trends Report – Q3 2021

£ 3,695 (Excl.Tax)

Description

“Digital brands have entered the stage of ecological competition. The pressure of peaking traffic has made industry players seek market opportunities in emerging industries such as tablets, games, and new energy vehicles. Various digital platforms keep fighting for consumers’ attention among screens. Among them, social media continues to develop towards gamification, as consumers tend to own social interactions with more entertainment. When the total Internet market has entered the era of stock competition. Compared with traffic, digital brands need to focus on content quality to capture the attention of consumers.”
– Blair Zhang, Research Analyst

This Report covers the following areas:

  • Digital device ownership development and changes
  • Online activities throughout various digital devices eg smartphones, desktops/laptops, tablets and Smart TVs
  • Key digital platforms usage and frequency
  • Behaviours after purchasing game consoles
  • Important features for video games
  • Expectations for good games

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
      • Figure 1: Netizen size and internet penetration, 2016-21
      • Figure 2: Internet penetration in urban and rural areas, 2016-20
      • Figure 3: Short video users and share of netizens, 2018-21
    • Companies and brands
    • ByteDance
    • Tencent
    • Apple
    • Louis Vuitton’s self-developed game cooperated with NFT platform to tell the brand’s story
    • The consumer
    • Diverse devices build together the digital ecosystem
      • Figure 4: Ownership of digital devices, 2019-21
    • Popularity in social activities and indicated opportunities in social commerce
      • Figure 5: Activities on digital devices, by products, 2021
    • Various digital platforms fight for consumers’ attention
      • Figure 6: Digital platforms usage, 2021
    • Consumers need of social topics, exclusiveness and visual experience when playing games
      • Figure 7: Behaviours after purchasing a game console, 2021
    • Socialisation of games is the general trend
      • Figure 8: Important features for games, 2021
    • Gamepads may become the standard gaming accessory
      • Figure 9: Gaming expectations, 2021
    • What we think
  3. Issues and Insights

    • Gaming has become a new way of socialising
      • Figure 10: Pico Neo 3, 2021
    • Subscription and membership modes allow more access for good gaming content
    • Games become a common-used channel for brand marketing, especially in luxury industry
      • Figure 11: The poster of the collaboration between King of Glory and Burberry, 2021
      • Figure 12: Gucci virtual 25 digital sneaker, 2021
  4. State of Internet Development

    • Netizen population keeps growing, which help accelerated China’s digitalisation process
      • Figure 13: Netizen size and internet penetration, 2016-21
    • Internet penetration grow rapidly, especially in rural areas
      • Figure 14: Internet penetration in urban and rural areas, 2016-20
      • Figure 15: Share of internet users between urban and rural areas, 2018-21
    • Number of 5G mobile terminals grows rapidly, which shows China’s 5G commercial development has achieved good results
      • Figure 16: Number of 5G mobile terminals, 2020-21
    • Online shopping users continued growth
      • Figure 17: Online shopping users and share of netizens, 2016-20
    • Livestreaming commerce gains fierce competition as regulations launched to develop healthy
      • Figure 18: Livestreaming commerce users and share of netizens, 2020-21
    • Short videos still being the most popular leisure activities, concurrently its competition with long/medium video platforms further intensifies
      • Figure 19: Short video users and share of netizens, 2018-21
    • Online music market grows with regulations launched to form its healthier development
      • Figure 20: Online music users and utilisation rate, 2016-21
  5. Key Players’ Performance

    • ByteDance
    • Tencent
    • Apple
    • Huawei
    • Xiaomi
  6. Who’s Innovating?

    • Louis Vuitton’s self-developed game cooperated with NFT platform to tell the brand’s story
      • Figure 21: The screenshot from the game <LOUIS THE GAME>, 2021
    • Samsung released a new version foldable phone: Galaxy Z Fold 3
      • Figure 22: Samsung Galaxy Z Fold 3, 2021
    • Tencent collaborated with Dunhuang Research Academy to launch the first non-profit NFT in the cultural expo industry
      • Figure 23: the NFT released by Tencent and Dunhuang Research Academy, 2021
    • Tencent releases genuine live music service system “Sonic Engine” (音速达引擎)
      • Figure 24: Genuine live music service system “Sonic Engine” by Tencent, 2021
    • Apple launched iPad mini 6
      • Figure 25: Apple’s newly-launched iPad mini 6, 2021
  7. Digital Device Ownership

    • Growth in tablet ownership reveals the market is in the stage of ecological competition
      • Figure 26: Ownership of selected digital devices, 2020 to 2021
    • Multi-device collaboration is the general trend of the future, especially in the home scenario
      • Figure 27: Ownership of selected digital devices, 2019-21
      • Figure 28: Ownership of selected digital devices, by family structure, 2021
      • Figure 29: The smart home system in a confinement centre, 2021
    • Game console market stably grows as female gamers’ needs rise
      • Figure 30: Ownership of selected digital devices, 2019-21
  8. Activities on Digital Devices

    • Popularity in social activities and indicated opportunities in social commerce
      • Figure 31: Penetration of selected online activities on smartphones, 2019-21
    • Online music market freed from copyright wars
      • Figure 32: Penetration of selected online activities listen to music on smartphones, by ages, 2019-21
    • Ecommerce platforms promoted the reading market
      • Figure 33: Penetration of selected online activities on smartphones, 2019-21
  9. Digital Platform Usage

    • Social media is indispensable to consumers
      • Figure 34: Social media platforms usage, 2020-21
    • Short video relaxation occupies consumers’ screen time
      • Figure 35: Short video platforms usage, 2020-21
      • Figure 36: Use short video apps every day, by age, 2021
    • Integrated video platforms gain more attention from the audience
      • Figure 37: Integrated video platforms usage, 2020-21
      • Figure 38: Daily usage of integrated video platforms, by gender and age, 2020-21
    • Creator-driven community gather young generations and females
      • Figure 39: Community platforms usage, 2020-21
      • Figure 40: Community platforms usage, by age, 2021
      • Figure 41: Community platforms daily usage, by gender, 2021
    • ACG platform is one of the indispensable channels to communicate with young people
      • Figure 42: ACG platforms usage, 2020-21
      • Figure 43: ACG platforms usage, by ages, 2021
  10. Behaviours after Purchasing Game Consoles

    • Exclusive games are good triggers for game enthusiasts
      • Figure 44: Behaviours after purchasing a game console, 2021
    • Consumers care about visual experience when gaming
      • Figure 45: Steam Deck connected to a monitor, August 2021
    • Games become a sharable social topic
      • Figure 46: Behaviours after purchasing a game console, by generation, 2021
  11. Features for Video Games

    • Visual experience and achievable gameplay are the top two factors
      • Figure 47: Important features for games, 2021
      • Figure 48: Important features for games, by generations, 2021
    • Multi-screen brings better cloud gaming experience in various scenarios
      • Figure 49: Important features for games, by gender and monthly personal income, 2021
    • Socialisation of games is the general trend
      • Figure 50: Important features for games, 2021
  12. Expectations for Games

    • Gamepad may become the standard gaming accessory
      • Figure 51: Gaming expectations for better experience, 2021
    • Top-up-money Economy (氪金经济) rises
      • Figure 52: Gaming expectations for better experience, by gender and age, 2021
    • Young generations and families drive the growth of game subscription services
      • Figure 53: Gaming expectations for better experience, by age and family structure, 2021
  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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