2021
0
China Digital Trends Report – Q4 2021
2022-03-15T03:01:50+00:00
OX1049361
3695
148787
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Report
en_GB
"Chinese consumers have become highly dependent on social media apps in their daily lives, driven by the wide-ranging content and various digital services integrated in those apps. Experience matters a…

China Digital Trends Report – Q4 2021

£ 3,695 (Excl.Tax)

Description

“Chinese consumers have become highly dependent on social media apps in their daily lives, driven by the wide-ranging content and various digital services integrated in those apps. Experience matters a lot to consumers when they use social media. Therefore, brands should consider leveraging technologies such as VR/AR and virtual humans to enhance user experience. Additionally, the sense of uncertainty and instability triggered by COVID-19 has led consumers to seek a sense of control through proactively searching for information they need on social media platforms, for example. Brands should seize this opportunity to understand the needs and learn the language of consumers to achieve meaningful and effective brand communication.”

– Janie Lai, Research Analyst

This report will look at the following areas:

  • Ownership rate of digital devices in September 2021.
  • Digital activities across social media platforms.
  • Frequency of apps usage in different categories (eg watching ACG content on Bilibili).
  • Level of interest in various content on social media.
  • Surveyed consumers’ behaviour on social media apps.
  • Respondents’ attitudes toward social media apps.

Table of Contents

  1. Overview

    • What you need to know
    • Covered in this report
    • Report definitions
  2. Executive Summary

    • The market
    • Mobile internet traffic experiencing rapid growth
      • Figure 1: Mobile internet data traffic in China, 2016-2021
    • Total number of mobile apps decreasing; gaming continues to be the largest category
      • Figure 2: Percentage of major app categories, 2021
    • Tightening regulation on personal data collection on mobile apps
    • Spending on digital devices trending up
      • Figure 3: Spending on technology and communications in Q4, 2021
    • Companies and brands
    • Kuaishou proposes “New Marketplace” concept to accelerate commercialisation
    • Smartphones drive the growth of Apple and Xiaomi
    • Who’s Innovating?
    • Foldable smartphones catching attention
    • Smart fitness mirrors can be more than virtual personal trainers
    • Application scenarios of virtual humans expanding
    • The consumer
    • Rising ownership of smart devices driven by young consumers
      • Figure 4: Ownership rate of digital devices, 2020-2021
    • Watching short videos on smart TVs becomes a trend
      • Figure 5: Online activities on smart TVs/projectors, from Dec-20 to Sep-21
    • Chinese consumers depend on social media apps in daily lives
      • Figure 6: Frequency of using social media apps (a), from Dec-20 to Sep-21
    • Content about food garners the most interest on social media, followed by fashion, news and technology
      • Figure 7: Content of interest on social media apps, September 2021
    • Active search on what they need reflects consumers’ growing awareness of taking control
      • Figure 8: Consumer’s behaviour on social media apps, September 2021
    • Consumers have high trust for social media and care about user experience
      • Figure 9: Consumers’ attitudes toward social media apps, September 2021
    • What we think
  3. State of Mobile Internet Development

    • Mobile internet traffic experiencing rapid growth
      • Figure 10: Mobile internet data traffic in China, 2016-2021
    • Total number of mobile apps decreasing; gaming still the largest category
      • Figure 11: Percentage of major app categories, 2021
    • Tightening regulation on personal data collection on mobile apps
    • Spending on digital devices trending up
      • Figure 12: Spending on technology and communications in Q4, 2021
  4. Key Players’ Performance

    • Kuaishou
    • Xiaomi
      • Figure 13: Xiaomi Year of the Tiger Mix Fold gift box, 2022
    • Tencent
    • Apple
    • Huawei
  5. Who’s Innovating?

    • Foldable smartphones catching attention
      • Figure 14: Huawei P50 Pocket foldable smartphone, 2021
    • Smart fitness mirrors can be more than virtual personal trainers
      • Figure 15: Baidu Tiantian smart fitness mirror, 2021
    • Application scenarios of virtual humans expanding
      • Figure 16: Florasis virtual spokesperson, Meta-human Ayayi and CCTV’s AI sign language anchor, 2021
  6. Ownership of Digital Devices

    • Rising ownership of smart devices driven by young consumers
      • Figure 17: Ownership rate of digital devices, 2020-2021
      • Figure 18: Smart speaker ownership by generation, Dec-20 vs Sep-21
      • Figure 19: Smart household products (a) ownership by generation, Dec-20 vs Sep-21
  7. Online Activities

    • Smartphones still the primary device for online activities
      • Figure 20: Online activities on smartphones, from Dec-20 to Sep-21
    • Families with kids prefer PCs for online shopping
      • Figure 21: Online activities on laptop/desktop, from Dec-20 to Sep-21
      • Figure 22: Online activities on laptop/desktop, by family structure, September 2021
    • Activities on tablets remain stable
      • Figure 23: Online activities on tablet, from Dec-20 to Sep-21
    • Short video viewing on smart TVs has become a trend
      • Figure 24: Online activities on smart TVs/projectors, from Dec-20 vs Sep-21
      • Figure 25: Short video viewing on Konka Douping TV, 2021
  8. Usage of Popular Apps

    • Chinese consumers depend on social media apps in their daily lives
      • Figure 26: Frequency of using social media apps (a), Dec-20 to Sep-21
      • Figure 27: Easy mode on WeChat, 2021
    • Active users of short video apps see fast increase
      • Figure 28: Frequency of using short video apps (a), Dec-20 to Sep-21
    • Female online gamers aged 25 to 29 are rising
      • Figure 29: Female respondents using gaming apps every day, by age, Dec-20 to Sep-21
    • Gen Z and post-90s drive usage of ACG platforms
      • Figure 30: Frequency of using ACG apps, by generation, September 2021
      • Figure 31: Mr. Ou with four identities launched by L’Oréal, 2021
  9. Content of Interest on Social Media Apps

    • Content about food generates the most interest on social media, followed by fashion, news and technology
      • Figure 32: Content of interest on social media apps, September 2021
    • ACG content appeals to the young while post-70s/80s care more about technology and society
      • Figure 33: Content of interest on social media apps, by generation, September 2021
  10. Consumers’ Behaviour on Social Media Apps

    • Active search on what they need reflects consumers’ growing awareness of taking control
      • Figure 34: Consumer’s behaviour on social media apps, September 2021
    • Products, brands and promotions intrigue young female consumers
      • Figure 35: Behaviours on social media apps of respondents aged 18-29, by gender, September 2021
  11. Attitudes toward Social Media Apps

    • Experience matters when using social media apps
      • Figure 36: Selected attitudes toward social media apps, September 2021
    • Social media serves as trusted channel for information and shopping
      • Figure 37: Selected attitudes toward social media apps, September 2021
  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

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*databooks not available with UK B2B Industry reports.

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