2020
0
Digital Trends – Q4 – China – December 2020
2021-01-12T03:02:03+00:00
OX990918
3695
130888
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Report
en_GB
“Driven by Mintropolitans, smart speakers have improved penetration throughout the four quarters in 2020. Acoustic experience is to highlight for capturing future growth opportunities. Young people (eg Gen-Zers) are not…

Digital Trends – Q4 – China – December 2020

£ 3,695 (Excl.Tax)

Report Summary

“Driven by Mintropolitans, smart speakers have improved penetration throughout the four quarters in 2020. Acoustic experience is to highlight for capturing future growth opportunities. Young people (eg Gen-Zers) are not the panacea. High-end digital devices, such as VR devices, may want to re-examine the targeting and positioning strategies.”
– Saskia Zhao, Senior Research Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Stable spending in tech and communication sectors
              • High-end digital products still desired
                • Figure 1: Desire for high-end digital products with high configuration, 4 November 2020
              • World championship and marketing events boosted esports awareness
                • Learning-related activities prioritised in leisure spending
                  • Impact of COVID-19 on tech products
                    • Figure 2: Summary of impact of COVID-19 on tech products, 2020
                  • Companies and brands
                    • Smart speaker dynamics
                      • VR and AR devices not differentiated enough
                        • Wearable devices become more specialised in health and wellness
                          • Innovation highlights in digital life
                            • The consumer
                              • Increasing penetration of smart speakers
                                • Figure 3: Digital device ownership, December 2019-October 2020
                              • Smart TV, the new gaming playground
                                • Figure 4: Activities on four digital devices – Q4 update, October 2020
                              • More daily usage for apps targeting special subculture groups
                                • Figure 5: Top apps usage, used every day, December 2019-October 2020
                              • Paying for knowledge content remains niche
                                • Figure 6: Usage of paid knowledge content, October 2020
                              • Career skills and hobbies are key motivators
                                • Figure 7: Reasons to pay for knowledge content, October 2020
                              • What we think
                              • Issues and Insights

                                • Strengthen audio quality and connectivity to promote smart TV
                                  • The facts
                                    • The implications
                                      • Figure 8: Ways to control spending on large home appliance, 3 June 2020
                                    • Revamp targeting and positioning strategies for VR devices
                                      • The facts
                                        • The implications
                                          • Figure 9: Digital device owned and also used by Gen-Zers, December 2019
                                          • Figure 10: Most used online gaming device, 2019 and 2020
                                      • The Market – What You Need to Know

                                        • Stable spending in tech and communication products
                                          • Premium products are still desired
                                            • Various marketing activities boosted awareness of esports
                                              • Leisure spending skews towards learning
                                              • Market Factors

                                                • Stable consumption for tech and communication
                                                  • Figure 11: Monthly spending changes on technology and communication products, March-November 2020
                                                • Interested in high-end products
                                                  • Figure 12: Desire for high-end digital products with high configuration, 4 November 2020
                                                  • Figure 13: Desire for high-end digital products with high configuration (a), by age and gender, 4 November 2020
                                                • Learning is preferred during leisure time
                                                  • Figure 14: Prioritised leisure spending, 4 November 2020
                                                • Enhanced awareness of esports
                                                  • Figure 15: Marketing campaign featuring an esports theme, 2019-20
                                              • Companies and Brands – What You Need to Know

                                                • Changing competitive landscape in smart speakers
                                                  • VR/AR products are yet to expand competitive scope
                                                    • Watching drama on gaming devices
                                                      • Wearable devices developing new functions for healthy lifestyles
                                                        • Tech brand crossed over to education
                                                        • Companies and Brands

                                                          • New players in smart speaker market
                                                            • Figure 16: Summary of characteristics of leading smart speaker players in China market, 2020
                                                          • VR and AR devices have narrow competitive focus
                                                            • Figure 17: Price range of VR/AR products sold on ecommerce platforms*, November 2020
                                                            • Figure 18: Entry-level VR devices in the market, November 2020
                                                        • Who’s Innovating?

                                                          • Digital home highlights: crossover
                                                            • Pro-version smart speaker with a 10-inch screen by Baidu
                                                              • Figure 19: Smart speaker X10 by Baidu, 2020
                                                            • Huawei introduced its high-end smart speaker
                                                              • Figure 20: Huawei Sound smart speaker, 2020
                                                            • Home projector crossover with speaker to touch more usage occasions
                                                              • Figure 21: XGIMI’s new product portable projector Play equipped with speaker, 2020
                                                            • Digital wearable highlights: catering to health and wellness demands
                                                              • Earbuds help people fall asleep
                                                                • Figure 22: Bose Sleepbuds II, 2020
                                                                • Figure 23: ZenBuds by Amazfit, 2020
                                                              • Earbuds specialised in monitoring heart beats during exercise
                                                                • Figure 24: PowerBuds by Amazfit, 2020
                                                              • Garmin’s new health-tracking functions target women in pregnancy
                                                                • Figure 25: Pregnancy health-tracking function by Garmin, 2020
                                                              • Digital entertainment highlights: drama in gaming consoles
                                                                • Figure 26: Tencent video landed in Switch gaming console, November 2020
                                                              • Tablets highlights: iFlytek launched e-learning tablet
                                                                • Figure 27: iFlytek launched e-learning devices, 2020
                                                            • The Consumer – What You Need to Know

                                                              • Smart speakers meet more users
                                                                • Smart TV extended usage occasion
                                                                  • Improved active daily usage for apps targeting special consumer groups
                                                                    • Paid knowledge consumption is still niche
                                                                    • Digital Device Ownership

                                                                      • Smart speakers improved penetration
                                                                        • Figure 28: Digital device ownership, December 2019-October 2020
                                                                      • Gaming console still emerging
                                                                        • Figure 29: Ownership of gaming console (a), by age, December 2019-October 2020
                                                                        • Figure 30: Devices used to play games in the last 3 months among 18-24s, 2019 and 2020
                                                                      • Families with children are the key consumers for VR devices
                                                                        • Figure 31: VR device (a) ownership, 2018-20
                                                                        • Figure 32: Ownership of VR device*, by age, 2018-20
                                                                        • Figure 33: Ownership of VR device*, by family structure, 2018-20
                                                                    • Activities on Digital Devices

                                                                      • Smart TVs most used for watching films and drama
                                                                        • Figure 34: Activities on four digital devices – Q4 update, October 2020
                                                                      • TV is a new playground for gaming
                                                                        • Figure 35: Played games on smart TV/projector, December 2019-October 2020
                                                                        • Figure 36: Played games on smart TV/projector, by age and gender, December 2019-October 2020
                                                                        • Figure 37: Play games on smart TV/projectors – Q4 update, by digital device ownership, October 2020
                                                                      • E-reading on computers and tablets increases
                                                                        • Figure 38: E-reading on laptop/desktop and tablet, December 2019-October 2020
                                                                    • Top Apps Usage

                                                                      • Short video app evolved into a highly frequently used app
                                                                        • Figure 39: Top apps usage, October 2020
                                                                      • Daily usage increased at apps targeting special consumer groups
                                                                        • Figure 40: Top apps usage, used every day, December 2019-October 2020
                                                                    • Usage of Paid Knowledge Content

                                                                      • Paying for knowledge on apps is still niche
                                                                        • Figure 41: Usage of paid knowledge content, October 2020
                                                                      • Key users of paid knowledge content
                                                                        • Figure 42: Have paid for knowledge content – by demographics, October 2020
                                                                      • Potential users are among those who enjoy e-reading
                                                                        • Figure 43: Intention to try paid knowledge content (a), by e-reading habit, October 2020
                                                                    • Reasons to Pay for Knowledge Content

                                                                      • Career-related skills and hobbies are key motivators
                                                                        • Figure 44: Reasons to pay for knowledge content, October 2020
                                                                        • Figure 45: Reasons to pay for knowledge content, by past paid knowledge consumption, October 2020
                                                                      • Young people motivated to pay for learning how to manage personal finance
                                                                        • Figure 46: Reasons to pay for knowledge content – cultivate the ability of managing personal finance, by age, October 2020
                                                                        • Figure 47: Young people’s motivation to pay for knowledge content – cultivate the ability of managing personal finance, by demographics, October 2020
                                                                    • Meet the Mintropolitans

                                                                      • MinTs have driven ownership of smart speakers
                                                                        • Figure 48: Digital device ownership among MinTs, December 2019-October 2020
                                                                        • Figure 49: Ownership of smart speakers, by consumer classification, December 2019-October 2020
                                                                      • MinTs used smart TV for gaming
                                                                        • Figure 50: Played video games on smart TV/projector, December 2019-October 2020
                                                                      • Low usage of paid knowledge content among MinTs
                                                                        • Figure 51: Usage of paid knowledge content, by consumer classification, October 2020
                                                                        • Figure 52: Reasons to pay for knowledge-related content on apps, by consumer classification, October 2020
                                                                    • Appendix – Methodology and Abbreviations

                                                                      • Methodology
                                                                        • Played games on smart TV/projector by age and gender
                                                                          • Figure 53: Played games on smart TV/projector, by age and gender, December 2019-October 2020
                                                                        • Abbreviations

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