Table of Contents
Overview
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- Covered in this Report
Executive Summary
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- 5G is here, consumers are not
- Gaming console ownership sees the highest growth within a year
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- Figure 1: Change in ownership, December 2018-December 2019
- Post 90s and post 70s drive up gaming console ownership
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- Figure 2: Gaming console ownership, by generation, June 2019 – December 2019
- eCommerce and E-learning shifts video platform to livestreaming platforms
- Popular video app and entertainment websites are tool for livestream education
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- Figure 3: Bilibili use frequency, by city tier, December 2019
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- Figure 4: TikTok Use Habits, by age, December 2019
- Livestream commerce should help consumer finding the right products
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- Figure 5: Attitude towards livestreamers’ recommendations, December 2019
- Time-saving and good product demonstrations are key for live commerce
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- Figure 6: Attitude towards livestreamers’ recommendation, December 2019
- Livestream demonstrations are a must in topics where larger investments are expected
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- Figure 7: Attitude towards livestreamers’ recommendation, December 2019
- What we think
Market Trends
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- Internet of Things within reach
- Content is King, Distribution is Queen
- 5G is here, consumers are not
What’s In?
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- Television upgrades
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- Figure 8: Digital activities on television, by city tier, December 2019
- Hisense’s social interactive television
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- Figure 9: Hisense’s social interactive television
- Livestreaming services expand to all categories including nightclubs
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- Figure 10: TAXX on Douyin 8 February 2020
What’s Out?
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- VR headset ownership plummets
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- Figure 11: Household/personal ownership of digital devices, 2018 and 2019
- Digital video cameras have yet to highlight use value in competition to smartphones
- Voice assistants yet to showcase potential
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- Figure 12: Change in ownership, December 2018-December 2019
What’s Next?
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- Sales decrease globally
- As America raises its walls, China’s exporters find new terrain
- Upgrades delayed domestically
- 5G and Wi-Fi 6
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- Figure 13: Xiaomi Wi-Fi 6
- Foldable screen phone
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- Figure 14: Lenovo X1 fold
- Portable PC games
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- Figure 15: Alienware UFO
- Sleep apnoea-sensing watches and blood pressure-sensing earbuds
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- Figure 16: Withings Wearable health watch
- Robot Dogs (Tombot Jennie)
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- Figure 17: Tombot Jennie
Device Ownership
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- Smartphone reaches full market coverage
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- Figure 18: ownership of internet access devices, 2018 and 2019
- Figure 19: Ownership of digital devices, 2018 and 2019
- Expected growth in gaming consoles
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- Figure 20: Change in ownership, December 2018-December 2019
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- Figure 21: Household/personal ownership of digital devices, 2018 and 2019
- Smart speaker shows promising growth
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- Figure 22: Household/personal ownership of digital devices, by gender, December 2019
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- Figure 23: Digital activity on smartphones for owners of smart speaker, by gender, December 2019
- More kids = more screens
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- Figure 24: Household/personal ownership of digital devices, by children in the household, December 2019
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- Figure 25: Repertoire of household/personal ownership of digital devices, by children in household, December 2019
Online Activities across Digital Devices
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- Smartphone and tablet used for all types of activities
- Big screens, big chunks of time
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- Figure 26: Online activities across different types of digital devices, December 2019
- Film and TV should target Gen Z’s smartphone use habits
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- Figure 27: Digital activity in the past three months across smartphones, laptop/desktop and tablet, by gen Z and mature adults, December 2019
- Children gone viral
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- Figure 28: Average count of digital activities done on devices, by children in the household, December 2019
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- Figure 29: Online activities across different types of digital devices, by children in the household, December 2019
Top Apps Usage
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- WeChat is the most used app every day
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- Figure 30: Usage of top apps, December 2019
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- Figure 31: Uses TikTok every day, by age, December 2019
- Higher earners share a more fragmented app usage than lower earners
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- Figure 32: Usage of WeChat, by personal income, December 2019
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- Figure 33: Daily usage of selected apps, by personal income, December 2019
- Bilibili becomes an online learning official provider in Shanghai
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- Figure 34: Usage of Bilibili, by city tier, December 2019
- TikTok in education
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- Figure 35: Usage of TikTok, by age, December 2019
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- Figure 36: TikTok livestream of Shanghai Jiao Tong University semester opening, March, 2020
- Honor of Kings has higher engagement rate than PUBG
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- Figure 37: Usage of PUBGs and Honor of Kings, December 2019
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- Figure 38: Consumers who have used PUBGs and Honor of Kings within a week, by age, December 2019
- Video stream site iQiyi launched a social commerce app for cosmetics Zhanyan
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- Figure 39: Weekly Meipai’s use frequency, by marital status, December 2019
- Youku snaps up BBC dramas as appetite for foreign shows like Sherlock and Yes Minister remains strong
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- Figure 40: De-stress activities during COVID-19 outbreak March 2020
- ByteDance launches Toutiao Search to take on Baidu
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- Figure 41: Use Toutiao every day, by age and gender, December 2019
- Figure 42: ByteDance search versus Baidu Search, March 2020
Popular Categories of Livestream
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- Livestream expansion is expected
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- Figure 43: User size of livestreaming in China, June 2016-June 2019
- Figure 44: Popular categories of livestream, December 2019
- Gender roles persist across topics
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- Figure 45: Popular categories of livestream, by gender, December 2019
- Beauty and personal care for the post 90s, sports and fitness for the post 80s, and travel for the post 70s
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- Figure 46: Types of livestream, by generation, December 2019
- Tier one focuses on travel, tier two or lower on sports and fitness
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- Figure 47: Popular categories of livestream, by city tier, December 2019
- More diverse contents with kids in the family
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- Figure 48: Popular categories of livestream, by kids in the household, December 2019
- Older females have more interest in auto than young females
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- Figure 49: Auto livestream viewers, by gender and age, December 2019
- More digital devices at home, the more types of livestream consumers watch
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- Figure 50: Number of devices owned and livestream habits, December 2019
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- Figure 51: Types of livestream consumed across smartphone, tablet, laptop and smart TV, December 2019
Attitudes towards Livestream – Livestreamers’ Recommendations
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- Consumers are reliant on recommendations
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- Figure 52: Attitude towards livestreamers’ recommendations, December 2019
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- Figure 53: Attitude towards livestreamers’ recommendation, by generation, December 2019
- Brands seek efficiency in livestream
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- Figure 54: Attitude towards livestreamers’ recommendation, December 2019
- Figure 55: Attitude towards livestreamers’ recommendation, by personal income, December 2019
- Livestreamers should help consumers save time
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- Figure 56: Attitude towards livestreamers’ recommendations, December 2019
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- Figure 57: Attitude towards livestreamers’ recommendations, by generation, December 2019
- Demonstration is a must to maximise traffic
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- Figure 58: Attitude towards livestreamers’ recommendation, December 2019
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- Figure 59: Attitude towards livestreamers’ recommendations, by agreement with statement ’Livestreamer product recommendations or evaluations can better demonstrate the features of the products’, December 2019
Attitudes towards Livestream – Livestreamers’ Professionalism
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- Authenticity of livestreamers can drive quality sales
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- Figure 60: Attitude towards livestreamers’ professionalism, December 2019
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- Figure 61: Attitude towards livestreamers’ professionalism, by gender, December 2019
- Interesting lecturer like livestream is the norm
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- Figure 62: Attitude towards livestreamers’ professionalism, December 2019
- Livestreaming is now a profession that has social recognition
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- Figure 63: Attitude towards livestreamers’ professionalism, December 2019
Attitudes towards Livestream – Entertainment of Livestream
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- Making livestream fun through instant gratification
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- Figure 64: Attitude towards entertainment of livestream, December 2019
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- Figure 65: Attitude towards entertainment of livestream, by personal income, December 2019
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- Figure 66: Agreement with livestream as entertainment, by personal income, by sector, December 2019
- Engagement is high with instant communication
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- Figure 67: Attitude towards entertainment of livestream, December 2019
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- Figure 68: Attitude towards entertainment of livestream, by city tier, December 2019
- Figure 69: Attitude towards entertainment of livestream, December 2019
- Peer pressure pushes female consumers to more transactions
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- Figure 70: Attitude towards entertainment of livestream, by gender, December 2019
Consumer Segmentation
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- Figure 71: Consumer segmentation based on attitude towards livestream, December 2019
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- Figure 72: Consumer segmentation based on attitude towards livestream, December 2019
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- Figure 73: Attitude towards livestream - % of ‘strongly agree’, by consumer segmentation, December 2019
- Livestream Enthusiasts
- Who they are:
- What’s their attitude:
- How to market to them:
- The Easy Influenced Consumers
- Who they are:
- What’s their attitude:
- How to market to them:
- The Lost Consumers
- Who they are:
- What’s their attitude:
- How to market to them:
- The Dedicated Buyers
- Who they are:
- What’s their attitude:
- How to market to them:
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- Figure 74: Consumer segmentation, by age, December 2019
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- Figure 75: Consumer segmentation, by city tier, December 2019
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- Figure 76: Livestream viewership, by consumer segmentation, December 201
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Meet the Mintropolitans
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- Mintropolitans have a dynamic usage of mobile apps
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- Figure 77: Household digital device ownership, by consumer segmentation, by generation, December 2019
- Young Mintropolitans do not watch livestream as much as older Mintropolitans
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- Figure 78: Number of students abroad, by year, 2008-18
- Livestreamers’ recommendation saves precious time of Young Mintropolitans
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- Figure 79: Attitude towards livestreamers’ recommendation, by consumer classification, by generation, December 2019
- Livestreamers connect best with younger Mintropolitans
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- Figure 80: Attitude towards livestreamers’ professionalism, by consumer classification, by generation, December 2019
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- Figure 81: Attitude towards livestreamers’ recommendation and professionalism, by consumer classification, by generation, December 2019
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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