Table of Contents
Executive Summary
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- The market
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- Figure 1: Summary of impact of COVID-19 on the digital industry, August 2020
- Nearly 900 million mobile netizens in China
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- Figure 2: China netizen users and the share of total netizens, December 2013-March 2020
- Short video reshaped the digital entertainment
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- Figure 3: Top apps used every day, December 2019 vs April 2020
- Companies and brands
- Xiaomi
- Huawei
- Tencent
- Bytedance
- Seamless user experience by using smartphones as a car key
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- Figure 4: Digital car key by Apple and BMW, June 2020
- The consumer
- Middle-size screen devices impacted while emerging categories maintained growth during COVID-19
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- Figure 5: Ownership of digital products, June 2019April2020
- Various usage for digital devices but smartphones are the priority
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- Figure 6: Activities on digital devices, by product, April 2020
- Video-based digital entertainment leads usage
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- Figure 7: Top app usage, April 2020
- From entertainment to knowledge accumulation
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- Figure 8: Content watched on short video platforms, April 2020
- Higher quality content is more trustworthy and drives purchase
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- Figure 9: Attitudes towards short video, April 2020
- What we think
Issues and Insights
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- COVID-19 intensifies competition in digital entertainment and creates opportunity for emerging products
- The facts
- The implications
- Be aware of more activities on big screens at home
- The facts
- The implications
- Short video: time-passing entertainment vs time-saving knowledge gathering
- The facts
- The implications
The Market and Companies – What You Need to Know
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- COVID-19 accelerated the transformation of digital entertainment
- A mobile-centric strategy
- Multiple digital devices winning consumers’ attention
- Remote medical consultations driving rural digital life
Market Factors
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- Mobile phone user base keeps growing
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- Figure 10: China netizen users and the share of total netizens, December 2013-March 2020
- Short video reshaped the digital entertainment
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- Figure 11: Top app daily usage, December 2019 vs April 2020
- Consumers are willing to own more digital products
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- Figure 12: Amount of digital device types owned by consumers, June 2019 to April 2020
Key Players Performance
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- Xiaomi
- Apple
- Huawei
- Tencent
- Bytedance
Who’s Innovating?
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- Fastest mobile battery charging by Vivo
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- Figure 13: iQOO 5 Pro by vivo, August 2020
- Seamless user experience by using smartphones as car keys
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- Figure 14: Digital car key by Apple and BMW, June 2020
- World's first mass-produced transparent TV by Xiaomi
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- Figure 15: Xiaomi transparent tv, August 2020
- Telemedicine is accelerating in COVID-19
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- Figure 16: Telemedicine system by Huawei in Henan province, April 2020
The Consumer – What You Need to Know
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- Attention on health and entertainment sees wearables and emerging digital products grow
- Video content is the most important for in-house entertainment during COVID-19
- Short video apps become more popular
- Entertaining short video is most watched - but content is diversifying
- Knowledge & learning is a key trend for short video consumption
Digital Device Ownership
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- Middle-size screen devices impacted while emerging categories maintained growth during COVID-19
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- Figure 17: Ownership of personal digital products, June 2019 to April 2020
- Higher income consumers are keen on wearable products
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- Figure 18: Ownership of wearable devices, by monthly personal income, April 2020
- Younger and tier one city consumers are more likely to own gaming console products
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- Figure 19: Ownership of gaming console products, by age and by city tier, December 2019 and April 2020
- Popularity of e-readers improves with education level
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- Figure 20: Ownership of e-readers, by personal income and by education level, December 2019 and April 2020
Activities on Digital Devices
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- Various usage for digital devices but smartphones rank first
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- Figure 21: Activities on digital devices, by product, April 2020
- Online shopping leads mobile phone activity and video content consumption grew rapidly
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- Figure 22: Activity on mobile phone, 2019 vs 2020
- More activities on laptop/desktops during the initial outbreak period
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- Figure 23: Activity on laptop/desktop computers, 2019 vs 2020
- Increase in leisure and entertainment activities on smart TV
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- Figure 24: Activity on Smart TV/Projectors, 2019 vs 2020
Top Apps Usage
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- Video-based digital entertainment leads the trends in usage
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- Figure 25: Top app usage, April 2020
- WeChat dominate consumers’ daily lives; short video apps grew faster
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- Figure 26: Top app daily usage, December 2019 vs April 2020
- High tier cities are more promising for short video
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- Figure 27: Short video apps daily usage, by city citer, April 2020
- Short video is booming in COVID-19
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- Figure 28: video content apps daily usage, by age, April 2020
Short Video Content Watched
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- From entertainment to knowledge accumulation
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- Figure 29: favouring short video content, April 2020
- Higher income consumers like sport and fitness & beauty
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- Figure 30: favouring sports and fitness content on short video, by personal income, April 2020
- e-sports is popular among young males and high income users
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- Figure 31: favouring e-sports on short video, by gender, age and personal income, April 2020
- High tier consumers have more passion for fashion and luxury
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- Figure 32: favouring fashion and luxury on short video, by gender, household income and city tier, April 2020
Attitudes towards Short Video
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- Higher quality content is more trustworthy and drives purchase
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- Figure 33: Attitudes towards short video, April 2020
- Short video has become a resource pool for knowledge
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- Figure 34: Attitudes toward knowledge and skill learning on short video, April 2020
- Males and low earners are still sceptical about shopping on short video platforms
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- Figure 35: Attitudes toward purchasing products on short video, April 2020
Meet the Mintropolitans
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- MinTs are the heavy users for digital devices
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- Figure 36: Count of digital devices ownership, April 2020
- Turning traffic into money via short video
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- Figure 37: Favouring content on short video Apps, April 2020
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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