What you need to know

In terms of digital devices, mobile phones still dominate screen time. Meanwhile, devices that can bring consumers more leisure experiences are also growing in popularity, such as smart wearable devices and smart speakers. Making them more user-friendly can help achieve a higher market share.

In terms of recreational activities, the rapid rise of live streaming has brought the online shopping industry more possibilities and low-tier cities may lead the next wave of online shopping growth.

In terms of health awareness, consumers have a stronger awareness and demand for health monitoring than ever before. While they affirm the role of online medical platforms, consumers also expect online medical treatment to be as effective as offline. Industry players who can develop such an offering and win over consumer trust will secure a strong position for the long term in this market.

Covered in this Report

This Report covers ownership of and intentions to purchase consumer technology products (eg televisions, laptops, and smartphones), as well as the methods that people have used to connect to the internet in the last three months.

Mintel’s Digital Trends China Report series examines what types of activities consumers have performed online using PCs (laptops or desktops), tablets, and smartphones. In each quarter, we focus on a different aspect of consumer behaviour. This edition focuses on social and media-related activities, including the use of social networks and messaging services, online news and video consumption, photo and video sharing, and gaming.

In addition, every edition contains a Special Focus section, where we address a particular aspect of the consumer technology market. This edition’s Special Focus is on consumers’ activities and attitudes towards digital health management.

Definitions of different digital products:

  • Smartphones: refers to any modern mobile phone capable of connecting to the internet, and capable of downloading applications from proprietary application stores.

  • Laptops/desktops: refers to all types of PCs (eg tower unit computers, all-in-one PCs, netbooks, ultra-books and two-in-one laptops which can be converted to tablets).

  • Tablets: refers to the new style of computers in a slate or slab format with touchscreens and no permanently attached physical keyboards, excluding two-in-one laptops.

  • Digital/video cameras: refers to point-and-shoot digital cameras (P&S), single-lens reflex (SLR) cameras (both digital and film), mirrorless cameras and video cameras.

  • Wearable products: refers to devices incorporating electronic technologies or computers that can be worn by consumers, such as activity trackers and smartwatches.

  • Smart home appliances: refers to home appliances which are internet-connected or controllable by mobile apps (eg smart speakers, smart fridges); smart TVs/projectors are excluded.

  • Smart TV/projectors: refers to internet-enabled TV sets/projectors.

  • VR products: VR (virtual reality) headsets.

  • e-readers: refers to devices designed for digital reading with a monochrome screen (eg Kindle).

  • Games consoles: covers only video games consoles, referring to devices that output a video signal or visual image to display a video game, eg PlayStation, Xbox and Wii.

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