In terms of digital devices and activities, mobile phones still dominate consumers’ screen time, as the popularity of social media activities remains strong. The smart TV is becoming the centre of family entertainment. The growing internet penetration, especially in rural areas, helps accelerate the online shopping trend in lower tier cities. Other trends like short video, live streaming commerce, and gaming continue to expand in popularity.

As for consumers’ perceptions of digital tech, they are willing to buy into digital products that offer convenience, efficiency and innovation most. Consumers show a higher acceptance of paid content, which helps big companies to consolidate their own ecosystems.

And in digital photography, innovation continues to drive development. Although smartphones have conquered camera brands’ original market, consumers are not completely giving up on digital cameras. Camera brands need to launch products to leverage consumer trends, as well as fulfil their claims of professionalism and special moment needs.

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, and 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 digital technology. Digital photography refers to the use of digital imaging elements (CCD, CMOS) instead of traditional film to record images. It excludes traditional optical imaging products such as Polaroid or Fuji instax.

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.