Table of Contents
Executive Summary
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- The market
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- Figure 1: Consumer expenditure, by sector, 2013
- The consumer
- The consumer – Consumer technology products – Overview
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- Figure 2: Technology products ownership, March 2014
- The consumer – Consumer technology products – Personal computers
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- Figure 3: personal computer ownership, March 2014
- The consumer – Consumer technology products – Mobile phones
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- Figure 4: Mobile phone ownership, March 2014
- The consumer – Consumer technology products – Televisions
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- Figure 5: Television ownership, March 2014
- The consumer – Consumer technology products – Home entertainment and other types of products
- The consumer – Online activities
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- Figure 6: Online activity involvement, March 2014
- The consumer – Online activities intentions
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- Figure 7: Online activities which consumers intend to do in the next six months, March 2014
- The consumer – Consumer interaction with digital advertising
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- Figure 8: Digital advertising seen and clicked on, March 2014, March 2014
- The consumer – Attitudes towards digital advertising
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- Figure 9: Attitudes towards digital advertising, March 2014
- The consumer – Attitudes towards technology products and online activities
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- Figure 10: Attitudes towards technology products and online activities, March 2014
- Key issues
- The multi-screen puzzle – which devices/services will consumers use to support information flow?
- What will consumers do online in future?
- How could traditional industries face the challenges posing by emerging digital trends?
- How can brands reach consumers through digital adverts, particularly in social spaces, without being too intrusive?
- What we think
Issues and Insights
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- The multi-screen puzzle – Which devices/services will consumers use to support information flow?
- The facts
- The implications
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- Figure 11: Personal computer ownership, by comparison of laptop, desktop, and tablet between 2013 and 2014, March 2014
- What will consumers do online in future?
- The facts
- The implications
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- Figure 12: Online activities which consumers intend to do in the next six months, March 2014
- How could traditional industries face the challenges posed by emerging digital trends?
- The facts
- The implications
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- Figure 13: Attitudes towards technology products and online activities, by online activities, March 2014
- How can brands reach consumers through digital adverts, particularly in social spaces, without being too intrusive?
- The facts
- The implications
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- Figure 14: Attitudes towards digital advertising, by agreement on positive sentiment, March 2014
Trend Application
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- “Smarter” than ever
- Wear it
- The almighty online world
Market Overview
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- Key points
- Economy grows and income rises
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- Figure 15: GDP and growth rates, China, 2008-13
- Figure 16: Annual per capita net income and actual growth rate of urban and rural residents in China (RMB), 2008-13
- Spending on technology and communications is an important portion of cost of living
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- Figure 17: Consumer expenditure, by sector, 2013
- Figure 18: Technology and communications share of spend, by UK, Brazil, US, and China, 2008-13
- China’s online population outlook
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- Figure 19: National population, and number of netizens and mobile netizens, December 2013
The Consumer – Consumer Technology Products – Overview
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- Key points
- PCs and mobile phones have high penetration in China…
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- Figure 20: Technology products ownership, March 2014
- … and they play a more important role in young people’s lives
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- Figure 21: Technology products ownership, by age, March 2014
- Higher income levels boost ownership of TV and other technology products
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- Figure 22: Technology products ownership, by monthly personal income, March 2014
- A gender-balanced strategy is required
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- Figure 23: Technology products ownership, by gender, March 2014
- Consumers tend to focus on using fewer items, while devices are increasingly multifunctional
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- Figure 24: Technology products ownership, by number of products, March 2013 and 2014
- Income also impacts the number of technology products people own
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- Figure 25: Technology products ownership, by monthly personal income, by number of products, March 2014
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- Figure 26: Technology products ownership, by gender, age, city tier, education level, and by number of products, March 2014
The Consumer – Consumer Technology Products – Personal Computers
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- Key points
- Laptops and desktops lead the pack among PCs currently…
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- Figure 27: personal computer ownership, March 2014
- … but tablets are the major future battlefield
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- Figure 28: personal computer ownership, by comparison between China and UK, March 2014 (China) and April 2014 (UK)
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- Figure 29: Personal computer ownership, by comparison between 2013 and 2014, March 2014
- An already competitive yet exciting market full of potential
- Differentiation through apps
- Desktop computers find more of a following among men
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- Figure 30: Personal computer ownership, by gender, March 2014
- Education for the next generation is a key driver for PC ownership
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- Figure 31: Personal computer ownership, by marital status, children in household, and age of children, March 2014
- Tier one citizens and people with higher education level are more likely to use laptops and tablets
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- Figure 32: Personal computer ownership, by city tier and education, March 2014
The Consumer – Consumer Technology Products – Mobile Phones
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- Key points
- Smartphones dominate mobile phone usage
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- Figure 33: Mobile phone ownership, March 2014
- Smartphone market reaches maturity
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- Figure 34: Mobile phone ownership, by comparison, March 2014
- Strong upgrade opportunity for people in their 20s and people with low incomes
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- Figure 35: Mobile phone ownership, by gender, age, and monthly personal income, March 2014
- Burgeoning domestic players and strong international leaders
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- Figure 36: Important factors in choosing a mobile phone, December 2013
- Implication of 4G
The Consumer – Consumer Technology Products – Televisions
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- Key points
- HDTV is the current mainstream
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- Figure 37: Television ownership, March 2014
- The era of 4K comes
- Content development is crucial to 4K TV adoption
- Smart TVs blur the gaps between TVs and PCs
- More men than woman are still using older generation TVs
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- Figure 38: Television ownership, by gender, March 2014
- High definition TV enjoys particularly high ownerships among people in their 40s
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- Figure 39: Television ownership, by gender, March 2014
- Income level largely determines TV ownership level
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- Figure 40: Television ownership, by monthly personal income, March 2014
The Consumer – Consumer Technology Products – Home Entertainment and Other Types of Products
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- Key points
- Blu-ray has a steep hill to climb
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- Figure 41: Home entertainment products ownership, March 2014
- People in their 30s and 40s are more likely to own players for home entertainment…
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- Figure 42: Home entertainment products ownership, by age, March 2014
- … and family needs also drive home entertainment product growth
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- Figure 43: Home entertainment products ownership, by marital status and children in household, March 2014
- Digital/video cameras still enjoy high levels of ownership
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- Figure 44: other types of technology products ownership, March 2014
- Wearable products have viable potential
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- Figure 45: other types of technology products ownership, by age, March 2014
The Consumer – Online Activities
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- Key points
- Shopping, video streaming, and socialising are top activities online
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- Figure 46: Online activity involvement, March 2014
- Online channel – A key for information sharing and gathering
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- Figure 47: Online activity involvement, by comparison, February 2013 and March 2014
- Boom of social networks
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- Figure 48: Online activity involvement, by using social networks, March 2014
- Further opportunities to enhance usage beyond people in their 20s and tier one citizens
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- Figure 49: Online activity involvement, by using social networks, by demographics, March 2014
- A lucrative video streaming market
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- Figure 50: Online activity involvement, by video streaming, March 2014
- Online shopping continue to thrive
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- Figure 51: Online activity involvement, by online shopping, March 2014
- Women are more active in online shopping than men
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- Figure 52: Online activity involvement, by online shopping, by demographics, March 2014
- Revolution of information gathering
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- Figure 53: Online activity involvement, by information gathering, March 2014
- Digital word-of-mouth is influential to married families
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- Figure 54: Online activity involvement, by information gathering, by demographics, March 2014
- Further developments ahead for online finance management
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- Figure 55: Online activity involvement, by managing finance, March 2014
- Wealthier and senior people are more active in online finance management
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- Figure 56: Online activity involvement, by managing finance, by demographics, March 2014
The Consumer – Online Activities Intentions
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- Key points
- Opportunity exists to further expand variety of tasks online
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- Figure 57: Online activities which consumers intend to do in the next six months, March 2014
- Online payment will prevail
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- Figure 58: Online activities which consumers intend to do in the next six months, by online purchasing and payment, March 2014
- Online payment becomes the norm
- The hai tao phenomenon
- People are enthusiastic about investing in online financial products…
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- Figure 59: Online activities which consumers intend to do in the next six months, by online investment, March 2014
- … and they also look for convenience from online booking services
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- Figure 60: Online activities which consumers intend to do in the next six months, by online booking, March 2014
- Online learning and file storage also generate interests
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- Figure 61: Online activities which consumers intend to do in the next six months, by online learning and file storage, March 2014
The Consumer – Consumer Interaction with Digital Advertising
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- Key points
- Digital channel has great potential for generating brand and product awareness
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- Figure 62: Digital advertising seen and clicked on, March 2014, March 2014
- Consumers are more likely to be impacted by adverts on tablets
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- Figure 63: Digital advertising seen and clicked on, via smartphone, laptop computer, and tablet, March 2014, March 2014
The Consumer – Attitudes towards Digital Advertising
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- Key points
- Online and mobile advertising needs to be relevant and engaging
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- Figure 64: Attitudes towards digital advertising, by agreement on positive sentiment, March 2014
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- Figure 65: Attitudes towards digital advertising, by agreement on positive sentiment, by demographics, March 2014
- Online and mobile adverting does find rejections
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- Figure 66: Attitudes towards digital advertising, by agreement on negative sentiment, March 2014
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- Figure 67: Attitudes towards digital advertising, by agreement on negative sentiment, by demographics, March 2014
- Careful execution is a must
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- Figure 68: Attitudes towards digital advertising, by agreement on conditional sentiment, March 2014
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- Figure 69: Attitudes towards digital advertising, by agreement on conditional sentiment, by demographics, March 2014
- With the right execution, digital adverting will be instrumental for brand communication
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- Figure 70: Attitudes towards digital advertising, by aggregation, March 2014
The Consumer – Attitudes towards Technology Products and Online Activities
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- Key points
- Multifunctional products generate high consumer interest, especially among people in their 20s
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- Figure 71: Attitudes towards technology products and online activities, by consumer technology products, March 2014
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- Figure 72: Attitudes towards technology products and online activities, by consumer technology products, by demographics, March 2014
- Consumers are happy to devote into online activities, but the process takes time and requires security assurance
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- Figure 73: Attitudes towards technology products and online activities, by online activities, March 2014
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- Figure 74: Attitudes towards technology products and online activities, by demographics, March 2014
- Comprehensive services from social networks are in favour
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- Figure 75: Attitudes towards technology products and online activities, by social networking, March 2014
- Consumers are adventurous for innovations online
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- Figure 76: Attitudes towards technology products and online activities, by potential development, March 2014
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- Figure 77: Attitudes towards technology products and online activities, by potential development, by demographics, March 2014
Appendix – Consumer Technology Products
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- Figure 78: Technology products ownership, March 2014
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- Figure 79: Most popular technology products ownership, by demographics, March 2014
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- Figure 80: Next most popular technology products ownership, by demographics, March 2014
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- Figure 81: Other technology products ownership, by demographics, March 2014
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- Figure 82: Least popular technology products ownership, by demographics, March 2014
- Repertoire analysis
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- Figure 83: Repertoire of technology products ownership, March 2014
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- Figure 84: Repertoire of technology products ownership, by demographics, March 2014
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- Figure 85: Technology products ownership, by repertoire of technology products ownership, March 2014
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- Figure 86: Attitudes towards technology products and online activities, by repertoire of technology products ownership, March 2014
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Appendix – Online Activities
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- Figure 87: Online activities involvement, March 2014
- Figure 88: Most popular online activities involvement – On a desktop/laptop, by demographics, March 2014
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- Figure 89: Next most popular online activities involvement – On a desktop/laptop, by demographics, March 2014
- Figure 90: Most popular online activities involvement – On a tablet^, by demographics, March 2014
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- Figure 91: Next most popular online activities involvement – On a tablet^, by demographics, March 2014
- Figure 92: Most popular online activities involvement – On a smartphone^, by demographics, March 2014
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- Figure 93: Next most popular online activities involvement – On a smartphone^, by demographics, March 2014
- Figure 94: Most popular online activities involvement – Haven’t done this online in the last 3 months, by demographics, March 2014
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- Figure 95: Next most popular online activities involvement – Haven’t done this online in the last 3 months, by demographics, March 2014
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Appendix – Online Activities Intentions
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- Figure 96: Online activities intend to do, March 2014
- Figure 97: Most popular online activities intend to do, by demographics, March 2014
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- Figure 98: Next most popular online activities intend to do, by demographics, March 2014
- Figure 99: Other online activities intend to do, by demographics, March 2014
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- Figure 100: Online activities intend to do, by most popular technology products ownership, March 2014
- Figure 101: Online activities intend to do, by next most popular technology products ownership, March 2014
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- Figure 102: Online activities intend to do, by other technology products ownership, March 2014
- Figure 103: Online activities intend to do, by least popular technology products ownership, March 2014
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Appendix – Consumer Interaction with Digital Advertising
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- Figure 104: Digital advertising seen and clicked on, March 2014
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- Figure 105: Digital advertising seen and clicked on – Webpage advert, by demographics, March 2014
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- Figure 106: Digital advertising seen and clicked on – Video advert/commercial, by demographics, March 2014
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- Figure 107: Digital advertising seen and clicked on – Sponsored link on a search engine, by demographics, March 2014
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- Figure 108: Digital advertising seen and clicked on – Advert on a social networking site or apps, by demographics, March 2014
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- Figure 109: Digital advertising seen and clicked on – Advert based on my browsing history, by demographics, March 2014
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- Figure 110: Digital advertising seen and clicked on – Advert within a game, either from PC or mobile phone, by demographics, March 2014
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- Figure 111: Digital advertising seen and clicked on – Advert or promotion within an email, by demographics, March 2014
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- Figure 112: Digital advertising seen and clicked on – Audio advert, by demographics, March 2014
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- Figure 113: Digital advertising seen and clicked on – Other in app advert, by demographics, March 2014
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- Figure 114: Digital advertising seen and clicked on, by most popular technology products ownership, March 2014
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- Figure 115: Digital advertising seen and clicked on, by next most popular technology products ownership, March 2014
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Appendix – Attitudes towards Digital Advertising
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- Figure 116: Attitudes towards digital advertising, March 2014
- Figure 117: Most popular attitudes towards digital advertising, by demographics, March 2014
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- Figure 118: Next most popular attitudes towards digital advertising, by demographics, March 2014
- Figure 119: Other attitudes towards digital advertising, by demographics, March 2014
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Appendix – Attitudes towards Technology Products and Online Activities
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- Figure 120: Attitudes towards technology products and online activities, March 2014
- Figure 121: Agreement with the statement ’It is fashionable to use wearable digital products’, by demographics, March 2014
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- Figure 122: Agreement with the statement ’It is important to be aware of the latest technology products’, by demographics, March 2014
- Figure 123: Agreement with the statement ’It is worth paying for upgrading to the latest models of technology products’, by demographics, March 2014
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- Figure 124: Agreement with the statement ’It is more convenient to use multi-functional technology devices’, by demographics, March 2014
- Figure 125: Agreement with the statement ’It is necessary to visit brick and mortar stores before buying products online’, by demographics, March 2014
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- Figure 126: Agreement with the statement ’Online shopping will eventually takeover brick and mortar stores’, by demographics, March 2014
- Figure 127: Agreement with the statement ’I would like to see more online services that help to facilitate our daily life’, by demographics, March 2014
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- Figure 128: Agreement with the statement ’I am concerned about the safety of internet finance’, by demographics, March 2014
- Figure 129: Agreement with the statement ’I would be interested in a one-stop social network page that provides a more integrated functions’, by demographics, March 2014
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- Figure 130: Agreement with the statement ’There are too many social networking sites to choose from’, by demographics, March 2014
- Figure 131: Agreement with the statement ’I feel excited when trying new things online which can only be done offline in the past’, by demographics, March 2014
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- Figure 132: Agreement with the statement ’I am interested in trying products using 4G technology’, by demographics, March 2014
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