Table of Contents
Introduction
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- Definition
- Personal computer (PC)
- Mobile phone
- Television (TV)
- Home entertainment
- Camera
- Portable media player
- Wearable product
- Methodology
- Abbreviations
Executive Summary
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- Technology market overview
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- Figure 1: Consumer expenditure, by sector, 2013
- The consumer
- The consumer – ownership and awareness of technology brands
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- Figure 2: Ownership and awareness of technology brands – international brands, July 2014
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- Figure 3: Ownership and awareness of technology brands – domestic brands, July 2014
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- Figure 4: Current usage of technology brands, by number of brands used, July 2014
- The consumer – perceptions of technology brands
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- Figure 5: Perceptions of technology brands, July 2014
- The consumer – influences on brand choice for technology products
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- Figure 6: Influences on brand choice – technology products, July 2014
- The consumer – Influences on brand choice for technology services
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- Figure 7: Influences on brand choice – technology services, July 2014
- The consumer – attitudes towards brand switching
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- Figure 8: Attitudes towards brand switching – consumer technology products, July 2014
- Figure 9: Attitudes towards brand switching – technology and internet services, July 2014
- The consumer – attitudes towards technology brands
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- Figure 10: Attitudes towards technology brands, July 2014
- Key issues
- How do domestic technology brands fare against international brands?
- Are Chinese consumers loyal to brands in the technology world?
- How far can technology brands stretch across categories?
- Is offline presence still needed?
- What it means
Issues and Insights
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- How do domestic technology brands fare against international brands?
- The facts
- The implications
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- Figure 11: Perceptions of technology brands, July 2014
- Are Chinese consumers loyal to brands in the technology world?
- The facts
- The implications
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- Figure 12: Proportion of all-time brand owners who still own a product made by that brand, July 2014
- How far can technology brands stretch across categories?
- The facts
- The implications
- Is offline presence still needed?
- The facts
- The implications
Trend Application
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- A panic attack
- Pay or for free
- Local know-how
Technology Market Overview
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- Key points
- Consume expenditure outlook
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- Figure 13: Consumer expenditure, by sector, 2013
- Figure 14: Breakdown of consumer expenditure, by country comparison, 2013
- Ownership overview
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- Figure 15: Technology products ownership, March 2014
Who’s Innovating?
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- Key points
- Wearable devices – the new opportunity
- Biometric technology is changing the way of payment
- Samsung partners with others to reinforce product positioning
Companies and Brands
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- International companies
- Samsung Group
- Latest developments
- Apple Inc.
- Latest developments
- Microsoft Corporation
- Latest developments
- Latest developments
- Sony Corporation
- Latest developments
- Amazon.com, Inc.
- Latest developments
- Local companies
- Tencent Holding Limited
- Latest developments
- Baidu, Inc.
- Latest developments
- Alibaba Group
- Latest developments
- Lenovo Group Ltd.
- Latest developments
- Huawei Technologies Co. Ltd.
- Latest developments
- Xiaomi Inc.
- Latest developments
The Consumer – Ownership and Awareness of Technology Brands
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- Key points
- High awareness for all the brands across tier one to three cities
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- Figure 16: Awareness of the brands, July 2014
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- Figure 17: Year of establishment and year of China entry of technology brands, 2014
- Microsoft is still the most owned international technology brand
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- Figure 18: Ownership and awareness of technology brands – international brands, July 2014
- “BAT” dominates
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- Figure 19: Ownership and awareness of technology brands – domestic brands, July 2014
- Troubled Sony
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- Figure 20: Summary of technology brand awareness and awareness-to-usage conversion – international and domestic brands, July 2014
- Gender preferences for Microsoft, Sony and Huawei
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- Figure 21: Current usage of technology brands, by gender, July 2014
- Young men favour Xiaomi
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- Figure 22: Current usage of technology brands – international brands, by gender and age, July 2014
- People from tier one cites adore Apple
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- Figure 23: Current usage of technology brands – international brands, by city tier, July 2014
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- Figure 24: Current usage of technology brands – domestic brands, by city tier, July 2014
- Consumers use multiple technology brands
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- Figure 25: Current usage of technology brands, by number of brands used, July 2014
- Number of brands people use correlates with income and city tier
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- Figure 26: Current usage of technology brands, by number of brands used, by monthly personal income and city tier July 2014
The Consumer – Perceptions of Technology Brands
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- Key points
- Apple builds a premium and innovative image which currently no one matches
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- Figure 27: Perceptions of technology brands – international brands, July 2014
- Correspondence analysis methodology
- Correspondence analysis
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- Figure 28: Perceptions of technology brands, July 2014
The Consumer – Influences on Brand Choice for Technology Products
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- Key points
- Brand plays a key role in technology product purchase
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- Figure 29: Influences on brand choice – technology products, July 2014
- Brand is more important for men, 30-39-year-olds and people with monthly income more than RMB3,000
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- Figure 30: Top three influences on choice of technology product brand, by gender, age, and monthly personal income, July 2014
- Positive previous usage experience is crucial for people with limited income
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- Figure 31: Next top three influences on choice of technology product brand, by gender, age, and monthly personal income, July 2014
The Consumer – Influences on Brand Choice for Technology Services
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- Key points
- Information security is of mounting importance
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- Figure 32: Influences on brand choice – technology services, July 2014
- People with low income and education level value information security more
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- Figure 33: Top influence on choice of technology and internet service brand, by monthly personal income and education level, July 2014
- User-friendly services are particularly important to women and people in their twenties
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- Figure 34: Next top influence on choice of technology and internet service brand, by gender and age, July 2014
- Men, married people, and families with children care more about brand
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- Figure 35: Brand’s influence on choice of technology and internet service brand, by gender, marital status and children in household, July 2014
- People with higher income level also consider additional factors
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- Figure 36: Other influences on choice of technology and internet service brand, by monthly personal income, July 2014
The Consumer – Attitudes towards Brand Switching
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- Key points
- Technology advancement encourages people to switch brands
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- Figure 37: Attitudes towards brand switching – consumer technology products, July 2014
- User-friendly services helps to retain consumers
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- Figure 38: Attitudes towards brand switching – technology and internet services, July 2014
- Men are more likely to stick to currently used technology services
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- Figure 39: Attitudes towards brand switching – technology and internet services, by age and gender, July 2014
The Consumer – Attitudes towards Technology Brands
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- Key points
- Consumers use brands to show their lifestyle aspirations
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- Figure 40: Attitudes towards technology brands – lifestyle and status-related, July 2014
- Consumers feel more emotional benefits while income grows
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- Figure 41: Attitudes towards technology brands – lifestyle and status-related, by income on any agree, July 2014
- Most people are satisfied with domestic brands, but they still have room to improve
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- Figure 42: Attitudes towards technology brands – international versus domestic brands, July 2014
- Consumers want one brand for multitasking
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- Figure 43: Attitudes towards technology brands – brand stretching across categories, July 2014
- Consistent promotion activities are important
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- Figure 44: Attitudes towards technology brands – price-related, July 2014
- Men in their twenties, women above 30 and people with high income are more willing to pay premium for well-known brand
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- Figure 45: Attitudes towards technology brands – price-related, by gender and age, and income, July 2014
- It is essential to offer consistent quality of pre and aftersales services and build usability first
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- Figure 46: Attitudes towards technology brands – experience and innovation, July 2014
Appendix – The Consumer – Ownership and Awareness of Technology Brands
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- Figure 47: Ownership and awareness of technology brands, July 2014
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- Figure 48: Ownership and awareness of technology brands – Current users of international brands, by demographics, July 2014
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- Figure 49: Ownership and awareness of technology brands – Apple, by demographics, July 2014
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- Figure 50: Ownership and awareness of technology brands – Samsung, by demographics, July 2014
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- Figure 51: Ownership and awareness of technology brands – Sony, by demographics, July 2014
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- Figure 52: Ownership and awareness of technology brands – Microsoft, by demographics, July 2014
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- Figure 53: Ownership and awareness of technology brands – Google, by demographics, July 2014
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- Figure 54: Ownership and awareness of technology brands – Amazon, by demographics, July 2014
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- Figure 55: Ownership and awareness of technology brands – Current users of local brands, by demographics, July 2014
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- Figure 56: Ownership and awareness of technology brands – Lenovo, by demographics, July 2014
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- Figure 57: Ownership and awareness of technology brands – Huawei, by demographics, July 2014
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- Figure 58: Ownership and awareness of technology brands – Xiaomi, by demographics, July 2014
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- Figure 59: Ownership and awareness of technology brands – Taobao/Tmall, by demographics, July 2014
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- Figure 60: Ownership and awareness of technology brands – Tencent, by demographics, July 2014
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- Figure 61: Ownership and awareness of technology brands – Baidu, by demographics, July 2014
- Repertoire analysis
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- Figure 62: Repertoire of ownership and awareness of technology brands, July 2014
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- Figure 63: Repertoire of ownership and awareness of technology brands, by demographics, July 2014
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- Figure 64: Attitudes towards technology products and services, by repertoire of ownership and awareness of technology brands, July 2014
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Appendix – The Consumer – Perceptions of Technology Brands
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- Figure 65: Perceptions of international technology brands, July 2014
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- Figure 66: Perceptions of domestic technology brands, July 2014
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- Figure 67: Most popular perceptions of technology brands – Apple, by demographics, July 2014
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- Figure 68: Next most popular perceptions of technology brands – Apple, by demographics, July 2014
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- Figure 69: Most popular perceptions of technology brands – Samsung, by demographics, July 2014
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- Figure 70: Next most popular perceptions of technology brands – Samsung, by demographics, July 2014
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- Figure 71: Most popular perceptions of technology brands – Sony, by demographics, July 2014
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- Figure 72: Next most popular perceptions of technology brands – Sony, by demographics, July 2014
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- Figure 73: Most popular perceptions of technology brands – Microsoft, by demographics, July 2014
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- Figure 74: Next most popular perceptions of technology brands – Microsoft, by demographics, July 2014
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- Figure 75: Most popular perceptions of technology brands – Google, by demographics, July 2014
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- Figure 76: Next most popular perceptions of technology brands – Google, by demographics, July 2014
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- Figure 77: Most popular perceptions of technology brands – Amazon, by demographics, July 2014
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- Figure 78: Next most popular perceptions of technology brands – Amazon, by demographics, July 2014
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- Figure 79: Most popular perceptions of technology brands – Lenovo, by demographics, July 2014
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- Figure 80: Next most popular perceptions of technology brands – Lenovo, by demographics, July 2014
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- Figure 81: Most popular perceptions of technology brands – Huawei, by demographics, July 2014
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- Figure 82: Next most popular perceptions of technology brands – Huawei, by demographics, July 2014
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- Figure 83: Most popular perceptions of technology brands – Xiaomi, by demographics, July 2014
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- Figure 84: Next most popular perceptions of technology brands – Xiaomi, by demographics, July 2014
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- Figure 85: Most popular perceptions of technology brands – Taobao/Tmall, by demographics, July 2014
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- Figure 86: Next most popular perceptions of technology brands – Taobao/Tmall, by demographics, July 2014
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- Figure 87: Most popular perceptions of technology brands – Tencent, by demographics, July 2014
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- Figure 88: Next most popular perceptions of technology brands – Tencent, by demographics, July 2014
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- Figure 89: Most popular perceptions of technology brands – Baidu, by demographics, July 2014
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- Figure 90: Next most popular perceptions of technology brands – Baidu, by demographics, July 2014
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Appendix – The Consumer – Influences on Brand Choice for Technology Products
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- Figure 91: Influences on choice of technology product brand, July 2014
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- Figure 92: Most popular influences on choice of technology product brand, by demographics, July 2014
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- Figure 93: Next most popular influences on choice of technology product brand, by demographics, July 2014
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Appendix – The Consumer – Influences on Brand Choice for Technology Services
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- Figure 94: Influences on choice of technology/internet service brand, July 2014
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- Figure 95: Most popular influences on choice of technology/internet service brand, by demographics, July 2014
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- Figure 96: Next most popular influences on choice of technology/internet service brand, by demographics, July 2014
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- Figure 97: Other influences on choice of technology/internet service brand, by demographics, July 2014
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Appendix – The Consumer – Attitudes towards Technology Brands
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- Figure 98: Attitudes towards technology products and services, July 2014
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- Figure 99: Attitudes towards technology products and services – Consumer technology products, by demographics, July 2014
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- Figure 100: Attitudes towards technology products and services – Internet and technology services, by demographics, July 2014
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- Figure 101: Attitudes towards technology products and services, by current ownership of technology brands – International brands, July 2014
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- Figure 102: Attitudes towards technology products and services, by current ownership of technology brands – Local brands, July 2014
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Appendix – The Consumer – Attitudes towards Technology Brands
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- Figure 103: Attitudes towards technology brands, July 2014
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- Figure 104: Agreement with the statement ‘Technology products from local brands are as good as those from international brands’, by demographics, July 2014
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- Figure 105: Agreement with the statement ‘Compared to international internet companies, the services provided by local internet companies are more closely linked with our daily life’, by demographics, July 2014
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- Figure 106: Agreement with the statement ‘The products/services provided by local technology brands meet my expectation in terms of performance’, by demographics, July 2014
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- Figure 107: Agreement with the statement ‘It is convenient to use different technology products/services from the same brand’, by demographics, July 2014
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- Figure 108: Agreement with the statement ‘Advertisements focusing on building brand image rather than displaying products functions impress me more’, by demographics, July 2014
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- Figure 109: Agreement with the statement ‘It is worth paying more for technology products/services provided by a well-known brand’, by demographics, July 2014
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- Figure 110: Agreement with the statement ‘It is important for brands to keep consistent pricing when carrying out promotional activities in different channels’, by demographics, July 2014
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- Figure 111: Agreement with the statement ‘Using premium technology brands helps me gain ‘face’’, by demographics, July 2014
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- Figure 112: Agreement with the statement ‘The technology brand you use can reflect your desired lifestyle’, by demographics, July 2014
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- Figure 113: Agreement with the statement ‘Newly emerged technology brands provide more innovative products/services than established brands’, by demographics, July 2014
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- Figure 114: Agreement with the statement ‘Usability is more important than brand’, by demographics, July 2014
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- Figure 115: Agreement with the statement ‘The quality of presales experience service is as important as aftersales when choosing a technology brand’, by demographics, July 2014
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- Figure 116: Attitudes towards technology brands, by current ownership of technology brands – International brands, July 2014
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- Figure 117: Attitudes towards technology brands, by current ownership of technology brands – Local brands, July 2014
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