Table of Contents
Executive Summary
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- Market trends
- The consumer
- Ownership of digital products
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- Figure 1: Ownership of digital products, 2013-15
- Online activities on different devices
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- Figure 2: Online activities on different devices, April 2015
- Emerging online activities
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- Figure 3: Emerging online activities – Shopping and investment, April 2015
- Figure 4: Emerging online activities – O2O activities, April 2015
- Online information search channels
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- Figure 5: Online information search channels by category, April 2015
- Attitudes towards digital products and online activities
- Meet the Mintropolitans
- Key issues
- Are consumers really abandoning PCs to do everything on mobiles?
- How well are consumers adopting online door-to-door services?
- How to improve brands’ reach based on consumers’ information search habits?
- What we think
Issues and Insights
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- Are consumers really abandoning PCs to do everything on mobiles?
- The facts
- The implications
- How well are consumers adopting online door-to-door services?
- The facts
- The implications
- How to improve brands’ reach based on consumers’ information search habits?
- The facts
- The implications
Market Trends
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- Key points
- Chinese spend more on technology products
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- Figure 6: Share of technology and communications in total consumer expenditure, by China, USA, Canada, UK and Brazil, 2015
- 86% of netizens access the Internet from mobile devices
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- Figure 7: The number of total netizens and mobile netizens in China, 2010-14
- Mobile devices drive digital product sales
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- Figure 8: Desktop, laptop, tablet and smartphone sales in China, by volume and growth, 2010-14
- Chinese consumers are open to digital marketing
- More spending but on fewer products
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- Figure 9: Digital products ownership – Number of products, March 2013, March 2014 and April 2015
The Consumer – Ownership of Personal Computers
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- Key points
- Personal computers are losing appeal
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- Figure 10: Personal computer ownership, March 2013, March 2014 and April 2015
- More room to grow for tablets and eReaders as income grows
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- Figure 11: Personal computer ownership, by monthly household income and city tier, April 2015
- Singles like laptops; families with children like eReaders
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- Figure 12: Personal computer ownership, by marital status and children in household, April 2015
The Consumer – Ownership of Mobile Phones
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- Key points
- Trends in ownership
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- Figure 13: Mobile phone ownership, March 2013, March 2014 and April 2015
- One fifth of low income households still own a non-smartphone
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- Figure 14: Mobile phone ownership, by monthly household income and city tier, April 2015
The Consumer – Ownership of Televisions
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- Key points
- Half of households surveyed now own a smart TV
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- Figure 15: Television ownership, March 2013, March 2014 and April 2015
- Tier two and three cities are not lagging behind tier one in smart TV adoption
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- Figure 16: Television ownership, by demography, April 2015
The Consumer – Ownership of Other Types of Digital Products
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- Key points
- Ownership of wearable products goes up
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- Figure 17: Other types of digital products ownership, March 2014 and April 2015
- Gaming console industry hopes for growth after the Government lifts ban
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- Figure 18: Other types of digital products ownership – China and UK, April 2015 (China) and November 2014 (UK)
- Wealthy households own more niche digital products
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- Figure 19: Other types of digital products ownership, by monthly household income and city tier, April 2015
The Consumer – Online Activities on Different Devices
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- Key points
- Desktops/laptops remain to be relevant while mobile devices are increasingly used for light activities
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- Figure 20: Online activities on different devices, March 2014 and April 2015
- Males and elder consumers rely more on desktops
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- Figure 21: Selected online activities on desktops, by demography, April 2015
- Young consumers use more laptops to conduct online activities
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- Figure 22: Selected online activities on laptops, by demography, April 2015
- Tier one cities’ consumers tend to use tablets for working
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- Figure 23: Selected online activities on tablets, by monthly household income and city tier, April 2015
- Young adults aged 20-24 are more active on mobile social networking
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- Figure 24: Selected online activities on smartphones, by demography, April 2015
The Consumer – Emerging Online Activities – Shopping and Investment
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- Key points
- Half of surveyors have done overseas online shopping in the past
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- Figure 25: Emerging online activities – Shopping and investment, April 2015
- 25-39-year-olds are more exploratory online shoppers
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- Figure 26: Emerging online activities – Shopping and investment, by age, April 2015
The Consumer – Emerging Online Activities – O2O Activities
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- Key points
- People who start managing things online develop a habit
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- Figure 27: Emerging online activities – O2O activities, April 2015
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- Figure 28: Emerging online activities – O2O activities, by loyalty and usage ratio, April 2015
- Who are the core users?
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- Figure 29: Selected emerging online activities have done – O2O activities, by gender and age, April 2015
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- Figure 30: Emerging online activities have done – O2O activities, by monthly household income and city tier April 2015
- Low earners are more likely to drop out once there is no discount incentive
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- Figure 31: Repeat rates of booking door-to-door services online and booking a taxi online, by household income, April 2015
The Consumer – Barriers to Using Online Door-to-door Services
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- Key points
- Consumers’ main concerns about online door-to-door services are around quality and safety
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- Figure 32: Reasons for not trying online door-to-door services, April 2015
- Young consumers tend to be more worried about hidden costs
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- Figure 33: Reasons for not trying online door-to-door services, by age and income, April 2015
The Consumer – Online Information Search Channels
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- Key points
- Online shopping websites are the first stop for information searches
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- Figure 34: Online information search channel, by category, April 2015
- Wine
- Beauty products
- Technology products
- Health supplements
The Consumer – Attitudes towards Digital Products and Online Activities
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- Key points
- Watching multi-screens has become a lifestyle
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- Figure 35: Digital product usage habits, April 2015
- Interest in the latest digital trends doesn’t necessarily lead to purchase
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- Figure 36: Attitudes towards following digital trends, April 2015
- Half of consumers check online offers before buying something
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- Figure 37: Importance of online to making a purchase, April 2015
- Concerns over app and payment security exist, but only a few are rejecting these services
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- Figure 38: Attitudes towards online information security, April 2015
The Consumer – Meet the Mintropolitans
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- Key points
- Why Mintropolitans?
- Who are they?
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- Figure 39: Demographic profile of Mintropolitans verus Non-Mintropolitans, by gender, age and personal income
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- Figure 40: Demographic profile of Mintropolitans versus Non-Mintropolitans, by marital status, city tier and education level
- Wider ownership of digital products reflects leisure lifestyle
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- Figure 41: Selected digital products ownership, by consumer classification, April 2015
- Leaping ahead in adopting O2O services
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- Figure 42: Experience with selected emerging online activities, by consumer classification, April 2015
- Pay attention to specialised shopping channels and brands’ official websites
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- Figure 43: Online information search channels by category, by consumer classification, April 2015
- Willing to keep up with the latest digital trends
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- Figure 44: Attitudes towards digital products and online activates, April 2015
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