Table of Contents
Executive Summary
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- The market
- Smartphones continue to dominate, while smart TVs see growth potential
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- Figure 1: Ownership of digital products, March 2014, April and December 2015
- Consumers are willing to spend on technology and communication
- Applications of VR and AR technology
- Bricks-and-mortar stores using technology to enhance experience
- The consumer
- Consumers prefer multi-functional digital products
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- Figure 2: Attitudes towards digital products, December 2015
- Different types of digital product consumers
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- Figure 3: Different types of digital product consumers, December 2015
- No significant gender and city tier difference among Early Adopters
- Tech Savvies are skewed to males under 40
- Affluent consumers show preference for specialised products
- Switching-off consumers tend to be tier one residents with high income
- Consumers have slimmer portfolio of digital products
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- Figure 4: Types of digital products owned, March 2014, April and December 2015
- Penetration of smart TVs increases
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- Figure 5: Ownership of digital products, March 2014, April and December 2015
- Consumers are actively using their smartphones, smart TVs, wearable devices and smart home appliances
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- Figure 6: Usage trend of smartphones, smart TVs, wearable devices and smart home products, December 2015
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- Figure 7: Activities on digital products, December 2015
- Consumer are interested in in-store digital facilities
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- Figure 8: Attractive in-store digital facilities, December 2015
- What we think
Issues and Insights
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- Attracting purchase of new digital products
- The facts
- The implications
- Opportunity for multifunctional products with enhanced features
- The facts
- The implications
- Marketing to affluent consumers
- The facts
- The implications
- Attracting visit to bricks-and-mortar stores by technology facilities
- The facts
- The implications
Market Trends – What You Need to Know
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- Smartphone is the major device for accessing the internet, while smart TV sees potential to grow
- Marketers actively adopt AR and VR technology in marketing campaigns
- Bricks-and-mortar stores using technology to enhance experience
Market Trends
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- Smartphones have become the major devices for accessing the internet
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- Figure 9: Chinese mobile internet users, 2007-15
- Smart TVs see potential to grow
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- Figure 10: Ownership of digital products, March 2014, April and December 2015
- Consumers are willing to spend on technology and communication
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- Figure 11: Chinese technology and communication expenditure, 2010-15
- The development of VR and AR technology
- Application of VR and AR technology in marketing communication
- Bricks-and-mortar stores using technology to enhance experience
The Consumer – What You Need to Know
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- Consumers prefer multi-functional digital products, and also show interest in specialised products
- Profiles of different types of digital product consumers
- Consumers have fewer types of digital products, while the penetration of smart TVs sees increase
- Consumers purchase smartphones most frequently
- Consumers are most actively using smartphones, while tablets are used for fewer types of activities
- Consumers tend to reduce entertainment activities on digital products
- Mobile payment and free Wi-Fi are most attractive in-store digital facilities, while families with children are interested in fun-to-use devices
Attitudes towards Digital Products
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- Consumers prefer multi-functional digital products
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- Figure 12: Attitudes towards digital products, December 2015
- Consumers are open to purchasing new digital products
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- Figure 13: Attitudes towards digital products, December 2015
Different Types of Digital Product Consumers
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- Definition of different types of digital product consumers
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- Figure 14: Definition of different types of digital product consumers, December 2015
- No significant gender and city tier difference among Early Adopters
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- Figure 15: Early Adopters and Laggards, December 2015
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- Figure 16: Early Adopters and Laggards, by demographics, December 2015
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- Figure 17: Attitudes towards digital products, by different types of consumers, December 2015
- Tech Savvies are skew to males under 40
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- Figure 18: Tech Savvy and Trend Followers, December 2015
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- Figure 19: Tech Savvy and Trend Followers, by demographics, December 2015
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- Figure 20: Attitudes towards digital products, by different types of consumers, December 2015
- Affluent consumers show preference for specialised products
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- Figure 21: All-in-one and Specialised, December 2015
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- Figure 22: All-in-one and Specialised, by demographics, December 2015
- Switching-off consumers tend to be tier one residents with high income
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- Figure 23: Always-on and Switching-off, December 2015
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- Figure 24: All-in-one and Specialised, by demographics, December 2015
Ownership of Digital Products
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- Consumers have slimmer portfolio of digital products
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- Figure 25: Types of digital products owned, March 2014, April and December 2015
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- Figure 26: Types of digital products owned, by different types of digital product consumers, December 2015
- Ownership of digital products tends to be stabilised
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- Figure 27: Ownership of digital products, March 2014, April and December 2015
- Penetration of smart TVs increases
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- Figure 28: Ownership of digital products, March 2014, April and December 2015
- Penetration of digital cameras, e-readers and non-smart TVs declines
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- Figure 29: Ownership of digital products, March 2014, April and December 2015
- Digital cameras have the chance to attract Early Adopters
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- Figure 30: Ownership of digital products, by Early Adopters and Laggards, December 2015
Usage Trend of Digital Products
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- Consumers are increasingly dependent on smartphones
- Smart TV can be effective marketing channel targeting affluent consumers
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- Figure 31: Usage trend of smartphones, computers and TVs, December 2015
- E-readers, gaming consoles and digital/video cameras face challenge
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- Figure 32: Usage trend of wearable digital products and smart home appliances, December 2015
- Optimistic future for wearable devices and smart home appliances
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- Figure 33: Usage trend of wearable digital products and smart home appliances, December 2015
Purchase Cycle of Digital Products
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- Consumers purchase smartphones most frequently
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- Figure 34: Purchase cycle of digital products, December 2015
- Digital cameras and TVs have opportunities to attract purchase
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- Figure 35: Purchase cycle of digital products, December 2015
Activities on Digital Products
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- Consumers are actively using smartphones for online activities
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- Figure 36: Activities on digital products, December 2015
- Computers are mostly used for working, playing games and shopping
- Fewer types of activities on tablets
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- Figure 37: Average types of activities on digital products, December 2015
- Consumers tend to reduce entertainment activities on digital products
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- Figure 38: Gap of online activities, by different digital devices, April and December 2015
- Early Adopters are more actively using digital devices
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- Figure 39: Average types of activities on digital products, by Early Adopters and Laggards, December 2015
Attractive In-store Digital Facilities
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- Mobile payment, free Wi-Fi and coupon machines are most attractive
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- Figure 40: Attractive in-store digital facilities, December 2015
- Wealthier consumers are more attracted to in-store digital facilities
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- Figure 41: Attractive in-store digital facilities, by monthly household income, December 2015
- Families with children are attracted to fun-to-use in-store facilities
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- Figure 42: Attractive in-store digital facilities, by children in the household, December 2015
- Early Adopters show interest in in-store digital facilities
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- Figure 43: Attractive in-store digital facilities, by Early Adopters and Laggards, December 2015
Meet the Mintropolitans
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- Mintropolitans tend to be Early Adopters who prefer specialised digital products
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- Figure 44: Different types of digital product consumers, by consumer classification, December 2015
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- Figure 45: Types of digital products owned, by consumer classification, December 2015
- Mintropolitans are attracted to interactive devices in stores
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- Figure 46: Attractive in-store digital facilities, by consumer classification, December 2015
Appendix – Methodology and Abbreviations
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- Methodology
- Consumer research
- Why Mintropolitans?
- Who are they?
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- Figure 47: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
- Figure 48: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
- Abbreviations
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