Author: Mintel Group Ltd.
Last saved by: HTTP server

Digital Trends - China - June 2013

INTRODUCTION
Definition
Methodology
Abbreviations
EXECUTIVE SUMMARY
Consumer technology products
Figure 1: Ownership of consumer technology products, February 2013
Figure 2: Plan for purchase or upgrade technology products in the next three months, February 2013
Online activities
Figure 3: Online activities performed in the past three months, February 2013
Consumer social networking activities
Figure 4: Social networking sites visited in the past three months, February 2013
Figure 5: Social networking activities conducted in the past three months, February 2013
Attitudes towards technology products
Figure 6: Attitudes towards technology products, February 2013
What we think
CONSUMER TECHNOLOGY PRODUCTS
Key points
Ownership patterns of consumer technology products
Figure 7: Ownership of consumer technology products, by number of products, February 2013
Figure 8: Number of consumer technology products owned, by personal income, February 2013
Figure 9: Ownership of consumer technology products, by income, February 2013
Planned purchase or upgrade of consumer technology products
Figure 10: Plans for purchase or upgrade of consumer technology products in the next three months, February 2013
Figure 11: Plans for purchase or upgrade of consumer technology products in the next three months, February 2013
Televisions
Ownership patterns
Figure 12: Ownership of television sets, February 2013
Age variation
Figure 13: Ownership of television sets, by age, February 2013
Figure 14: Willingness to buy the latest model of technology products, by age, February 2013
Gender variation
Figure 15: Ownership of HD TVs, by gender, February 2013
Plans for purchase or upgrade
Figure 16: Plans for purchase or upgrade of television sets in the next three months, by TV ownership, February 2013
Ultra-TV: the concept that could change the TV market landscape
Dell’s Project Ophelia: making HD TVs smarter
Home entertainment
Ownership patterns and purchase plan
Figure 17: Ownership of DVD and Blu-ray players, February 2013
Computer and eReaders
Ownership pattern
Figure 18: Ownership of computers and ereaders, February 2013
Demographic ownership patterns
Figure 19: Ownership of desktop computers, by age, February 2013
Figure 20: Ownership of computers and ereaders, by having children, February 2013
Figure 21: Proportion of consumers who  have children at their household, by age, February 2013
Figure 22: Ownership of computers and ereaders, by city tier, February 2013
Plan for purchase and upgrade
Figure 23: Plans for purchase or upgrade of computers and ereaders in the next three months February 2013
Figure 24: Plans for purchase or upgrade of computers and ereaders in the next three months, by computer and ereader ownership, February 2013
Figure 25: Upgrade and purchase plans for computers and ereaders, by city tier, February 2013
The diminishing boundaries between laptop and tablet computers
Mobile phones
Ownership patterns
Figure 26: Ownership of mobile phones, February 2013
Age variation
Figure 27: Ownership of mobile phones, by age and gender, February 2013
Basic phones: a dying market?
Plan for purchase and upgrade
Figure 28: Plan for purchase and upgrade mobile phones in the next three months, February 2013
Figure 29: Plans for purchase or upgrade of mobile phones, in the next three months, by mobile phone ownership, February 2013
4G in China
ONLINE ACTIVITIES
Key points
Online activities performed on any device
Figure 30: Online activities performed in the past three months, February 2013
The quest for information
Figure 31: Information-finding activities performed in the past three months, February 2013
Variation by device
Figure 32: Information-finding activities performed online in the past three months, by device, February 2013
Variation by age, region, and income
Figure 33: Information-finding activities performed online in the past three months, by age, February 2013
Figure 34: Information-finding activities performed online in the past three months, by city tier, February 2013
Figure 35: Information-finding activities performed online in the past three months, by income, February 2013
Entertainment – online video streaming market
Variation by device
Figure 36: Online entertainment activities performed in the past three months, by device, February 2013
Variation by gender
Figure 37: Online entertainment activities performed in the past three months, by gender, February 2013
Moving from free to paid services?
User generated content vs. licensed content vs. self-produced content
Online shopping
Figure 38: Online shopping activities performed in the past three months, February 2013
Variation by device
Figure 39: Online shopping activities performed in the past three months, by device, February 2013
Variation by age
Figure 40: Online shopping activities performed in the past three months, by age, February 2013
Variation by income
Figure 41: Online shopping activities performed in the past three months, by income, February 2013
Understanding deal-seeking consumers
Figure 42: Deal and discount-finding activities performed in the past three months, by selected attitudes, February 2013
Moving from C2C (consumer to consumer) to B2C (business to consumer)
SOCIAL NETWORKING ACTIVITIES
Key points
Social networking websites
Overall visiting frequency
Figure 43: Frequency of visiting social networking websites, February 2013
Demographic patterns of visiting social networking sites
Figure 44: Proportion of Heavy users of social media sites, by having chilren February 2013
Demographic patterns of Weibo users
Figure 45: Demographic patterns of Weibo users, by gender, February 2013
Figure 46: Demographic patterns of Weibo users, by income, February 2013
Figure 47: Demographic patterns of Weibo users, by city tier, February 2013
Demographic patterns of Douban users
Figure 48: Demographic patterns of Douban heavy users, by age, February 2013
Figure 49: Demographic patterns of Douban heavy users, by income, February 2013
Social networking activities
Overall social networking activities
Figure 50: Overall social networking activities, February 2013
Information-sharing activities
Variation by gender
Figure 51: Frequency of information sharing activities via social networking sites, by gender, February 2013
Variation by age
Figure 52: Frequency of information-sharing activities via social networking sites, by age, February 2013
Variation by sites
Figure 53: Information sharing activities performed via social networking sites, by social networking sites frequently used, February 2013
Networking activities
Variation by age
Figure 54: Networking activities performed via social networking sites, by gender, February 2013
Variation by city tier
Figure 55: Networking activities performed via social networking sites, by city tier, February 2013
Shopping related activities
Variation by gender
Figure 56: Shopping activities performed via social networking sites, by gender, February 2013
Variation by geo-location
Figure 57: Shopping activities performed via social networking sites, by city tier, February 2013
Gaming activities
Variation by age
Figure 58: Game playing activities performed via social networking sites, by age, February 2013
O2O and job hunting activities
Variation by age
Figure 59: O2O and job-hunting activities performed via social networking sites, by age, February 2013
Variation by income
Figure 60: O2O and job hunting activities performed via social networking sites, by income, February 2013
ATTITUDE TOWARDS TECHNOLOGY PRODUCTS
Key points
Chinese consumers tend to be cautious when buying technology products…
Figure 61: Attitudes towards researching before buying technology products, February 2013
…and enjoyment of the products is important
Figure 62: Attitudes towards enjoyment from using technology products, February 2013
Keeping up with trends is crucial to Chinese consumers…
Figure 63: Attitudes towards keeping up with trends when buying technology products, February 2013
…while financial constraint is the key reason for delayed adoption
Figure 64: Attitudes towards delayed adoption of latest technology products, February 2013
Figure 65: Agreement with the statement ‘It is better to wait until a technology product is established in the market before buying’, by income, February 2013
Figure 66: Agreement with the statement ‘It is better to wait until a technology product is established in the market before buying’, by age, February 2013
Potential of basic functional technology products
Figure 66: Attitudes towards basic-function technology products, February 2013
Who is most likely to buy basic function technology products?
Figure 67: Agreement of the statement ‘I only have basic functional requirements for technology products by education background, February 2013
Figure 68: Agreement of the statement ‘I only have basic functional requirements for technology products by city tier, February 2013
Figure 69: Agreement of the statement ‘I only have basic functional requirements for technology products, by age and gender, February 2013
Which consumer segments are keenest to buy the latest technology products?
Figure 70: Agreement with the statement ‘It is important to buy the latest model of technology products to keep up with trends’, by social demographic factors, February 2013
APPENDIX – CONSUMER TECHNOLOGY PRODUCTS
Technology products ownership
Figure 71: Technology products ownership, February 2013
Figure 72: Technology products ownership, by agreement with the statements ‘I discuss the latest technology products with friends and family’ and ‘It is important to spend a lot of time researching before buying technology products’, February 2013
Figure 73: Technology products ownership, by agreement with the statements ‘It is better to wait until a technology product is established in the market before buying’ and ‘It is important to buy the latest model of technology products to keep up with trends’, February 2013
Figure 74: Technology products ownership, by agreement with the statements ‘It is better to wait for the price to go down before buying the latest technology products’ and ‘I always try to make use of the full range of features on technology products’, February 2013
Figure 75: Technology products ownership, by agreement with the statements ‘It is worth paying more money to get the latest model of technology products’ and ‘I only have basic functional requirements for technology products’, February 2013
Figure 76: Technology products ownership, by agreement with the statements ‘It is enjoyable working out how to use a new technology product’ and ‘I would only buy a new technology product to replace a broken one’, February 2013
Figure 77: Technology products ownership, by agreement with the statements ‘I’d rather spend money on other things than upgrading to the latest technology products’ and ‘I tend to read products reviews (either online or offline) from other users before deciding which technology model to buy’, February 2013
Figure 78: Technology products ownership, by most popular technology products intend to purchase, February 2013
Figure 79: Technology products ownership, by next most popular technology products intend to purchase, February 2013
Figure 80: Technology products ownership, by other technology products intend to purchase, February 2013
Figure 81: Most popular technology products ownership, by demographics, February 2013
Figure 82: Next most popular technology products ownership, by demographics, February 2013
Figure 83: Other technology products ownership, by demographics, February 2013
Repertoire analysis
Figure 84: Repertoire of technology products ownership, February 2013
Figure 85: Repertoire of technology products ownership, by most popular technology products intend to purchase, February 2013
Figure 86: Repertoire of technology products ownership, by next most popular technology products intend to purchase, February 2013
Figure 87: Repertoire of technology products ownership, by other technology products intend to purchase, February 2013
Technology products intend to purchase
Figure 88: Technology products intend to purchase, February 2013
Figure 89: Technology products intend to purchase, by agreement with the statements ‘I discuss the latest technology products with friends and family’ and ‘It is important to spend a lot of time researching before buying technology products’, February 2013
Figure 90: Technology products intend to purchase, by agreement with the statements ‘It is better to wait until a technology product is established in the market before buying’ and ‘It is important to buy the latest model of technology products to keep up with trends’, February 2013
Figure 91: Technology products intend to purchase, by agreement with the statements ‘It is better to wait for the price to go down before buying the latest technology products’ and ‘I always try to make use of the full range of features on technology products’, February 2013
Figure 92: Technology products intend to purchase, by agreement with the statements ‘It is worth paying more money to get the latest model of technology products’ and ‘I only have basic functional requirements for technology products’, February 2013
Figure 93: Technology products intend to purchase, by agreement with the statements ‘It is enjoyable working out how to use a new technology product’ and ‘I would only buy a new technology product to replace a broken one’, February 2013
Figure 94: Technology products intend to purchase, by agreement with the statements ‘I’d rather spend money on other things than upgrading to the latest technology products’ and ‘I tend to read products reviews (either online or offline) from other users before deciding which technology model to buy’, February 2013
Figure 95: Most popular technology products intend to purchase, by demographics, February 2013
Figure 96: Next most popular technology products intend to purchase, by demographics, February 2013
Figure 97: Other technology products intend to purchase, by demographics, February 2013
Repertoire analysis
Figure 98: Repertoire of technology products intend to purchase, February 2013
APPENDIX – ONLINE ACTIVITIES
Figure 99: Online activities involvement, February 2013
Figure 100: Accessed social networks involvement, by demographics, February 2013
Figure 101: Written or reviewed product(s)/service(s) involvement, by demographics, February 2013
Figure 102: Watched streaming videos involvement, by demographics, February 2013
Figure 103: Shopped online involvement, by demographics, February 2013
Figure 104: Sold items online involvement, by demographics, February 2013
Figure 105: Found, bought, or used local voucher deals involvement, by demographics, February 2013
Figure 106: Managed finances involvement, by demographics, February 2013
Figure 107: Found things to do/places to visit locally involvement, by demographics, February 2013
Figure 108: Group purchase involvement, by demographics, February 2013
Figure 109: Visit or post comments on BBS (online virtual community) involvement, by demographics, February 2013
APPENDIX – SOCIAL NETWORKING ACTIVITIES
Frequency of visiting  social networking websites
Figure 110: Frequency of visiting  social networking websites, February 2013
Figure 111: Frequency of visiting  social networking websites, by most popular technology products intend to purchase, February 2013
Figure 112: Frequency of visiting  social networking websites, by next most popular technology products intend to purchase, February 2013
Figure 113: Frequency of visiting  social networking websites, by other technology products intend to purchase, February 2013
Figure 114: Frequency of visiting  Weibo, by demographics, February 2013
Figure 115: Frequency of visiting  QQ microblog, by demographics, February 2013
Figure 116: Frequency of visiting  Renren, by demographics, February 2013
Figure 117: Frequency of visiting  Kaixin001, by demographics, February 2013
Figure 118: Frequency of visiting  Douban, by demographics, February 2013
Figure 119: Frequency of visiting  Qzone, by demographics, February 2013
Figure 120: Frequency of visiting  other social networking websites, by demographics, February 2013
Type of social networking activities
Figure 121: Type of social networking activities, February 2013
Figure 122: Found deals or discounts via social networking activities , by agreement with the statements ‘I discuss the latest technology products with friends and family’ and ‘It is important to spend a lot of time researching before buying technology products’, February 2013
Figure 123: Found deals or discounts via social networking activities , by agreement with the statements ‘It is better to wait until a technology product is established in the market before buying’ and ‘It is important to buy the latest model of technology products to keep up with trends’, February 2013
Figure 124: Found deals or discounts via social networking activities , by agreement with the statements ‘It is better to wait for the price to go down before buying the latest technology products’ and ‘I always try to make use of the full range of features on technology products’, February 2013
Figure 125: Found deals or discounts via social networking activities , by agreement with the statements ‘It is worth paying more money to get the latest model of technology products’ and ‘I only have basic functional requirements for technology products’, February 2013
Figure 126: Found deals or discounts via social networking activities , by agreement with the statements ‘It is enjoyable working out how to use a new technology product’ and ‘I would only buy a new technology product to replace a broken one’, February 2013
Figure 127: Found deals or discounts via social networking activities , by agreement with the statements ‘I’d rather spend money on other things than upgrading to the latest technology products’ and ‘I tend to read products reviews (either online or offline) from other users before deciding which technology model to buy’, February 2013
Figure 128: Most popular type of social networking activities, by demographics, February 2013
Figure 129: Next most popular type of social networking activities, by demographics, February 2013
Figure 130: Other type of social networking activities, by demographics, February 2013
APPENDIX – ATTITUDES TOWARDS TECHNOLOGY PRODUCTS
Figure 131: Attitudes towards technology products, February 2013
Figure 132: Agreement with the statements ‘I discuss the latest technology products with friends and family’ and ‘It is important to spend a lot of time researching before buying technology products’, by demographics, February 2013
Figure 133: Agreement with the statements ‘It is better to wait until a technology product is established in the market before buying’ and ‘It is important to buy the latest model of technology products to keep up with trends’, by demographics, February 2013
Figure 134: Agreement with the statements ‘It is better to wait for the price to go down before buying the latest technology products’ and ‘I always try to make use of the full range of features on technology products’, by demographics, February 2013
Figure 135: Agreement with the statements ‘It is worth paying more money to get the latest model of technology products’ and ‘I only have basic functional requirements for technology products (eg make calls, send messages, take photos)’, by demographics, February 2013
Figure 136: Agreement with the statements ‘It is enjoyable working out how to use a new technology product’ and ‘I would only buy a new technology product to replace a broken one’, by demographics, February 2013
Figure 137: Agreement with the statements ‘I’d rather spend money on other things than upgrading to the latest technology products’ and ‘I tend to read products reviews (either online or offline) from other users before deciding which technology model to buy’, by demographics, February 2013

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.