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Digital Trends - China - July 2015

INTRODUCTION
Definition
Methodology
Abbreviations
EXECUTIVE SUMMARY
Market trends
The consumer
Ownership of digital products
Figure 1: Ownership of digital products, 2013-15
Online activities on different devices
Figure 2: Online activities on different devices, April 2015
Emerging online activities
Figure 3: Emerging online activities – Shopping and investment, April 2015
Figure 4: Emerging online activities – O2O activities, April 2015
Online information search channels
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
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
Key points
Chinese spend more on technology products
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
Figure 7: The number of total netizens and mobile netizens in China, 2010-14
Mobile devices drive digital product sales
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
Figure 9: Digital products ownership – Number of products, March 2013, March 2014 and April 2015
THE CONSUMER – OWNERSHIP OF PERSONAL COMPUTERS
Key points
Personal computers are losing appeal
Figure 10: Personal computer ownership, March 2013, March 2014 and April 2015
More room to grow for tablets and eReaders as income grows
Figure 11: Personal computer ownership, by monthly household income and city tier, April 2015
Singles like laptops; families with children like eReaders
Figure 12: Personal computer ownership, by marital status and children in household, April 2015
THE CONSUMER – OWNERSHIP OF MOBILE PHONES
Key points
Trends in ownership
Figure 13: Mobile phone ownership, March 2013, March 2014 and April 2015
One fifth of low income households still own a non-smartphone
Figure 14: Mobile phone ownership, by monthly household income and city tier, April 2015
THE CONSUMER – OWNERSHIP OF TELEVISIONS
Key points
Half of households surveyed now own a smart TV
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
Figure 16: Television ownership, by demography, April 2015
THE CONSUMER – OWNERSHIP OF OTHER TYPES OF DIGITAL PRODUCTS
Key points
Ownership of wearable products goes up
Figure 17: Other types of digital products ownership, March 2014 and April 2015
Gaming console industry hopes for growth after the Government lifts ban
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
Figure 19: Other types of digital products ownership, by monthly household income and city tier, April 2015
THE CONSUMER – ONLINE ACTIVITIES ON DIFFERENT DEVICES
Key points
Desktops/laptops remain to be relevant while mobile devices are increasingly used for light activities
Figure 20: Online activities on different devices, March 2014 and April 2015
Males and elder consumers rely more on desktops
Figure 21: Selected online activities on desktops, by demography, April 2015
Young consumers use more laptops to conduct online activities
Figure 22: Selected online activities on laptops, by demography, April 2015
Tier one cities’ consumers tend to use tablets for working
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
Figure 24: Selected online activities on smartphones, by demography, April 2015
THE CONSUMER – EMERGING ONLINE ACTIVITIES – SHOPPING AND INVESTMENT
Key points
Half of surveyors have done overseas online shopping in the past
Figure 25: Emerging online activities – Shopping and investment, April 2015
25-39-year-olds are more exploratory online shoppers
Figure 26: Emerging online activities – Shopping and investment, by age, April 2015
THE CONSUMER – EMERGING ONLINE ACTIVITIES – O2O ACTIVITIES
Key points
People who start managing things online develop a habit
Figure 27: Emerging online activities – O2O activities, April 2015
Figure 28: Emerging online activities – O2O activities, by loyalty and usage ratio, April 2015
Who are the core users?
Figure 29: Selected emerging online activities have done – O2O activities, by gender and age, April 2015
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
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
Key points
Consumers’ main concerns about online door-to-door services are around quality and safety
Figure 32: Reasons for not trying online door-to-door services, April 2015
Young consumers tend to be more worried about hidden costs
Figure 33: Reasons for not trying online door-to-door services, by age and income, April 2015
THE CONSUMER – ONLINE INFORMATION SEARCH CHANNELS
Key points
Online shopping websites are the first stop for information searches
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
Key points
Watching multi-screens has become a lifestyle
Figure 35: Digital product usage habits, April 2015
Interest in the latest digital trends doesn’t necessarily lead to purchase
Figure 36: Attitudes towards following digital trends, April 2015
Half of consumers check online offers before buying something
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
Figure 38: Attitudes towards online information security, April 2015
THE CONSUMER – MEET THE MINTROPOLITANS
Key points
Why Mintropolitans?
Who are they?
Figure 39: Demographic profile of Mintropolitans verus Non-Mintropolitans, by gender, age and personal income
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
Figure 41: Selected digital products ownership, by consumer classification, April 2015
Leaping ahead in adopting O2O services
Figure 42: Experience with selected emerging online activities, by consumer classification, April 2015
Pay attention to specialised shopping channels and brands’ official websites
Figure 43: Online information search channels by category, by consumer classification, April 2015
Willing to keep up with the latest digital trends
Figure 44: Attitudes towards digital products and online activates, April 2015

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