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市場調查報告書

中國的數位趨勢 (2015年7月)

Digital Trends - China - July 2015

出版商 Mintel China 商品編碼 277920
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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中國的數位趨勢 (2015年7月) Digital Trends - China - July 2015
出版日期: 2015年07月30日 內容資訊: 英文
簡介

中國消費者與其他各國 (英國、加拿大、美國、巴西) 相比、在高科技產品上的支出額較高。2014年佔高科技、通訊分類的家庭消費支出額全體7.3%、是第5大支出項目。網路普及率上升與高科技產品銷售量擴大都是中國數位產品市場與線上服務活絡的範例。

本報告針對中國消費者數位、高科技產品市場進行分析、提供消費者種類分類、使用動向、數位市場受到與沒受到急速成長好處的產品分類、中國國內O2O (離線商務模式) 服務普及情況、戶對戶到府送達/宅配服務普及的障礙、消費者現在使用的線上資料來源等項目調查結果。

第1章 簡介

第2章 摘要整理

第3章 問題點和考察

  • 消費者真的捨棄電腦而使用手機進行所有活動嗎?
  • 消費者對線上個別服務的接受度?
  • 該如何透過消費者的搜尋行為改善各品牌銷售方案?

第4章 市場趨勢

  • 重點
  • 中國國民在高科技產品的支出額擴大
  • 86%的人透過行動設備上網
  • 行動設備促進了數位產品販售量
  • 中國消費者歡迎數位行銷
  • 支出額增加但支出項目減少

第5章 消費者:電腦擁有情況

  • 重點
  • 電腦魅力下降
  • 隨著所得擴大、平板、電子書閱讀器還有成長空間
  • 單身者喜歡筆記型電腦、有小孩的家庭喜愛電子書閱讀器

第6章 消費者:行動電話擁有情況

  • 重點
  • 擁有趨勢
  • 低所得者的1/5還在使用傳統行動電話

第7章 消費者:電視擁有情況

  • 重點
  • 調查對像有一半還保有智慧電視
  • 中小都市智慧電視的普及遲緩

第8章 消費者:其他數位產品擁有情況

  • 重點
  • 可戴式產品擁有率上升
  • 遊戲機產業:政府撤除禁止令之後有可能成長
  • 富裕層:特殊數位產品的擁有台數增加

第9章 消費者:各種行動線上活動

  • 重點
  • 桌上型/筆記型電腦未來也是主流、但簡單活動透過行動設備的使用增加
  • 男性與中高年使用桌上型的比例依然很高
  • 年輕層使用筆記型電腦比例較高
  • 大都市的業務活動傾向使用平板
  • 年輕層 (20∼24歲) 積極使用行動設備進行網路社交

第10章 消費者:過去與現在的線上活動 - 消費、投資

  • 重點
  • 受訪者有一半有過使用海外線上消費網站的經驗
  • 25∼39歲的消費者是最積極使用線上消費的

第11章 消費者:過去與現在的線上活動 - O2O (離線商務模式) 活動

  • 重點
  • 在線上處理事務的人容易有離線商務模式習慣
  • 核心使用者是誰?
  • 低所得在折扣結束後有很高的機率會退出

第12章 消費者:線上戶對戶到府送達服務使用障礙

  • 重點
  • 消費者對網路戶對戶到府送達服務的疑慮:品質、安全性
  • 年輕人會擔心有「隱藏成本」

第13章 消費者:線上資料搜尋管道

  • 重點
  • 線上消費網站:資料搜尋的第一步
  • 美容產品
  • 高科技產品
  • 營養品

第14章 消費者:對數位產品、線上活動的想法

  • 重點
  • 養成多螢幕的生活習慣
  • 最新數位市場動向是上網不代表購買
  • 多數消費者在購買前會先上網查詢
  • 雖然有應用程式及消費方式的安全疑慮、但能夠抗拒服務的消費者極少

第15章 消費者:Mintropolitan (都市消費者)

  • 重點
  • 為何是Mintropolitan?
  • 誰是Mintropolitan?
  • 擁有多數的數位產品:富裕的生活型態
  • 率先使用O2O服務
  • 關心專用消費管道與品牌官網
  • 持續追求數位市場的最新動向

本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

目錄

“Chinese consumers spend more money on technology products than people from the UK, Canada, the US or Brazil. In 2014, technology and communication account for 7.3% of total household expenditure in China making it the fifth largest spending sector. The increasing penetration of the Internet and growing sales of technology products indicate the prosperity of the digital market and online services in China.” - Ivy Jiang, Research Analyst.

In this report, Mintel answers the following key questions:

  • What are the usage patterns across different consumer technology products?
  • Who are the winners and losers in the dynamic digital technology landscape?
  • What is the penetration of O2O services in China and what are the barriers to grow online door-to-door services?
  • What online information resources do consumers use to research different products?

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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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