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China Digital Trends Research Report 2014

Most up-to-date research on "Digital Trends - China - June 2014" to its huge collection of research reports.

PCs and mobile phones are leading consumer technology product segments with high product ownership. Both segments are mature in terms of penetration, and volume growth for these categories is mainly driven by replacement and upgrades. PCs and mobile phones are also much more important to young people in their 20s. This uncovers an important implication of shifting lifestyles – young people are moving away from TV screens.


Table of Content

Introduction

Definition
Personal computer (PC)
Mobile phone
Television (TV)
Home entertainment
Camera
Portable media player
Methodology
Abbreviations

Executive Summary

The market
Figure 1: Consumer expenditure, by sector, 2013
The consumer
The consumer – Consumer technology products – Overview
Figure 2: Technology products ownership, March 2014
The consumer – Consumer technology products – Personal computers
Figure 3: personal computer ownership, March 2014
The consumer – Consumer technology products – Mobile phones
Figure 4: Mobile phone ownership, March 2014
The consumer – Consumer technology products – Televisions
Figure 5: Television ownership, March 2014
The consumer – Consumer technology products – Home entertainment and other types of products
The consumer – Online activities
Figure 6: Online activity involvement, March 2014
The consumer – Online activities intentions
Figure 7: Online activities which consumers intend to do in the next six months, March 2014
The consumer – Consumer interaction with digital advertising
Figure 8: Digital advertising seen and clicked on, March 2014, March 2014
The consumer – Attitudes towards digital advertising
Figure 9: Attitudes towards digital advertising, March 2014
The consumer – Attitudes towards technology products and online activities
Figure 10: Attitudes towards technology products and online activities, March 2014
Key issues
The multi-screen puzzle – which devices/services will consumers use to support information flow?
What will consumers do online in future?
How could traditional industries face the challenges posing by emerging digital trends?
How can brands reach consumers through digital adverts, particularly in social spaces, without being too intrusive?
What we think


Issues and Insights

The multi-screen puzzle – Which devices/services will consumers use to support information flow?
The facts
The implications
Figure 11: Personal computer ownership, by comparison of laptop, desktop, and tablet between 2013 and 2014, March 2014
What will consumers do online in future?
The facts
The implications
Figure 12: Online activities which consumers intend to do in the next six months, March 2014
How could traditional industries face the challenges posed by emerging digital trends?
The facts
The implications
Figure 13: Attitudes towards technology products and online activities, by online activities, March 2014
How can brands reach consumers through digital adverts, particularly in social spaces, without being too intrusive?
The facts
The implications
Figure 14: Attitudes towards digital advertising, by agreement on positive sentiment, March 2014

Trend Application

“Smarter” than ever
Wear it
The almighty online world

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