how mobile trends shapes chinese consumers in 2017

How mobile trends shapes Chinese

consumers in 2017

Hi, I’m 小吕 . 您好 !

小吕’ s daily habit

92%Instant Messaging

424M65% have used mobile payment

Mobile Payment

of top 20 apps usage are social & IM app

146M22% have ordered food by phone

Food Delivery302M46% mobile gaming users

Mobile Games

440M~67 % of Video traffic comes from mobile device

Mobile TV

400M

61% of eCommerce users are using mobile to buy online

Mobile Shopping

Source ： 2016.7 《 CNNIC 第 38 次中国互联网发展状况统计报告》

But, NEW mobile apps install and NEW apps retention is stagnating!

Average app loses 77% of DAUs in 3 days and 95% in 3 months!

Innovation comes from everywhere!!

Source: Nesta.org.uk

What are the opportunities?

Top 2 categories contribute up to 38% of China’s GDP up to the next decade!

Source: McKinsey China Digital Transformation

BUT, mobile is not only about apps…

It is also about understanding where and when these magic moments occur, adding value and focus on more being a utility to help them.

Smart mobility!

New digital media

New Connected Devices

Opportunity!

New digital media

New connected devices

Virtual Reality

Augmented Reality

Livestreaming

Internet Celebrity

Fitness & Wearables

Home appliances

Smart TVs ecosystem

Smart CarsEntertainment Commerce

Convergence Experience

ConnectedEconomy

New digital media


Zhai 宅 Independent

I check my mobile every 15 minutes and try new gadgets!

I love to travel, exercise and explore new experiences!

I spend 92% of my time on messaging and social apps!

I am a traveller not a tourist! 50% of my friends loves to travel outbound of China

Source: Peking University Marketing & Media Research 2015

How do the China’s post 90’s labels themselves?

Top 2 responses are “Zhai宅” and Independent!

Male Female0.0

10.0

20.0

30.0

40.0

50.0

60.0

52.247.8

55.6

44.4

Gender %

Netizen Zhai

Social Bees Info. Leaders Net-holics Value Seekers Unmovables Escapists0.0

5.0

10.0

15.0

20.0

25.0

30.0

16.014.5

26.9

11.4

17.2

14.016.1

9.2

26.6 26.4

8.5

13.2

Characteristics %

Netizens Zhai

> Male 56% vs Female 44%

26% is “value-seekers”. In short, narcissists!

My background

Zhai 宅Source: MMMS 2016SP China Mobile Motivation and Media Study

Searching/downloading movies Bank transfer or other online bank Searching/downloading videos0.0

10.0

20.0

30.0

40.0

50.0

60.0

Mobile activites %

Netizens Zhai

06:00-06:59

07:00-07:59

08:00-08:59

09:00-09:59

10:00-10:59

11:00-11:59

12:00-12:59

13:00-13:59

14:00-14:59

15:00-15:59

16:00-16:59

17:00-17:59

18:00-18:59

19:00-19:59

20:00-20:59

21:00-21:59

22:00-22:59

23:00-23:59

24:00-00:59

01:00-01:59

02:00-05:590

10

20

30

40

50

60

70

Live broadcast

TV-weekday TV-weekend OV-workday OV-weekend

Peak time around 10pm!

Movies and videos are my favorite!

My activities


Science and technology channel Sports channel Games channel0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

Video Categories

Netizens Zhai

Meitu BeautyCam Meipai0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

Camera App

Netizen Zhai

Science & tech, sports and games are top video

categories!

Meitu app is top camera app!

The apps I use


Meilishuo Quick Pay QQ Coins Rail & Flights0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

Mobile Payment

Netizens Zhai

Meituan Waimai ele.me Taodiandian Baidu Waimai0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

Food Delivery

Netizen Zhai

QQ Coins are top mobile payment!

Meituan food delivery is my favourite!

What I buy with mobile?


Age 15-24 Age 25-34 Age 35-440.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

Age Category %

Netizen Smartwatch Smart Appliances

Tier 1 Tier 2 Tier 30.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

City Tiers Category %

Netizen Smartwatch Smart Appliances

Higher adoption from 25-44yrs.

Tier 1 and 3 main adopters

My personality

Independent Source: MMMS 2016SP China Mobile Motivation and Media Study

E-magazin

e

Community /

BBS

Life se

rvice

(Dianping.co

m)

SNS (RenRen /

Kaixin001.etc)

LBS (g

eographic servi

ce)

Microblogging

Mailbox

Online sh

opping0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

Apps usage that are higher than overall netizens %

Netizen Smartwatch Smart appliances

Smartwatch users higher usage on microblogging!

Smart appliances users highest on online shopping!

My apps usage


Go To Coffee Shops/Bars

Karaoke Go To The Cinema Watch Videos/VCDs

Listen to Radio Gym Club Go To Amusement Parks

0.0

5.0

10.0

15.0

20.0

25.0

% Smartwatch vs Netizen

Netizen Smartwatch

Karaoke Go To The Cinema Gym Club Listen to Radio Chat With Friends/Relatives

Go Shopping Go to Theme Park0.0

10.0

20.0

30.0

40.0

50.0

60.0

% Smart Appliances vs Netizen

Netizen Smart appliances

Love to cinema and karaoke

Loves to chat with friends and

relatives

My leisure time


Table Tennis Basketball Cycling Volleyball Badminton0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.0

18.0

20.0

% Smartwatch vs Netizen

Basketball Aerobics/Keep Fit Cycling Tennis Table Tennis0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

% Smart Appliances vs Netizen

Netizen Smart Appliances

I love table tennis too!

I love basketball!

My leisure time



Majority of us “value-seekers”. In short, we

are narcissists!

Watching science & tech, sports and

games are my top video categories!

My mobile payment are QQ coins!

We are 25 – 44 yrs and from tier 1

and 3 city in China!

We love to karaoke, going to cinema and chat with friends and

relatives!

We are very active. And we love sports!

2 areas with huge growth engine!!

Source: McKinsey China Digital Transformation

RMB 530 billion in GDP by 2025!

Can media, business and brands leverage on this growth?

Useful with smart

information

How to leverage on this opportunity?

Personalization with smart data

Ecosystem instead of silo

devices

New tech with existing consumer

need

Smart alarm,Weather app & Breakfast

Taxi app, News& Email productivity

PC / Laptops, Chatbots, QQ

Food delivery& Mobile Videos

Mobile games,Video, Wechat

Smart kitchen & groceries delivery

Smart watches,Workout, Music

Online shopping,Watching TV/OTV

Wechat, Blog,Livestreaming

New digital media


Virtual Reality

Augmented Reality

Livestreaming

Internet Celebrity

Fitness & Wearables

Home appliances

Smart TVs ecosystem

Smart CarsEntertainment Commerce

Convergence Experience

ConnectedEconomy

=Opportunity!

Last but not least :D

Lao Tzu: “If you do not change direction, you may end up where you are heading”

Wechat: VictorLeeJWEmail: [email protected]