Insights into chinese mobile internet users sept 2013

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  • 1. INSIGHTS INTO CHINA MOBILE INTERNET USERS
  • 2. Insights into Mobile Internet Users Insights into China Mobile Internet Users 2 How Chinese consumers use their mobile devices in daily life? How consumers perform multitasks while using mobile devices? Activities consumer engage on mobile devices? Role of mobile devices in mobile shopping process? Consumers’ response to mobile ads? © RenRen Games. All Rights Reserved. The report aims at providing insights into how Chinese use mobile internet on their mobile devices. Details: • Basic facts and numbers about mobile proliferation and usage • Use scenarios ranging from common use, search, video, social networking, mobile ads and mobile business
  • 3. Table of Content Mobile Devices Are Indispensable to Our Daily Life Mobile Devices Are Changing Consumers’ Behavior Mobile Devices Are Changing How Consumers Spend Mobile Devices Connect Advertiser and Consumers Insights into China Mobile Internet Users 3 1. 2. 3. 4. © RenRen Games. All Rights Reserved.
  • 4. Mobile Devices Are Indispensable to Our Daily Life Insights into China Mobile Internet Users 4© RenRen Games. All Rights Reserved.
  • 5. Mobile Devices Evolve into Important Gateway Between Us and Online Information Insights into China Mobile Internet Users 5 80% access to Internet mainly via their smartphones 47% access to Internet mainly via their iPads © RenRen Games. All Rights Reserved. 69% of consumers we surveyed still use desktop for Internet connection While… Q1: Which type of devices do you usually use for internet access?
  • 6. Mobile Internet Access from Mobile Devices Becomes an Essential Part of Our Daily Life Insights into China Mobile Internet Users 6 Q2: Thinking of the past week, how often do you use smartphone or tablets for internet access? 90% of users browse mobile Internet from mobile devices on daily basis over the past week While… 66% of users browse mobile Internet as many as 4+ times everyday © RenRen Games. All Rights Reserved.
  • 7. Mobile Internet has Infiltrated into Our Life Insights into China Mobile Internet Users 7 Q3: Over the past week, how long did you use smartphone or tablets for mobile internet every day? (in minutes) Q4: At what slot did you usually use mobile device for internet? 183 mins Averaged time spent on mobile Internet every day 19:00 - 22:00 Most popular online slot for mobile device users 0% 20% 40% 60% 80% 100% [7-9] [9-11] [11-14] [14-17] [17-19] [19-22] [22-24] [24-7] Online Offline © RenRen Games. All Rights Reserved.
  • 8. Mobile Internet is Ubiquitous in Our Daily Life 91% 50% 46% 45% 26% 19% 17% At home (ours/relatives’/friends’) Workplace (office, factory, meeting rooms) On transportation (waiting for/on the ride) Public places (restaurant/pub/tea house) Outdoors (park, stadium) Airport School Insights into China Mobile Internet Users 8 Q5: Where do you use your mobile devices to access to internet? © RenRen Games. All Rights Reserved.
  • 9. Mobile Devices are now Our Indispensable on-the-go Gadget Insights into China Mobile Internet Users 9 71% says they won’t go outside without mobile device at hand Q24: To what extent you agree to this statement? Please answer on a scale from 1 to 5. A “1” means that you completely disagree with the statement, a “5” means that you completely agree with the statement. © RenRen Games. All Rights Reserved.
  • 10. Insights into China Mobile Internet Users 10 Q24: To what extent you agree to this statement? Please answer on a scale from 1 to 5. A “1” means that you completely disagree with the statement, a “5” means that you completely agree with the statement. Mobile Devices are so Imperative that 46% choose mobile devices over TV sets/desktops © RenRen Games. All Rights Reserved.
  • 11. Mobile Devices Are Changing Consumers’ Behavior Insights into China Mobile Internet Users 11© RenRen Games. All Rights Reserved.
  • 12. Mobile Devices are Changing Our Behaviors Insights into China Mobile Internet Users 12 Q9: What do you usually do with mobile devices? Communication Information Entertaining Consuming © RenRen Games. All Rights Reserved. 70% 59% 40% 29% 20% 14% 60% 45% 44% 43% 56% 49% 37% 31% 48% 33% [Old-schoolIM] [LBS-basedIM] [Microblogs] [Email] [SNS] [Forum] [Newsandinformation] [Search] [Weatherinfo] [Onlinemap,Navigation] [Onlinemusic] [Onlinevideo] [Onlineliterature] [Onlinegaming] [Onlineshopping(Taobao,ticket- booking)] [Onlinebanking(transfer,payment, investing)]
  • 13. Mobile Device is an Important Gateway Between Us and Online Information Insights into China Mobile Internet Users 13 86% Q10: What kind of information you have searched for on mobile devices? of users frequently command mobile search for needed information © RenRen Games. All Rights Reserved.
  • 14. Insights into China Mobile Internet Users 14 Q10: What kind of information you have searched for on mobile devices? Mobile Devices Provide Information for Our Daily Life 60.3% Product info 44% Restaurant Info 14.8% Housing Info 44% Transportation Info 18.5% Job Info © RenRen Games. All Rights Reserved.
  • 15. Mobile Applications are Everywhere Insights into China Mobile Internet Users 15 Q16: At this point, how many apps you’ve downloaded and installed on your phone? Q17: And of the apps that you currently have installed on your mobile devices, how many have you used actively in the last 30 days? Q18; And of the apps that you currently have installed on your mobile devices, how many were paid apps? © RenRen Games. All Rights Reserved. 31: Average number of apps installed 12: Frequently-used apps over the past 30 days 2: Average number of paid apps installed
  • 16. Insights into China Mobile Internet Users 16 Mobile apps are Inseparable from Our Everyday Life Q19: What apps do you usually use on mobile devices? Social communication 77.3% Games 64.8% Music/Video 64.3% Maps 57.8% Shopping & Booking 51.9% System tool 51.6% Life & Health 43.2% News 40.9% Mobile apps infiltrate into our everyday life Reading & Education 37.9% Photo & Camera 35.5% Office & Financing 20.1% © RenRen Games. All Rights Reserved.
  • 17. Mobile Devices are Intricate with Our Daily Life 92% use mobile devices while they’re… Insights into China Mobile Internet Users 17 Q6: What other activities you’re also engaging on while using mobile devices? [Watching TV]37.2% [Watching movie]39% [Listening to music]60.5% [Reading] 35.9% [Playing games]14.6% © RenRen Games. All Rights Reserved.
  • 18. Mobile Devices Have Changed How Consumers Spend Insights into China Mobile Internet Users 18© RenRen Games. All Rights Reserved.
  • 19. Insights into China Mobile Internet Users 19 Q10: What kind of information are you looking for from mobile devices? Q11: What’re your follow-up actions after conducting mobile search for necessary information? 86% of users search for local information from their mobile devices 97% take follow-up actions © RenRen Games. All Rights Reserved.
  • 20. Follow-up Actions Include: Insights into China Mobile Internet Users 20 Q11: What’re your follow-up actions after conducting mobile search for necessary information? 49% 33% 28% 39% 21% 8% 20% 36% [Locate vendors on maps] [Call vendors] [Visit vendors (shops, restaurants] [Visit vendors’ website] [Read and/or write comments on vendors/services] [Recommend vendors/services] [From brick-and-mortar stores] [From online outfits] 61% contact vendors 54% visit vendors 26% spread words 46% make purchases © RenRen Games. All Rights Reserved.
  • 21. Smartphone Goes a Long Way to Our buying Decision Insights into China Mobile Internet Users 21 40% 41% 36% Consult mobile devices for product info and price comparison Change minds about in-store purchase after mobile search for information Change minds about online purchase after mobile search for information Q24: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement, a "5" means that you completely agree with the statement. © RenRen Games. All Rights Reserved.
  • 22. Mobile Shopping has Become One of Our Everyday Use Cases Insights into China Mobile Internet Users 22 76% of users have made mobile purchase(s) 57% made mobile purchase(s) over the past month Q12: Which type(s) of payment methods you have conducted on mobile end? Q13: Have you ever made mobile purchases over the past month? Q14: How often did you make purchases on mobile devices? 36% made at least one mobile purchase on monthly basis © RenRen Games. All Rights Reserved.
  • 23. Mobile Device is now an Important Consuming Channel for Us Insights into China Mobile Internet Users 23 58% 32% 28% 17% 15% 7% 7% [Online shopping (Taobao/JingDong)] [Ticket-booking (railway/flights/shows)] [Facility fare (water/electricity/gas/mobile)] [In-game items and Prepaid time card] [Lottery] [Online communities (dating sites etc.)] [Financial products (wealth-management products/stocks)] Q12: Which type(s) of payment methods you have conducted on mobile end? © RenRen Games. All Rights Reserved.
  • 24. Mobile Commerce Will See Continuous Prosperity Insights into China Mobile Internet Users 24 74%of users are looking at more purchases from mobile Q15: In the coming 12 months, do you plan on buying more products/service via mobile devices? © RenRen Games. All Rights Reserved.
  • 25. Mobile Devices Connect Advertiser and Consumers Insights into China Mobile Internet Users 25© RenRen Games. All Rights Reserved.
  • 26. Mobile Advertising Infiltrate into Our Mobile Online Life Insights into China Mobile Internet Users 26 Q20: Did you pay attention to mobile ads while browsing web pages or using apps on mobile devices? 66%of users pay much attention to mobile ads © RenRen Games. All Rights Reserved.
  • 27. Mobile ads Shapes Up Consumer Behaviors Insights into China Mobile Internet Users 27 Q22: Were you influenced by mobile ads in making purchase decisions? 53% of users admit their consuming behavior were influenced to some extent by mobile ads 10% of users say they were greatly affected by mobile ads to constantly buy advertised products 12% of users say they slightly affected by mobile ads to selectively buy advertised products © RenRen Games. All Rights Reserved.
  • 28. Simple and Intuitive ads are More Acceptable Among Mobile Users Insights into China Mobile Internet Users 28 27% of users are more receptive to graphic ads 20% of users are more receptive to text ads Q23: Please indicate which type of mobile ad is more acceptable to you. 9% of users are more receptive to video ads © RenRen Games. All Rights Reserved.
  • 29. Background Insights into China Mobile Internet Users 29© RenRen Games. All Rights Reserved.
  • 30. Methodology • We surveyed 1,040 Chinese netizens (aged between 15 - 64) who use mobile devices to access mobile Internet • The questionnaire was published via Ader platform 7X24 • A mobile device is defined as “smartphone and tablet” with PC-like functionality or ability to access to internet wirelessly, browse web pages, download apps • Respondents were asked a variety of questions around device usage, mobile search, video, social, web and commerce behavior and mobile advertising • Interviews were conducted in Q2 2013 Insights into China Mobile Internet Users 30© RenRen Games. All Rights Reserved.
  • 31. Demographics Insights into China Mobile Internet Users 31 Q25: Please indicate your gender. Q26: What is your age? Q27: What is your marital status? 64% 36% 8% 31% 32% 20% 6% 2% 41% 40% 9% 2% 9% Male Female Under 18 Years 18-24 Years 25-30 Years 31-40 Years 41-50 Years 50+ Years Single Married Living with partner Divorce/separated Prefer not to answer Gender Age Marital Status © RenRen Games. All Rights Reserved.
  • 32. Demographics Insights into China Mobile Internet Users 32 2.00% 26.30% 66% 5.70% 4% 4% 18% 74% 10% 17% 7% 32% 15% 6% 6% 3% 4% Primary School High School College and Above Prefer not to answer Unemployed Housewife Student Employed(full-… Prefer not to answer No income Less than 2,000 2,000 -4,999 RMB 5,000 -7,999 RMB 8,000 -9,999 RMB 10,000 -14,999 RMB 15,000 -19,999 RMB 20,000 or more Education Employment Status Income Q28: Which of the following best describe your employment status? Q29: What is the highest level of education you have completed? Q30: Your month income? Q30: Which of those ranges comes closest to the total (annual) income of your household? © RenRen Games. All Rights Reserved.
  • 33. Demographics Insights into China Mobile Internet Users 33 Q31: Where do you live? (>2yrs) Locations © RenRen Games. All Rights Reserved. 12.1% 11.3% 8.4% 8.0% 6.1% 4.7% 4.5% 4.0% 3.8% 3.8% 3.3% 2.8% 2.5% 2.4% 2.3% 2.2% 2.0% 2.0% 2.0% 1.8% 1.5% 1.4% 1.3% 1.2% 1.1% 0.7% 0.7% 0.5% 0.3% 0.2% 0.1% 0.1% 0.1% Guangdong Jiangsu Zhejiang Beijing Shanghai Hubei Sichuang Shandong Anhui Henai Fujian Liaoning Jiangxi Hebei Tianjing Chongqing Heilongjiang Hunan Shaanxi Guangxi Shanxi Jilin Xinjiang Yunnan Guizhou Gansu Others InnerMongolia Qinghai Tibet Hainan Ninxia HongKong
  • 34. http://www.ader.mobi/ © RenRen Games. All Rights Reserved. Insights into China Mobile Internet Users 34 Follow us on WeChat Follow us on Sina Weibo Contact: Ben Jiang 蒋彬 T: (86 10) 84481818 ext. 5768 M: (86 ) 13552026147 E: bin.jiang@renren-inc.com