Chinese consumer adoption in tech, mobility and technology is known to be ferocious and without loyalty. How do businesses, brands and marketers could leverage on this insight and target that specific segment (ie: post 90's generation) in China? Hope the insights could help anyone who wanted to explore more about this market.

1. How mobile trends shapes
Chinese consumers in 2017

2. Hi, I’m 小吕.
您好!

3. 小吕’s daily habit
92%
Instant Messaging
424M
65% have used
mobile payment
Mobile Payment
of top 20 apps usage are social & IM app
146M
22% have ordered
food by phone
Food Delivery
302M
46% 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》

4. 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!

5. Innovation comes
from everywhere!!
Source: Nesta.org.uk

6. 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

7. 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.

8. Smart mobility!

9. New digital
media
New Connected
Devices
Opportunity!

10. 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
Connected
Economy

11. New digital
media
New connected
devices
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

12. Zhai 宅 Independent

13. 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!

14. 52.2
47.8
55.6
44.4
0.0
10.0
20.0
30.0
40.0
50.0
60.0
Male Female
Gender %
Netizen Zhai
16.0
14.5
26.9
11.4
17.2
14.0
16.1
9.2
26.6 26.4
8.5
13.2
0.0
5.0
10.0
15.0
20.0
25.0
30.0
Social Bees Info. Leaders Net-holics Value Seekers Unmovables Escapists
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

15. 0.0
10.0
20.0
30.0
40.0
50.0
60.0
Searching/downloading movies Bank transfer or other online bank Searching/downloading videos
Mobile activites %
Netizens Zhai
0
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
Zhai 宅 Source: MMMS 2016SP China Mobile Motivation and Media Study

16. 0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
Science and technology channel Sports channel Games channel
Video Categories
Netizens Zhai
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
Meitu BeautyCam Meipai
Camera App
Netizen Zhai
Science & tech, sports and
games are top video
categories!
Meitu app is top camera
app!
The apps I use
Zhai 宅 Source: MMMS 2016SP China Mobile Motivation and Media Study

17. 0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
Meilishuo Quick Pay QQ Coins Rail & Flights
Mobile Payment
Netizens Zhai
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
Meituan Waimai ele.me Taodiandian Baidu Waimai
Food Delivery
Netizen Zhai
QQ Coins are top mobile
payment!
Meituan food delivery is
my favourite!
What I buy with mobile?
Zhai 宅 Source: MMMS 2016SP China Mobile Motivation and Media Study

18. 0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
Age 15-24 Age 25-34 Age 35-44
Age Category %
Netizen Smartwatch Smart Appliances
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
50.0
Tier 1 Tier 2 Tier 3
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

19. 0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
E-magazine Community / BBS Life service
(Dianping.com)
SNS (RenRen /
Kaixin001.etc)
LBS (geographic
service)
Microblogging Mailbox Online shopping
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
Independent
Source: MMMS 2016SP China Mobile Motivation and Media Study

20. 0.0
5.0
10.0
15.0
20.0
25.0
Go To Coffee
Shops/Bars
Karaoke Go To The Cinema Watch Videos/VCDs Listen to Radio Gym Club Go To Amusement
Parks
% Smartwatch vs Netizen
Netizen Smartwatch
0.0
10.0
20.0
30.0
40.0
50.0
60.0
Karaoke Go To The Cinema Gym Club Listen to Radio Chat With
Friends/Relatives
Go Shopping Go to Theme Park
% Smart Appliances vs Netizen
Netizen Smart appliances
Love to cinema
and karaoke
Loves to chat
with friends and
relatives
My leisure time
Independent
Source: MMMS 2016SP China Mobile Motivation and Media Study

21. 0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
20.0
Table Tennis Basketball Cycling Volleyball Badminton
% Smartwatch vs Netizen
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
Basketball Aerobics/Keep Fit Cycling Tennis Table Tennis
% Smart Appliances vs Netizen
Netizen Smart Appliances
I love table tennis
too!
I love basketball!
My leisure time
Independent
Source: MMMS 2016SP China Mobile Motivation and Media Study

22. Zhai 宅 Independent
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!

23. 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?

24. 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

25. 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
Connected
Economy
=
Opportunity!

26. Last but not least :D
Lao Tzu:
“If you do not change direction, you may end up where you are heading”
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Email: Victor@LeeJW.co