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Digital Culture in China: NUMBERS & TRENDS

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After living and working in China for 7 years and after interviewing many designers (both Chinese and foreigners) working here, what you'll see is a reflection on some of the insights I've had on Chinese consumer behavior online. I'd be happy to share (or give a talk) on this presentation with you. Just drop me a line!

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Digital Culture in China: NUMBERS & TRENDS

  1. 1. Digital Culture in ChinaShanghai, November 2011Itamar MedeirosSenior User Experience Designer (Autodesk, Inc.)Local Coordinator (Interaction Design Association) 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  2. 2. Interaction DesignInteraction Design (IxD) defines the structure and behavior of interactive systems. Interaction Designers strive to create meaningful relationships between people and the products and services that they use, from computers to mobile devices to appliances and beyond. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  3. 3. Experience | 体验The sensation of interaction with a product, service, or event, through all of our senses, over time, and on both physical and cognitive levels. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  4. 4. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  5. 5. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  6. 6. Chinese CultureAre there differences between Chinese Culture and Western Culture one should be aware of when it comes to creating user experiences? 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  7. 7. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  8. 8. Consumer BehaviorContent NavigationCreation CULTURE Patterns Marketing Approaches
  9. 9. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  10. 10. Consumer Behavior in ChinaIndicators* 2006 2010Cars Sales 7.2 million 10.9 millionMobile Phone Subscriptions 400 million 768 millionInternet Users 137 million 432 milionWorldwide Luxury Market Share 12% 27.5%11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  11. 11. Consumer Behavior in ChinaIndicators* 2006 2010Cars Sales 7.2 million 10.9 millionMobile Phone Subscriptions 400 million 768 millionInternet Users 137 million 432 milionWorldwide Luxury Market Share 12% 27.5%11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  12. 12. Consumer Behavior in China71.7% of Internet Users live in Urban Areas74% have monthly household income of less then 2000 RMB (around US$ 290.00)31.7% are Students12.4% have a Bachelor’s Degree or Higher 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  13. 13. Consumer Behavior in ChinaLow Brand Loyalty: “Chinese consumers remain very brand conscious, for example, but their intense focus on value means that brand loyalty is often a secondary consideration.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  14. 14. Consumer Behavior in ChinaLow Brand Loyalty: “Chinese like to haggle over prices, and Taobao had certain functions built into it which enable people to haggle over items for sale.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  15. 15. Consumer Behavior in ChinaWord-of-Mouth: “According to one study, 66 percent of consumers said they would consider F&F recommendations when choosing a moisturizer compared with just 38 percent of respondents in the U.S. and U.K.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  16. 16. Passive Interactive11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  17. 17. Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc…11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  18. 18. Marketing Approaches Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc…11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  19. 19. Marketing Approaches in ChinaPush vs. Pull: “A push strategy is especially appropriate where there is low brand loyalty.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  20. 20. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  21. 21. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  22. 22. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  23. 23. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  24. 24. Passive Interactive Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc…11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  25. 25. Content Creation Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc…11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  26. 26. Content Creation in ChinaMeans of expression: “The Internet has become a new channel for the Chinese government to get to know the peoples situation and amass the publics wisdom, and consequently exercise governance for the people and improve its work.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  27. 27. Content Creation in ChinaValue of Networks: “In open networks, 80% of the content is created by 20% of the contributors”. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  28. 28. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  29. 29. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  30. 30. Navigation Patterns Feedback Control Sophisticated Navigation, High Audience Control Creativity Creation Tools, Creation Help Productivity Productivity Tools, Living Information Communications Adaptivity Artificial Intelligence, Agents, etc…11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  31. 31. Navigation PatternsLocal vs. GlobalOrganically vs. StructuredFrom Desktop to Small Displays 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  32. 32. Navigation PatternsLocal vs. Global: Local content – adapted to local culture – makes adoption of Chinese Clones faster in China 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  33. 33. Navigation Patterns“Chinas online game industry generated 32.37 billion Yuan ($4.9 billion) in sales revenue last year, of which 59.6 percent came from the countrys own products.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  34. 34. Navigation PatternsOrganically vs. Structured: “Eastern Aesthetics can be reasonibaly divided into compartment of main religions informing it, ie., Hinduism, Buddhism, Taoism, Confuciounism [...] These are less humanistics and more Mystical [...] Mysticism tends to be more or less naturalistic.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  35. 35. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  36. 36. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  37. 37. Navigation PatternsFrom Desktop to Small Displays: “With an increasing number of people choosing to access the Internet via mobile phone, it is expected that Chinas mobile Internet users will outnumber those using personal computers by around 2012.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  38. 38. Bringing Everything TogetherLow Brand Loyalty Local vs. GlogalWord-of-Mouth Organically vs. StructuredPush vs. Pull From Desktop to Small DisplaysMeans of ExpressionValue of Networks 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  39. 39. Consumer Behavior Content Navigation Creation CULTURE Patterns Marketing Approaches11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  40. 40. Low Brand Loyalty Word of Mouth Means of Global vs. Local Expression Organically vs. CULTURE Structured Value of Networks Small Displays Push vs. Pull11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  41. 41. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  42. 42. OpportunitiesBuild on Brand AwarenessLeverage of the Value of NetworksAdd Value through Service Design 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  43. 43. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  44. 44. Build on Brand Awareness“Many of these Chinese youth have begun settling on what they like and are teaching their own children what to buy. Companies must understand what motivates Chinese youth and what are the most effective methods and ways of targeting them. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  45. 45. Leverage on the Value of Networks“Closed groups and companies will give way to looser networks where small contributors have big roles and fluid cooperation replaces rigid planning.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  46. 46. Add Value throughService Design“In the competitive world of business, what separates an industrys players is often the service that comes with the product offering – the customer experience. Quality of service determines whether a customer will be loyal, or leave.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  47. 47. Added value throughService Design“Within Service Design, Service Interfaces are designed for intangible products that are, from the customer’s point of view, useful, profitable and desirable, while they are effective, efficient and different for the provider.” 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  48. 48. IxDA MissionEVANGELISM PROFESSIONALISM Promoting awareness of the discipline, Encouraging high standards of craft, and value of interaction design practice within the interaction design and design research. discipline.INNOVATION EDUCATION Advancing the discipline of interaction Establishing standards for academic design. programs in interaction design. COMMUNITY BUILDING Developing a close-knit community of interaction design professionals. 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  49. 49. How Can I Help?The task of building up the community is huge, and every member should contribute:How Can I Help? 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai
  50. 50. How Can I Help?The task of building up the community is huge, and every member should contribute:http://www.ixda.org/local/ixda-shanghaishanghai-local@ixda.org 11/15/2011 Itamar Medeiros, Local Coordinator, Shanghai

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