Google released a survey report on smartphone users in Chinese cities

Source: Internet
Author: User

In the first quarter of this year, Google and Ipsos, a market research agency, launched a global survey on how people use smartphones. The report contains the facts and data about the popularity and usage of smartphones; general Internet use, search, video, social networks, mobile advertisements, and mobile commerce behaviors performed by consumers through smartphones.

1. smartphones have become an indispensable part of the daily life of urban residents in China.

The penetration rate of smartphones in Chinese cities has reached 33% of the total population.
Smartphone users in Chinese cities are increasingly dependent on smartphones.

A.64% of users use smart phones to access the Internet every day
B .43% of users must bring their smartphones when they go out
C. Users are using smartphones anytime, anywhere: Home (94%), road (87%), office (87%), public transport (83%), and restaurants (75%)
D. more than half of users (56%) use smartphones to access the Internet at least once a day. The main activities include: using search engines (68%), logging on to social networking websites (66%), sending and receiving emails (56%) and log on to the video sharing website (36%)
E. More than half of users (51%) are expected to use smart phones more frequently to access the Internet in the future.
F. More than half of users (54%) would rather give up their TVs than their smartphones

Conclusion: If sellers use mobile services as part of their core strategies, they will have the opportunity to attract and benefit new mobile network users.

2. smartphones have changed consumers' Behaviors

Smart phones provide various information for our daily lives

Product Information (65%), travel information (43%), restaurant, pub and bar information (41%), job information (32%), apartment and Housing Information (29%)

Smart phone is a multi-activity Portal

A. 83% of users use it for communication, 72% of users process emails (send or read), and 66% access social networks (such as updating status messages, viewing messages, or friends homepage)
B. 83% of users use the latest information. 71% of users view the website, blog, or message board, and 65% read the news on the newspaper or magazine portal.
C. 94% of users use it for entertainment. 83% of users browse the Internet, 79% listen to music, 71% play games, and 53% watch videos on the video sharing website.

Mobile search, videos, applications, and social networks are very active.

A. 63% of users use smart phones for daily searches
B. 85% of users used smart phones to watch videos, the second largest in the world. 24% of users watched videos at least once a day.
C. 92% of users use smartphones to access social networks, which is the highest in the world. 49% of users access social networks at least once a day.

Smartphone users are used to using media in multiple ways at the same time

83% of users use smart phones when doing other things, such as watching TV (42%), listening to music (42%), using Internet (34%), watching movies (32%), and reading (29%).

Applications are everywhere

On average, smartphone users in Chinese cities have installed 19 applications each. The average number of applications used in the past 30 days is 8, and the average number of paid applications is 2.

Conclusion: Expanding advertising strategies, moving into mobile networks, and implementing integrated cross-media marketing activities can more effectively attract consumers today.

3. Smartphones are user guides

It is vital for local merchants to be able to appear on their smartphones.

93% of smartphone users search for local information on their mobile phones
96% of users will take actions

A. 66% of users will contact the merchant, such as searching for the merchant on the map, or obtaining the route (51%) to reach the merchant or service, and dialing the merchant or service (33%)
B. 66% of users visit sellers, such as patronizing sellers (such as shops or restaurants) (54%) and visiting websites of sellers or services (33%)
C. 49% of users will inform others of the information, such as reading or writing comments for sellers or services (41%) and recommending sellers or services to others (19%)

57% of users search for local information at least once a week. 21% of users search for local information every day.

Conclusion: Make sure that the clickable phone number is displayed in the local search result, and use the location-based service on mobile devices, so that consumers can easily contact sellers directly.

4. smartphones have changed the way consumers shop

Smart phones have become an important shopping Tool

A. allows users to inspect products anytime, anywhere, such as when using public transport (62%), on the road (60%), at home (58%), in the office (48% ), in restaurants (45%), in stores (41%)
B. 97% of users used smartphones to study and compare products or services to be purchased, ranking second in the world
C. as an effective shopping assistant for users, more than half of users (53%) use smart phones to compare prices and learn product-related information. Half of users (50%) the information collected through smartphones has changed the idea of purchasing products or services in the store. Nearly half of users (49%) the information collected through smartphones has changed the idea of purchasing products or services online.

The information learned through smartphones will affect the decision of buyers and their purchase in various channels.
73% of users will purchase data through their computers, and 51% of users will purchase data online.

A. 59% of users used to shop on their mobile phones, 77% of smartphone shoppers bought in the past month, and 76% of smartphone shoppers bought at least once a month using mobile devices.
B. More than half of users (56%) believe that more mobile devices will be used to purchase products or services in the future.

Although mobile commerce will continue to develop, there are still obstacles
60% of users prefer to use these services through PCS/laptops

A. Nearly half of users (49%) feel insecure
B. 32% of users think it is too complicated
C. 20% of users think payment is too complicated
D. 10% of users believe that the payment function is unavailable (if there is no credit card)

Conclusion: It is very important to have websites suitable for mobile devices to access. In addition, cross-Channel policies should be developed to attract consumers from various channels to purchase websites.

5. Smartphones help advertisers establish contact with consumers

Smart phones are also an important part of traditional advertisements. 87% of smartphone users use smart phones to search for advertisements after seeing offline advertisements, including viewing advertisements on TV (84% ), stores/merchants (83%), magazines (77%), posters/Billboards (77%)

41% of users only view the first page of the search results when using a smart phone.
97% of smartphone users pay attention to mobile advertisements, the highest in the world

A. more than half of users (54%) Pay attention to website browsing; nearly half (49%) use search engines; 43% when watching videos; 37% when Browsing video websites; 34% when using an application

Conclusion: • making mobile advertisements part of an integrated marketing strategy to increase consumer engagement.

Note: statistical data of the China survey (mainly urban residents in China)
1) Most of them are male: 55% male and 45% female; in developed countries, the ratio is about.
2) dominated by young people: 73% of people aged between 18 and 34 (similar to other emerging markets, and about 50% in developed countries)
3) High Education: 69% of students have a bachelor's degree or above, which is at least 20% higher than other countries
4) Most full-time employees: 89% of full-time employees (excluding the UAE, the highest percentage of Chinese employees in all countries)


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