Digital technology has changed our lives

Digital technology has revolutionized the lives of Chinese people, including reading news, playing games, shopping, traveling to movies, self-expression and interpersonal relationships. As this trend progresses, it becomes more important to understand the tastes of these digital users. And these have become the primary conditions for interacting with them. Compare China's internet consumption with that of Brazil, India, Russia, Indonesia and the United States and Japan. It will be found that compared with other countries, Chinese people use the Internet more for games and entertainment. At the same time, there are more and more activities through the network, including shopping, browsing ads, search products, purchase personal blog and other value-added services.

With the development of Internet in China, two markets have been formed gradually. The 26-Year-old Feng, for example, lives in Beijing and is a typical representative of a large number of young professionals in Chinese cities. His annual income is about 9000 dollars, enough to rent an apartment, and a series of good digital products: Western-branded PCs, digital cameras, mobile phones, MP3, etc. These devices, along with his working computer, almost put him online all the time. At present, there are tens of millions of people like Feng in China, in the following years, there will be hundreds of millions of people to join this group.

However, China's new internet users will come mainly from hundreds of millions of rural residents. We find that young rural users are increasingly proficient in the internet, such as the 18-Year-old Chao. His province, close to Siberia, is the only child of his family and is currently in his last year of high school. His parents ' annual income is about 4000 dollars. Although he can't afford a computer and his phone is not a high-end product, he still has access to the Internet. Shang Send live chat messages to friends via mobile phones and surf the internet in their spare time. His monthly living expenses are 40 dollars, half of which will be spent on digital communications and entertainment.

In general, the same companies meet Feng's online needs. Over the past three years, digital service leaders have been emerging and leading. Chinese companies such as Tencent and Alibaba stand out as small businesses develop into billions of-dollar companies. The success stories of China's digital giants are an important part of online consumer trends that involve e-commerce, social networking sites, online advertising and mobile internet.

Companies that want to win Chinese consumers can understand Feng and the rest of them. By understanding the digital life of some Chinese people, we hope that their personalities, habits, needs and hopes can help them understand this complex market and serve them better.

In the past three years, China's digital industry has undergone tremendous changes, digital equipment and the Internet in all levels of cities and rural areas have been rapid development. With the Internet to the underdeveloped areas of the promotion, the industry still has a lot of room for development.

In 2009, the number of Internet users in China reached 384 million, surpassing that of the United States and Japan. The number of Chinese netizens is expected to reach 650 million by 2015.

Meanwhile, by 2015, internet penetration will rise from the current 29% to nearly 50%, and the internet will cover nearly 40% of the rural population.

By 2012, China's online content and aggregation market will rise from $14 billion trillion in 2008 to $40 billion trillion, accounting for 20% of China's $200 billion digital market (including online content and aggregation, Internet distribution, and equipment).

Chinese people not only use the Internet, but also more than users in Brazil, Russia, India and Indonesia. These countries and China are called the BRIC countries. A forthcoming report by the Boston consulting firm will explore the Brics ' Internet trends.

Digital devices and the Internet have become an important part of the life of Chinese digital consumers, with average online time of 2.7 hours per day in 2009.

The utilization rate is the highest in the BRICS countries and is 0.4 hours/day higher than the U.S. average.

In 2009, Chinese users spent 1 billion hours a day on the internet, twice times the size of the United States. That figure will grow to 2 billion hours by 2015.

Due to social, historical and economic factors, the demand and behavior of China's digital users are different from those of other BRIC countries.

Above all, Chinese netizens use the Internet more than other BRIC countries to communicate and entertain.

For example, in China's digital consumer, 80% of people use real-time communication tools (IM), read news online, listen to music online or download music. 3/4 of users watch video online, more than 50% users use search engines and play games online.

Most of China's digital consumers are not more than 35 years old, which accounts for 73% of the total number of Internet users, accounting for more than 80% of the total online time. The behavior and the needs of different user groups are not the same.

Young professionals account for 6% of the total number of Internet users. In this population, internet penetration is as high as 99%. These people also use the Internet the most, averaging 4 hours per day online.

Young gamers account for 21% of the total number of users, the average daily online time of 3.2 hours, they surf the internet is mainly to chat and play online games.

Since 2007, the most significant change of Chinese users ' online behavior is the rise of E-commerce. The typical representative of this trend is the development of Taobao, the website is Alibaba's Consumer-to-consumer website.

In 2009, about 8% of Chinese people shopped online, compared with 3% in 2006. By 2012, China's participation in E-commerce will account for 19% of the total population.

In addition, 8% Chinese netizens have searched for products on e-commerce sites but have not shopped online. This shows that, in addition to shopping transactions, E-commerce platform has become a product information and price of an important information platform.

In the past, there was concern that the lack of mutual trust between buyers and sellers and a reliable payment platform would hinder the development of E-commerce in China, which now appears to be outdated.

In 2009, the total number of Consumer-to-consumer online transactions was $37 billion trillion, which is expected to reach $100 billion by 2012.

In the 2008, social networking sites developed rapidly among college students and young professionals in China. By 2009, people of all backgrounds and ages began to use social networking sites regularly.

In 2009, the total number of users in Chinese social networking sites reached 130 million.

In the 2009, the "Happy Farm" game was popular throughout the country, and social networking sites were extended to groups outside college and young professionals. Previously, college students and young professionals were the main users of social networking sites.

More and more users are reading online news and other web-based information, so China's online advertising has great growth potential.

Online advertising has grabbed the market share of magazines, newspapers and television commercials. By 2012, the market share of online advertising will grow from 8% in 2008 to 20%.

By 2012, China's online advertising market will reach $8.6 billion trillion.

The rise of the digital giant explains the profit model of China's digital consumption, as it has grown from a start-up company to a billions of-dollar enterprise.

Local companies outperform multinationals in all areas of China's internet industry, thanks to their deeper understanding of Chinese consumers and innovation to meet user needs.

These successful local companies include Tencent (38 billion U.S. dollars), Baidu (24 billion U.S. dollars), Alibaba (10 billion U.S. dollars), Ctrip (5 billion U.S. dollars) and Sina (2 billion U.S. dollars).

Any company that wants to win Chinese consumers should be aware of the trends in the way China's Internet apps are changing and its impact.

In order to communicate with users in an efficient manner, enterprises need to understand the intrinsic needs and preferences of different consumer groups.

No matter how successful these companies are, the potential for consumer trends such as e-commerce, online advertising and social networking sites is far from being realized.

In the course of China's operation, some consumer-oriented multinationals are not properly aware of Chinese consumers ' habits in media and shopping, and therefore face the risk of losing China, the world's largest growth market.

Swift action is crucial, as digital media and digital commerce have become mainstream-and are accelerating at an alarming rate.