Digital Lifestyles in China Explained

YOUTH MOBILE go IN CHINA KEY ORMAON AND DATA FROM ENOVATES SPOREFOCUNG ON THE BEHAOR AND ATTITUDES or BOTHEABLY ADOPTERS AND MNSTREAM USERS UNDER TEARS-OLDIN CHNASTIERIAND CITES 20n DiL LFESTLES We conducted surveys and primary interviewsS with over E50 young Chinese between 550 Our personas and the adoption curve. -R- 10.30 years old. sennected ANLARBON Caline OLIBE ENTE TAINM HUSTLER We separated talf of our research sample into an early adogter category. gouping those with sinilar digital attitudes and device adoption ie. snartphone use). 50% "We separated half of our research sample into a nainstream category, grouping those with with similar diçital attitudes and device adoption." Pigilal ADER Vippic 50% EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY INNOVATORS LAGGARDS 1alhn 2thn MOBILE 23% MOBLE TELEVSON 23-30 Wich device would you rather give up? How much of your free time do you spend on each device? YOUNGER PEOPLE ARE SPENDING MORE TIME ON MOBILE 18-22 23-30 18-22 DEVICES COMPARED R TO OLDER USERS VEARS OLD VEARS OLO Co 77% पग COTER 50% 3ilhn "92% of respondents have recently purchased either a mobile device or a computer" COMPUTER COMPUTER 92% 76% HORPSAL OF RECENT DEVICE PURCHASERS LAID tuEY OWNERS ARE SPENDING MORE TIME ON THE NEw DEVICES OP DEVICE SAID THAT COMPARED WITH BEFORE THHEY ARE INCREASINOLY USING THEIR NE W DEVICES FOR THE PURPOSE OF ENTERTAINMENT. AND, AS A RESULT, FEEL MORE CONNECTED TO THEIR SOCIAL CIRCLES. "THE TOP 3 MOBILE APP CATEGORIES ON MOBILE DEVICES ARE GAMES, MU- SIC AND SOCIAL MEDIA COMMUNICATION" T0DEHY COMUTER SOLELY POR 18-22 O O 23-30 ERLATED ACTIimes AMELSOOAL HEA COHHUNICATION AND NOTHING ELE NEWS ARTICLES, 00 GROUPS, SNS, VIDEOS AND BS POSTS ARE ALL MUST HAVE DAILY CONTENT!" TOP ON NOVEL GAES ABOUT ENOVATE CONTACTS To find out more about how these numbers and personas fit into the overall landscape of China's digital consumers. inquire to receive information about this roport and our other syndicatod services by emailing John Solomon at jsolomonenovatechina.com or calling +86 21 6103 6834. Enovate (www.enovatechina.com) is an insights and trends firm located in Shanghai China The company combines consumer in with an experienced strategy team to dovelop innovative solution for China's emerging consumer market. The company works with multinational and Asia based brands, agencies, and investors looking to expand in the growing China market and a so Duciishes weekly monthly, and quarterly publications on emerging consumer trends enovate