I N

C H I N A

KEY INFORMATION AND DATA FROM ENOVATES 2011 DIGITAL LIFESTYLES REPORT, FOCUSING ON THE BEHAVIOR AND ATTITUDES OF BOTH EARLY ADOPTERS AND MAINSTREAM USERS UNDER 30-YEARS-OLD IN CHINAS TIER 1 AND 2 CITIES.

We conducted surveys and primary interviews with over young Chinese between years old.
We separated half of our research sample into an early adopter category, grouping those with similar digital attitudes and device adoption (i.e. smartphone use).

Our personas and the adoption curve.

...

50%
MOBILE

50%
23%

We separated half of our research sample into a mainstream category, grouping those with with similar digital attitudes and device adoption.

INNOVATORS

EARLY ADOPTERS

EARLY MAJORITY

LATE MAJORITY

LAGGARDS

1
Wich device would you rather give up? 2 92% of respondents have recently purchased either a mobile device or a computer
THE TOP 3 MOBILE APP CATEGORIES ON MOBILE DEVICES ARE GAMES, MUSIC AND SOCIAL MEDIA COMMUNICATION

MOBILE

2
OTHER

42%

TELEVISION

18-22
77%
COMPUTER

YEARS OLD

How much of your free time do you spend on each device?

COMPUTER

MOBILE PHONE

YOUNGER PEOPLE ARE SPENDING MORE TIME ON MOBILE DEVICES COMPARED TO OLDER USERS.

58%
COMPUTER
I MAINLY USE MY PHONES APPS AND ADD-ON FEATURES RATHER THAN NORMAL COMMUNICATION FUNCTIONS.

TABLET COMPUTER

OF RECENT DEVICE PURCHASERS SAID THEY ARE SPENDING MORE TIME ON THE NEW DEVICES A N D , A S A R E S U LT , F E E L MORE CONNECTED TO THEIR SOCIAL CIRCLES.

OF DEVICE OWNERS S A I D T H A T, C O M PA R E D W I T H BEFORE, THEY ARE I N C R E A S I N G LY U S I N G THEIR NEW DEVICES FOR THE PURPOSE OF E N T E R TA I N M E N T.

10%
36% 24% 33%

MOBILE USAGE

COMPUTER USAGE

57%

40%

I USE MY COMPUTER SOLELY FOR ENTERTAINMENT RELATED ACTIVITIES (GAMES, SOCIAL MEDIA COMMUNICATION) AND NOTHING ELSE.

...NEWS ARTICLES, QQ GROUPS, SNS, VIDEOS AND BBS POSTS ARE ALL MUST HAVE DAILY CONTENT!
86% 84% 82% 84% 79% 76% 76% 73% 69% 75% 60% 51% 49% 43%

18-22 23-30

45% 37%

46% 33%

ARTICLES

QQ GROUPS

SNS STATUS/ WEIBO/BLOG UPDATES

VIDEOS

BBS POSTS

PHOTOS

ONLINE GAMES (non sns)

ONLINE NOVEL

SNS GAMES

CONTACTS

To find out more about how these numbers and personas fit into the overall landscape of Chinas digital consumers, inquire to receive information about this report and our other syndicated services by emailing John Solomon at jsolomon@enovatechina.com or calling +86 21 6103 6834.

ABOUT ENOVATE

Enovate (www.enovatechina.com) is an insights and trends firm located in Shanghai, China. The company combines consumer insights with an experienced strategy team to develop innovative solutions for Chinas emerging consumer market. The company works with multinational and Asia based brands, agencies, and investors looking to expand in the growing China market and also publishes weekly, monthly, and quarterly publications on emerging consumer trends.