According to a report released today by Google, 35% of Chinese urban residents already own smart phones, and the penetration rate and proportion of new users are among the highest in the world. The report also shows that Chinese urban smartphone users rank third in Asia Pacific for mobile advertising, and 54% of users have purchased through mobile phones.
The report was jointly released by Google and IPSOS Research, and data on China was launched in seven cities including Beijing, Shanghai, Shenyang and Chengdu.
The survey shows that 97% of Chinese urban residents already own mobile phones, and 35% of them already own smart phones. China's cities are among the top five regions in the world with the highest penetration rate of smartphones. They are second only to Singapore (62%) and Australia (37%) in Asia, alongside Hong Kong. The most used places for smartphones are at home, on the go, on the bus, at restaurants and in shopping malls.
The main applications of Chinese urban smartphone users are: browsing the web, listening to music, sending and receiving emails, using search engines to query information, taking photos or videos, browsing Weibo or other information platforms, playing games, browsing newspapers or magazine web pages, Sign in to social platforms, get directions, or use maps.
Ryan Hayward, Google's Asia Pacific mobile product marketing manager, said that one-fifth of China's urban smartphone users use the Android system, 1/10 uses the Apple iOS system, and 2/5 uses the Symbian system. This group has an average of 15 installed apps on the phone, 6 of which are paid apps.
The above report also pointed out that China Mobile's advertising opportunities are huge. Half of Chinese city smartphone users will often notice mobile advertising, and then 39% of users will check more information on computers or other connected devices, and 34% of users will click on ads directly, and another 32% The user will make a purchase.
The data shows that 54% of Chinese urban smartphone users have used mobile phones to make purchases and are willing to make more attempts. The main items they buy include: ticketing, entertainment products, business trips, travel, clothing, department stores and food, home, beauty and cosmetics, electronics, and more.
Ryan Hayward believes that mobile phones are increasingly affecting the first impression of users shopping.The following is the main content of the report, more data can be viewed at ourmobileplanet.com:
1. Usage of smartphone users in Chinese cities
Research shows that smartphones have spread rapidly in Chinese cities in recent years.
- Chinese cities are among the top five regions in the world with the highest penetration rate of smartphones (35%).
- One out of every three people in China has two or more mobile phones, and this percentage (30%) is the highest in the Asia Pacific region.
- The proportion of people with smartphones in China's urban areas for more than one year (64%) is the highest in the Asia Pacific region, surpassing South Korea, Japan and Australia.
Research shows that smartphones are rapidly changing our way of life.
- 97% of Chinese urban residents already own mobile phones, and 35% of them already own smart phones.
- Chinese city smartphone users are using smartphones anytime, anywhere, including home (66%), on the go (59%), in transportation (52%), restaurants (38%) and shopping malls (30%) The most frequent places for smartphones.
- Chinese smartphone users will also listen to music (54%), watch TV (34%), study (32%), watch movies (28%), etc. while using smartphones.
- Between TV and smartphones, 50% of respondents said they would rather give up TV than smartphones.
- Top ten uses of smartphones by Chinese city smartphone users: browsing the web (50%), listening to music (43%), sending and receiving emails (41%), using search engines to query information (37%), taking photos or videos (37) %), browse the news through the web version of the newspaper or magazine (35%), log in to the social platform (35%), browse Weibo or other information platform (34%), play games (33%), and query routes or use maps (28%).
- The average number of apps installed by Chinese urban smartphone users on their phones is 15 and the average number of paid apps is 6. Two out of every three people plan to use more apps, the ratio (66%) is the second highest in the world.
- 64% of Chinese urban smartphone users search by smartphone every week. The main search purpose is: make a purchase (59%), find a merchant (such as a store, restaurant) or service on the map, or guide the route (55%) ), visit the merchant (51%), read or post comments on the merchant or service (44%), log in to the merchant or service website (35%).
- 75% of Chinese urban smartphone users use their smartphones to socialize every week, which is close to the proportion of social networking (84%).
2. Comparison of smartphone usage
Chinese cities vs. Asia Pacific
- Smartphone penetration in China's cities (35%) ranks third in Asia, second only to Singapore (62%) and Australia (37%), alongside Hong Kong (35%).
- Half of Chinese urban smartphone users often or always notice mobile advertising, the third highest in the Asia Pacific region.
- The largest number of users (54%) in urban areas of China have used smartphones for purchases.
- The proportion of people with smartphones in China's urban areas for more than one year (64%) is the highest in the Asia Pacific region.
- One out of every three people in China has two or more mobile phones, and this percentage (30%) is the highest in the Asia Pacific region.
Chinese cities vs. global
- The third largest user (53%) plans to spend more time using a smartphone to access the Internet (more than the US).
- Most users (32%) read while using a smartphone.
- The second largest user (66%) plans to use more applications (more than the US).
- Second multi-user (32%) triggered store purchases due to mobile ads.
- The second multi-user (54%) listens to music while using a smartphone (more than the US).
Asia Pacific vs. Global
- In terms of smartphone penetration and overall mobile penetration, countries in the Asia Pacific region are overall ahead of the world's most developed economies. Among the 11 Asia-Pacific countries and regions surveyed, 4 countries and regions have higher smartphone penetration rates than the US (31%): Singapore (62%), Australia (37%), Chinese cities (35%) and Hong Kong (35%).
- Consumers in the most developed Asia-Pacific economies use mobile phones in a number of ways that are higher than anywhere else in the world when using smartphones.
- Compared with the United States, the use of smartphones in the entire Asia-Pacific region is expected to reach a higher level in the future.
- Southeast Asian consumers have a similar or even higher willingness to purchase smartphones than US users.
- Consumers in developing countries in the Asia Pacific region are significantly more willing to use more applications in the future than developed countries around the world.
- In addition to Australia and Malaysia, consumers in other Asia Pacific countries are more likely than American consumers to think that their smartphones are more interesting than TV.
3. About mobile advertising
Research shows that China Mobile's advertising opportunities are huge.
- 53% of Chinese urban smartphone users plan to spend more time using the mobile Internet, the third highest in the world.
- Half of Chinese urban smartphone users will often notice mobile advertising. The main advertising locations are: search engine (54%), video ads (46%), video sites (45%), apps (34%) and retail sites. (25%).
- After noticing mobile advertising, Chinese city smartphone users will: check more information on computers or other Internet devices (39%), click on ads (34%), and find more information on smartphones (32%) , make a purchase (32%), log in to an advertiser or retailer website (32%), and more.
- More than half of Chinese urban smartphone users have used smartphones to make purchases and are willing to make more attempts. Major purchases include: ticketing, entertainment products, travel, travel, apparel, department stores and food, home, beauty and cosmetics, electronics, and more.