Insights into chinese mobile internet users sept 2013

INSIGHTS INTO CHINA MOBILE INTERNET USERS

Insights into Mobile Internet Users

Insights into China Mobile Internet Users 2

How Chinese consumers use their mobile devices in daily life?

How consumers perform multitasks while using mobile devices?

Activities consumer engage on mobile devices?

Role of mobile devices in mobile shopping process?

Consumers’ response to mobile ads?

© RenRen Games. All Rights Reserved.

The report aims at providing insights into how Chinese use mobile internet on their mobile devices.

Details: • Basic facts and numbers about mobile

proliferation and usage • Use scenarios ranging from common use,

search, video, social networking, mobile ads and mobile business

Table of Content

Mobile Devices Are Indispensable to Our Daily Life

Mobile Devices Are Changing Consumers’ Behavior

Mobile Devices Are Changing How Consumers Spend

Mobile Devices Connect Advertiser and Consumers


1.

2. 3.

4.


Mobile Devices Are Indispensable to Our Daily Life

Insights into China Mobile Internet Users 4 © RenRen Games. All Rights Reserved.

Mobile Devices Evolve into Important Gateway Between Us and Online Information


80% access to Internet mainly via their smartphones

47% access to Internet mainly via their iPads


69% of consumers we surveyed still use desktop for Internet connection

While…

Q1: Which type of devices do you usually use for internet access?

Mobile Internet Access from Mobile Devices Becomes an Essential Part of Our Daily Life


Q2: Thinking of the past week, how often do you use smartphone or tablets for internet access?

90% of users browse mobile Internet from mobile devices on daily basis over the past week

While…

66% of users browse mobile Internet as many as 4+ times everyday


Mobile Internet has Infiltrated into Our Life


Q3: Over the past week, how long did you use smartphone or tablets for mobile internet every day? (in minutes) Q4: At what slot did you usually use mobile device for internet?

183 mins Averaged time spent on mobile Internet every day

19:00 - 22:00 Most popular online slot for mobile device users

0%

20%

40%

60%

80%

100%

[7-9] [9-11] [11-14] [14-17] [17-19] [19-22] [22-24] [24-7]

Online Offline


Mobile Internet is Ubiquitous in Our Daily Life

91%

50%

46%

45%

26%

19%

17%

At home (ours/relatives’/friends’)

Workplace (office, factory, meeting rooms)

On transportation (waiting for/on the ride)

Public places (restaurant/pub/tea house)

Outdoors (park, stadium)

Airport

School


Q5: Where do you use your mobile devices to access to internet?


Mobile Devices are now Our Indispensable on-the-go Gadget


71% says they won’t go outside without mobile device at hand

Q24: To what extent you agree to this statement? Please answer on a scale from 1 to 5. A “1” means that you completely disagree with the statement, a “5” means that you completely agree with the statement.



Q24: To what extent you agree to this statement? Please answer on a scale from 1 to 5. A “1” means that you completely disagree with the statement, a “5” means that you completely agree with the statement.

Mobile Devices are so Imperative that

46% choose mobile devices over TV sets/desktops


Mobile Devices Are Changing Consumers’ Behavior


Mobile Devices are Changing Our Behaviors


Q9: What do you usually do with mobile devices?

Communication Information Entertaining Consuming


70% 59%

40% 29%

20% 14%

60%

45% 44% 43%

56% 49%

37% 31%

48%

33%

[Old

-sch

oo

l IM

]

[LB

S-b

ased

IM]

[Mic

rob

logs

]

[Em

ail]

[SN

S]

[Fo

rum

]

[Ne

ws

and

info

rmat

ion

]

[Sea

rch

]

[We

ath

er in

fo]

[On

line

map

, Nav

igat

ion

]

[On

line

mu

sic]

[On

line

vid

eo]

[On

line

liter

atu

re]

[On

line

gam

ing]

[On

line

sho

pp

ing

(Tao

bao

, tic

ket-

bo

oki

ng)

]

[On

line

ban

kin

g (t

ran

sfe

r, p

aym

ent,

inve

stin

g) ]

Mobile Device is an Important Gateway Between Us and Online Information


86%

Q10: What kind of information you have searched for on mobile devices?

of users frequently command mobile search for needed information



Q10: What kind of information you have searched for on mobile devices?

Mobile Devices Provide Information for Our Daily Life

60.3% Product info 44%

Restaurant Info 14.8% Housing Info

44% Transportation Info

18.5% Job Info


Mobile Applications are Everywhere


Q16: At this point, how many apps you’ve downloaded and installed on your phone? Q17: And of the apps that you currently have installed on your mobile devices, how many have you used actively in the last 30 days? Q18; And of the apps that you currently have installed on your mobile devices, how many were paid apps?


31： Average number of apps installed

12： Frequently-used apps over the past 30 days

2： Average number of paid apps installed


Mobile apps are Inseparable from Our Everyday Life

Q19: What apps do you usually use on mobile devices?

Social communication 77.3%

Games 64.8%

Music/Video 64.3%

Maps 57.8%

Shopping & Booking 51.9%

System tool 51.6%

Life & Health 43.2%

News 40.9%

Mobile apps

infiltrate into our everyday

life Reading & Education 37.9%

Photo & Camera 35.5%

Office & Financing 20.1%


Mobile Devices are Intricate with Our Daily Life

92% use mobile devices while

they’re…


Q6: What other activities you’re also engaging on while using mobile devices?

[Watching TV]37.2%

[Watching movie]39%

[Listening to music]60.5%

[Reading] 35.9% [Playing games]14.6%


Mobile Devices Have Changed How Consumers Spend



Q10: What kind of information are you looking for from mobile devices? Q11: What’re your follow-up actions after conducting mobile search for necessary information?

86% of users search for local information from their mobile devices

97% take follow-up actions


Follow-up Actions Include:


Q11: What’re your follow-up actions after conducting mobile search for necessary information?

49%

33%

28%

39%

21%

8%

20%

36%

[Locate vendors on maps]

[Call vendors]

[Visit vendors (shops, restaurants]

[Visit vendors’ website]

[Read and/or write comments on vendors/services]

[Recommend vendors/services]

[From brick-and-mortar stores]

[From online outfits]

61% contact vendors

54% visit vendors

26% spread words

46% make purchases


Smartphone Goes a Long Way to Our buying Decision


40%

41%

36%

Consult mobile devices for

product info and price comparison

Change minds about in-store purchase

after mobile search for information

Change minds about online purchase after mobile search for

information Q24: To what extent do you agree to each of these statements? Please answer on a scale from 1 to 5. A "1" means that you completely disagree with the statement, a "5" means that you completely agree with the statement.


Mobile Shopping has Become One of Our Everyday Use Cases


76% of users have made mobile purchase(s)

57% made mobile purchase(s) over

the past month

Q12: Which type(s) of payment methods you have conducted on mobile end? Q13: Have you ever made mobile purchases over the past month? Q14: How often did you make purchases on mobile devices?

36% made at least one mobile

purchase on monthly basis


Mobile Device is now an Important Consuming Channel for Us


58%

32%

28%

17%

15%

7%

7%

[Online shopping (Taobao/JingDong)]

[Ticket-booking (railway/flights/shows)]

[Facility fare (water/electricity/gas/mobile)]

[In-game items and Prepaid time card]

[Lottery]

[Online communities (dating sites etc.)]

[Financial products (wealth-managementproducts/stocks)]

Q12: Which type(s) of payment methods you have conducted on mobile end?


Mobile Commerce Will See Continuous Prosperity


74% of users are looking at more purchases from mobile

Q15: In the coming 12 months, do you plan on buying more products/service via mobile devices?


Mobile Devices Connect Advertiser and Consumers


Mobile Advertising Infiltrate into Our Mobile Online Life


Q20: Did you pay attention to mobile ads while browsing web pages or using apps on mobile devices?

66% of users pay much attention to mobile ads


Mobile ads Shapes Up Consumer Behaviors


Q22: Were you influenced by mobile ads in making purchase decisions?

53% of users admit their consuming behavior were influenced to some extent by mobile ads

10% of users say they were greatly affected by mobile ads to constantly buy advertised products

12% of users say they slightly affected by mobile ads to selectively buy advertised products


Simple and Intuitive ads are More Acceptable Among Mobile Users


27% of users are more receptive to graphic ads

20% of users are more receptive to text ads

Q23: Please indicate which type of mobile ad is more acceptable to you.

9% of users are more receptive to video ads


Background


Methodology

• We surveyed 1,040 Chinese netizens (aged between 15 - 64) who use mobile devices to access mobile Internet

• The questionnaire was published via Ader platform 7X24

• A mobile device is defined as “smartphone and tablet” with PC-like functionality or ability to access to internet wirelessly, browse web pages, download apps

• Respondents were asked a variety of questions around device usage, mobile search, video, social, web and commerce behavior and mobile advertising

• Interviews were conducted in Q2 2013


Demographics


Q25: Please indicate your gender. Q26: What is your age? Q27: What is your marital status?

64%

36%

8%

31%

32%

20%

6%

2%

41%

40%

9%

2%

9%

Male

Female

Under 18 Years

18-24 Years

25-30 Years

31-40 Years

41-50 Years

50+ Years

Single

Married

Living with partner

Divorce/separated

Prefer not to answer

Gender

Age

Marital Status


Demographics


2.00% 26.30%

66% 5.70%

4% 4%

18% 74%

10% 17%

7% 32%

15% 6% 6%

3% 4%

Primary School

High School

College and Above


Unemployed

Housewife

Student

Employed(full-…


No income

Less than 2,000

2,000 -4,999 RMB

5,000 -7,999 RMB

8,000 -9,999 RMB

10,000 -14,999 RMB

15,000 -19,999 RMB

20,000 or more

Education

Employment Status

Income

Q28: Which of the following best describe your employment status? Q29: What is the highest level of education you have completed? Q30: Your month income? Q30: Which of those ranges comes closest to the total (annual) income of your household?


Demographics


Q31: Where do you live? (>2yrs)

Locations


12.1% 11.3%

8.4% 8.0%

6.1%

4.7% 4.5% 4.0% 3.8% 3.8%

3.3% 2.8% 2.5% 2.4% 2.3% 2.2% 2.0% 2.0% 2.0% 1.8% 1.5% 1.4% 1.3% 1.2% 1.1%

0.7% 0.7% 0.5% 0.3% 0.2% 0.1% 0.1% 0.1%

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© RenRen Games. All Rights Reserved. Insights into China Mobile Internet Users 34

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Insights into chinese mobile internet users sept 2013

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