Deloitte Consulting: 2018 China Mobile Consumer Research Report

Today, Deloitte China's core service team for the telecommunications industry released "Technology Summit - China's Digital Consumers at the Top: 2018 Deloitte China Mobile Consumer Survey". This report is a comprehensive online survey conducted by Deloitte over the past five years, focusing on consumer behavior, trends, and views on various wireless mobile products and services. This survey covers hot topics such as mobile artificial intelligence applications, video content, mobile payments, smart homes, and personal information protection, aiming to reveal the key trends driving the development of the mobile market and provide reference for industry-related companies. The following are the core views summarized in the report:

Chinese mobile phone users are particularly fond of new things and dislike old ones

China's smartphone ownership rate exceeds the global average in all aspects, ranking first in the world; Chinese users' mobile phone usage cycle and frequency of phone replacement are also significantly higher than those of global users.

Stimulated by new features and high cost-effectiveness, Chinese users' demand for smartphone upgrades remains.

China is becoming a pioneer in AI mobile applications

Thanks to massive search data, rich product lines and extensive user demand, Chinese mobile phones have ushered in rapid development in the application of artificial intelligence.

Chinese users generally use AI applications at a higher rate than users around the world.

Fingerprint recognition takes center stage

In China, fingerprint recognition has surpassed password recognition and has become the absolute mainstream. Compared with China, global users use password recognition more frequently in unlocking, authorizing payment and transferring money.

Face recognition and voice recognition technologies based on AI technology have become the fastest-growing recognition technologies after fingerprint recognition. With the rapid development of artificial intelligence and the Internet of Things in China, China is expected to enter the era of "face recognition".

Second-hand mobile phones are stagnant

The rapid rate at which Chinese users change their phones causes mobile phones to be quickly "laid off" and become idle or second-hand phones.

The cost of replacing a phone is low, while the price of recycling a phone is low and the recycling channels are inconvenient, which makes the discount sales and trade-in services launched by upstream and downstream companies of second-hand phones have little effect. In the future, the prospects of China's second-hand mobile phone market are not clear.

Video content turns on "screen domination mode"

Video content is becoming a source of information for users, and video has become one of the most frequently consumed and produced content forms by mobile phone users.

The social attributes of video aggregation platforms and their addictive fragmented and personalized content push have snatched a large amount of user time from social media and quickly started to dominate the screen.

"Mobile payment" is overwhelming

The proportion of Chinese people using mobile phones to manage personal bank accounts and make shopping payments is far higher than the global average.

Convenient operation and the establishment of online and offline application scenarios have prompted mobile payment to gradually replace bank cards and become the inseparable "wallet" for Chinese mobile phone users.

China's home furnishing "sense of technology" surpasses the global level

The upgrading of domestic consumption, artificial intelligence and the promotion of Internet of Things technologies have made the ownership rate of smart home products in China higher than the global average. Among them, smart speakers, as a scene-based entry point, have become the object of competition among major manufacturers.

Mobile data traffic enters the "unlimited era"

With the implementation of the "speed up and reduce fees" policy and the cooperation between operators and various Internet software platforms, China's mobile data charges have begun to drop across the board, and Chinese users have entered the era of "unlimited" data.

Chinese users are unwilling to be data "transparent"

China has fewer legal constraints in areas such as user data protection, and Chinese users have a greater sense of crisis than global users.

The level of leakage of online shopping and health data of Chinese users is higher than the global average, and companies' use of users' mobile phone data is experiencing a "crisis of trust" among users.

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