资源描述：
《Segmenting China,s digital Consumer》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、1APRIL2011marketing&salespracticeSegmentingChina’sdigitalconsumersMarketingsuccessfullytoChina’ssoaringpopulationofInternetuserswillrequirespecificknowledgeabouthowtheyemployapplicationsanddevices.2Chinacouldhaveasmanyas750millionpeopleonlineby2015,upfrom420milliontoday,McK
2、inseyresearchestimates.WhoaretheseInternetusers?Whichapplicationsdrivethemonline,andwhatmakesthemstaythere?Whichdevicesaretheyusing,andhowwillthatchangeovertime?MarketersseekingtoreachChina’sswellingpopulationneedthesedetailstomakeinformedbusinessdecisions.TheMcKinseyreport
3、UnderstandingChina’sDigitalConsumersattemptstofilltheinformationgap.In2010,wesurveyedmorethan5,000oftheseconsumersinupwardof20Chinesecities.Inadditiontocollectingbasicdemographicdata,weaskedtherespondentsquestionsthathelpedusassesstwocriticaldimensionsoftheirdigitalpersonas
4、.Thefirstwashowmuchtimeconsumersspendondigitaldevices(suchasmobilephonesandsmartphones,PCs,TVs,andgameconsoles)andhowtheyallocatetheirtimeamongvariousapplications(e-mail,instantmessaging,games).Theseconddimensionwashowmuchmoneyconsumersspendondigitaldevicesandapplications.O
5、urresearchrevealedsevenconsumersegments,withwidelyvaryingusagepatternsWeb2011andpreferencesfordigitalapplicationsanddevices(exhibit).Thelargestsegment,the“traditionalists,”comprisesawhopping125millionconsumers,whostillspendalargeChinadigitalteaserExhibit1of1portionoftheirme
6、diatimeontraditionalformssuchastelevisionandarelesslikelytoown,orwanttoown,otherdigitaldevices.TheyarelesseducatedthantherestoftheInternetusers,andmanyliveinsmallercities.ExhibitDifferentsegmentsofconsumersinChinavarywidelyintheiruseofdigitalapplicationsanddevices.%ofrespon
7、dents,n=4,866TimespentondigitalmediaLightusers:<14hoursperweekModerateusers:14–28hoursperweekHeavyusers:>28hoursperweekDigitaljunkiesspendmorethantwiceasmuchtimeonlineasallothersegments,areearlyadoptersofhigh-techgadgetsBasicusersspendtheleastamountoftimeGamersspendthemostt
8、imeonPCgames,areonline,playgamesonmobilephonesheavyusersofsocialnetworks6917Mobile
