Forrester: Chinese Consumers Are Sophisticated Mobile Users – But Only On The Surface
New
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Chinese Mobile Users Are Not Always Addressable As Expected
Despite their sophistication, Chinese mobile users suffer from slow Internet speed on the go, and most of their advanced mobile tasks are taking place over Wi-Fi. Today, only 24 percent of Chinese consumers use public Wi-Fi hotspots provided by telecoms, making their mobile engagement less “on the go” than in many other markets.
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Sophisticated Mobile Marketing Programs Are Not The Smartest
Approach
Chinese mobile users prefer to use data-light apps such as mobile messaging and social platforms, which provide a better user experience under low-speed mobile Internet connections. Ninety-one percent of metro online Chinese mobile consumers have used instant messaging apps on their mobile phones. Sophisticated mobile marketing programs or data-heavy, fancy apps will not appeal to them.
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Instead of
Building An App , Partner With Popular Third-Party Apps For Mobile Marketing
Brands set on building their own app, must remember that creating it is only part of the challenge. Getting users to download or use it on 2G speeds, and overall maintenance of the technology on the Chinese mobile infrastructure are additional considerations. As an alternative, marketers are recommended to consider working with popular apps that have already become part of consumers’ daily mobile lives. For example, Chinese consumers flock to local mobile apps, such asMoji Weather and WeChat. The latter has a database that reportedly surpassed 600 million users.
About
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For a copy of the full report, please contact:
Forrester
Research, Inc.
Deborah Ng, +65 9731 7754
Public Relations,
Asia Pacific
dng@forrester.com