According to Nielsen’s research, China Mobile phone penetration is among the highest with 89%, among which 66% use smartphone.
The younger generation are more likely to embrace smartphone devices; 82% between the age of 16 and 24. And over half of the mobile phone users have multiple phones.
When Chinese choose a mobile phone, money is the top criteria. Good operating system and wide choice of applications are also very important to consumers.
Text messaging is still the most popular activities among Chinese mobile users, however, web browsing, applications and social networking are widely used on smartphones.
The popularity of smartphones has brought changes to shopping. Top smartphone shopping activity is Location-Based Service, Barcode or QR scanning, mobile banking and mobile wallet.
With the growing smartphone users, brands and advertisers are trying to get their message delivered to right customers. Chinese are the heaviest mobile video users, with 17% users said they watch more than three times a day. Most people said the use of mobile video had no effect on TV viewing. Mobile Internet is the major access of ads, and 65% of users watch ads at least once a day.