emerging m-commerce in tier 2 & 3 cities
DESCRIPTION
Emerging m-commerce in tier 2 & 3 cities. Xiaobin Liu 2014 April. Smartphone Penetration in lower tier is also high. The penetration of smartphone is high not only in developed regions, but also in tier 3 and tier 4 cities. Smartphone Penetration by City Tier (%). - PowerPoint PPT PresentationTRANSCRIPT
Xiaobin Liu2014 April
EMERGING M-COMMERCE IN TIER 2 & 3 CITIES
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
2
SMARTPHONE PENETRATION IN LOWER TIER IS ALSO HIGHThe penetration of smartphone is high not only in developed regions, but also in tier 3 and tier 4 cities.
Data Sources: several researches on mobile users in China in Q4 2013, 2000 samplesInterview Methodology: CATI (computer aid telephone interview)
Smartphone Penetration by City Tier (%)
Total
Mobile
Users
in ChinaTie
r 1Tie
r 2Tie
r 3
Tier 4
& below0
20
40
60
80
100
72 79 72 74 74
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
3
SINCE SMARTPHONE IS NOW AFFORDABLE TO BLUE COLLARS
Total
Mobile
Users
in China
Student
White co
llar
Manag
ement
Blue colla
rs
Free la
ncer a
nd small
business
owners
Farmer
Unemployed an
d retired
020406080
10072
85 84 8871 81
31
69
Smartphone Penetration by Group of People (%)
Data Sources: several researches on mobile users in China in Q4 2013, 2000 samplesInterview Methodology: CATI (computer aid telephone interview)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
4
ANDROID CONTRIBUTES MORE FOR SMARTPHONE PENETRATION IN TIER 2 & 3
61%16%
2%2%
18%
OS Share
Android Apple iOsWindows Mobile SymbianUnknown/Others
Tier 1 Tier 2 Tier 3 Tier 4 & below0%
20%
40%
60%
80%
100%
56 64 62 58
21 14 18 15
2 1 2 11 1 3
1
17 19 15 22
OS Share
Android iOS Windows MobileSymbian Unknown/Others
OS Share (%)
Data Sources: several researches on mobile users in China in Q4 2013, 2000 samplesInterview Methodology: CATI (computer aid telephone interview)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
5
PENETRATION OF SMART TV IN TIER 2 & 3 IS ON PAR WITH TIER 1
TV
Wash Machine
Fridge
Fixed Phone
Air Condition
Water Heater
Wireless Router
Smart TV
TV BoxSe-
ries1 46
56
84
91
92
73
94
95
89
Series1 39
57
62
89
80
95
90
91
94
Series1 39
60
57
85
84
97
91
92
97
Series1 42
60
61
84
79
96
90
91
95
Tier 1 Tier 2 Tier 3 Tier 4
Penetration of Household Electronics
Data Sources: Nielsen’s CCI Research in Q1 2014, 3580 samplesInterview Methodology: CATI (computer aid telephone interview)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
6
APP USAGE IN TIER 2 & 3 IS RELATIVELY LOWER THAN TIER 1, BUT THE GAP IS NOT BIG
14%
20%
20%
20%
23%
24%
26%
26%
46%
47%IM
News
Mobile Video
Mobile Reading
Search
Online Game
Offline Game
Microblog
Shopping 9%
13%
12%
10%
15%
19%
20%
18%
31%
42%
12%
15%
15%
12%
15%
17%
17%
16%
32%
44%
11%
14%
14%
10%
16%
16%
16%
18%
29%
38%
Mobile APP Usage
Tier 1 Tier 2 Tier 3 Tier 4
Data Sources: several researches on mobile users in China in Q4 2013, 2000 samplesInterview Methodology: CATI (computer aid telephone interview)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
7
THOUGH THE PENETRATION IS SLOW, MOBILE SHOPPING AND PAYMENT ARE HAVING FASTEST GROWTH
Penetration and Growth Landscape - Mobile APP
Penetration
Grow
th R
ate
Hi
Hi
Lo
Lo
• IM
• KIK
• Surfing & Reading news
• E-books
• Video
• Search engine
• Online game
• Mobile shopping• Mobile payment
• Microblog
Data Sources: several researches on mobile users in China in Q4 2013, 2000 samplesInterview Methodology: CATI (computer aid telephone interview)
