Mobile Content And Applications Set For Major Boom In China

March 30, 2010 - PRLog -- Consumers in China currently pay much attention to the content and applications available regarding their mobile phone purchase decisions according to a study Global Telecoms Insights (GTI) 2010, conducted by TNS Technology.

Mobile content and applications will be critical for mobiles
When asked to choose the single most important factor in their next purchase, 32% of Chinese consumers chose Content and Applications as their first choice, narrowly behind the brand of handset available (41%) and well ahead of the brand of network provider (3%).  

This is almost the highest in the world and well ahead of markets like the Germany (16%), USA (10%) and Japan (3%), only second to Malaysia (35%). A further 21% still considered Content and Applications as important to them, even if it is not their primary decision factor.  

Search and social networking will be more catching on
Social networking and search brands currently are the most prominent mobile brands in consumer consciousness, though lagging behind from some handset manufacturers and some network providers. When asked about the single most preferred mobile brands in China, Baidu and Kaixin also made the top-10, just like the case of Google and Facebook in western markets.

“This is a clear sign of a fundamentally changing category, with consumers using their mobile phone as a multi-media and social networking device. Consumers want to create, share and comment on it, rather than to collect content.” Shawn Wang, Head of TNS Research International China, commented. “With the launch of 3G networks and the increased access to content and service brands like Baidu and Kaixin through a mobile, the power of handset manufacturers and network providers may be challenged. So handset manufacturers and network providers might need to partner with content and application providers, to better meet consumers’ needs and to drive more compelling consumer offers.”

The study shows that 16% of mobile users in China now say that they check and update social networking sites through their mobile and a further 19% say they are very or quite interested in using this service in the near future.

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About the study
Global Telecoms Insights, GTI, is an annual consumer survey worldwide designed to build a picture of the mobility consumer, focusing on a range of topics from usage patterns, the path to purchase, brand commitment and convergence behaviors. The study is used to help inform brand, channel and product development strategies, and the focus is less on understanding what has happened before, and more on providing guidance to what the future holds. The study covers 35 major international markets and interviews a total of 27,000 consumers，including more than 2400 people in China’s 10 cities across tier one to three.

GTI 2010 has some other major findings as follows:
-  Prepare for a consumer surge into the device market
-  Consumers are craving simplicity in services in China
-  ‘Social’ will be the backbone that mobile services are built from
-  Despite the rise of the internet as a transaction point, ignore the retail store at your peril!
-  The mobile brand ecosystem is rapidly fragmenting
-  Content and Applications are a critical part of the decision making process for Chinese consumers
-  China is leading, not following
-  Notebooks still hold sway over Netbooks

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About TNS
TNS, who recently merged with Research International, is the world’s largest custom research agency delivering actionable insights and research-based business advice to its clients so they can make more effective business decisions. TNS offers comprehensive industry knowledge within the Consumer, Technology, Finance, Automotive and Political & Social sectors, supported by a unique product offering that stretches across the entire range of marketing and business issues, specialising in product development & innovation, brand & communication, stakeholder management, retail & shopper, and qualitative research. Delivering best-in-class service across more than 75 countries, TNS is part of Kantar, the world’s largest research, insight and consultancy network. Please visit www.tnsglobal.com for more information.