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Chinese Smartphone Owners Demand High Levels of Local Customization
Survey on Meeting Advanced Chinese Smartphone User Needs
Boston, MA - May 16, 2012 - Focusing on China, the largest smartphone market in the world, the Wireless Device Lab (WDL) and Wireless Media Lab from the Strategy Analytics User Experience Practice conducted research with Chinese smartphone owners in order to understand consumer priorities and requirements regarding purchase and use decisions. Three reports identify Chinese smartphone habits and practices, purchase choice processes and smartphone apps experience. The reports are:
Chinese smartphone users clearly desire a phone that is easy to use. After the phone itself, a decent camera feature was weighted as the most important phone add-on. While the music player is the most frequently used phone feature, mobile Internet is the most frequently used service by Chinese respondents. In addition to payment via credit card, users want to be able to purchase by Ali Pay, a Pay-Pal-like app, debit card, or by adding charges to their phone bill.
Also, the locally developed MIUI operating system platform has been successfully optimized for Chinese local market requirements;
"Chinese consumers seek a mobile application store that should not only be easy to use and well structured, but provides a specific Chinese consumer experience," commented Alvin Wu, report author and analyst in the Strategy Analytics Wireless Device Lab. "Chinese users want to be able to easily download locally relevant applications from the smartphone app store, such as Taobao for shopping, Dazhihui for checking stocks and Dazhong Dianping for restaurant reviews."
Paul Brown, Director, User Experience Practice, added, "For a smartphone to be successful among the large advanced segment of users in China, manufacturers must meet unique Chinese consumer needs for integration of native applications and social networking services (SNS), contacts and messaging, file management, security, privacy and customization."
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