MediaCom's Insight team conducted the research across high-end male consumers between the ages of 25 to 45 with a monthly family income in excess of RMB30,000.
Here are some of the key findings:
50 per cent of the interviewees own an iPad, and 85 per cent own a smart phone. They spend nearly two hours every day on these technological playthings, nibbling away at the time spent on desktop computers and laptops.
7 to 9pm in the morning is often the peak time for people to use mobile internet as entertainment during their commute.
Young consumers between 25 to 35 use music and game apps more often, while male consumers between 36 to 45 are more focused on information apps such as news, navigation and health.
News or magazines apps are the most frequently used on mobile phones for male consumers in first-tier cities.
Apart from self-contained apps, there are at least 28 apps on the average iPad. Despite using only six of them frequently, users will download an additional 18 apps each month. In comparison, the average smart phone carries 24 apps with 14 more added each month and only five used frequently.
90 per cent of respondents have paid for an app at least once. The average expenditure per capita in the last month is as high as RMB105. This is very different from the usual opinion that most consumers will only download free apps, indicating there is an potential market for paid apps on intelligent mobile terminals among high-end male consumers.
Two thirds of respondents have noticed the ads on apps with 81 per cent indicating ad links on the top or bottom of the screen are the most appealing to them, followed by brand ads (65 per cent) and branded apps (39 per cent).
