China’s consumer market is changing rapidly due to urbanization, demographic shifts, rapid economic growth and the increasing prevalence of digital technology. Digital consumers are rapidly becoming mainstream consumers. This presents both significant opportunities and complex challenges for companies looking to compete in the world’s second largest consumer market.
Accenture’s China Consumer Insights project surveyed and studied the digital behavior of consumers across a wide range of industries in China, using multiple variables to profile urban consumers. Through this study, we obtained four major insights regarding digital consumers based on analysis of the survey data.
These we believe will serve as a valuable guide for enterprises in the communications, media and technology industries as they strive not only to develop their digital offerings but also enable the digital lifestyles of consumers.