14 DAY TRIAL // Mobile content and applications are expected to see an impressive growth in China in the near future, as a wide range of mobile phone users in the country are set to choose such solutions for their next purchase in the mobile space. According to a recent study from TNS Technology, 32 percent of Chinese consumers are considering content and applications as their first choice for a next purchase.
The report also shows that 41 percent of Chinese consumers are focused on the brand of the handset they are looking to purchase, while only 3 percent of them are taking the wireless carrier into consideration. In addition, the study unveiled the fact that 16 percent of mobile phone users in China were checking or updating their social networking profiles via their handset, while 19 percent of them showed interest in using these services in the future.
The interest in mobile content and applications seems to be one of the highest around the world. Other markets with increased interest in the area include Malaysia, with 35 percent, Germany, with 16 percent, the United States, 10 percent, or Japan, 3 percent. Moreover, the study from TNS Technology shows that 21 percent of Chinese users consider content and applications important for them, even if this is not their primary decision.
Currently, the most prominent mobile brands in consumer consciousness are social networking and search brands, even if users are also interested in handset manufacturers or in wireless services providers. Chinese consumers named Baidu and Kaixin in the top-ten most preferred mobile brands in the country, the same way in which Google and Facebook make it to the top in other 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.”