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A 2010 consumer survey of technology related consumerism habits conducted by KPMG, an Audit and Advisory company, gives a broad picture of general consumer technology savvy. The survey collected first-hand data on China's consumer use of and willingness to use technology.
[KPMG's] annual survey of consumer trends in digital technology, communications and e-commerce.
The 2010 KPMG survey showed that 79 percent of Chinese people made and preferred purchasing online. Sixty-six percent use online technologies for banking transactions. Regarding advertising related to Internet use, 66 percent are willing to have their usage tracked while 80 percent are willing to receive advertising notices resulting from tracking. Smartphone ownership is around 70 percent with 50 percent of these people using smartphones for purchases.
Eighty-three percent prefer watching online content while 54 percent are willing to pay for online content delivery of books, movies music etc. Finally, a surprising 80 percent of Chinese consumers prefer watching TV content on the Internet rather than on their TVs. Thus the percentage of overall technology savvy is shown to be very high in China even though this survey did not include work related technology.
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