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Selected insights on target group: Secondhand smartphone buyers in China

• Many secondhand smartphone buyers have a medium annual household income
• Safety and security has less importance to secondhand smartphone buyers than to the average onliner
• 39% of secondhand smartphone buyers are laggards or in the late majorty of innovation adoption
• A relatively high share of secondhand smartphone buyers think that civil rights are issues that need to be addressed
• Secondhand smartphone buyers remember seeing ads on social media less often than the average onliner

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed

• Attitudes towards digital media
• Innovation adoption
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in China
• Gender of consumers in China
• Consumer’s level of education in China
• Share of consumers in China in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in China live
• Communities where consumers live in China
• LGBTQ+ status of consumers in China

• Most important aspects of life for consumers in China
• Top 10 interests of secondhand smartphone buyers in China
• Top 10 hobbies and leisure activities of secondhand smartphone buyers in China
• Top 10 sports activities of secondhand smartphone buyers in China
• Top 10 sports followed by secondhand smartphone buyers in China

• Agreement with statements in China
• Innovation adopter types based on statements towards innovation by consumers in China
• The 10 most important issues facing China according to secondhand smartphone buyers
• Political attitudes of consumers in China

• Top 10 places where secondhand smartphone buyers in China have come across digital advertising in the past 4 weeks
• Devices consumers in China use regularly to access the internet
• Social media activities in China by type
• Places where consumers in China have come across non-digital advertising in the past 4 weeks
• Type of media consumers in China have been using in the past 4 weeks