中国消费者的数字行为真相

2017.11中国消费者的数字行为真相CHINACONSUMERS’REALSCREENBEHAVIOUR1ADAYTHATISEXTENDEDBYDIGITAL延长待机的一天COMPLEMENTARYROLESOFSOCIAL&ECOMMERCE社交与电商相辅相成的曲线走向34CHANGINGROLEOFMOBILEVS.PC手机和电脑的角色演变5DUALSCREENANDMULTI-TASKINGBEHAVIOUR“重屏”下的多任务行为2CLAIMED&ACTUALBEHAVIOUR认知行为VS.真实行为KEYHIGHLIGHTS|关键内容ADAYTHATISEXTENDEDBYDIGITAL延长待机的一天1Timesofusage用户使用量集中性(频次)DIGITALSCREENSEXTENDEVERYDAYLIFE,PEAKINGATTHESTART&ENDOFTHEDAY电子设备，尤其是智能手机将清醒的时光延长至深夜Peakinthemorningandnighttime早晚的高峰期Asmallpeakatmid-night半夜的小高峰Base:18-45y.o.InternetUser(singlesource)|18-45岁的互联网用户(同源样本)Source:CNRS,18-45y.o.InternetUserCONSUMERSREGULARLYUNDERESTIMATETHEIRSCREENUSE这与消费者自我认知的数字生活差异很大Consumersdonotrealizehowmuchtheyusetheirmobiledevices,especiallyinthemorningandaroundmid-night消费者似乎并没有意识到自己在白天和半夜对电子设备的沉浸度DIGITALSCREENUSEINT3/4CITIESFOLLOWSTHESAMEPATTERNA