1、2017.11中国消费者的数字行为真相CHINA CONSUMERSREAL SCREEN BEHAVIOUR1A DAY THAT IS EXTENDED BY DIGITAL延长待机的一天COMPLEMENTARY ROLES OF SOCIAL&ECOMMERCE社交与电商相辅相成的曲线走向34CHANGING ROLE OF MOBILE VS.PC手机和电脑的角色演变5DUAL SCREEN AND MULTI-TASKING BEHAVIOUR“重屏”下的多任务行为2CLAIMED&ACTUAL BEHAVIOUR 认知行为 VS.真实行为KEY HIGHLIGHTS|关键内容A

2、DAY THAT IS EXTENDED BY DIGITAL延长待机的一天1Times of usage 用户使用量集中性(频次)DIGITAL SCREENS EXTEND EVERYDAY LIFE,PEAKING AT THE START&END OF THE DAY电子设备，尤其是智能手机将清醒的时光延长至深夜Peak in the morning and night time早晚的高峰期A small peak at mid-night 半夜的小高峰Base:18-45 y.o.Internet User(single source)|18-45岁的互联网用户(同源样本)Sourc

3、e:CNRS,18-45 y.o.Internet UserCONSUMERS REGULARLY UNDERESTIMATE THEIR SCREEN USE这与消费者自我认知的数字生活差异很大Consumers do not realize how much they use their mobile devices,especially in the morning and around mid-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DIGITAL SCREEN USE IN T3/4 CITIES FOLLOWS THE SAME PATTERN AS IN

4、 T1/2 CITIES,EXCEPT FOR THE MIDNIGHT PEAK在整体使用量上，不同城市级别的差异正逐渐消失TIER 3-4|3-4 线城市TIER 1/2|1/2 线城市Times of usage 用户使用量集中性(频次)Base:18-45 y.o.Internet User(single source)|18-45岁的互联网用户(同源样本)56789101112131415161718192021222301234（hour）MHI10K RMB 家庭月收入1万MHI 10K RMB 家庭月收入 1万Times of usage 用户使用量集中性(频次)Base:18

5、-45 y.o.Internet User(single source)|18-45岁的互联网用户(同源样本)56789101112131415161718192021222301234（hour）THIS IS ALSO TRUE OF INCOME LEVELS,WITH HIGHER INCOME USERS ONLY SLIGHTLY MORE ACTIVE不同收入级别之间的差异也并不显著，相较而言，中等收入以上的群体活跃度相对较高WEEKEND 周末WEEKDAY 工作日Times of usage 用户使用量集中性(频次)567891011121314151617181920212

6、22301234（hour）Base:18-45 y.o.Internet User(single source)|18-45岁的互联网用户(同源样本)THERE IS SIGNIFICANTLY MORE DIGITAL SCREEN USE ON WEEKDAYS THAN AT WEEKENDS和周末相比，人们在工作日的沉浸度更高启示Consumers havent realized how deeply digital screens impact their daily lives,especially on weekdays.As Tier 3-4 markets usage ha