This graphic from Hurun Report’s recently published “The Chinese Luxury Traveler 2014,” captures the smartphone usage behavior of Chinese luxury consumers – defined as high net worth individuals with personal wealth exceeding 10mm RMB. Not surprisingly, micromessaging apps such as WeChat continue to capture smartphone usage (39%) and currently only trail email activities (52%). Of particular note is the sharp drop in microblogging (down 51% year over year) which may directly be related to WeChat’s emergence as well as potential fatigue among netizens with microblogging platforms in recent months. As smartphones cement their position as Chinese consumers’ primary internet access device, brands will need to develop strategies that map to rapidly evolving smartphone behaviors. [Hurun]
胡润研究院与亚洲国际豪华旅游博览（ILTM Asia）连续第四年合作发布《中国奢华旅游白皮书》(The Chinese Luxury Traveler White Paper 2014), 说明中国富豪手机功能使用情况。其调查对象为个人资产在一千万元以上的中国富豪,除短信与通话等手机基本功能,富豪使用手机邮件功能的比例已经超过半数(52%)。值得一提的是微博的使用率从 2013 年的 27%,下降到了今年的13%；而微信跃居手机功能第二位，比例达到39%。当智慧型手机成为主要上网工具的同时,品牌也需积极地建立良好的移动端用户体验。[Hurun]
How do China’s luxury consumers use their smartphones?
