“The Chinese Luxury Traveler 2014” Hurun Report captures the smartphone usage behavior of Chinese luxury consumers. Those are defined as high net worth individuals (HNWI) with personal wealth exceeding 10MM RMB.
Relative to microblogging, micromessaging is more popular among HNWIs. In fact, microblogging usage has significantly dropped from 27% in 2013 to 13% this year; while micromessaging apps such as WeChat jump to second place at 39%. This may directly be related to WeChat’s emergence as well as potential fatigue among netizens with microblogging platforms in recent months.
As smartphones are becoming Chinese consumers’ primary Internet access device, brands will definitely need to align their strategies to those rapidly evolving smartphone behaviors.