Move over Shanghai and Beijing, China’s tier 2 cities are the hotbed for the tech savvy.
Technology marketers looking for the right target audience need not look further than the tier 2 cities like Chengdu and Sichuan, according to the results from the latest IDC ConsumerScape 360° survey.
“Given the extremely large combined population of tier 2 cities in China, coupled with this a very large proportion of Tech Evangelists, marketers should place tier 2 cities as a key priority for all consumer-facing brands, vendors, and data service providers,” says Michael DeHart, Director of IDC’s Global ConsumerScape 360° consumer technology insights program.
IDC’s Global ConsumerScape 360° research program has identified six distinct consumer market segments: Tech Evangelists, Impulse Buyers, Experimental Adopters, Pragmatic Purchasers, Green Buyers, and Disengaged Functionalists.
Tech evangelists not only own the most devices and utilize the most advanced functions, features and apps, they are also the group that drives adoption of device ownership and usage by other market segments. Tech Evangelists hold enormous sway over the buying patterns and device usage trends mass-market segments exhibit. They are also the group that mainstream market segments reach out to directly for purchasing advice.
“Tier 1 cities in China really are no longer ‘emerging markets’,” says DeHart. “These are mature economies with some of the largest populations in the world and bigger than many small countries.”
Tier 2 cities are currently exploding in terms of growth in China, and are now showing an extremely high level of Tech Evangelist consumers, clearly indicative of continued exponential growth in these markets.
This is critical information for PC, smartphone, tablet, and software vendors. “If you can reach this group successfully, you’ll see exponential ROI implications. By comparison, this level of Tech Evangelists in tier 2 cities – 41% – is higher than the rate of Tech Evangelists in any country that we currently track in ConsumerScape 360°,” says DeHart.
Tier 2 cities/provincial capitals in China include but are not limited to Chengdu, Sichuan, Chongqing, Dalian, Liaoning, Hangzhou, Ningbo, Zhejiang, Kunming, Yunnan, Nanjing, Suzhou, Jiangsu, Qingdao, Shandong, Tianjin, Shenzhen, Zhuhai, Guangdong, Wuhan, Hubei, Xiamen, Fujian, Xi’an, and Shaanxi.
While Tier 2 cities in China account for about 8% of the population of China, they account for about 59% of US imports, according to the US Commercial Service.
Posted by Blogs team @ GOTOM Tech – Adding value through technology.
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