BEIJING: Smartphone penetration will rise 11 percentage points to 73 percent in 2015 in China, driven by higher adoption of smartphones in third- and fourth-tier cities.
The growth pace is slower from that of 15 and 22 percentage points in 2014 and 2013 respectively, with penetration in urban areas already at a high level, according to a survey by consumer research firm Nielsen China today.
Although the penetration rate of smartphones in first-tier cities remained steady at 94 percent in 2014, 55 percent respondents still said they planned to purchase smartphones within the next 12 months.
“We still see big opportunities for consumption in urban areas as consumers are paying more attention to the quality and performance of smartphones,” said Oliver Rust, Managing Director of Nielsen China.
With the overall upgrading trend in the smartphone market, middle- and high-end smartphones will be the primary source of growth this year, Nielsen’s study shows.
For rural consumers, nearly 10 percent of them indicated plans to purchase a smartphone in 2015, compared to that of 6 percent in the first quarter of 2014.
“In 2015, smartphone penetration increases will mainly come from lower-tier cities, rural areas, middle-aged and low-income consumers and the elderly,” the report says.
