1.1, Chinese financial world has a profound future and its market size will increase dramatically.
1.2. Among the users who are interested in finance, the gender ratio is close to 1:1. Male prefer Security & stock, while female prefer mobile payment and shopping.
1.3. In financial world, different specs of mobile phones have different popularity. Most of the users prefer large mobile screen, high battery capacity and high definition.
1.4. Users’ demograhphics and behaviors differ in various niche market. therefore, accurate targeting and diversified operation will be the core competitive edge in mobile commerce.
2. Research Source
All the data in this report are from YiGuanQianFan. Until the 4th quarter of 2015, based on the monitoring result of 540 million cumulative installed covering and 120 million mobile end monthly active users, YiGuanQianFan adopts its own enfoTech technique to effectively understand digital consumer behaviors on smartphone.
3.1.1. China's Internet financial industry ecological map
3.1.2. Banks and payment is the most mature niche market in Internet financial development.
3.1.3. In mobile financial world, the following 4 kinds of users’ scale are the largest; payment, stock, finance&bank.
3.1.4. The leading Apps in mobile financial world are mostly within mobile payment, phone banking, security & stock and finance category.
3.2.1. The gender differs in different fields of financial industry. Male prefers security & stock, female prefers mobile payment and finance category.
3.2.2. The proportion of young people is high in all fields. Young people prefers mobile payment, and for those age above 41 are more favor security& stock apps.
3.2.3. People from more developed area constitutes the main force of the financial industry. The preference of security & finance management and mobile banking is proportional to the regional economic development level.
3.2.4. people with high school diploma and bachelor’s degree are accounting for 80% of the users. People with master degree or above prefer security & stock and finance category, people with college degree prefer finance category and mobile payment.
3.2.5. The proportion of white-collar employees and freelancers are the largest in financial industry. Unemployed & retied users prefer security & stock, white-collar employees prefer mobile payment and finance category.
3.2.6. Users in all fields of financial industry are mainly middle-income group, while high-income users prefer mobile banking and finance category apps.
3.3.1. Users in mobile payment field prefer shopping and traveling.
The most relevant fields with mobile payment are group-buying, ticket-booking, comprehensive e-commerce, travel booking, micro-eshops. This shows that mobile payment has a very high correlation with e-commerce app and retail chain link App. It is also relevant with traveling and dining area. Users’ consume action with mobile payment already covers many fields of clothing, dinning, hotel & traveling. We can see that mobile payment has already become the main payment method during people’s daily life.
3.3.2. The users of security & stock apps are mainly business person. They prefer travel and office apps.
The most relevant fields with security & stock category are ticket-booking, flight services, business collaboration, city trip, etc. This shows that users in security & stock category are mainly business person, traveling and booking apps are essential for their business trip. Office apps reflects their busy working circumstance as well.
3.3.3. The users of mobile payment are more concerned about health and shopping, and most of them are interested in automobile sector.
The most relevant fields with mobile payment field are health advisory, group-buying, food e-commerce, automobile news. This shows that mobile payment users mainly have a certain level of savings, they want to improve their quality of life through shopping and traveling and also to improve their health status through health apps.
3.3.4. The users in finance category field focus more on traveling and health.
The most relevant fields with finance category are sports, health management, travel reservations, etc. Finance category users are mainly private owners or freelancers. They have more free time and therefore prefer travel reservation apps. Also, they pay much attention to their health management.
3.3.5. The users of mobile banking focus on health advisoryhealth advisoryhealth advisory and registered health management field.
Mobile banking app are more concerned in health advisory and registered health management field. Most of the users have highlighted health problems, great demand for treatment and older age.
Users of sports, health advisory, health information and self-examination & self-diagnosis in mobile banking are much equal. They focus on their health daily, and they enhance their physical fitness through exercise, they learn knowledge about health through information app. They are much younger and mainly can judge their health status by themselves.
3.3.6. Mobile banking apps are widely used in shopping areas. Users seeking high quality of life.
Users of CMB,ICBC&Minsheng Bank prefer food e-commerce,brand electric providers. They have strong purchasing power, pursuing for brand and focus on quality of life. Minsheng Bank is more prominent in micro-eshops field. CB users are liked much equal in each field.
For the following 4 fields; group buying, deals electricity supplier, comprehensive electricity supplier, maternal electricity supplier, each mobile banking is equal liked, users are more focused on daily necessities’ buying and the price difference.
3.3.7. Users of mobile banking prefer high consumption such as property services and automobile.
High consumption users prefer CMB and ICBC mobile banking. They have strong consumption power, pay much attention on property and household. Users of Minsheng Bank more focus on property. CB mobile banking app is less liked and equal in each field.
In automobile field, mobile banking app shows little difference. Users focus on fields that relevant with automobile to get information and complete the deal. They are the potential automobile buyers and they bias young.
3.3.8. Users of security & stock app prefer travel and tourism.
Users that check security & stock with Golden Sun and Flush prefer car or public transit during travel. Their travel way is always simple and don’t change much during their trip. Users that check security & stock with Eastern Wealth Network and GW show little TGI difference in all travel fields.
Users that prefer Optional Share to check the stock information that they interested in love read guides and make plan by themselves. They usually have strong sense of direction and clearly know their current position.
3.3.9. Users of security & stock are mainly business elite.
Users more prefer management app. Users of Golden Sun and Optional Share tend to contacts management and work management, they are mainly leaders/management positions. Users of Eastern Wealth Network are mainly business person, they pay more attention to business card management. Users of Flush and GW have little preference difference during all fields.
In daily office field, each security & stock app has little TGI difference during all fields, this shows that users of daily office app are very busy working, they can easily accept mobile office and rarely use security & stock app.
3.3.10. Users of security & stock app have strong ability to plan travel and they pursue for personalized travel.
Users of Golden Sun, Flush and GW are expert in making travel plan and hotel booking with relevant apps, they like to keep their travel in a good order.
Users of security & stock prefer travel guide apps, Optional Share are most concerned. They like reading travel guidelines and make plan by themselves. They usually not limited to fixed lines and love to choose their favorite line according to their interests.
4.1.1. Among all smart phone brands, Samsung, Huawei and Lenovo are the top 3 brands which account for a large proportion of the market.
4.1.2. The top three mobile phone brands in finance category are Samsung, Huawei and Lenovo.
4.1.3. Mobile phone brands such as Honor (Huawei), Huawei, Samsung, etc. are much more popular in finance category.
4.2.1. Users in finance category prefer large-screen mobile phone. Users of security & stock category prefer mobile phone with 6-inch screen or above.
4.2.2. Users of finance category not prefer mobile phone that less than 700 RMB.
4.2.3. The demand on battery capacity is keeping increasing, especially in security & stock category.