Consumer Insights report
The Statista report "Tech Giants in Mainland China 2019" examines consumer attitudes towards the largest tech companies and their impact on society as well as delving into the usage of brands, digital services and devices. It offers the results from an online study of 2,003 Chinese consumers
A Statista survey among 2,003 Chinese consumers shows that the tech giants; Alibaba, Baidu, Tencent and the big five U.S. tech giants (Amazon, Apple, Facebook, Google, and Microsoft) have established themselves in the consciousness of the Chinese public with 92% stating they had heard of Alibaba, Baidu and Tencent. Apple (91%) is the most well-known U.S. tech giant followed by Google (87%), Microsoft (86%), Amazon (82%) and lastly Facebook (66%).
When asked for their empathy with each of the brands, Chinese consumers reacted the most positively to Alibaba’s brand (89%). However, the big 5 U.S. tech giants are challenging the homegrown Chinese brands. Microsoft (84%) is the second most positively viewed brand behind Alibaba. Google (78%) and Amazon (76%) were also seen more favorably than Baidu (74%). In addition to this, no U.S. brand is seen more negatively than Baidu (8%).
Alibaba were not just viewed as the most positive brand, but as the industry leader for seven out of eight fields that were measured, especially in “customer service” (53%), followed by: “social responsibility” (43%), “likability” (41%), “usability” (34%), “data protection” (30%), “environmental friendliness” (30%) and “transparency” (29%). Further to this, Alibaba consumers were also much more likely to envisage the brand providing different services in their daily lives, for example bank services (87%), food services (84%) and local public transport (84%).
Apple were viewed by Chinese consumers as industry leaders for “innovation” (38%), as well as having “high quality and standards” (89%) and “stands for status symbols” (75%) as top brand characteristics. Not only this, but they were also joint top with Microsoft in “safe/secure products and services” (84%).
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