Segmenting Chinese Mobile Phone Users

Mobile phones are an integral part of day-to-day life for most Chinese consumers. But not everyone uses their phone in the same way nor is similarly attached to their phone. Forrester's analysis of the mobile attitudes, behaviors, and expectations of Chinese mobile phone owners has uncovered three segments: Super Shoujirens, Entertaining Shoujirens, and Wusuoweis. This demographic profile gives more insight into how each of these segments uses and feels about their phones. It also gives insights into how they differ in terms of demographics, attitudes, and ownership of electronic devices.