CONSUMERS&BRANDSDesktop

PCs:

Huawei

owners

inChinaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHuawei

owners

inChina:who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Huawei

owners

inChina

(’’brand

users’’)againstChinesedesktop

PC

owners

ingeneral(’’category

users’’),

and

theoverall

Chinese

onliner,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

China)?

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsHuaweiis

the

sixth

most

owned

desktop

PC

brand

in

China

with

Lenovo

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

owned

desktopPCbrandsinChinaLenovoDell26%25%ASUS19%HP11%Apple(Mac)HuaweiAcer10%7%5%MicrosoftHaier4%4%Alienware3%4Notes:"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=1171,

desktop

PCownersConsumer

Insights

Global

as

of

August

2023Sources:Huaweiowners

in

ChinaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsHuawei

is

more

popularamongMillennials

thanother

desktop

PCbrands.Safety

and

security

isless

important

toHuawei

owners

than

to

other

desktopPCowners.Itstands

out

that45%

ofHuawei

owners

Huawei

owners

access

theinternet

viaasaythatelectronics

are

astatus

symbolforthem.tabletmore

often

thantheaveragedesktop

PCowner.Huawei

is

more

popularamong

femaledesktop

PCowners

than

male

desktopPCowners.Sportsisarelatively

prevalent

interestof

Huawei

owners.16%

ofHuawei

owners

are

in

thelatemajority

of

innovationadopter

types.Onsocial

media,

Huawei

ownersinteract

with

companies

more

oftenthan

other

desktop

PCowners.Traveling

isarelatively

popularhobbyamong

Huawei

owners.Arelatively

highshare

ofHuaweiowners

thinkthateducation

isanissuethatneeds

to

beaddressed.Huawei

hasalarger

share

ofownerswith

ahigh

income

than

other

desktopPCbrands.Huawei

owners

remember

seeing

adson

search

engines

less

often

thanotherdesktop

PCowners.Huawei

owners

and

desktop

PC

ownersingeneral

are

relatively

likely

to

live

inmegacities.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Huaweiismore

popular

among

Millennials

than

other

desktop

PC

brandsDemographic

profile:

generationsAgeof

consumersinChinaBrand

users18%58%49%22%2%Category

usersAllrespondents22%25%4%22%43%29%6%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=85,

Huawei

owners,n=1171,

desktop

PCowners,n=24522,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Huaweiismore

popular

among

female

desktop

PC

owners

than

male

desktopPC

ownersDemographic

profile:

genderGenderofconsumersinChinaBrand

users47%53%Category

usersAllrespondents55%45%51%49%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=85,

Huawei

owners,n=1171,

desktop

PCowners,

n=24522,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202386%

of

Huawei

owners

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinChina59%56%52%27%16%14%12%12%10%8%7%6%6%5%3%2%2%1%0%

1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=85,

Huawei

owners,n=1171,

desktop

PCowners,n=24522,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Huaweihas

a

larger

share

of

ownerswith

a

high

income

than

other

desktop

PCbrandsDemographic

profile:

incomeShare

ofconsumersinChinainthehigh,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users53%23%24%Category

usersAllrespondents41%30%29%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"What

brands

are

the

desktop

PCs

in

yourhousehold?";

MultiPick;Base:n=85,

Huawei

owners,n=1171,

desktop

PCowners,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

desktop

PC

owners,

Huawei

owners

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinChinalive59%54%48%16%14%

15%12%

12%12%9%9%7%6%6%6%5%3%

3%3%2%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=85,

Huawei

owners,n=1171,

desktop

PCowners,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Huaweiowners

and

desktop

PC

owners

in

general

are

relatively

likely

to

live

inmegacitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinChina53%52%45%26%23%21%15%

15%14%8%7%6%5%3%2%2%1%

1%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=85,

Huawei

owners,

n=1171,

desktop

PCowners,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

Huaweiowners

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinChinaBrand

users8%88%4%Category

users6%88%6%Allrespondents

5%88%7%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:

n=85,

Huawei

owners,n=1171,

desktop

PCowners,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSafety

andsecurity

is

less

important

to

Huaweiowners

than

to

other

desktop

PCownersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinChina45%44%43%41%38%37%38%38%33%36%34%33%36%35%33%28%31%29%25%28%

28%28%28%25%22%20%16%10%9%7%Anhonest

andrespectable

lifeAdvancingmy

careerLearningnew

thingsMaking

myown

decisionsAhappyrelationshipHavingagood

timeTobesuccessfulSafety

andsecuritySocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=85,

Huawei

owners,n=1171,desktop

PCowners,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sports

is

a

relatively

prevalent

interest

of

Huawei

ownersConsumer

lifestyle:

main

interestsTop10

interestsofHuawei

owners

inChina47%46%40%46%45%44%41%41%39%39%38%37%33%31%32%31%31%29%29%28%27%24%28%26%26%25%24%22%20%18%Food

&diningMovies,TVshows&musicSportsTravelHealth

&fitnessScience

&technologyCareer

&educationFashion&beautyGaming

&eSportsFinance&economyBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=85,

Huawei

owners,n=1171,

desktop

PCowners,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Traveling

is

a

relatively

popular

hobby

among

Huawei

ownersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHuawei

owners

inChina51%46%46%46%45%41%41%39%36%36%35%33%27%32%31%31%28%28%29%28%27%23%27%26%25%24%19%24%20%Pets17%TravelingOutdooractivitiesDoing

sportsandfitnessSocializingVideo

gamingCars/vehiclesPhotographyCooking/bakingReadingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=85,

Huawei

owners,n=1171,

desktop

PCowners,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

Huawei

ownersplay

badmintonConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHuawei

ownersinChina34%31%28%27%26%26%25%25%24%19%24%24%20%23%21%20%20%19%17%15%14%10%13%13%12%11%11%9%9%8%BadmintonFitness,aerobics,cardioBasketballHikingCyclingRunning/JoggingSwimming/DivingTableTennisDancingSoccerBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=50,

Huawei

owners,n=1306,

desktop

PCowners,n=12877,

allrespondentsConsumer

Insights

Global

as

of

August

202322%

of

Huawei

owners

follow

basketballConsumer

lifestyle:

sports

followedTop10

sports

followed

byHuawei

ownersinChina22%21%17%17%16%15%14%11%14%13%12%12%11%11%10%9%9%8%8%8%7%7%6%6%6%6%5%5%4%3%BasketballSwimming/divingTabletennisAthletics(track&field)CyclingSoccerBaseballGolfGymnasticsBoxingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:n=35,

Huawei

owners,n=702,

desktop

PCowners,

n=6479,

allrespondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

consumer

electronics?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

45%

of

Huawei

owners

say

that

electronics

are

a

status

symbolfor

themConsumer

attitudes:housing

&household

equipmentAgreementwithstatements

towards

housing

&householdequipment

inChina73%66%62%54%

54%54%51%48%47%45%44%45%40%35%31%Icould

notlivewithoutmy

smartphoneIwould

love

tocontrol

my

home

viasmartphone

or

voiceIwant

thebestaudioandcinematicexperience

from

allmy

devicesIbuynew

electronics,even

when

myoldmodel

stillworksElectronics

areastatussymbol

formeBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=85,

Huawei

owners,n=1171,

desktop

PCowners,n=4081,

all

respondentsConsumer

Insights

Global

as

of

August

202316%

of

Huawei

owners

are

in

the

late

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinChina47%45%43%28%26%23%16%16%14%13%12%9%4%3%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Whatbrands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:

n=85,

Huawei

owners,n=1171,

desktop

PCowners,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Huawei

owners

think

that

education

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

ChinaaccordingtoHuawei

owners40%40%37%36%31%35%34%34%32%31%32%29%29%29%28%28%28%27%27%24%24%22%22%21%20%19%14%16%16%13%EducationEnvironmentFood

andwater

securityClimatechange

Rising

prices/inflation/Health

andsocial

securityEconomicsituationHousingPovertyUnemploymentcost

of

livingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"What

brands

are

the

desktop

PCs

in

your

household?";

Multi

Pick;Base:n=85,

Huaweiowners,n=1171,

desktop

PCowners,

n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023Huaweiowners

tend

to

have

moreleft

leaning

political

views

than

other

desktopPC

ownersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinChinaBrand

users27%42%27%4%Category

usersAllrespondents19%48%45%22%22%11%12%21%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"What

brands

are

the

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=85,

Huawei

owners,n=1171,

desktop

PCowners,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsHuaweiowners

access

the

internet

via

a

tablet

more

often

than

the

averagedesktop

PC

ownerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinChinauseregularlytoaccess

theinternet95%

95%94%78%76%74%72%71%67%64%62%61%54%53%51%46%40%40%35%34%33%29%30%23%22%

22%17%SmartphoneLaptopDesktop

PCTabletSmart

TVSmartwatchSmart

speakers

Gaming

console

Streaming

deviceBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:

n=85,

Huawei

owners,n=1171,

desktop

PCowners,

n=24522,

allrespondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Huaweiowners

interact

withcompanies

more

often

than

otherdesktop

PC

ownersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinChinabytype54%51%49%

49%49%47%47%45%44%44%44%42%41%40%40%39%39%38%37%36%36%34%34%33%28%32%32%28%23%27%4%2%2%1%

1%0%Postedpictures/videosFollowedpeopleFollowedcompaniesCommentedon

postsLikedcompanypostsSentprivate

Liked

posts

Posted

textsSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotherusers/statusupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Whatbrands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;Base:

n=85,

Huawei

owners,n=1171,

desktop

PCowners,n=24522,all

respondentsConsumer

Insights

Global

as

of

August

2023Huaweiowners

tend

to

read

online

news

websites

less

often

than

desktop

PCowners

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinChinahave

been

usinginthepast4weeks80%80%78%68%75%65%70%62%62%57%51%48%44%42%41%33%40%30%39%33%30%36%35%34%

29%27%29%26%25%25%16%

12%12%TVMovies

/cinemaDigitalvideo

Digitalmusiccontent

contentOnlinemagazinesPodcastsMagazinesRadioDailynewspapersOnlinenewswebsitesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"What

brands

arethe

desktop

PCs

in

your

household?";Multi

Pick;Base:

n=85,

Huawei

owners,

n=1171,

desktop

PCowners,n=12469,

all

respondentsConsumer

Insights

Global

as

of

August

2023Huaweiowners

remember

seeing

ads

on

search

engines

less

often

than

otherdesktop

PC

ownersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHuawei

owners

inChinahavecome

across

digitaladvertisinginthepast4weeks40%39%39%39%39%38%37%37%35%34%34%32%32%33%32%30%29%29%28%28%27%26%26%22%25%21%24%24%24%22%NewslettersSocial

mediaOnlinestoresVideo

gamesVideo

portalsMusicportals

SearchenginesBlogs/forumsVideo

streamingservicesWebsitesandappsof

brandsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"What

brands

arethe

desktop

PCs

in

yourhousehold?";

Multi

Pick;

Base:n=85,

Huawei

owners,n=1171,

desktop

PCowners,n=24522,

allrespondentsConsumer

Insights

Global

as

of

August

202360%

of

Huawei

owners

remember

ads

they

saw

on

TVMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinChinahavecome

across

non-digital

advertisinginthepast4weeks60%55%54%49%47%

47%41%41%41%34%35%28%28%20%27%27%26%23%22%22%23%21%20%19%OnTVAtthemovies

OnadvertisingDirectly

inthestoreOntheradioInprinteddailynewspapersInprintedmagazinesandjournalsBy

mailshot

/advertisingmail/cinemaspaceson

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"What

brands

are

the

desktop

PCs

inyourhousehold?";

Multi

Pick;

Base:

n=85,

Huawei

owners,n=1171,

desktop

PCowners,n=24522,

all

respondentsConsumer

Insights

Global

as

of

August

2023CONSUMER

INSIGHTS