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Average Chinese Consumer Stores Nearly RMB5,000 Worth of Digital Content
Wed 16 July, 2008
New Study Demonstrates Chinese Consumers are Ready to Enter the Tera Era
HONG KONG, July 16, 2008 – The volume and value of
digital content usage has increased rapidly among consumers in China. According
to a research study announced today by Hitachi Global Storage Technologies
(Hitachi GST) and KRC Research, the average Chinese consumer has
RMB4,7221 worth of digital media stored on electronic devices, as a
result of the growing digital entertainment trend and the explosive growth of
rich media content.
This study provides a snapshot into the digital storage needs, behaviors and
attitudes of Chinese consumers. It indicates that we have now entered what
Hitachi calls the “Tera Era,” where the amount of digital
information being created, accessed, shared and stored around the world
continues to grow at an uninterrupted, unrelenting pace.
“The intersection of three dynamic elements -- capacity, content and
culture -- has resulted in explosive growth in the amounts and types of
information people are now storing,” said Robert Chu, vice president,
Asia Pacific, Hitachi Global Storage Technologies. “In the Tera Era,
megabytes are long forgotten. Gigabytes are replaced by terabytes as a way to
address insatiable demand for more storage capacity.”
High Capacity and Value
The results show that two in 10 Chinese consumers are “high storage
capacity” users. Eighteen percent possess 200 gigabytes (GB) or more of
storage capacity, and 20 percent own 81 to 200GB of storage capacity.
At the same time, Chinese consumers highly value the digital media stored on
their devices. More than 60 percent of those sampled attribute value to their
digital media, of which 9 percent consider the contents as
“priceless,” and 32 percent regard the contents as
“valuable.”
“Hitachi believes the next 50 years of storage will be marked by
widespread proliferation of hard drives into a multitude of electronic devices
that we can’t even imagine yet,” said Mr. Chu.
Below are other key findings of the national telephone survey2 of
1,040 adults aged 18 to 64 in China conducted during May 2008:
Digital Device Popularity
Nearly all surveyed Chinese have at least one electronic device that
provides digital data storage:
- More than nine in 10 (93 percent) own some kind of device with digital
storage
- Four in five own a desktop computer or PC (82 percent) or a cell
phone with a camera (80 percent)
- Three in five (62 percent) own a digital camera
- Three in five (62 percent) own an MP3 player
- More than one-third own a laptop computer (38 percent) or digital
video recorder (36 percent)
Capacity in High Demand
Despite such high usage, there continues to be steady demand for even more
storage capacity:
- Nearly half (48 percent) of the subjects would like to have twice as
much storage or more in order to save everything they would like to on their
devices
- Of these, 14 percent would like twice as much storage, six percent
would like three times as much, and 28 percent wish they had “so much
storage that it was never an issue”
“Generation Y” (18 – 24 years) Driving the
Trend
On average, Chinese consumers who own electronic devices have 1,311 songs,
3,083 photos, 24 movies and 22 games stored on their devices.
- Three in four (74 percent) consumers with digital devices have
stored songs
- “Generation Y” consumers store a lot more songs than other
adults, an average of 3,195
- As with songs, three in four (74 percent) Chinese consumers with
digital devices have stored photos
- “Generation Y” consumers store the most digital photos, an
average of 7,571
- Half (51 percent) of Chinese consumers report storing a movie on an
electronic device
- Adults aged 25 to 34 store the highest average number of movies, 40
- More than six in 10 (62 percent) Chinese consumers store video games
on their devices
- Adults aged 25 to 34 store the highest average number of games, 36
- Men store more games than women, an average of 32 games versus 12 games
A Hitachi white paper and more details about the Tera Era can be found at
www.hitachigst.com/TeraEra.
About Hitachi Global Storage Technologies
Hitachi Global Storage Technologies develops advanced hard disk drives to
store and preserve the world’s valued data. Founded by the pioneers of
hard drives, Hitachi GST enables users to fully engage in the digital lifestyle
by providing high-value, high-capacity storage in formats suitable for the
office, in the home or on the road. With vertically integrated research, design
and manufacturing capabilities, Hitachi GST delivers leadership technology and
quality to its global customer base.
With approximately 33,000 employees worldwide, Hitachi GST offers a
comprehensive range of hard drive products for desktop computers,
high-performance storage systems and servers, notebooks and consumer devices.
For more information, please visit the company’s website at www.hitachigst.com.
About Hitachi, Ltd.
Hitachi, Ltd., (NYSE: HIT/TSE: 6501), headquartered in Tokyo, Japan, is a
leading global electronics company with approximately 384,000 employees
worldwide. Fiscal 2006 (ended March 31, 2007) consolidated revenues totaled
10,247 billion yen ($86.8 billion). The company offers a wide range of systems,
products and services in market sectors including information systems,
electronic devices, power and industrial systems, consumer products, materials
and financial services. For more information on Hitachi, please visit the
company's website at http://www.hitachi.com
Hitachi Global Storage Technologies' trademarks are authorized for use in
countries and jurisdictions in which Hitachi Global Storage Technologies has
the right to use, market and advertise the brands. The Travelstar trademark is
authorized for use in the Americas, EMEA, and the following Asia-Pacific
countries and jurisdictions: Australia, Hong Kong, Japan, New Zealand, South
Korea and Taiwan. Hitachi Global Storage Technologies shall not be liable to
third parties for unauthorized use of its trademarks.
1Based on the average price of digital songs,
printed photos, movie DVDs and PC video games from popular retailers
2The estimated margin of error for this study
is ±3.0 percentage points at the 95% confidence level. Please note that in
looking at the numbers, the results themselves are weighted to match the
general population, although the provided sample sizes are unweighted
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