2012 Consumer Survey Report on Ultrabooks in China

A year later, major PC makers have launched their own ultrabooks. In recent times, the promotion of Ultrabooks in various media has even given people a feeling of “overwhelming”. In order to understand the Chinese consumer's awareness of the “Ultrabook”, the ZDC, an internet consumer research center, launched a survey on the ultrabook awareness in May 2012. As of May 27, ZDC received a total of 880 responses to the questionnaire. Through IP differences and the rationality and completeness of the answers, a total of 863 valid questionnaires were obtained.

Based on valid data samples, ZDC launched the "2012 Chinese Consumer Survey Report on Ultrabooks".

Note: Due to the single source of the survey sample, it may affect the survey results.

Report summary:

• Consumers who know about ultrabooks are close to 90% of survey participants. This part of consumers has a more balanced distribution in different age groups.

• More than 80% of consumers who know about ultrabooks often use laptops, and more than 40% often use tablet computers.

• Most consumers are exposed to the concept of ultrabooks in the second half of 2011 or the first quarter of 2012. The first contact was mostly through online media.

• The vast majority of consumers believe that Ultrabook will become the trend of mobile PC development.

• More than 70% of consumers are interested in deepening their understanding of ultrabooks by focusing on online media or personal experience.

• Consumers exposed to the ultrabook concept through newspapers or magazine media have a high level of overall understanding of the industry. Consumers who have reached the concept of ultrabooks through television or radio media are still at a preliminary level of understanding.

• Only 10% of all survey participants often use ultrabooks, and more than 40% often use tablet computers.

I. The proportion of consumers who have an understanding of the ultrabook and the distribution of characteristics

● Nearly 90% of survey participants learned about Ultrabook.

(Figure) Chinese consumers' understanding of the "ultrabook"