688M total网民 · 620M mobile网民

Mobile user growth rate reached 11.3%, significantly outpacing overall internet user growth.

Smartphones offer real-time convenience, replacing PC reliance.

In Dec 2015, total mobile usage时长 reached 29.7 billion hours (mUserTracker).

After a turning point in 2011, the number of maternal families kept increasing.

The "selective two-child policy" (2013) and the "universal two-child policy" (2015) further stimulated growth.

From March 2015 to February 2016, monthly unique visitors to maternal websites surged by 38%.

Among internet users in 2015: 40% rated as “healthy”, while over 50% reported sub‑health conditions.

More than 80% of netizens care about personal health, and among those “very concerned”, the post‑90s generation ranks highest, followed by post‑80s.

Chinese families typically center on children, and health attention expands from children to all family members.

Main reasons for first-time use: searching for maternal/child products and parenting information.

70% of users aim to acquire maternal and child health knowledge, and over 60% browse product information.

96% of users become dependent on maternal health management platforms.

Top 5 most desired family health content: early education, childhood disease prevention, nutrition intake, pregnancy management, mental wellbeing.

Nine out of ten users pay attention to health-oriented smart devices.

More than 70% plan to spend over ¥1000 on such devices in 2016.

Key purchase drivers: health data monitoring, lifestyle improvement, and disease prevention.

Most valued product features: data tracking & recording; most valued performance aspects: safety and data accuracy.

98% of maternal-family users purchase health smart hardware.

Among them, 98% check the recorded data, and 93% feel dependent on the device.

Four in ten users say they actively adjust their healthy lifestyle based on insights from smart hardware data.

Industry perspective: integrate fragmented vertical app functions into a unified platform to drive resource consolidation.

Platform self-positioning: users perceive ideal health platforms as “parenting experts, nutritionists, and friends”.

User angle: leveraging personal data feedback to fine-tune daily habits and overall family health.

According to iResearch “2015 China Internet Health Report”, among those “very concerned about health”, post‑90s users represent the largest share.

Young parents show strong interest in preventive care and whole-family health management.

Most popular platform types: nutrition & wellness, fitness & exercise, habit formation & tracking.

When managing family health, users prioritize diet, daily exercise, and mental health.

More than half of respondents believe existing health management platforms basically meet their requirements with personalized suggestions and data tracking.

Platforms deliver value through a “know-do-feedback” loop: knowledge + actionable recording + adaptive recommendations.

Awareness of representative health smart devices exceeds 80% (smart bands, smart scales, smart thermometers, etc.).

When selecting devices, users weigh product functionality and performance, especially data accuracy and usage safety.

This white paper integrates data from CNNIC, National Bureau of Statistics, iUserTracker (400k household/office panel), mUserTracker (150k smartphone users), and a dedicated online survey (Apr 2016).

Copyright notice: All content protected by law. Quotes must credit iResearch. Provided for industry reference only.

Free commercial fonts (Inter & Noto Serif SC) used for optimal readability across devices.

Survey shows the highest health attention is given to children, followed by elderly parents, and then self/partner.

Users expect platforms to manage unified family health profiles: vaccination schedules, growth curves, chronic condition monitoring for seniors.