Kendra Schaefer

17 posts

Kendra Schaefer began designing websites in the mid-1990s, when Geocities was still a thing, and has been skulking around China’s tech scene since 2004. In the years since, she has designed and consulted on over 150 digital projects for both SMEs and multinationals. She specializes in Chinese interface design and usability, and now serves as the Head of Digital Research at Trivium China.

China Market User Research: Women Short Video Influencers

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3 minute read

What do the top women influencers on Douyin have in common?

Kendra Schaefer
Posted on March 11, 2019April 7, 2019

We’re still sifting through the mountain of lady-centric research that floods the Chinese internet post-Women’s Day. Short video-sharing platform Douyin published something a little different this year — a report…

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China User Experience Market Research User Behavior Chinese Users Women

2.3K views
5 minute read

Happy Women’s Day: China has closed the mobile ownership gender gap. What’s next?

Kendra Schaefer
Posted on March 8, 2019April 7, 2019

Another Women’s Day, another round of semi-patronizing nonsense statistics. TMall’s “Independent Women’s Consumption Report” gives ladies a fatherly head-pat, enthusing that sales of wireless bras are up 62% (Huanqiu Tech):…

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China Market Research User Behavior - China Vacation Rental Market Users Hosts

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4 minute read

Users are diversifying on China’s home sharing apps

Kendra Schaefer
Posted on March 1, 2019April 7, 2019

Market research agencies get very interested in big groups of big spenders. And no one’s tossing cash around the planet quite as exuberantly as travelers from mainland China (HospitalityNet): “The…

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Chinese Market Research User Research China: Youth Demographics

3.0K views
6 minute read

How much autonomy do China’s “digital children” have in their online lives?

Kendra Schaefer
Posted on February 21, 2019May 28, 2019

72% of Chinese parents said they do monitor what their children are doing online, but the survey results show that their specific concerns differ from parents in the west.

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2.4K views
3 minute read

Chinese trust in the media: How is it measured, and does it matter?

Kendra Schaefer
Posted on December 14, 2018March 13, 2019

A large-scale survey by Penguin Intelligence finds that Chinese users give the mass media a trust score of 61.2 (out of 100) on average.

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Chinese User Behavior: Short Video Platform Penetration Rates

Content

2.0K views
2 minute read

Cheetah Data: Long-form vlogging is China’s next content trend

Kendra Schaefer
Posted on December 12, 2018April 4, 2019

The research arm of Cheetah Mobile thinks that China’s short video content trend is close to reaching its apex. And the replacement? Long-form video blogging.

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Chinese User Attitudes: Chinese Youth Now Disagree with Copyright Infringement

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2 minute read

Chinese youth now consider copyright infringement shameful

Kendra Schaefer
Posted on December 9, 2018March 13, 2019

According to Gong Yu, CEO of iQiYi, next-gen Chinese consumers are less likely to support content theft.

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