2016年11月CARAT

每年11月至次年3月澳大利亚的墨尔本和堪培拉是最佳旅行时间 #生活常识# #日常生活小窍门# #出行建议# #最佳旅行时间#

文本描述

BEYOND THE OBVIOUS
THE EVOLUTION OF THE POST 90S IN CHINAWe all know the post ‘90s generation
aged 16-24 is extremely social with their
lives revolving around mobile and ever
expanding interests. What does this
really mean to us as marketers What
are they really doing on media What
content are they seeking and how do
platforms fuel their lives While there are
obvious answers; the nuances between
high school students, university
campuses, and young professionals in
different tier cities are relevant yet often
overlooked.
Let’s take a look at:
LIFE OUTLOOK
ONLINE BEHAVIORS
CONTENT PREFERENCES
Life Outlook
This digitally native generation was born
just after China had opened its doors to
the outside world and was raised through
its massive growth spurt. As a result the
globally curious post ‘90s at their core
are open minded and seek to enjoy their
life between responsibilities. Overall they
focus on making friends, having fun,
study and work. Amidst very challenging
times in their lives studying for the
GaoKao, or tackling massive life changes
transitioning to the work force; these
attitudes seek to bring balance. Bake this
into a globalizing culture propelled by
group acceptance, progression and filial
responsibility with a top heavy population
and you have a very interesting segment
paving China’s future.
Segment Highlights:
High School Students: most of their time
used for studies, they relieve stresses
through socialmedia and games
University Students: studying, preparing
to enter the work force, staying close to
friends
Young professionals: transitioning to the
workplace along with balancing their
career, family pressures for marriage,
and building friendships
BEYOND THE OBVIOUS: POST ‘90S IN
CHINA
STUDENTS HAVE GLOBAL MINDSET
FOR RELATIONSHIPS AND STUDY
YOUNG PROFESSIONALS SEEK
OUTSIDE TRAINING
AND CERTIFICATIONS
ALL ENJOY GAMES BUT STUDENTS
USE MORE SOCIAL GAMES
Source: TencentDMP Data PlatformOnline Behaviors
Post ‘90s have the most intimate
relationship with media compared to
other generations. The convenience of
mobile dominates their repertoire of
multiple screens as the vessel for social
media which drives their lives. They are
always online streaming TV shows while
also becoming the film market’s core
audience. How are they using these
channels that produce seemingly
contradictory results What does this
mean for you
Starting with devices, mobile is king and
occupies post ‘90s fragmented time
between commuting, time at home, and
resting in bed. iPhones rank the highest
used among the young professionals,
double that of Samsung as the runner up
with choice matching financial status.
VIVO and OPPO are top choices among
high school/university students as they
are affordable with strong camera and
music functions.
Important apps covering browsing,
videos, games, IM, social and music
organize and add fun to their lives.
Allocation of multi-screen app tasks
include: 63% mobile for IM, 65% PC for
information, 61% laptop for search
engine, and 9% tablet for online video.
Multitasking screens at the same time is
very common with TV and mobile as the
most frequent combination.
Social plays different roles in this
generation. The younger in this group
are more active on QQ, passionate
about music and social games. The older
are active on WeChat, follow TV series
and shop online. As the one-child
generation, post ‘90s are keen on self-
expression and listening to music with
63% of them installing music apps on
their phones and 59% downloading
music monthly.
BEYOND THE OBVIOUS: POST ‘90S IN
CHINA
Source: CCS 2015; Mobile 360 ‘Post-90s Mobile Internet Research’
Source: MMMS
Source: TencentDMP Data Platform
iPhone Purchases
VIVO & OPPO Purchases
Multi-Screen Combinations
Mobile Dominates All Screens
。。。以上简介无排版格式，详细内容请下载查看

网址：2016年11月CARAT https://www.yuejiaxmz.com/news/view/852123

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