Table of Contents
Executive Summary
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- Market Landscape
- A generation with substantial spending power
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- Figure 1: Monthly personal disposable income of Gen Z, December 2019
- Having a healthy body is prioritised
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- Figure 2: Important goals in life, December 2019
- Constantly up to date with technology and tech products
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- Figure 3: Categories of interest followed on social media, December 2019
- Smartphones are getting chic
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- Figure 4: Oppo Realme
- Figure 5: Honor x Moschino
- Smart digital devices are on the rise for better lifestyles
- Smart home appliances like smart TVs are in demand
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- Figure 6: Honor smart watch
- Figure 7: Xiaomi smart watch
- Figure 8: Kate Spade Scallop 2
- Figure 9: Samsung’s newly launched smart TV
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- Figure 10: TCL’s newly launched smart TV
- Tencent has been the key player for social media engagement with Gen Z
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- Figure 11: Newly launched social media by tech giants in 2019
- Video is now best method to engage Gen Z
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- Figure 12: Official websites of Bilibili
- The consumer
- Smartphones are a daily necessity
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- Figure 13: Ownership of digital devices, December 2019
- Young adults are more into smart devices
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- Figure 14: Ownership of smart digital devices, by age, December 2019
- Achieve seamless activity transformation across screens
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- Figure 15: Online activities across digital devices, December 2019
- Gen Z in lower tier cities use smartphones more
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- Figure 16: Ownership of digital devices, by city tier, December 2019
- Watching TV series/movies and playing online games are the most popular digital activities
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- Figure 17: Time spent on online activities in the past seven days, December 2019
- Men play online games more while women prefer to shop
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- Figure 18: Spent 8 hours or more on the selected online activities in the past seven days, by gender, December 2019
- Short video platforms can be effective digital advertising channels
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- Figure 19: Impression of digital advertising, December 2019
- Brands’ official advertisements still attractive
- Mainstream social media takes the lead
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- Figure 20: Ranking of popular niche social media apps among Gen Z, December 2019
- Contradictory attitudes towards social media behaviour
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- Figure 21: Attitudes towards technology detox, December 2019
- Figure 22: Attitudes towards social isolation, December 2019
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- Figure 23: Attitudes towards online personality, December 2019
- Consumer Segmentation
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- Figure 24: Consumer segmentation based on attitudes toward tech and social media, December 2019
- Different strategies target different segments
- What we think
Issues and Insights
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- Understanding Gen Z’s ambivalent attitudes towards social media
- The facts
- The implications
- Achieve a seamless online experience when switching between screens
- The facts
- The implications
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- Figure 25: Migu Play platform
- A new generation of digital adverts for a digital generation
- The facts
- The implications
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- Figure 26: Xiaomi’s online pop up store on Douyin
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- Figure 27: Louis Vuitton’s exhibition in Shanghai
Market Landscape
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- Strong spending power of Gen Z
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- Figure 28: Monthly personal disposable income of Gen Z, December 2019
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- Figure 29: Source of personal disposable income of Gen Z, December 2019
- Income from parents help to sustain the lifestyle of Gen Z
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- Figure 30: Monthly household income of Gen Z, by monthly personal disposable income, December 2019
- Staying healthy is the top goal in life
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- Figure 31: Important goals in life, December 2019
- High interest in technology and new tech products
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- Figure 32: Categories of interest followed on social media, December 2019
- Technology Brands of Gen Z
- Smartphones are not only a daily essential, they also represent fashion taste
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- Figure 33: Photograph taken on Vivo Z5 AI triple camera
- Figure 34: Oppo Realme
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- Figure 35: Honor x Moschino
- Using diverse digital devices to create a smart life
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- Figure 36: Honor smart watch
- Figure 37: Xiaomi smart watch
- Figure 38: Kate Spade Scallop 2
- Smart home appliances like smart TVs are in demand
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- Figure 39: Samsung’s newly launched smart TV
- Figure 40: TCL’s newly launched smart TV
- Honor has been the key player in leading Gen Z’s digital life
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- Figure 41: Honor’s online store
- Figure 42: Honor offline store
- Social Media of Gen Z
- Tencent has gained absolute advantage in the Gen Z market
- Emerging social demand for more interaction with strangers
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- Figure 43: Newly launched social media by tech giants in 2019
- Video consumption has been the most common daily entertainment
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- Figure 44: Official websites of Bilibili
The Consumer – What You Need to Know
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- The role of smartphones have changed
- Having digital activities across diverse screens
- Watching TV series/movies and playing games are the most common daily entertainment
- Short video platforms, brands’ official websites and social media accounts are the most noticed
- Mainstream social media is still prioritised
- Make marketing strategies based on different consumer segmentation
Ownership of Digital Devices
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- Technology-immersed generation
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- Figure 45: Ownership of digital devices, December 2019
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- Figure 46: Repertoire of ownership of digital devices, December 2019
- Young adults in labour market are prone to have more devices
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- Figure 47: Repertoire of ownership of digital devices, by age, December 2019
- Smartphones evolving to be the centre of digital devices
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- Figure 48: Ownership of smart digital devices, by age, December 2019
- Smart watches are getting fancy
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- Figure 49: Ownership of smart watch, by age and gender, December 2019
- VR products could engage more with young consumers
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- Figure 50: Ownership of VR products, by age, December 2019
Online Activities Across Devices
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- Smartphones remain the best companions
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- Figure 51: Online activities across digital devices, December 2019
- Watching short videos on smart TVs is on the rise
- Lower tier city dwellers are active on smartphones
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- Figure 52: Average count of online activities, by city tier, December 2019
- Figure 53: Ownership of digital devices, by city tier, December 2019
- Older Gen Zers are active across digital devices
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- Figure 54: Average count of online activities, by age, December 2019
Online Activity Frequency
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- Least time spent on online shopping
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- Figure 55: Time spent on online activities in the past seven days, December 2019
- Less interested in sharing personal life or viewing updates of friends
- Films, TV series and games remain top online activities
- Games for Male Gen Z, and shopping for female Gen Z
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- Figure 56: Spent 8 hours or more on the selected online activities in the past seven days, by gender, December 2019
- Tier 1 city Gen Zers are more active online
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- Figure 57: Spent 8 hours or more on the top five online activities in the past seven days, by city tier, December 2019
Impression of Digital Advertising
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- Ads on short video apps could be more effective to engage Gen Z
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- Figure 58: Impression of digital advertising across different platforms, December 2019
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- Figure 59: categories of interests followed on social media, December 2019
- Gen Z also interested in brands’ official advertisements
- Short video platforms, official websites, and official accounts on WeChat/Weibo are essential to advertise to Gen Z
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- Figure 60: Sources of impressive digital advertising - TURF Analysis, December 2019
- Do not disturb video-watching Gen Z
- Non-brand bloggers on social media and advertisements on search engines are more likely to engage Gen Z in lower tier cities
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- Figure 61: Impression of digital advertising, by city tier, December 2019
- Older members of Gen Z are more receptive to online ads
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- Figure 62: Impressions of digital advertising, by age, December 2019
Niche Social Media
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- Most members of Gen Z still prefer to use mainstream social media
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- Figure 63: Ranking of popular niche social media among Gen Z, December 2019
- Figure 64: Reasons why Gen Z use niche social media, December 2019
- Gen Z are interested in expanding their social circle
- Online discussion forums are used to communicate opinions
- Connecting to the world via social media
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- Figure 65: Chinese beauty blogger Money
- Figure 66: Visit foreign social media every week, by age, December 2019
Attitudes towards Tech and Social Media
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- Staying connected and receiving instant answers are more important than internet detox
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- Figure 67: Attitudes towards technology detox, December 2019
- Limited source of information and a need to expand social circles
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- Figure 68: Attitudes towards social isolation, December 2019
- Ambivalent feelings towards projected image on social media
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- Figure 69: Attitudes towards online personality, December 2019
Consumer Segmentation
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- Figure 70: Consumer segmentation based on attitudes toward tech and social media, December 2019
- Self-discipliners are less impressed by online advertising
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- Figure 71: Impression of digital advertising, by consumer segmentation, December 2019
- Different strategies target different segments
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- Figure 72: Important characteristics, by consumer segmentation, December 2019
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- Figure 73: Employment, by consumer segmentation, December 2019
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- Figure 74: Disposable income, by consumer segmentation, December 2019
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- Figure 75: Age, by consumer segmentation, December 2019
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Meet the Mintropolitans
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- MinTs own more types of digital device
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- Figure 76: Ownership of digital devices, by MinTs vs non-MinTs, December 2019
- Figure 77: Repertoire analysis of ownership of digital devices, by MinTs vs non-MinTs, December 2019
- Digital activities on different devices
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- Figure 78: Online activities on smartphone, laptop and tablet, by MinTs vs non-MinTs, December 2019
- MinTs pay more attention to online advertisements
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- Figure 79: Impression of online advertising, by MinTs vs non-MinTs, December 2019
- Non-MinTs are more into the digital world
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- Figure 80: Customer segmentation, by MinTs vs non-MinTs, December 2019
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
- TURF Analysis
- Methodology
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- Figure 81: Sources of impressive digital advertising – TURF Analysis, December 2019
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