What you need to know
In 2019, the number of university students in China reached 30.3 million, according to the NBS, with a surge from 28.3 million in 2018 and 27.5 million in 2017. More young people went for a university education and the fast-growing student segment is targeted by businesses and brands from many categories. Most undergraduates are aged 18-22 and born between 1998 and 2002. These Gen-Zers are considered a future consumption power that brands are setting their sights on.
This Report investigates young consumers’ attitudes towards brands, including brand personality, brand nationality and celebrity endorsements, as well as their digital habits and attitudes towards high-end products in light of the COVID-19 outbreak. Faced with more uncertainty, young consumers are becoming more rational in their consumption, while they still expect to keep up with trends and advanced technology and pursue happiness in accordance with their lifestyle values.
Covered in this report
3,000 university students aged 18-22 were interviewed for this Report. This Report looks at their awareness of and preferences towards brand communication and activities, together with their habits and lifestyle taking into account the impact of COVID-19.
This Report also covers the following usage of digital services by university students:
Scanning QR codes to order
Using self-checkout services
Purchasing from vending machines
E-learning
Using paid online medical consultancy services
Taking paid online fitness classes
