China Technology Habits of Gen Z Market Report 2021
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Description
“Gen Zers are defining how marketers utilize technology services. Their technology habits are shifting from games to more hands-free entertainment-based activities. Their views on technology services have also been influenced by wider events and circumstances, namely COVID-19 and rising social pressure related to finances and health and wellbeing. Brands offering entertainment and value-driven products or services will be sought after by this group of consumers.”
– Amy Xu, Research Analyst
This report examines the following areas:
- Enhance shopping experience with mobile technology enablers
- Retailers integrating tech to stand out from the competition
- Rising financial awareness amongst Gen Zers
Table of Contents
-
Overview
- What you need to know
- Covered in this Report
-
Executive Summary
- The market
- Gen Z are true digital natives
- Gen Zers’ monthly disposable income is increasing
- Medium length video is rising among Generation Z
- Retailers integrating tech to stand out from the competition
- Wearable technology to track health
- The consumer
- Crucial role for smartphones
- Figure 1: Online activities across devices, December 2020
- More hands-free activities
- Figure 2: Time spent on different digital activities, December 2019 to December 2020
- Rising financial awareness amongst Gen Zers
- Figure 3: Engagement with technology services, December 2020
- Favourite past times accompanied by audio
- Figure 4: Occasions for audio content, December 2020
- Knowledge payment anticipates fast growth rate
- Figure 5: Knowledge payment experience, December 2020
- Wellbeing a priority for the next decade
- Figure 6: Outlook for the next decade of technology, December 2020
- What we think
-
Issues and Insights
- Enhance shopping experience with mobile technology enablers
- Stressed out financially but solutions exist
-
The Market – What You Need to Know
- Comprehensive social app ecosystems find success targeting Gen Z in 2020
- Smart speaker sales boom along with the popularity of audio content
- Music streaming services continue to integrate services to include knowledge payment and podcasts
- Mainstream social media is still their top choice
-
Market Landscape
- Gen Z are true digital natives
- Increasing monthly personal income
- Figure 7: Monthly personal disposable income of Gen Z, December 2019 vs December 2020
- COVID-19 has left a clear mark on what Generation Z finds important
- Figure 8: Changes in areas of interest of Generation Z, December 2019 vs December 2020
-
Competitive Strategies
- Bilibili builds strong learning community by engaging Gen Zers
- Retailers integrating tech to stand out from the competition
- Wearable technology to track health
- Virtual KOLs
- Marketing sustainability to Gen Z
- Figure 9: Huawei and Xiaomi’s earth day campaign on Weibo, April 2020
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Who’s Innovating?
- New social media based on voice
- Figure 10: Clubhouse app
- New packaging trend for smartphones
- Luxury brands tap into wearables to target Gen Z tech habits
- Figure 11: Wireless headphones by Louis Vuitton, January 2021
- A surge of private labels from digital streaming platforms
- Figure 12: FOURTRY mini program, January 2021
- New social media based on voice
-
The Consumer – What You Need to Know
- Gamers shift from computers to smartphones
- Financial anxiety prevalent
- Music for most occasions
-
Online Activities across Devices
- Digital realm at their fingertips
- Figure 13: Online activities across devices, December 2020
- Changes in device usage in 2020 vs 2019
- Figure 14: Online activities across devices, December 2019 vs December 2020
- Online activities dictated by gender
- Figure 15: Selected online activities across devices, by gender, December 2020
- Digital realm at their fingertips
-
Online Activity Frequency
- Less time playing games but more time on reading and listening
- Figure 16: Time spent on different digital activities, December 2019 vs December 2020
- Male Gen Zers continue to be key group for gaming
- Figure 17: Online activities frequency, playing games, December 2019 vs December 2020
- Gen Zers with children utilize podcasts to learn
- Figure 18: Frequency of listening to podcasts, by living situation, December 2020
- Less time playing games but more time on reading and listening
-
Engagement with Technology Services
- Rise in the importance of finances
- Figure 19: Engagement with technology services, December 2020
- Arts and culture products may be best sellers on second-hand platforms
- Figure 20: Utilization of second-hand goods platform in the past 12 months, by areas of interest, December 2020
- Appetite for UGC becomes the norm
- Figure 21: Engagement with technology services in the past 12 months, by having made UGC content, December 2020
- Younger Gen Zers are more active on dating apps
- Figure 22: Engagement with technology services in the past 12 months, by found friends or partners through online dating aps, by age, December 2020
- Rise in the importance of finances
-
Occasions for Audio Content
- Growth needs to accompany consumers’ favourite time
- Figure 23: Occasions for consuming audio content, December 2020
- Heavy users enjoy music while cooking and shopping
- Figure 24: Occasions for audio content, differences between heavy users and light users, December 2020
- Gen Z 21-22s live life to their own soundtrack
- Figure 25: Occasions for audio content, music and podcasts, December 2020
- Females use audio more while doing certain tasks
- Figure 26: Occasions for audio content, by gender, December 2020
- Growth needs to accompany consumers’ favourite time
-
Consuming Paid Audio Content
- Paying for audio knowledge content not yet normalized
- Figure 27: Themes for consuming paid audio content, December 2020
- Paying for comfort with hopes to ease financial anxiety
- Figure 28: Themes for consuming paid audio content, by those who have paid, December 2020
- Brands are most likely to find paid users on tablets than other devices
- Figure 29: Themes for consuming paid audio content, by those who haven’t paid, by device used to listen to audio content, December 2020
- Financial content appreciated by Gen Zers
- Figure 30: Knowledge payment experience, by source of income, December 2020
- Paying for audio knowledge content not yet normalized
-
Outlook for Next Decade for Technology
- Living and wellbeing come out on top as Gen Zers embrace a digital future
- Figure 31: Outlook for the next decade of technology, December 2020
- Technology-powered entertainment will help brands to stand out even more
- Figure 32: Outlook for the next decade on virtual reality usage, by city tier, December 2020
- Upgrade the conversation on smart home applications
- Figure 33: Outlook for the next decade on smart home devices penetration, by secondhand goods usage, December 2020
- Male Gen Zers will be first to adapt to multiple wearables
- Figure 34: Outlook for the next decade on the importance between mobilie phone and wearable devices, by gender December 2020
- Living and wellbeing come out on top as Gen Zers embrace a digital future
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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Data
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*databooks not available with UK B2B Industry reports.
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