China Technology Habits of Gen Z Market Report 2023
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Report Summary
“As adept technology users, Gen Z actively embrace emerging technologies and are willing to invest in cutting-edge products. At the same time, they remain cautious and rational in their purchasing decisions. Technology products/functions tailored to their interests and a family-centric marketing strategy can effectively reach this discerning audience. In addition, smart home brands can better appeal to Gen Zers by helping them live a convenient and enjoyable life at home.”
– Toby Xu, Research Analyst
Key issues covered in this Report
- Online activities of Gen Z across widely owned digital devices
- Gen Z’s behaviour towards technology, including obtaining information obtaining, purchasing and sharing
- Awareness, use and interest in emerging digital services/experiences
- For which areas Gen Z use technology products/services
- Gen Z’s attitudes towards smart home products and technology
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
- What you need to know
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Executive Summary
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- The market
- Spending power grows
- Figure 1: Monthly personal disposable income of Gen Z, December 2020 vs February 2023
- Sources of income have diversified
- Figure 2: Income sources of Gen Z, December 2020 vs February 2023
- Areas of interest remain stable
- Figure 3: Changes in areas of interest of Gen Z, December 2020 vs February 2023
- Companies and brands
- Digitalise traditional culture to appeal to Gen Z
- Engage Gen Z with virtual experiences
- Technology solutions for young pet lovers
- Portable products for outdoor needs
- Nostalgia marketing to build deeper emotional connection with Gen Z
- The consumer
- Smartphones account for bulk of Gen Zers’ screen time
- Figure 4: Online activities across devices, 2023
- Gen Z tend to be technology trend chasers with prudent consumption habits
- Figure 5: Behaviour towards technology, 2023
- Gen Z are highly engaged and enthusiastic about emerging digital activities
- Figure 6: Digital experiences, 2023
- Gen Z use technology to make life and work efficient and fun
- Figure 7: Application areas of technology, 2023
- Smart home products need to bring more value beyond functionality to appeal to Gen Z
- Figure 8: Perceptions towards smart home products, 2023
- Gen Z is open to technology but rational in consumption
- Figure 9: Attitudes towards technology, 2023
- What we think
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Issues and Insights
- Promote emerging technologies tailored to Gen Z’s interests
- Figure 10: VR fitness using PICO and Meta’s short film ‘Wish for the Extraordinary’, 2023
- Help Gen Z achieve desired lifestyle through smart home technology
- Figure 11: Midea’s ‘Master, don’t move’ video marketing campaigns to promote its smart home solutions, 2023
- Market technology to Gen Z with family-centric strategy
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- Figure 12: PICO and Huawei’s family-centric marketing campaigns to promote their tech products, 2023
- Promote emerging technologies tailored to Gen Z’s interests
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Market Landscape
- Spending power grows
- Figure 13: Monthly personal disposable income of Gen Z, December 2020 vs February 2023
- Sources of income have diversified
- Figure 14: Income sources of Gen Z, December 2020 vs February 2023
- Areas of interest remain stable
- Figure 15: Changes in areas of interest of Gen Z, December 2020 vs February 2023
- Spending power grows
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Market Highlights
- Digitalise traditional culture to appeal to Gen Z
- Figure 16: Tencent’s project to preserve Chinese traditional music digitally and the digital collectables from the Jinsha Site Museum, 2023
- Engage Gen Z with virtual experiences
- Figure 17: Pepsi’s metaverse space, 2023
- Technology solutions for young pet lovers
- Figure 18: Lenovo’s pet care machine A7 Pro and the Furry World app, 2023
- Portable products for outdoor needs
- Figure 19: Samsung’s freestyle projector for outdoor use, 2023
- Nostalgia marketing to build deeper emotional connection with Gen Z
- Figure 20: vivo’s remake of Chinese classic cartoon and Panasonic’s nostalgia marketing, 2023
- Digitalise traditional culture to appeal to Gen Z
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Online Activities across Devices
- Smartphones account for bulk of Gen Zers’ screen time
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- Figure 21: Online activities across devices, 2023
- Gen Zers with siblings tend to spend more of their time on smartphones
- Figure 22: Online activities on smartphones, only child Gen Zers vs Gen Zers with siblings, 2023
- Noticing gender disparities in computer usage
- Figure 23: Online activities on desktop/laptop, by gender, 2023
- Smartphones account for bulk of Gen Zers’ screen time
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Behaviour towards Technology
- Gen Z tend to be technology trend chasers with prudent consumption habits
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- Figure 24: Behaviour towards technology, 2023
- Gen Z high earners are loyal brand fans and early tech adopters
- Figure 25: Behaviour towards technology – information obtaining behaviours, by monthly personal income, 2023
- Aftersales and renting services interest Gen Z high earners, while low-income ones are keen on second-hand deals
- Figure 26: Behaviour towards technology – purchasing behaviours, by monthly personal income, 2023
- Focus on connecting with Gen Z in the workforce
- Figure 27: Behaviour towards technology – information obtaining behaviours, Gen Zers in the workforce vs full-time students, 2023
- Gen Z tend to be technology trend chasers with prudent consumption habits
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Digital Experiences
- Gen Z are highly engaged and enthusiastic about emerging digital activities
- Figure 28: Digital experiences, 2023
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- Figure 29: Interest in continuing to use the following digital services/experiences among Gen Zers who have tried them, 2023
- Figure 30: Interest in trying the following digital services/experiences among Gen Zers who haven’t tried them, 2023
- Affluent Gen Zers show enthusiasm for AI-backed services
- Figure 31: Digital experiences – have had and will continue, by rich and free lifestyle persona, 2023
- Gen Zers with lower spending power seek entertainment experiences unattainable in real life
- Figure 32: Digital experiences – have not had but interested, by free and rich lifestyle persona, 2023
- Gen Z are highly engaged and enthusiastic about emerging digital activities
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Application Areas of Technology
- Gen Z use technology to make life and work efficient and fun
- Figure 33: Application areas of technology, 2023
- Young women pay attention to health tech and creative tools
- Figure 34: Application areas of technology, by gender, 2023
- Gen Zers in tier 1 cities use technology more for productivity, while others more for entertainment
- Figure 35: Application areas of technology, by city tier, 2023
- Gen Z use technology to make life and work efficient and fun
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Perceptions towards Smart Home Products
- Smart home products need to bring more value beyond functionality to appeal to Gen Z
- Figure 36: Perceptions towards smart home products, 2023
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- Figure 37: TURF Analysis – perceptions towards smart home products, 2023
- Young women pursue convenient and ceremonial experiences, while young men value the fun of intelligent life
- Figure 38: Perceptions towards smart home products, by gender, 2023
- Gen Zers with siblings consider smart home products as convenient tools, while only children tend to view them as ‘buddies’
- Figure 39: Perceptions towards smart home products, only child Gen Zers vs Gen Zers with siblings, 2023
- Bringing enjoyment and memorable times for young couples
- Figure 40: perceptions towards smart home – toys adding enjoyment to life, by relationship status, 2023
- Smart home products need to bring more value beyond functionality to appeal to Gen Z
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Attitudes towards Technology
- Gen Zers are excited about new technologies but still confused by too many emerging concepts
- Figure 41: Selected attitudes towards technology, 2023
- Exclusive and cutting-edge technology products interest young consumers
- Figure 42: Selected attitudes towards technology, 2023
- Gen Z tends to spend rationally on technology
- Figure 43: Selected attitudes towards technology, 2023
- Advanced intelligent features and high-tech brand image can impress Gen Z
- Figure 44: Selected attitudes towards technology, 2023
- Gen Zers are excited about new technologies but still confused by too many emerging concepts
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- TURF Analysis – Methodology
- Figure 45: Perceptions towards smart home
- Methodology
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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