There are over 100 million teenagers aged 13-19 in China. They are growing up in a digital era in which they can easily access information and connect with people via their smartphones. This makes it particularly important for brands to fit into their cyber lifestyle, in which “making connections” and “having fun” are the key focus areas.

Given that the teenagers’ educational and leisure needs can be key factors influencing their parents’ purchase choices, and that they will soon become the next generation of shoppers themselves, it is also essential for brands to understand their values and pursuits, so as to be able to develop products and communications that can effectively appeal to their emerging needs for more practical experiences.

For the purpose of this report, “teenagers” are defined as those aged 13 and 19 (inclusive).