Table of Contents
Executive Summary
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- Almost all teenagers have their own smartphones
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- Figure 1: Smartphone brand ownership, July 2015 (teenagers aged 13-19), October 2015 (adults aged 20-49)
- Teenagers are gaining access to more digital products
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- Figure 2: Digital product ownership, July 2015
- QQ is the most popular social app, followed by WeChat
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- Figure 3: Social network usage, by demographics, July 2015
- Teenagers use the internet mainly to fulfil their entertainment needs
- Advertisements need to be humorous in order to attract teenagers
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- Figure 4: Attractive elements in advertising, July 2015
- Teenagers have varying career aspirations
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- Figure 5: Ideal future occupation, word map, July 2015
- Teenagers are becoming more eager to develop talents and skills
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- Figure 6: Important factors in achieving life goals (% important or very important), July 2015, September 2013
- What we think
Issues and Insights
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- Fill teenagers’ cyber life with fun and playful products
- The facts
- The implications
- Help teenagers express themselves
- The facts
- The implications
- Protect teenagers in the digital era
- The facts
- The implications
- Give teenagers more practical experiences
- The facts
- The implications
The Consumer - What you need to know
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- 93% of teenagers own a smartphone
- Apple phone is most popular among teenagers, while domestic brands are catching up
- 94% of teenagers use QQ
- Teenagers use the internet mainly for entertainment
- Teenagers today attach more importance to developing talent and skills
- Teenagers have developed varying career aspirations
- Teenagers find humorous advertisements most attractive
Technology Product Ownership
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- Almost all teenagers have their own smartphones
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- Figure 7: Digital product ownership, July 2015 (teenagers aged 13-19), April 2015 (adults aged 20-49)
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- Figure 8: Smartphone ownership, by age, July 2015 (teenagers aged 13-19), April 2015 (adults aged 20-49)
- Apple is the most popular smartphone brand
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- Figure 9: Smartphone brand ownership, July 2015 (teenagers aged 13-19), October 2015 (adults aged 20-49)
- OPPO and Meizu phones target well at teenagers
- A wide gap in digital product ownership across city tiers
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- Figure 10: Selected digital product ownership, by city tier, July 2015
- Desktop/laptop gains usage amongst the older teenagers
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- Figure 11: Selected digital product ownership, by gender and educational level, July 2015
Social Network Usage Habits
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- QQ is the most popular social app
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- Figure 12: Social network usage, by demographics, July 2015
- Teenagers are enthusiastic about chatting online
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- Figure 13: Social networks’ usage purpose, July 2015
- Teenagers use Sina Weibo and Baidu Tieba more often for obtaining news and information
- Renren have lost attraction amongst teenagers
- Douban has fewer teenage users
Attitude towards Life and Technology
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- Teenagers log online mainly for entertainment purposes
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- Figure 14: Main purpose for spending time online, by gender and city tier, July 2015
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- Figure 15: Preferred platform for watching video programmes, by city tier, July 2015
- Teenagers prefer the traditional way when it comes to reading and socialising
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- Figure 16: Preferred ways of reading and socialising, July 2015
- Interest in learning about the digital product trend is not strong
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- Figure 17: Attitude towards digital trends, by demographics, July 2015
Important Personal Values
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- Being healthy, independent, popular among friends and having a talent/skill are the most valuable personal qualities
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- Figure 18: Important factors in achieving life goals (% important or very important), July 2015, September 2013
- Teenagers attach stronger importance to having a talent/skill than good academic grades as they grow older
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- Figure 19: % agreeing that it is “very important” to “having a talent/skill” and “achieving good academic grades”, by demographics, July 2015
- Brands can tap into teenagers’ desire to be independent and popular
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- Figure 20: % agreeing that it is “very important” to “being independent” and “being popular among friends”, by demographics, July 2015
Ideal Future Occupation
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- Teenagers have diversified interests in their future occupations
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- Figure 21: Ideal future occupation, word map, July 2015
- Teenage boys are interested in more adventurous occupations
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- Figure 22: Ideal future occupation (top mentions), by gender, July 2015
- Teenagers in higher tier cities have developed greater variety of career aspirations
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- Figure 23: Ideal future occupation (top mentions), by city tier, July 2015
Attractive Advertising Elements
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- Advertisements need to be humorous to attract teenagers
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- Figure 24: Attractive elements in advertising, July 2015
- Pop stars are influential in attracting teenage girls
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- Figure 25: Attractive elements in advertising, by gender, July 2015
- Teenagers pay more attention to the story as they grow more mature
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- Figure 26: Attractive elements in advertising (selected), by education level, July 2015
- Teenagers in lower tier cities prefer traditional advertising formats
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- Figure 27: Attractive elements in advertising (selected), by city tier, July 2015
Appendix – Teenager Respondent Profile
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- Figure 28: Sample Composition, July 2015
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Appendix – Methodology and Abbreviations
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- Methodology
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