Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The consumer
- Students are more distinctive, but they still pay most attention to appearance
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- Figure 1: Favourite labels to describe themselves, July 2018
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- Figure 2: Annoying labels to describe themselves, July 2018
- Sharing online and offline too
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- Figure 3: Channel where students share their hobbies/opinions, July 2018
- Sources of stress
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- Figure 4: Sources of pressure, July 2018
- Self-improvement spending
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- Figure 5: Self-improvement spending, July 2018
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- Figure 6: Self-improvement spending, by selective demographic, July 2018
- Mobile payment more welcomed, and cash still used frequently
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- Figure 7: Frequently used payment methods in the last 6 months, July 2018
- Trading convenience for privacy
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- Figure 8: Privacy exchange for convenience, July 2018
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- Figure 9: The number of ‘issues’ listed above done in the past, July 2018
- What we think
Issues and Insights
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- The importance of social circles
- The facts
- The implications
- Simultaneously hardworking and laid-back
- The facts
- The implications
- From emoji to meme marketing
- The facts
- The implications
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- Figure 10: McDonald’s weather forecasts
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- Figure 11: Nongfu springs limited-edition bottles
The Consumer – What You Need to Know
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- Students attaching more distinctive labels to themselves, but good-looking still most important
- Both offline and online sharing channels used
- Career planning is a top concern
Personality Tags
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- Today’s students are more distinctive
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- Figure 12: Favourite labels to describe themselves, July 2018
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- Figure 13: Annoying labels to describe themselves, July 2018
- Students pay most attention to appearance
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- Figure 14: Pressure from ‘not happy with body/appearance’, July 2018
- Sociable needs
Channels for Sharing Opinions/Hobbies
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- Sharing online or offline?
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- Figure 15: Channel where students share their hobbies/opinions, July 2018
- Preferred channels diverse between boys and girls
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- Figure 16: Selected channels where students share their hobbies/opinions, by selective demographic, July 2018
- Who are the ‘KOLs’ on campus?
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- Figure 17: Selected channels where students share their hobbies/opinions, by selective demographic, July 2018
Sources of Stress
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- Caught between competition and making friends
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- Figure 18: Sources of pressure, July 2018
- Who tends to feel more lonely?
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- Figure 19: Sources of pressure, by selective demographic, July 2018
- Figure 20: Movie lines
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- Figure 21: Sources of pressure, by selective demographic, July 2018
Spending on Different Courses
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- Investing in themselves
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- Figure 22: Self-improvement spending, July 2018
- Student year and city tier influence what courses students likely to take
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- Figure 23: Self-improvement spending, by selective demographic, July 2018
Payment Habits
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- Mobile payment dominates but cash is still frequently used
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- Figure 24: Frequently used payment methods in the last 6 months, July 2018
- Opportunity for gift cards and bank cards
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- Figure 25: Never used payment methods, July 2018
Trading Privacy for Convenience
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- Open-minded towards technology and user information
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- Figure 26: Privacy exchange for convenience, July 2018
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- Figure 27: The number of ‘issues’ listed above done in the past, July 2018
- Figure 28: Singles’ Survival Guide
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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