中投公司群邑的知识协同白皮书中国社会化媒体时代的年轻消费者

1©2011GroupMKnowledge&CICTheVibrantLivesofDigitalYouth:China’sYoungConsumersintheAgeofSocialMediaTheVibrantLivesofDigitalYouth:intheAgeofSocialMediaCIC-GroupMKnowledgeWhitePaperonYouth2©2011GroupMKnowledge&CICTheVibrantLivesofDigitalYouth:China’sYoungConsumersintheAgeofSocialMediaPrefaceOver50%oftheCEOsofonlineplatformslikeQingBlog,group-purchasesites,verticalportalsandmobileplatformsinChinaarebornaftertheyearof1980.Theirsharedbackgroundandexperiencemeanstheyarewellinformedoftheirpeer’swantsandneedsintermsofthesedigitalservicesandassuch,createplatformsthatresonateandwinsupportsamongsttheiraudience.Thecentralroleoftheinternetinthelivesofyoungpeoplehingesonadesirefornewexperienceandselfexpression.Thisvirtualidentityhelpsthemtocreatereal-worldself-image.China‘syouthhaveastrongsenseofindividualityandarepioneeringsocialmedia.Withtheevolutionfromsocialmediatosocialbusiness,it’sessentialthatbrandstounderstandtheirbehavioranddevelopsocialmediastrategythatresonateswiththisaudience.Brandswhocanskillfullyparticipateintheonlinecommunitytoexpandbrandrecognition,developpreference,loyaltyandaffinity,canshortenthedistancebetweenthemselvesandtheirconsumers.Followingthelaunchof'TheVoiceofLuxury:SocialMediaandLuxuryBrandsinChina'inOctoberof2011,inDecember,CICandGroupMKnowledgeonceagaincooperatetodevelopindustryunderstandingofyoungpeople’sonlinebehavior.Thisreportaimstofostersuchdeeperunderstandingwithreferencetocontemporarysocialpressures.Assuch,thiswhitepapercanalsoguidebrandsinindentifyingtargetaudienceandcreatingeffectivemarketingstrategies.3©2011GroupMKnowledge&CICTheVibrantLivesofDigitalYouth:China’sYoungConsumersintheAgeofSocialMediaPrefaceTheChinaYouthReportlooksatthedailylivesofChineseyouth,theeffectofcelebritycultureandinfluenceofbrandimage.Althoughyouthmayexperiencedifferentupbringingandenvironment,theydosharestrongcharacteristics.Generallyspeaking,80’sgenerationaremorewillingtoexpressthemselveswhile90’stendtoenjoymakingthemostoflife’sentertainment.gapyear,littlefreshand“Let’sbuildourowntown”communityarequitepopularamongChina’syouthnowadays,suchstylesandeventsaregreatopportunitiesandpracticeforthemtoexpressthemselves.Therearekeyareasofinterestamongsttheyounggeneration,thetopthreebeingmusic(30%),astrology(28%)andZhai(15%),whichmeanshangingoutathome.SleepandFualsomakeitintothetop20asfavoritetagschosenbyChineseyouth.Youngpeopleareexploringidentityandrealizingtheirself-worthandsocialvalue,whilediscoveringintereststhatenrichtheirlives.Celebrityculturehastraditionallybeenakeyareaofinterestforyoungpeopleandassuch,celebritiesplayanimportantroleinmainstreamingsocialmedia.Self-madestars,orthosewhohavebeenpluckedfromobscuritytoachievecelebritystatus,haveanaspirationalqualitythatparticularlyresonateswithyoungpeople.InthelistofmostdiscussedstarsonSinaWeibo,fiveofthetoptenareself-madecelebrities.TheirWeiboaccountsallowtheiraudienceacloserlookatthislifestyleandencourageyoungpeopletochasetheirdreamswiththesensethatanyonecan'makeit'.Finally,youthareworkingtowardsabetterqualityoflife.Theyhaveakeenrecognitionandstrongsensitivitytobrandingandproducts.TheyeatMcDonald’sandpursueafuturefilledwithBMWandChanel.Comparedtootheragegroups,youtharemorewillingtointeractwiththeirfavoredbrands.Theyalsolovesharingtheirviewsofbrandsinentertainingways.Allofthisisvaluablebusinessforbrands.Theaimofthiswhitepaper,acollaborativeeffortfromCICandGroupMKnowledge,istohelpbrandsbetterunderstandtheirtargetaudience’spsychologyandbehavior,andassuch,becomeaneffectivetoolinthedevelopmentofsuccessfulsocialbusiness.4©2011GroupMKnowledge&CICTheVibrantLivesofDigitalYouth:China’sYoungConsumersintheAgeofSocialMediaResearchMethodologyResearchMethodology•WithGroupMKnowledge’sdeepanalysisof80’sand90’sgenerationinChina,theco-brandedYouthWhitePapergivesanoverviewoftheyouthmarketinChina,withparticularfocusontheironlinepreferences,consumptionhabitsandlifestyle.•CICmonitoredyoungpeople’sonlineactivityinsocialmedia;blogs,BBS,videositesandinparticular,viain-depthanalysisofSinaWeibo.Asamplewastakenof2,000youngpeople’sSinaWeiboaccountinformation;1.2milliontweets,20thousandWeibotagsand4.4millionfollowedusersaredelvedforthisreport.DataSource•AlldataandresultsofGroupMKnowledgearequotedfrom'AnalysisofPost80sandPost90s(GroupM),'2010WeiboResearch'(GroupM&Sinomonitor),'2011ChinaYouthMediaBehaviorResearch'(GroupM&ChinaYouthology),andthirdpartydatafromCTR-CNRS.•CICidentified80’sand90’sgenerationsbytheirSinaWeibotagsandstratifiedthemaccordingtoageandregion,finallysettlingon2,000youngSinaWeibousersandcollectingforthefirsthalfof2011.Accordingtoregionalclassification,42.54%of2,000usersarelocatedinTier1cities,20.47%locatedinTier2cities,20.47%locatedinTier3cities,and22.36%inTier4cities.Byagegroup,30%wereborninthe80sand70%wereborninthe90s.5©2011GroupMKnowledge&CICTheVibrantLivesofDigitalYouth:China’sYoungConsumersintheAgeofSocialMediaTableofcontentsChapterIP06–P18ExplorationandSelf-DiscoveryChapterIIP19–P45Youth’sDiverseInterestsChapterIIIP46–P56YouthDigitalFootprintChapterIVP57–P65DefiningCelebrit