Youth Report
An IWOM Category Overview Report focused on Youth in
China: Your guide to youth insight and digital intellige...
Preface




   Youth Report is a CIC Category Overview Report: syndicated, systematic quantitative and qualitative
   base...
CIC‟s Perspective on Youth Research:


   Our unique approach is to understand youth by making sense of
   the online buzz...
What are the most discussed
categories among youth online?




                                 4
Youth‟s Metro Map:
Young people like to talk about brands

                                                           TV s...
What are the hottest topics?




                               6
Documentary:
EIGHT areas that youth are buzzing about


             “sports”                  “fashion”
             Post...
Why is this generation unique?




                                 8
PERSONALIZATION:
Chinese youth have a strong need to show their
individual personalities




                             ...
What else will I learn from this
report?




                                   10
KEY STATISTICS
   What are the most discussed product categories?
   What are the most discussed hobbies and interests?
...
How do I learn more?




                       12
Contact us:
Production:      CIC Youth Team
Time Period:     2009 Jan-June
CIC Contact:     Patrick Searle (patrick.searle...
OUR BLOGS:
www.seeisee.com (Chinese)
www.seeisee.com/sam (English)
                                                       ...
Upcoming SlideShare
Loading in...5
×

CIC Youth Report Teaser

2,200

Published on

Published in: Spiritual, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,200
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
141
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

CIC Youth Report Teaser

  1. 1. Youth Report An IWOM Category Overview Report focused on Youth in China: Your guide to youth insight and digital intelligence from Internet Word of Mouth (IWOM) Production: CIC Youth Team Time Period: 2009 Jan-Jun
  2. 2. Preface Youth Report is a CIC Category Overview Report: syndicated, systematic quantitative and qualitative based report, which exposes the hot topics, trends and culture of Chinese Youth, digging out insights from numerous online comments driven by youth netizens themselves. CIC has been tracking youth trends via IWOM ‘buzz’ since 2004 utilizing its patent pending technology. This IWOM Youth Report is based on 1,137,481 youth comments taken from blogs, BBS and SNS sites from the time period January - June, 2009 and covers such topics as brands, sports, music, online novels, fashion, SNS, gaming and movies. 2
  3. 3. CIC‟s Perspective on Youth Research: Our unique approach is to understand youth by making sense of the online buzz with proprietary technology and „participant- observer‟ analysis • CONTENT: Using the internet as a window to identify trends and understand consumers (like a big focus group) • CONTEXT: Understanding how digital is a part of or facilitates trends and that the Internet is social, in addition to providing entertainment and information • IMPLICATIONS: Identifying how brands can be a part of/bring value to the internet community behind the trends 3
  4. 4. What are the most discussed categories among youth online? 4
  5. 5. Youth‟s Metro Map: Young people like to talk about brands TV series 4.7% Brand 24.7% Fashion Sport Online 2.7% 14.3% Novel 6.5% Music 2.5% Movie 6.8% Game 11.3% *Source: CIC Youth panel, Jan-Jun, 2009.Total Posts= 1,137,481 5
  6. 6. What are the hottest topics? 6
  7. 7. Documentary: EIGHT areas that youth are buzzing about “sports” “fashion” Posts styles Show yourself “brand” “SNS” Classic and domestic Connect friends “music” “online game” Happy and unique Virtual organization “online novel” “TV & movie” More fantastic Groups’ contribution 7
  8. 8. Why is this generation unique? 8
  9. 9. PERSONALIZATION: Chinese youth have a strong need to show their individual personalities 9
  10. 10. What else will I learn from this report? 10
  11. 11. KEY STATISTICS  What are the most discussed product categories?  What are the most discussed hobbies and interests?  What are the most discussed youth brands?  What are the most talked about sports brands?  What are the most talked about luxury brands?  And more… IMPLICATIONS FOR BRANDS  Analysis of common trends among youth behavior online  What are the key take-aways from online youth culture for brands?  What are some future trends for youth behavior online?  And more… 11
  12. 12. How do I learn more? 12
  13. 13. Contact us: Production: CIC Youth Team Time Period: 2009 Jan-June CIC Contact: Patrick Searle (patrick.searle@cicdata.com) Read more: Press Release: http://www.cicdata.com/index.php/en/aug-25-2009.html Sample Case: http://www.seeisee.com/index.php/2009/08/27/p1494 13
  14. 14. OUR BLOGS: www.seeisee.com (Chinese) www.seeisee.com/sam (English) Thank You OUR WEBSITE: www.ciccorporate.com www.iwommaster.com This report is copyrighted material owned by CIC. Any improper use of this document or its content will be considered a violation of CIC IP copyright and CIC has the right to take legal action. 本研究报告归CIC公司版权所有。任何对本研究报告或报告中任何内 容的不当使用都将被视为对CIC知识产权的侵犯,CIC有权诉诸于法 律。
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×