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
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.
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-
• 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
What are the most discussed
categories among youth online?
Youth‟s Metro Map:
Young people like to talk about brands
Sport Online 2.7%
*Source: CIC Youth panel, Jan-Jun, 2009.Total Posts= 1,137,481
EIGHT areas that youth are buzzing about
Posts styles Show yourself
Classic and domestic Connect friends
“music” “online game”
Happy and unique Virtual organization
“online novel” “TV & movie”
More fantastic Groups’ contribution
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?
IMPLICATIONS FOR BRANDS
Analysis of common trends among youth behavior online
What are the key take-aways from online youth culture for
What are some future trends for youth behavior online?
Production: CIC Youth Team
Time Period: 2009 Jan-June
CIC Contact: Patrick Searle (email@example.com)
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
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.
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