Chinese teens and digital
Social media week Shanghai, Sept. 25th 2012
Why this topic?

Under-explored
Pressing issue that is important for the future

2012 Labbrand | No diffusion or reproduct...
WHO ARE THEY?
The post-90s / 90后

2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com

3
The post 90s

Confidence in self and country

Sense of self worth

Digital natives

Fast gaining spending power

2012 Labb...
Generational differences

Post 80s / 80后
The face of the new
China
Fitting in
Making it big
Showing status
Careful plannin...
HOW DO THEY PERCEIVE
THEMSELVES AND OTHER
GENERATIONS?

2012 Labbrand | No diffusion or reproduction without authorization...
Perception of self and other generations

1

A generation with an acute sense of uniqueness…
“Forward looking”
“Active”

2...
Perception of self and other generations

3

How they see other generations
Post 80s
“Their way of doing things is very di...
Perception of self and other generations

4

Perception as being extremely reliant on the internet
“Compared to young peop...
HOW DO THEY DESCRIBE THE
INTERNET?

2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com
...
How do they describe the internet?

“Rich” 丰富
“Fast” 快捷
“Free flowing” 畅通
“Fresh” 新鲜

“It better reflects reality” 现实
2012...
HOW DOES THIS GENERATION
USE THE INTERNET?

2012 Labbrand | No diffusion or reproduction without authorization | www.labbr...
How they use the web
1

A constant presence in their lives

From sunrise…

…to sunset…

…and in between

“After brushing m...
How they use the web
2

The central hub of content consumption habits

Culture

Music

@
Movies/TV

Information

2012 Labb...
How they use the web

3

A force for diversity
“Korean TV Shows” 韩剧
“Japanese mangas” 动漫
“War movies” 战争片
“Fashion” 时尚

“K...
How they use the web

4

A social bond

“If I can only talk to a person face to face, it might take me a long
time to know...
How they use the web

5

A mean for self expression

Digital channels are giving teenagers new ways of
è Expressing their...
THE POWER OF MOBILE
“My smartphone pretty much never leaves me”

手机基本上不离身

2012 Labbrand | No diffusion or reproduction wi...
The power of mobile
1

Rapid democratization of smartphones
“All of my classmates have smartphones”
“My parents offered me...
The power of mobile

Most popular brands

Android is fast rising and users are actively embracing it

2012 Labbrand | No d...
The power of mobile
2

A symbol of personal power and independence
Smartphones allow teens to circumvent parental
rules on...
The power of mobile

3

A companion of everyday routine

At home

In class

2012 Labbrand | No diffusion or reproduction w...
The power of mobile

Gaming

Instant messaging
Most important uses

Social networking / micro-blogging

2012 Labbrand | No...
WHAT ABOUT SOCIAL?

2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com

24
What about social?
1

What are the main platforms?

The “King QQ”

The 2 main social
platforms

“I’ve been using QQ for a ...
What about social?
1

What are the main platforms? (2)
… and the rest
BBS still popular especially amongst girls
Kaixin on...
What about social?
2

What are the key uses?

Express oneself

“I often post about my mood”
“I often post to complain abou...
What about social?
2

What are the key uses? (2)

Stay informed about topics of interest

Culture

Celebrities

Fashion

2...
What about social?
3

Repartition of roles between platforms

“Connecting with close
friends”
Picture sharing
Organization...
What about social?
4

What about brands?

A few brands mentioned…

… but overall not major brand followers

Strong role of...
WHAT IS THE PLACE OF ECOMMERCE?

2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com

31
What is the place of e-commerce?
1

Not heavy e-commerce shoppers (yet)…

2

… still value the retail experience…
“I still...
What is the place of e-commerce?

Electronics
Key products

Books
Clothes and shoes

(For electronics)
Key sites
(For book...
What is the place of e-commerce?

5

E-commerce and social media are deeply integrated
“Sometimes I will be attracted by a...
@

GOING FURTHER: WHAT IS
YOUR WEB PERSONALITY?

2012 Labbrand | No diffusion or reproduction without authorization | www....
Your web personality

How is your personality online different from off line?
“Bolder” 更胆子大一点
“I can say online what I can...
IMPLICATIONS FOR BRANDS

2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com

37
Implications for brands
1

Tap the opportunity

2

Understand the target and adapt the approach

3

Go mobile

4

Get them...
ANY QUESTIONS?

2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com

39
Chinese teens and digital - Social media week 2012
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This is the deck from my talk at the Shanghai social media week conference in October 2012

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Chinese teens and digital - Social media week 2012

  1. 1. Chinese teens and digital Social media week Shanghai, Sept. 25th 2012
  2. 2. Why this topic? Under-explored Pressing issue that is important for the future 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com
  3. 3. WHO ARE THEY? The post-90s / 90后 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 3
  4. 4. The post 90s Confidence in self and country Sense of self worth Digital natives Fast gaining spending power 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 4
  5. 5. Generational differences Post 80s / 80后 The face of the new China Fitting in Making it big Showing status Careful planning Post 90s / 90后 Post 00s / 00后 Finding my way Bonding with more relevant groups Occasional conflicts Telling my story Exploring and experimenting ? Enjoying Excessive focus on success? The superficial generation? 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 5
  6. 6. HOW DO THEY PERCEIVE THEMSELVES AND OTHER GENERATIONS? 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 6
  7. 7. Perception of self and other generations 1 A generation with an acute sense of uniqueness… “Forward looking” “Active” 2 “We are quick to embrace new things” “Misunderstood” …but not intent on open rebellion “We would like more encouragement from our elders” “We just want more space to breathe ” “We sometimes need to be more mature” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 7
  8. 8. Perception of self and other generations 3 How they see other generations Post 80s “Their way of doing things is very different” “They are focused on work and quality of life” “It sometimes seems like we have grown apart, like strangers” Post 00s “They are very open minded” “They play games on the iPad even I can’t play…” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 8
  9. 9. Perception of self and other generations 4 Perception as being extremely reliant on the internet “Compared to young people in western countries, we probably use the internet a lot more and are much more reliant on it for our daily lives and finding information that is relevant to us” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 9
  10. 10. HOW DO THEY DESCRIBE THE INTERNET? 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 10
  11. 11. How do they describe the internet? “Rich” 丰富 “Fast” 快捷 “Free flowing” 畅通 “Fresh” 新鲜 “It better reflects reality” 现实 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 11
  12. 12. HOW DOES THIS GENERATION USE THE INTERNET? 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 12
  13. 13. How they use the web 1 A constant presence in their lives From sunrise… …to sunset… …and in between “After brushing my teeth in the morning I’ll log on QQ and chat for a while” “I’ll often play games on my phone or go on RenRen at night until I fall asleep” “I usually surf Weibo while doing my homework” “I go online with my phone whenever I feel bored” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 13
  14. 14. How they use the web 2 The central hub of content consumption habits Culture Music @ Movies/TV Information 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 14
  15. 15. How they use the web 3 A force for diversity “Korean TV Shows” 韩剧 “Japanese mangas” 动漫 “War movies” 战争片 “Fashion” 时尚 “K-Pop stars” 韩国流行音乐明星 The Web allows these young people to pursue their own personal interests and develop niche tastes like never before. 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 15
  16. 16. How they use the web 4 A social bond “If I can only talk to a person face to face, it might take me a long time to know her but online, we can get to know each other much more quickly” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 16
  17. 17. How they use the web 5 A mean for self expression Digital channels are giving teenagers new ways of è Expressing their deep seated opinions è Telling their daily life stories to those who matter most to them 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 17
  18. 18. THE POWER OF MOBILE “My smartphone pretty much never leaves me” 手机基本上不离身 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 18
  19. 19. The power of mobile 1 Rapid democratization of smartphones “All of my classmates have smartphones” “My parents offered me this iPhone after I performed well on my exams” … despite parents’ reluctance “My parents are afraid that my phone well have a negative influence on my studies” “My parents will often take my smartphone away when I get home” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 19
  20. 20. The power of mobile Most popular brands Android is fast rising and users are actively embracing it 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 20
  21. 21. The power of mobile 2 A symbol of personal power and independence Smartphones allow teens to circumvent parental rules on internet use and have their own private web terminal “After I’m done with my homework I go on QQ with my cellphone because my parents lock up the computer” Smartphones allow teens to tell their own stories and share exciting moments with their circle of friends “When I see a lovely scene, when I eat etc… I will take a picture of it for my friends to see” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 21
  22. 22. The power of mobile 3 A companion of everyday routine At home In class 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com During various activities 22
  23. 23. The power of mobile Gaming Instant messaging Most important uses Social networking / micro-blogging 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 23
  24. 24. WHAT ABOUT SOCIAL? 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 24
  25. 25. What about social? 1 What are the main platforms? The “King QQ” The 2 main social platforms “I’ve been using QQ for a long time and have gotten used to it” “RenRen and Weibo and the sites I use most often” “The best social platform is Weixin” The rising star “I love the voice messaging function” “Weixin is the platform I use to stay in touch with close friends” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 25
  26. 26. What about social? 1 What are the main platforms? (2) … and the rest BBS still popular especially amongst girls Kaixin only popular for games, seen as deserted “My foreign friends only use Facebook” “I use Twitter to follow the celebrities that I like” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 26
  27. 27. What about social? 2 What are the key uses? Express oneself “I often post about my mood” “I often post to complain about things” Tell their daily life stories (mainly through mobile) Connect with people with similar interests (for some) 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 27
  28. 28. What about social? 2 What are the key uses? (2) Stay informed about topics of interest Culture Celebrities Fashion 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com Current affairs 28
  29. 29. What about social? 3 Repartition of roles between platforms “Connecting with close friends” Picture sharing Organization of outings Deepening relationships “Connecting with the world” Staying informed Discussing new trends Meeting new people Forwarding interesting content 猫叔 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com Gangnam style 29
  30. 30. What about social? 4 What about brands? A few brands mentioned… … but overall not major brand followers Strong role of social media in getting product and brand information, but not always through official brand accounts 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 30
  31. 31. WHAT IS THE PLACE OF ECOMMERCE? 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 31
  32. 32. What is the place of e-commerce? 1 Not heavy e-commerce shoppers (yet)… 2 … still value the retail experience… “I still buy most of my things during shopping trips” 3 … but are all knowledgeable about e-shopping… “I will often help my family members pick and pay for things online” 4 … and perceive its advantage “I often buy things in shops and then realize it was cheaper online, I do not know why I bought it offline…” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 32
  33. 33. What is the place of e-commerce? Electronics Key products Books Clothes and shoes (For electronics) Key sites (For books) 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 33
  34. 34. What is the place of e-commerce? 5 E-commerce and social media are deeply integrated “Sometimes I will be attracted by a picture I see on RenRen with a very special piece of clothing and I will check out the Taobao link” “I recently found a great pair of shoes through Weibo, the picture had a Taobao link” 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 34
  35. 35. @ GOING FURTHER: WHAT IS YOUR WEB PERSONALITY? 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 35
  36. 36. Your web personality How is your personality online different from off line? “Bolder” 更胆子大一点 “I can say online what I can’t say offline” 我现实当中说不出的话, 我 在网上都可以发出来 “More gentle and calm” 会再温和一点 “More open minded” 比较开朗一点 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 36
  37. 37. IMPLICATIONS FOR BRANDS 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 37
  38. 38. Implications for brands 1 Tap the opportunity 2 Understand the target and adapt the approach 3 Go mobile 4 Get them involved 5 Offer something 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 38
  39. 39. ANY QUESTIONS? 2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com 39

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