Cic group m young consumers in the age of social media

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chinese youth behavor of Weibo.com which is chinese version of twitter.

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Cic group m young consumers in the age of social media

  1. 1. The Vibrant Lives of Digital Youth: in the Age of Social Media CIC - GroupM Knowledge White Paper on Youth© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 1
  2. 2. Preface Over 50% of the CEOs of online platforms like Qing Blog, group-purchase sites, vertical portals and mobile platforms in China are born after the year of 1980. Their shared background and experience means they are well informed of their peer’s wants and needs in terms of these digital services and as such, create platforms that resonate and win supports amongst their audience. The central role of the internet in the lives of young people hinges on a desire for new experience and self expression. This virtual identity helps them to create real-world self-image. China ‘s youth have a strong sense of individuality and are pioneering social media. With the evolution from social media to social business, it’s essential that brands to understand their behavior and develop social media strategy that resonates with this audience. Brands who can skillfully participate in the online community to expand brand recognition, develop preference, loyalty and affinity, can shorten the distance between themselves and their consumers. Following the launch of The Voice of Luxury: Social Media and Luxury Brands in China in October of 2011, in December, CIC and GroupM Knowledge once again cooperate to develop industry understanding of young people’s online behavior. This report aims to foster such deeper understanding with reference to contemporary social pressures. As such, this white paper can also guide brands in indentifying target audience and creating effective marketing strategies.© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 2
  3. 3. Preface The China Youth Report looks at the daily lives of Chinese youth, the effect of celebrity culture and influence of brand image. Although youth may experience different upbringing and environment, they do share strong characteristics. Generally speaking, 80’s generation are more willing to express themselves while 90’s tend to enjoy making the most of life’s entertainment. gap year, little fresh and “Let’s build our own town” community are quite popular among China’s youth nowadays, such styles and events are great opportunities and practice for them to express themselves. There are key areas of interest amongst the young generation, the top three being music (30%), astrology (28%) and Zhai (15%), which means hanging out at home. Sleep and Fu also make it into the top 20 as favorite tags chosen by Chinese youth. Young people are exploring identity and realizing their self-worth and social value, while discovering interests that enrich their lives. Celebrity culture has traditionally been a key area of interest for young people and as such, celebrities play an important role in mainstreaming social media. Self-made stars, or those who have been plucked from obscurity to achieve celebrity status, have an aspirational quality that particularly resonates with young people. In the list of most discussed stars on Sina Weibo, five of the top ten are self-made celebrities. Their Weibo accounts allow their audience a closer look at this lifestyle and encourage young people to chase their dreams with the sense that anyone can make it. Finally, youth are working towards a better quality of life. They have a keen recognition and strong sensitivity to branding and products. They eat McDonald’s and pursue a future filled with BMW and Chanel. Compared to other age groups, youth are more willing to interact with their favored brands. They also love sharing their views of brands in entertaining ways. All of this is valuable business for brands. The aim of this white paper, a collaborative effort from CIC and GroupM Knowledge, is to help brands better understand their target audience’s psychology and behavior, and as such, become an effective tool in the development of successful social business.© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 3
  4. 4. Research Methodology Research Methodology • With GroupM Knowledge’s deep analysis of 80’s and 90’s generation in China, the co-branded Youth White Paper gives an overview of the youth market in China, with particular focus on their online preferences, consumption habits and lifestyle. • CIC monitored young people’s online activity in social media; blogs, BBS, video sites and in particular, via in-depth analysis of Sina Weibo. A sample was taken of 2,000 young people’s Sina Weibo account information; 1.2 million tweets, 20 thousand Weibo tags and 4.4 million followed users are delved for this report. Data Source • All data and results of GroupM Knowledge are quoted from Analysis of Post 80s and Post 90s (GroupM), 2010 Weibo Research (GroupM & Sinomonitor), 2011 China Youth Media Behavior Research (GroupM & China Youthology), and third party data from CTR- CNRS. • CIC identified 80’s and 90’s generations by their Sina Weibo tags and stratified them according to age and region, finally settling on 2,000 young Sina Weibo users and collecting for the first half of 2011. According to regional classification, 42.54% of 2,000 users are located in Tier 1 cities, 20.47% located in Tier 2 cities, 20.47% located in Tier 3 cities, and 22.36% in Tier 4 cities. By age group, 30% were born in the 80s and 70% were born in the 90s.© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 4
  5. 5. Table of contents Chapter I P06 – P18 Exploration and Self-Discovery Chapter II P19 – P45 Youth’s Diverse Interests Chapter III P46 – P56 Youth Digital Footprint Chapter IV P57 – P65 Defining Celebrities Chapter V P66 – P72 Brand and Youth© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 5
  6. 6. YOUTH Exploration and Self-Discovery© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 6
  7. 7. PART ONE 80’s generation 90’s generation The 80’s generation, those born between Most of the 90’s generation are students, 1980 and 1989, are now 22 to 31 years of from 12 to 21 years old. As such, they age and may have either just landed their spend most of their time in school. Their first job, or have several years of work short term goals are quite clear; do well in experience. their studies and get into a good school. The 80’s generation are at a stage where Unlike 80’s generation, 90’s youth are less they want to define their sense of self. concerned with who they are and where They want to explore a meaningful life they’re going, and more about enriching and develop a fruitful career. Their coming their boring school life with entertainment. of age has coincided with rapid So, celebrities catch their eye and have development of China’s digital become an important part of their lives. technologies and social media. As a result, they are aware of a wide variety of new life styles and emerging cultures amongst their peers.© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 7
  8. 8. PART ONE Emerging Consumption Generation Post 80s Post 90s - Driven by entertainment – anything can be a source Character - Like to express personality and are self-driven of amusement Background - Significant social changes - Rapid Internet development growing up Idols - Sports stars, Hong Kong and Taiwan celebrities - Japanese, Korean and cult celebrities Activities - Basketball, football, Go-Kart… - Parkour, fancy basketball, hip hop… Spirits - Personalized, egoism - Amusement, enjoyment (Common character) Consumption driven by self-satisfaction Consumption attitude - Pursue quality and personalization - Proactive consumers - Enjoy life and tend to consume on credit - High consumption potential and influence Source: GroupM 80s & 90s Analysis© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 8
  9. 9. PART ONE 90’s Generation See Themselves Different with Other Generations A Weibo based keyword survey showed that the 90’s generation view themselves in similar terms to the wider community; only buzz ranking uncovers differing attitudes. Zhai (宅) is a common attitude amongst all young people. 90’s generation think of themselves as free and in the eyes of the wider Weibo community, the 90’s generation are immature and rebel. Keywords voted by 90’s generation Top 8 keywords of 90’s generation descriptions voted by 90’s generation 1.Zhai (宅) 137,002 6.Rebel(叛逆) 36,570 2.Free(自由) 71,290 7.High-profile(高调) 36,116 3.Characteristic(个性) 70,209 8.Pre-mature(早熟) 35,826 4.Sensitive (敏感) 46,944 9.Emotional(情绪化) 32,058 5.Fashionable(时尚) 37,043 10. Neuroticism(神经质) 27,653 Keywords voted by others except 90’s Top 8 keywords of 90’s generation descriptions voted by other Sina users generation 1.Zhai (宅) 130,979 6.Fashionable(时尚) 36,256 2.Characteristic(个性) 73,997 7.Emotional(情绪化) 30,999 3.Pre-mature (早熟) 45,749 8.High-profile(高调) 30,956 4.Rebel(叛逆) 43,113 9.Non- mainstream (非主流) 30,778 5.Sensitive (敏感) 40,466 10. Neuroticism(神经质) 25,855 This survey got near to three hundred thousand of netizens join in 15 days. link.© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 9
  10. 10. PART ONE Youth Are Experiencing Greater Pressure Pressures On How To Release Academic Pressure Senior high school students throw all books after examination end China’s youth are experiencing increasing societal pressures. Students face ever more competition in high school and university enrollment exams. Young professionals are struggling with career development and the soaring Employment Pressure Flash mob for high house pricing cost of real estate in China. Three major pressures • High real estate price • Career development • School enrollment© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 10
  11. 11. PART ONE The Internet Inspires China’s Youth to View Life from Different Perspectives Thanks to the Internet, Chinese youth now have more opportunity to communicate with those who travel and study overseas, making them think about life from different angles. So, they seek freedom and self-worth, not a 9 to 5 routine. China’s youth are no longer satisfied with reading stories. Instead, they want to see world, write their own story and share it with their peers. From Watching Online: Weibo and Blog Articles Online: Offline: Douban Interest Groups and BBS Youth Hostelling Association To Action© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 11
  12. 12. PART ONE Youth Are Inspired by Peers’ Success Online stories mobilize youth to think about the kind of life they themselves actually want to live. Whether from your own friends or young people in foreign countries, real stories of adventure and discovery inspired them to take action and seek out their own lifestyle. For youth, it’s not just admiring the travelling experience, but the underlying attitude towards life. Youth lifestyles and attitudes: travelling/gap year; little fresh/小清新; Lifestyle of City And Nature/乐城族 Xing An, 23 years old, started her XieXie and CaiCai, a young couple Chang Liu and Yue Gu, finished their 3 gap year in Jan 2011. spent 40K RMB travel to 18 countries months hitchhike from Beijing to Berlin in 10 months. in 2009. Blog Visit: 40,149 Sina Weibo follower: 3,065 Sina Weibo follower: 40,634 刘畅 Sina Weibo follower: 50,989 谷岳 Sina Weibo follower: 73,656 Above data is updated till Nov.14th 2011© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 12
  13. 13. PART ONE The Gap Year Is A Journey of Self-Discovery and Realizing Dreams Youth is struggling with dreams and reality. They are not only seeking for material but also pursuiting dreams. Right now, youth are on the way to find their dreams. *** A ‘gap year’ (also known as a sabbatical, time off or time out) is an expression referring to a period Gap year Sina Weibo Tweet of time, which needn’t necessarily be 12 months, in 2010: 1,045 tweets which students take time off and do something other 2011.01 ~2011.08: 174,496 tweets than schooling, such as travel or work. —Wikipedia 但是,也有很多人怀揣的理想,始终没有迈出脚步。并不是我们钱赚的不够多,时间不够用,其实是 我们缺乏安全感。 安全感不是朝九晚五的公司班车,也不是每月一次的薪资账单。 安全感是对自己的认同,对理想的执着,是别人没法给予的,是人本身的一种特质。 link Some people haven’t even started to dream. It is not about money or time, we just don’t have a strong sense of security to start the journey. A sense of security is not the company’s shuttle bus, and it’s not paychecks every month either. It is identity and the persistent pursuit of one’s dreams. We can’t get it from anyone else. It is something within us. 我希望过间隔年..体验一下到底人生能给我带来多大意义..或许是我一生中最渴望的一件事了..我的青春, 我的梦想已经被现实抛弃很远..我很沮丧,我又很不甘心..不甘心! link I want to have a gap year to experience the life meaning. This might be what I desire most. My youth, dreams are so far away from my real life. I am depressed but don’t want to yield.© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 13
  14. 14. PART ONE NGO and Volunteers Activity – Achieve the Value of Life China’s youth are responsible and motivated to volunteer at social events that help those around them. As such, participation in various social events, oversees internships and volunteering have become popular. AIESEC Asia Volunteer Group AIESEC is the worlds largest student-run organization. It offers overseas volunteer opportunities and internships, to help young people get experiences and skills that matter today. Link Blog Visit: 37,321 Sina Weibo Follower: 4,178 Above data is updated till Nov.14th 2011© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 14
  15. 15. PART ONE Little Fresh – Maintaining Identity in A Flawed Reality The little fresh group indentify themselves as natural, being of good taste, pure and elegant. What does Little Fresh look like? • Like photography • Like canvas shoes • Like cotton clothes© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 15
  16. 16. PART ONE Lifestyle of City and Nature: Youth Strive to Escape the Stresses of Daily Life 乐城族 Lifestyle of City and Nature China’s youth feel the stress from day to day life, so they welcome any chances that could make them get out of the city and slow the pace of life. A community called Let’s Build Our Own Town meets their needs. Young people work together to build a new town, showcase their achievements and inspire others. 854 members, 504 netizens participated events 1,188 netizens show interests in this activity. Let’s build our own town/自己建小镇 community. Above data is updated till Nov.14th 2011© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 16
  17. 17. PART ONE Value of Life: What Youth Wants? • Dream Youth are not opposed to work, just want to pursue their dreams. • Courage In the face of real-life pressures like family and career development, some youth seek encouragement to take action. • Lifestyle Youth are seeking a lifestyle which is different with normal daily routine. There is an opportunity for brands to be with youth, provide information, guidance and encouragement to pursue their dreams.© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 17
  18. 18. PART TWO Value of life: The Cultural Role of Youth Media • Lifestyle guidance In a society as fast changing as China, youth lack of advises directly from older generations. So, media should take responsibility as a mentor for youth. Chinese youth are evolving in terms of • Enabler of individuality personal identity. They choose media that echoes this sense of individualism. Youth use media to establish their • Identity ingredients identity. They re-negotiate interpersonal relationships with social networks real life and cyberspace. Source: GMK & China Youthology – Chinese Youth Mediascape 2011© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 18
  19. 19. YOUTH Have Diverse Interests© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 19
  20. 20. PART TWO Motivation behind Youth Weibo Account • Maintain and build personal network • A good way for emotional relax • Looking for information 我每天回家第一件事都会看大家的评论,而且每评必回,而且,微博让 你什么话题都知道一些,如果出去的话,就都有的聊了,就都知道了。 I have reviewed and replied all comments from my friends, which is helpful to have common topics with my friends. --80后北漂男 One male born after 80, worked in Beijing. Follow idols and entertainment news Think Weibo represents latest trend and fashion 因为我追星嘛,看好多明星也使那个,然后就说能拉近一些距离, 然后就也注册了一个。 I created my Weibo account because many stars did this and I can follow them via Weibo. --90后北京女孩儿 One post 90s Beijing Girl Source: GroupM & Sinomonitor Weibo Research 2010© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 20
  21. 21. PART TWO Music, Astrology and Zhai Are The Most Popular Topics for Youth We analyze youth interests by looking at the tags they post to Weibo. 100% Sample tags on youth Sina Weibo 29.0% 75% 28.0% 14.9% 13.5% 12.6% 50% 11.1% 9.3% 8.5% 8.4% 6.3% 6.2% Top favorite 25% 6.1% 6.1% 6.0% 3.7% 2.3% 2.1% tags from 2.8% 2.3% 2.6% 1.6% 1.1% Youth 0% Unit: percentage of sample youth Only more than 1% tag is showed Source: 2,000 youth sample accounts on Sina Weibo, Jan-Jun,2011 Top Tags from All Music Travel Movie Astrology Gourmet 80s 90s Zhai Fashion Student Sina Weibo Users Source: Sina official data© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 21
  22. 22. PART TWO China’s Youth Don’t Just Listen to Music A lot of music lovers put music on their Weibo tag. It’s interesting to find that netizens don’t just enjoy listen to music but also like to sing the songs themselves. 15.7% - Love Music 7.9% - Listening Music 0.3% - Music Daren Music, love music, music kong, Listening music Music Daren music lover 0.8% - Music types 3.7% - KTV Hip-hop: 0.3% 0.4% - Guitar Singing, Mic king, European and American pop Guitar Karaoke music:0.3% rock and roll: 0.2% Source: 2,000 youth sample account on Sina Weibo, Jan-Jun, 2011 % is the percentage of youth are using the tag© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 22
  23. 23. PART TWO Weibo Helps Youth Broaden Their Musical Horizons 2.Foreign musicians are 3. Share-to-Weibo lets you show 1. The hottest songs are made welcome on Weibo friends your musical flavor accessible to youth via popular music accounts . Listen music on Douban FM Click share button I am so happy. Emma Watson opens her Sina Weio. So does 2PM, Tweet the music piece on Weibo CNBLUE, Fitiland. I believe Katy Perry, lady gaga, IU, 2AM, Bigbang #HitFM Exclusive Premiere# Bruno Mars’ Weibo will come soon. I’m listening to Yuike Nishimura’s song song named ‘It Will Rain’ for link Future on Douban FM © 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 23
  24. 24. PART TWO Chinese Youth Create and Share Music and related events Cover songs and original music is trendy Weibo provides an open platform for young people to share their original songs and covers. American TV series Glee cultivated millions cover song fans. Jason Chen’s cover songs also attract many Western pop music lovers. Glee is an American musical comedy-drama Jason Chen’s homemade music television series that airs on Fox in the U.S. It videos get hundreds of focuses on a high school music club retweets on Sina Weibo. His competing on the choir circuit, while its Sina account attracted members deal with relationships, sexuality thousands of followers. and social issues. Glee wins Chinese youth hearts 270,272 tweets on Sina Weibo Young people are more engaged with music festivals & events Music lovers are sensitive to event information. With Weibo’s retweet function, more young people get involved and share festival experience with photos, text and videos. Music festival participant tweeted live music show to Weibo. Zebra music festival’s Weibo account has 8,865 fans, including many verified accounts.© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 24
  25. 25. PART TWO Astrology is A Key Feature of Youth’s Personal Identity Chinese youth are familiar with astrology and use it to analyze personality. Here are four key occasions they talk about astrology: 1 Self-introduction 2 Analyze friends’ characters 片儿V: love travelling, walking, photography, making friends, pay attention to emotion, and an Aries girl who is good at logical thinking and astrology analysis. Let’s talk about 12 signs in Leo’s eye. Aries: I like them, but they’re choleric Taurus: not familiar, stubbornness? link 3 Forecast unpredictable situations 4 Facing difficulties Is it not suitable for Sagittarius to shopping online this month? link Is any Libra job hunting? How are you? I’m so desperate. Wish an offer please. link© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 25
  26. 26. PART TWO Zhai: A Relaxing Moment away from It All Zhai means people don’t want to go out, but rather stay at home the whole day. It has become mainstream amongst Chinese youth. Netizens view it as a kind of relaxing lifestyle. At the weekend or while on vocation, youth like to sit on sofa or bed, watch TV, play online games, surf the internet and eat snacks. This is about find a relaxing moment away from your social life. Most common online platform for Zhai Online shopping: Online chatting: Social network: Online video: Relaxed and Elegant Relaxed and Causal Online games:© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 26
  27. 27. PART TWO Movies: China’s Youth are Conditioned to Switch between Online and Offline Online Purchase Offline Movie Watching Online Commentary Reading & Criticizing© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 27
  28. 28. PART TWO Fashion: Youth Are on the Edge of Fashion Trends Weibo Blog Shai Fashion Youth are more fashion conscious than older generations; appearance is a good way to showcase your personality and identify. Community China’s youth love to follow street snapshots and share posts and tweets on Weibo. Shai is a core element of China’s net culture. Youth Shai and share various of images of products, portraits, mix and match styles and street snapshot.© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 28
  29. 29. PART TWO Taobao Stores Provide Convenient Fashion Education and Practice How does Taobao fit young fashionistas’ needs? Cheaper : Youth can try more clothes on a budget. Purchase Guides: Make shopping on Taobao more effective. Meilishuo and Mogujie 最近得了一种病,每次去商场买衣服,脑内 are 2 sites that classify 就会自动跳出淘宝页面,默默问自己这要是 在淘宝买得便宜多少啊~~~先试试款式回头去 Taobao’s products and 淘宝买吧~~我的天啊~~~有没有人和我一样? are ranked by Link consumers, made Recently, when I’m shopping in the mall, I will purchase more easier. think it must be cheaper if I buy these clothes on 转发是为了保存连接 Link Taobao. Then I decide to go buy it from Taobao. I retweeted to keep Taobao URL more visible. Does anyone face the same situation as me? Diverse Products and Innovative Styles Purchase via overseas buyer provide cheaper Allows young people to create unique styles. and more reliable products. 上网买东西有个好处,就是通常买到的 是正品的 很满意 皮质很好 外观高档 很喜欢 我 东西,都是比较特别的。比如衣服,上 老婆也说很满意 谢谢卖家 准备在买一个回来送 网买,穿出去,通常找不到第二个一样 给我们领导 Link 的 link It is real ly a product with good leather and a It is good to buy special stuff online. For high quality look. I like it very much . My wife is example, it is handy to find others who satisfied with it as well. Thanks to the seller . I’m wear the same clothes as me. going to buy another one to send to my boss.© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 29
  30. 30. PART TWO Gourmet: Youth Don’t Hide Their Passion for Food One tenth of youth claim to be a budding gourmet. Some of them Gourmet/美食 even call themselves 吃货/Chi Huo, who is someone who easily gets 8.3% out of control when it comes to gourmet. Eat/吃 1% Foodie/吃货 0.7% Gourmet Kong/ 美食控 0.7% Love Gourmet/ Base: 2,000 youth sample, Jan - Jun, 2011 Percentage is referring to the percentage of 爱美食 0.4% youth using this keyword in personal tag.© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 30
  31. 31. PART TWO Gourmet: Foodie Type Varies, Spectator Took a Big Part of Foodies Spectators are active in eating like a gourmet as long as they get the relevant information. 有木有人今天6点左右会经过金陵东路啊? 我想次江边城外巫山烤 Spectator 鱼,但是预定已经排到11月14号了=_=!!!!!. Who will pass by east Majority of foodies are Jin Lin road? I wish to eat roast fish but its reservation is full til spectators. 14th November. link They are active in trying recommended food and leaving Explorers are happy to seek out different comments. gourmet foods. @不二家先生 来漳州吃小吃呀,我又发现了好多好吃的! @不二家先生, please come Zhangzhou to eat snack. I just found a lot of new, tasty snacks. link Explorer Fewer in number than spectators. They like to taste the foods which aren’t well known. Practitioners like to make gourmet cuisine themselves and share it with friends. Practitioner 大早上吃着自己做的月饼,开心 ,原来月饼也不是很难做的... The fewest number of real gourmet. I felt so happy to eat moon cake made by myself. Happy to find out making moon cake is not that tough. link© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 31
  32. 32. PART TWO The Foodie’s Digital Map Collects Abundant Gourmet Information Social media platforms for three type of foodie Practitioner Explorer and Spectator – Happy to share new experiences on their – Dare to try new food and happy to personal blog and Weibo recommend tasty food & good restaurants. – Exchange DIY experience with others via – Accustomed to searching for good Douban activity. restaurants using the foodie map. Blog Weibo Customer Review Douban Weibo Activity Douban Group Group Purchase Site© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 32
  33. 33. PART TWO Sports: Basketball, Football and Badminton Have Been Tagged Most by Youth Basketball 篮球 2.4% NBA 1.5% Football 足球 1.5% Badminton 羽毛球 0.7% Fitness 健身 0.4% Base: 2,000 youth sample, Jan- Jun, 2011 Swimming Percentage is referring to the percentage of 游泳 0.4% youth using this keyword in personal tag.© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 33
  34. 34. PART TWO Sports News Sites and Weibo are Key News Channels; BBS is More of a Communication Platform Seek Information – interviews, Deeper discussion and Match Reporting – text, picture and match reports and rumors communication live reporting Sports New Site – Sports New Site Sina, Vertical BBS text reporting Netease, Sohu and so Hoopchina, Goalhi , on.. Portal Sports BBS… … Sina, Netease, Sohu and so on.. Tactics Analysis: match preview and review Weibo – instant text – Live reporting: text and picture reporting Weibo Sina, Netease, Sohu and – Debate: which athlete / team is better? Sina, Netease, Sohu and so on.. – For some niche sport categories, BBS so on.. also plays an information channel, as not much is covered by mainstream media. Vertical BBS - Hoopchina, Goalhi , Blog Portal Sports BBS… … For niche category, blog is more important. Live Stream Influential blogs take the responsibility Zhibo8, PPS, Web live to collect and report industry news reporting page and so on..© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 34
  35. 35. PART TWO Travel: Backpacking is Gathering Increased Support from China’s Youth Leisure Travel 8.5% of youth express their love of travel. They desire to see more of the world and travelling has become youth’s favorite means of learning more. Leisure travel: A relaxed work/study break at a beach resort or leisure city. Backpack travel: A cheaper, unconstrained and more challenging way to travel. Travelers research Backpack Travel the destination, book hostels and air tickets by themselves. Nowadays, more and more youth are willing to have a backpacking travel experience. Source: 2,000 youth sample account on Sina Weibo, Jan-Jun, 2011© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 35
  36. 36. PART TWO Photography: Record Life and Seek Skills To record daily life, a digital camera and high quality phone camera are a necessity for China’s youth. Young people take photos of small moments in their lives, like food, clothes and friends. Amateur photographers pursue skills and equipment; a DSLR camera is a must for them. Different to causal photographers, amateur photographers look for skills and high quality images, gathering with friends for real-world practice at weekends and holidays. Youth are pursuing high quality photos and are ready to invest money in equipment. Joke about DSLR : 玩单反 穷三代/ Play DSLR, three generations poor© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 36
  37. 37. PART TWO Photography is A Daily Ritual for China’s Youth There are 1,684,844 tweets around take a Youth are accustomed to take pictures record picture/随手拍 culture on Sina Weibo in the daily life. first half year of 2011 . 1. Take a picture to save a child beggar/随手拍解 吃饭时旁边桌的一个老外用蹩脚的中文问我「你们的手机是都 救被拐儿童. 30,210 Sina tweets from 1st Jan to 有检测有毒物质的功能么?」我听了一头雾水,我说「没有 30th Jun 2011. 啊。」他不好意思的说「我看你们很多人都在吃饭前拿手机对 着食物拍照,我还以为……」 2. Take a picture to introduce unmarried youth/ In a restaurant, a foreigner at a nearby dinner table asked me if 随手拍解救大龄女青年. 147,896 Sina tweets our mobile phone had the function to test the food for toxins. I am from 1st Jan to 30th Jun 2011. lost and tell him there isn’t this function. He feels embarrassed and says, I see many of you are taking pictures of the food before eating, so I am thinking…. link© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 37
  38. 38. PART TWO Fu/腐 : Youth Have An Open Mind about Homosexuality Background of Fu Culture : Fu, also called Boys Love or BL, originates in Japan (referred to as Yaoi fandom in Japanese culture) and is a genre of male/male romance narratives aimed at a female audience. Nowadays, Chinese youth are much more open to talk about homosexuality and in some cases will even introduce themselves as a Fu girl (腐女). Hot contents and accounts about Fu on Weibo Communities on Douban Popular movies, books, comics and games about Fu© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 38
  39. 39. PART TWO Chinese Youth Also Show More Diverse and Unique Interests Here are more Douban based examples of the kind of topics that attract China’s youth:  1,043 netizens are in a painting group.  2,605 netizens like to plant moss.  1,992 netizens like listening to stories  2,406 neitzens enjoy running at night.© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 39
  40. 40. PART TWO What Are Youth Looking for? Individual Vs. Social Life: unsatisfied with mediocrity, desire of sense of belonging Clear Community Structure and Responsibility: willing to scarify Cool to be a Geek: pursue perfection Embrace Challenges: Self-Breakthrough Welcome New Concepts: challenge traditions© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 40
  41. 41. PART TWO Individual Vs. Social Life Youth want to stand out as an individual but must balance this individualism with a need to belong, a desire to be part of a community and have fun with friends. Individual Zhai: value time alone, relaxing Fashion: keen to differentiate their style Photography: dedicated to the pursuit of individual achievement Social Music: KTV to have fun with friends Astrology: discuss personality and social interrelationship Gourmet: shared culinary experience Sports: team centered activity for competitors and spectators© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 41
  42. 42. PART TWO Clear Community Structure and Responsibility Willing to Volunteer and to Be A Organized, Structured Communities Community Contributors Interest groups have a clear, often hierarchical, organizational structure. Youth are active participants, Chinese youth are enthusiastic and dedicated seeking responsibility and keen to be core members of contributors to the community. the community. For example, those who are especially analytical For instance, young netizens volunteer astrological or academic are eager to act as experts within translations to Douban groups. TVXQ fans would the community. like to be volunteers to assist community activity. Others, who derive satisfaction from organizational tasks, will adopt a facilitating, coordinating role within the community. TVXQ fans help fans club to organize activity link Different groups in Feeling TVXQ fan club link© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 42
  43. 43. PART TWO Cool to Be A Geek To stand out from the crowd, China’s youth are highly driven, often dedicate themselves to one particular interest to the point of obsession and becoming an expert in that domain. Jason Chen who is famous for WanRong is a gourmet lover, she covering popular European and becomes a gourmet editor Cover song Daren American pop music on Sina Weibo. Gourmet Expert eventually. Currently, she has more He does very well in covering popular than 20 thousand of followers in Sina Chinese song fairy tale/童话 to Weibo . link English version. link© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 43
  44. 44. PART TWO Embrace Challenges Youth enjoy competition and relish a challenge. They chiefly seek out this competitive opportunity with sports and challenge their own limits by hiking or backpacking. Sport: Opportunity for good natured competition Travel: Challenge yourself and your independence© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 44
  45. 45. PART TWO Welcome New Concepts Over Clichés Fu/腐 is not easily accepted by older generations but Chinese youth have welcomed this Japanese concept. This indicates a willingness turn away from old customs and create modern sensibilities.© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 45
  46. 46. YOUTH Digital Footprint© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 46
  47. 47. PART THREE Youth Spend More Time Online, Less On Traditional Media Time Spent on Media / per day (2010 vs. 2009) 2% 4% 3% 4% 4% Source: CTR-CNRS, P15-31, all markets, 2010 vs. 2009 Sample: 2010: 26,693 people; 2009: 22,635 people© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 47
  48. 48. PART THREE Digital Pastimes of China’s Youth SNS, Online Video and Education Online shopping, E-booking and Blogging Online gaming Post 80s Post 90s Source: CTR-CNRS Nov.2010 – Apr.2011, P15-31, all markets Sample: 2010: 26,693 people; 2009: 22,635 people© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 48
  49. 49. PART THREE Youth’s Digital Footprint Social Platforms of Digital Youth: The Internet is not only an information Weibo: celebrities, family and friends, netizens with shared center, but also a platform for youth to interests. express their personality and communicate with others. Celebrities – Blogs, Weibos and SNS sites allow youth act as an individual in the Family and Shared digital world. real-world interest friends groups – BBS is more like an interest group for in-depth communication and understanding in specific domain. SNS: family and BBS: netizens with the same interests, real-world friends celebrities. Family and friends in Interest Celebrities reality groups© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 49
  50. 50. PART THREE Communication Center Playground SNS: Kaixin notes can be synced up with Weibo account. LBS: check-in record is updated to Weibo . Blog: Blog article can be recommended to friends via Weibo. Since Weibo is more closely linked Weibo to daily life, facilitated by the easy browsing and updating of information, youth use Weibo as an internet hub and like to forward other sites’ content via Weibo. BBS site: have Weibo account to talk with youth. Meanwhile, youth would like to follow friends who know from BBS. News site: have their Weibo account, youth can easily get Video Site: Youth are happy to share news from Weibo. interesting video with friends by forwarding video from video site to Weibo.© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 50
  51. 51. PART THREE Mobiles Bridge Digital Life and Real Life Finger life (mobile) plays an important role in bridging young people’s online and offline existence. Mobile surfing and social media synchronicity blur distinctions between real-world and digital events, activities, communities and friends. in 40 minutes’ class, 15 minutes is spend on Weibo DQ store check-in information is simultaneously Digital Life Real Life to Weibo. Finger Life© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 51
  52. 52. PART THREE Youth Mobile Usage Post 80s 34% accessed the Internet via mobile last year 49 mins - average time spent on mobile Internet a day Post 90s 39% accessed the Internet via mobile last year 57 mins - average time spent on mobile Internet a day Source: CTR-CNRS Nov.2010 – Apr.2011, P15-31, all markets Sample: 2010: 26,693 people; 2009: 22,635 people© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 52
  53. 53. PART THREE More Than 30% of Youth’s Sina Tweets Posted Via Mobile Only 54.50% of youth tweets are generated on Weibo.com; more than 30% of Sina Weibo’s youth tweet via mobile phone. The 90’s generation engage more heavily via mobile than their 80’s counterparts. 90’s generation 37.28% of 90’s generation’s Sina tweets come from mobile phones 80’s generation 32.17% of 80’s generation’s Sina tweets come from mobile phones. Source: 2,000 youth sample account on Sina Weibo, Jan-Jun, 2011© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 53
  54. 54. PART THREE Mobile Applications Do Battle On Sina Weibo Aside from Weibo.com, the UC browser, Sina mobile app and the iPhone app are the most popular means of tweeting. There is an obvious difference of iPhone share between the 80’s and 90’s generation. However, considering most of the 90’s generation are students, there are many potential opportunities out there. 80’s generation 90’s generation Weibo.com 57.91% Weibo.com 53.10% iPhone Mobile Client 11.61% UC Browser 9.44% Mobile Version of Weibo.com 4.50% S60 Mobile Client 7.47% UC Browser 4.48% Mobile Version of Weibo.com 7.44% S60 Mobile Client 4.43% iPhone Mobile Client 5.71% Android Mobile Client 3.28% Android Mobile Client 2.40% Kjava Moblie Client 1.69% Kjava Moblie Client 2.23% Weibo.iPhone 1.15% Weibo Air 0.91% IPad Moblie Client 0.84% Weibo.iPhone 0.70% Weibo Air 0.73% Sina Blog 0.54% Source: 2,000 youth sample account on Sina Weibo, Jan-Jun, 2011© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 54
  55. 55. PART THREE Check-In Habits Leave Youth’s Offline Footprint Online The 80’s generation prefers JiePang, while the 90’s generation not only like JiePang but also Digu. 80’s generation 兄弟,继续。@后来滴偶 阿八兴奋地玩签到,记录我们的生活,哈哈 Dude, come on! @后来滴偶 A Ba check-ins exist to record our lives! Haha. From 哆哆啦啦梦 JiePang 0.45% Digu 0.08% VLD.sina(微领地) 0.05% 90’s generation JiePang 0.31% Digu 0.15% VLD.sina(微领地) 0.02% Source: 2,000 youth sample account on Sina Weibo, Jan-Jun, 2011© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 55
  56. 56. PART THREE Youth Share Videos Via Weibo 80’s generation I’ve watched this video many times. I just forward it from Tudou to share with you. Enjoy it! My Fair Princess. link Youku share 0.34% Tudou Share 0.10% 90’s generation Youku Share 0.18% Tudou Share 0.10% Source: 2,000 youth sample account on Sina Weibo, Jan-Jun, 2011© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 56
  57. 57. YOUTH Celebrities Definition© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 57
  58. 58. PART FOUR The Content Captivating China’s Youth There are 2 kinds of Weibo accounts that young people follow most: 1. Celebrities: pop singers, actors, film directors, writers, models, designers etc 2. Grassroots accounts: black humour, funny stories, latest fashion news, tech reports etc Celebrities Grassroots Accounts Thin Joke Collection Weibo Joke Ranking Followers: 7,199,779 Followers: 5,616,439 Dee Yao Chen Followers: 13,920,752 Followers: 14,888,619 Dee and Yao Chen are 2 Weibo queens. Millions of netizens follow these joke accounts. Above data is updated till Dec.1st, 2011© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 58
  59. 59. PART FOUR Grassroots Can Compete with Celebrities Compared with the top 10 accounts on Sina Weibo, youth are more inclined to follow grassroots accounts. Most youth follow the Black Joke Selection / 冷笑话精选. Top following accounts among youth Top accounts on Sina Weibo by followers’ number rank name % of youth Rank Name Followers 1 Black Joke Selection 30.60% 1 Yao Chen 11,286,687 2 Dee 29.90% 2 Dee 10,170,807 3 Yao Chen 29.85% 3 Cai Kangyong 8,967,704 4 Cai Kangyong 29.10% 4 Xie Na 8,849,961 5 He Jiong 25.80% 5 Yang Mi 8,645,658 6 Xie Na 25.40% 6 He Jiong 8,567,476 7 Yang Mi 23.15% 7 Zhao Wei 8,546,624 8 Weibo Joke Ranking 22.85% 8 Li Bingbing 8,109,742 9 Headline News 20.55% 9 Chen Kun 7,698,323 10 Splendid Quotation 19.95% 10 Huang Jianxiang 7,376,216 Source: 2,000 youth sample account on Sina Weibo, Jan-Jun, 2011© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 59
  60. 60. PART FOUR Most Popular Celebrities among China’s Youth We identified the top 48 celebrity Weibo accounts followed by young people and found that there were 8 key categories that attracted youth. 1. Controversial Topics (18): Edison Chen, Angelababy, Xu Xiyuan, DEE, Yao Chen, Guo Jingming, Zhou Libo, Le Jia, Li Xiaolu, Huang Xiaoming and etc. 2. Variety Shows(13): DEE, Cai Kangyong, Blackie, He Jiong, Xie Na, Fan Weiqi, Le Jia and etc. 3. Pop Singers(12): Eason Chen, Jolin Cai, Hebe Tian, Show Luo , Eva , Fan Weiqi , SunYanzi , Wang Fei , Liu Ruoyin and etc. 4. Fashion(9): Edison Chen, Eason Chen, Gill, Cai Zhuoyan, Jolin Cai, Show Luo ,Angelababy, Blackie, Eva 5. Idols(7): Yang Mi, Feng Shaofeng , An Yixun, Hu Ge, Han Gen , Lin Zhiying , Zhu Zhixiao 6. Arts & Literature(4): Zhang Xiaoxian, Liu Ruoyin, Hebe Tian, Wan Fei 7. Light-hearted looks at life(3): Fang Datong, Hebe Tian, Wang Luodan 8. Film(4): Feng Xiaogang, Li Bingbing, Chen Kun, Liu RuoYin Source: 2,000 youth sample account on Sina Weibo, Jan-Jun, 2011© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 60
  61. 61. PART FOUR A closer look at four types of celebrity: Celebrity Crossover Chain Headliners, Varity Show Stars, Fashionistas and Pop Stars attract a lot of attention from youth audiences. Netizens who follow the same Controversial Topics type of celebrity form a circle and many are in a lot of different circles. (18) Xu Xiyuan, Yao Chen, Guo Jingming, Zhou Libo, Le Jia, Li Naturally, there are also those celebrities that Xiaolu, Huang Xiaoming and etc. Idols occupy more than one circle too. Close (7) relationships between different celebrities create Dee Yang Mi, Feng a circular chain, which can help brands to spread Edison, Shaofeng , An Yixun, information more quickly and gain exposure to Angelabagy Hu Ge, Han Gen , Lin an even wider audience. Variety Shows Zhiying , Zhu Zhixiao (13) Cai Kangyong, He Jiong, XieBlackie Show Luo Na, Fan Weiqi, Le Jia and etc. Fashion Jolin Cai (9) Light-hearted Cai Zhuoyan Fang Datong looks Gill Hebe Tian (3) Eason Chen Wang Luodan Eva Fang Weiqi, Sun Yanzi Liu Ruoyin Hebe Tian Pop Singer Wang Fei Film Liu Ruoyin (12) Hebe Tian Arts & (4): Literature Feng Xiaogang, (4): LI Bingbing, Zhang Xiaoxian Chen Kun Source: 2,000 youth sample account on Sina Weibo, Jan-Jun, 2011© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 61
  62. 62. PART FOUR Celebrity Crossover Chain Phenomenon Celebrity Chain Use power and reach of crossover celebrities to influence audience on a larger scale. Love Life Charity Project A charity project established in 2010 by famous Taiwanese singer Fan Weiqi and host Blackie, dedicated to helping disadvantaged and chronically ill children. 1. The spread center is Fan Fan and Blackie 2. Invited 26 Taiwanese celebrities; entertainment, music, drama, sports and fashion 3. The Life project generated a lot of attention. PV: 1,298,878 Brand Implication  Use 1 or 2 efluencers to engage a certain circle’s audience  Efluencers in more than 2 circles can impact their total audience at relatively low cost.  The more efluencers involved with a certain campaign at the same time, the bigger buzz volume can be generated in a short time.© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 62
  63. 63. PART FOUR Young Stars’ Fans Are More Active in Talking about Celebrities Top Celebrities by Youth Generated Buzz Volume Tweet Poster Wu Yi 7,546 223 Cheng Xiang 3,708 195 BiBi Zhou 2,860 355 Zhang Jie 2,585 Young celebrity Wu Yi (the second runner of 282 Hunan TV singing competition in 2010)generates Li YuChun 2,509 more buzz amongst fewer poster who are 486 2,441 extremely active. For instance, Luo Xiaotian a Han Geng 336 fan of Wu Yi, 32% of his Sina tweets are with 2,135 reference to Wu Yi. Eason Chen 972 49% Jay Zhou 2,135 In contrast, Eason Chen and Jay Zhou have 1,052 53% relatively low buzz volume but with many more Jang Keun Suk 2,092 191 posters - 50% of the sample youth accounts. Yang Mi 2,038 788 Source: 2,000 youth sample account on Sina Weibo, Jan-Jun, 2011© 2011 GroupM Knowledge & CIC The Vibrant Lives of Digital Youth: China’s Young Consumers in the Age of Social Media 63

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