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China Internet "Native" Gen Z Insights Report

Born seamlessly into the age of the internet era, Gen Z is deeply influenced by digital information technology, smartphones, mobile videos, etc. QuestMobile has released the Gen Z Insights Report 2022, which provides an in-depth analysis of the purchasing power of the “native” Gen Z, discusses Gen Z’s online behaviour and shows how Gen Z has brought about new consumption trends in the Chinese market.

According to QuestMobile’s data analysis, after going through the internet era of 2G, 3G, 4G and 5G, “native” Gen Z online active users have reached 342 million as of June 2022.

Gen Z users use the internet extensively for both study and life, with an average daily usage time of 7.2 hours, and a monthly average usage time of close to 160 hours. The mobile internet has changed the time allocation of Gen Z, activity from 21:00 to 0:00 is higher than that of users across the entire network.

As China’s economy and culture flourish, Gen Z has placed more emphasis on social activities, respect and self-actualizations needs. Mobile video, mobile social networking and game entertainment are the main online daily activities of Gen Z, accounting for the total usage time of 37.4%, 28.5% and 7.9% of the TOP 3 industries, which are higher than the average level of the whole network. Specific APP monthly per capita daily usage time TOP 5 are Honor of Kings (2.23 hours), Kuaishou (1.88 hours), Kuaishou Express Version (1.86 hours), Douyin (1.85hours), Game for Peace (1.84 hours).

The post-00s Gen Z, the majority are students who tend to spend more time on education and learning APP, and at the same time, they love knowledge experts in various fields. Gen Z who has gradually stepped into society, have begun to favour recruitment apps and vocational education apps to improve themselves. Gen Z, who stays at home, seems to be dependent on food delivery apps. In addition, the traffic of smart home apps and sports and fitness apps has also increased. KOL Liu Keng-Hong’s home fitness and live interaction have attracted many Gen Z audiences, especially the young group born in the 90s and 00s.

As for hobbies, Gen Z prefers the content of 2D anime, games, beauty, personal grooming and pets. For example, League of Legends, Honor of Kings, and Game for Peace e-sports content are skewed toward male users, and male users have also increased their interest in beauty content. The number of KOLs on the Xiaohongshu platform accounts for the top position in the beauty category, more than 60% of the users of the beauty KOL TOP 5 are young users aged 30 and below. Through diversified creative methods, cute pet KOLs have attracted the attention of Gen Z users and favoured pet apps.

Gen Z has gradually entered the workplace, with the growth in online consumption ability and willingness, the proportion of users with an online spending power of more than 2,000 yuan accounted for 30.8%, an increase of 2.7% YoY. Although Gen Zs’ spending power has grown and pursued fashion trends and shopping experiences, at the same time, it is also rational consumption, relatively focused on quality.

Gen Z users’ demand for immersive and emerging entertainment has increased and at the same time, they have begun to pursue exquisite life and healthy lifestyle and have also set off consumer demand for national trendy culture.

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