China's Generation Z, also known as the "00s" or "post-2000s" generation, represents a cohort of young individuals who have grown up in an era of technological advancements and rapid economic development. This article provides key insights into the Generation Z population based on QuestMobile's 2023 report. The following is an overview of the findings.
1. Profile of Generation Z:
Compared to the previous generation (the 90s), Generation Z exhibits stronger characteristics in digital technology due to growing up in an environment permeated by digital advancements.
There are nearly 150 million active online users from Generation Z, with a higher proportion of female users. Users from first-tier, new first-tier, and second-tier cities account for a significant percentage.
On average, Generation Z spends 173.2 hours per month using mobile apps, significantly higher than the overall average. They heavily rely on the internet and display high activity levels throughout the day, with over 30% of users remaining active even after midnight.
In terms of smartphone preferences, mid-to-high-end models priced between 2000-4999 RMB are the mainstream choice. Female Generation Z users tend to prefer brands like OPPO and Vivo, while male users show a preference for Apple, Huawei, and Xiaomi.
They exhibit a strong interest in influencer content and are willing to share. They also show clear preferences for domains like food, gaming, and music.
2. The behaviour of Generation Z in the Digital Space:
Generation Z covers various life stages, including education, early career, and relationships, leading to the use of multiple applications catering to their diverse needs.
They actively engage with learning apps, including course study, question bank searches, and vocabulary memorization. University course apps like Xuexi Tong and NetEase Youdao Dictionary are particularly popular among Generation Z.
Knowledge experts from different fields who share their expertise through content platforms are also popular among Generation Z users. The convenience of the internet has played a significant role in shaping their knowledge systems. Content focuses on extracurricular Chinese language tutoring, math explanations, and digital technology-related self-media.
As Generation Z enters the competitive job market, job search and recruitment activities have increased. Additionally, there is a relatively high interest in civil service exams in lower-tier markets.
Digital office tools have become a part of Generation Z's daily work activities, with over 78 million users utilizing business and office apps. They clearly prefer productivity, electronic document management, and cloud storage applications. Examples include DingTalk, Baidu Netdisk, WeChat Work, and Feishu.
Growing up in the digital age, Generation Z emphasizes building social networks based on their interests. Thus, platforms with community attributes are highly favoured. They enjoy expressing themselves, following fashion trends, and sharing experiences with like-minded individuals. Female users tend to prefer apps like Weibo, Xiaohongshu, and Zhihu, while male users lean towards Baidu Tieba and Tantan.
Generation Z's top five active short-video apps include Douyin, Kuaishou, Kuaishou Lite, Douyin Lite, and Xigua Video. In the online video industry, the top three apps are iQiyi, Tencent Video, and Bilibili.
3. Online Consumption Trends of Generation Z:
Generation Z is the driving force behind digital shopping in China, with higher frequency and spending compared to other age groups. Mobile shopping has become their primary mode of consumption.
Online shopping platforms serve as the main places for Generation Z to explore fashion, purchase trendy products, and share shopping experiences. They seek shopping inspiration and product information through social media, live streaming, and short videos.
Generation Z has higher expectations for brand and product personalization and innovation. They value personalized experiences and emotional value in their shopping journeys. Personalized recommendations and customized services can attract and retain their attention.
Social e-commerce is popular among Generation Z. They enjoy shopping through social media platforms, sharing their buying experiences with friends, and even becoming store owners on social e-commerce platforms.
Generation Z has a higher level of concern for environmental protection and sustainable development. They are inclined to purchase green products and support environmentally responsible brands. Brands' social responsibilities and sustainability efforts are important factors influencing their purchasing decisions.
China's Generation Z represents a digitized generation that displays distinct characteristics in the digital realm, heavily relying on the internet and mobile applications. For marketers, understanding their characteristics and behaviours will help in better targeting and appealing to this young and active consumer group. Remember, understanding the unique characteristics and behaviours of Generation Z is crucial for success in the Chinese market. Act now to tap into the vast opportunities presented by this young and influential consumer segment.
For further insights and customized recommendations on effectively targeting and engaging with China's Generation Z, contact us to find out more.