Ypulse Research: Insights Into Chinese Youth
Posted by anastasia on 06-20-2008Allison Luong, Managing Director of Pearl Research, one of our new Ypulse Research partners, has written another guest post summarizing some of the highlights from their latest report, which can be purchased from Ypulse Research. If your company produces research and you're interested in selling it on our channel, please get in touch with Charles Pelton.
The Phoenix Generation: Insights Into Chinese Youth
I'm pleased to announce our new "The Phoenix Generation: Insights into Chinese Youth" a comprehensive lifestyle study focused on Chinese youth ages 16 to 30. The study covers Internet and technology product adoption and trends; lifestyle trends such as the growth of hip-hop, street basketball and the NBA. The study also provides exclusive consumer segmentation and an analysis of the Chinese middle-class.
Key findings include:
Popular Trends: Street basketball, the National Basketball Association (NBA) and hip-hop have grown in popularity as Chinese consumers embrace new cultural experiences. Pearl Research takes a deep dive into these segments with ethnographic research and how marketers have leveraged these trends to connect with Chinese consumers. Brands such as Nike, Adidas and Li Ning have benefited from this as Chinese youth aspire to look like their favorite sports stars.
Internet and Online Games Trends China has more than 210 million internet users making it the largest Internet population worldwide. However, Internet usage in China tends to differ as 100 million of theses users are under the age of 25, thus are more likely to seek out entertainment content. Based on Pearl Research's online survey, online gaming (60%) and chatting (65%) were cited as top reasons to go online. Approximately 51% of our sample enjoyed playing multiplayer online games (MMORPGs) while casual games were equally popular at 44%.
Pearl Research's survey includes data about monthly entertainment spend; mobile phone, MP3 and PC penetration; PlayStation 3, Xbox 360, Nintendo Wii hardware adoption and Internet café usage trends.
Consumer Segmentation Pearl Research has devised detailed consumer segmentation to understand the wide range of Chinese consumers. Urban incomes have reached $5,000 in first-tier cities such as Shanghai and Beijing.
As incomes rise in China, "Chuppies" or Chinese Yuppies are an increasingly common sight. Many place their savings into purchasing homes, cars, and investing in stocks and bonds. They are at the forefront of China's burgeoning middle class and spending boom.
Unique Websites: Pearl Research has compiled a list of unique websites in China. These sites were selected based on their popularity and growth potential. We included Xiaonei.com, a social networking site; Sky-fire.com, a popular comic book site; and 17173.com, a gaming news and community site; as just some of the sites to watch.
In-depth interviews: In one of our interviews with Chinese consumers: T. Qin, a 22 year old female journalist, spends about 10 - 12 hours online per week, prefers to use Baidu, and shops online at Alibaba.com. Many Chinese consumers are becoming more open to the idea of shopping online for goods.