Pearl Research released a comprehensive lifestyle study (paid) focused on Chinese consumers ages 16 to 30, “The Phoenix Generation: Insights into Chinese Consumers“. 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. 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. Online gaming (60%) and chatting (65%) were cited as top reasons to go online. Approximately 51% of the studied enjoyed playing multi-player online games while casual games were equally popular at 44%.
- Consumer Segmentation – Urban incomes have reached $5,000 in first-tier cities such as Shanghai and Beijing.
- Unique Websites: These sites were selected based on their popularity and growth potential. Sites included: Xiaonei.com, Blogchina.com, Sky-fire.com, and Dangdang.com
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