They have a wide range of interests and hobbies, full of personality in the circle culture, their information acquisition is rich and diverse, their outlook on life and consumption is more casual, super confident, self-focused, self-centered, self-focused.
Starting from multiple dimensions such as population characteristics, information acquisition, life consumption, and intelligent life, the "2021 New Youth Insight Report" released on December 14 provides in-depth insight into Generation Z, believing that Generation Z, born between 1995 and 2009, has a completely different lifestyle and value concept from the previous two generations.
According to the National Bureau of Statistics and CNNIC data, as of June 2021, the number of active users of the post-95 and 00 generation Z has exceeded 220 million, accounting for about 22% of all mobile netizens. The report shows that as Internet natives, the new youth of Generation Z are scattered with unique network characteristics and subcultural symbols, information acquisition, consumption decision-making, living space and other more Internet characteristics, but also pay more attention to personalized and interactive experience.
The Z era has a strong cultural self-confidence, they like the national tide brand, wear Hanfu to the streets, they seek healing from their pets, brush weibo and circle of friends for e-sports players, and empty their wallets for a limited edition blind box. For the consumer market, they are a hot new consumer group.
Gen Z is an Internet native, and data shows that they spend up to 170 hours online per month. By comparison, Gen X is 151 hours and Gen Y is 141 hours. Gen Z prefers short videos, social hotspots, in-depth originality, and new and interesting facts.
In the era of fragmentation and informatization, Generation Z users still have a very focused attitude towards deep originality. 83% of Gen Z regard social hotspots as their favorite type of content, and in addition to paying attention to the authenticity and timeliness of hotspots, they also attach great importance to the context and rich interpretation of hotspots. Compared with the previous generation, Generation Z pays more attention to the national tide culture, and its attention to intangible cultural heritage and Chinese traditional customs and festivals has become a manifestation of their cultural self-confidence. The most obvious thing is that Hanfu has risen all over the country, and every time there are traditional folk festivals, young people wearing Hanfu meet and gather together to spend time in traditional ways such as chanting, calligraphy, drinking tea, and visiting gardens.
In a questionnaire survey of 12,329 young people, the data showed that 68% of young people paid attention to intangible cultural heritage, 63% paid attention to traditional festivals, 56% liked traditional clothing, and 52% bought national tide brands. Of the people surveyed, 96 percent of Gen Z showed interest in national tides.
In Generation Z, 64% are still in school, and 1/3 have entered the society, which is a new consumer group that has attracted much attention.
Gen Z pursues "immersive" and "empathetic" entertainment experiences, making movies, exhibitions, performances, escape rooms, script killings, etc. their favorite offline entertainment activities.
Experience-conscious Gen Z values offline experiences and loves novel pop-up stores, and they have begun to buy fashion items at a high frequency, and they are keen on light luxury products with artistic temperament, as well as fashion brands with circle culture and intergenerational identity. The data shows that 21% of Gen Z shop online every day, which is a typical online shopping master.
The report shows that more and more circles of interest appear in the world of Generation Z, especially in the circles of e-sports, national tide, cute pet, niche sports, tide play, etc., all of which have exclusive young groups. The reason behind the trend comes from the drive of gen Z's personalized consumer psychology on the one hand, and the impact of cultural self-confidence on young people on the other hand.
At the moment when the "national tide" is surging up, Generation Z is the most important consumer group of domestic brands, and the main reasons for their choice of domestic products are cost-effective, good quality and good reputation. Among all the domestic brands, they are most willing to consume clothing, shoes and bags, furniture department stores and electronic products.
Gen Z is open to fresh knowledge. 43% of Gen Z have focused on knowledge payment, and in first-tier and new first-tier cities, this proportion is more than half. At the same time, Generation Z has shifted the demand for new knowledge content from information acquisition to life consumption, and truly pays for knowledge. They are more willing to pay attention and time for quality content, and this information consumption characteristic reflects the tiredness of this generation of young people with the fragmented, low-quality, cocooned information of the moment.
Since the beginning of this year, the concept of metaversity has exploded, which has made Generation Z more hopeful about the intelligent future. The report shows that 63% of Gen Z show interest in the metaverse.
"The development of cloud technology has allowed them to enjoy the convenience of staying at home, and our research found that cloud learning, cloud entertainment and cloud tourism are the most concerned types of cloud life in Gen Z." Qiao Yu believes that the future of the metaverse belongs to Generation Z.