Chinese teens and digital - Social media week 2012

Chinese teens and digital
Social media week Shanghai, Sept. 25th 2012

Why this topic?

Under-explored
Pressing issue that is important for the future

2012 Labbrand | No diffusion or reproduction without authorization | www.labbrand.com

WHO ARE THEY?
The post-90s / 90后


3

The post 90s

Confidence in self and country

Sense of self worth

Digital natives

Fast gaining spending power


4

Generational differences

Post 80s / 80后
The face of the new
China
Fitting in
Making it big
Showing status
Careful planning

Post 90s / 90后

Post 00s / 00后

Finding my way
Bonding with more
relevant groups
Occasional
conflicts
Telling my story
Exploring and
experimenting

?

Enjoying
Excessive focus on
success?

The superficial
generation?


5

HOW DO THEY PERCEIVE
THEMSELVES AND OTHER
GENERATIONS?


6

Perception of self and other generations

1

A generation with an acute sense of uniqueness…
“Forward looking”
“Active”

2

“We are quick to embrace new things”
“Misunderstood”

…but not intent on open rebellion
“We would like more encouragement from our elders”
“We just want more space to breathe ”
“We sometimes need to be more mature”


7


3

How they see other generations
Post 80s
“Their way of doing things is very different”
“They are focused on work and quality of life”
“It sometimes seems like we have grown apart, like strangers”
Post 00s
“They are very open minded”
“They play games on the iPad even I can’t play…”


8


4

Perception as being extremely reliant on the internet
“Compared to young people in western countries, we
probably use the internet a lot more and are much
more reliant on it for our daily lives and finding
information that is relevant to us”


9

HOW DO THEY DESCRIBE THE
INTERNET?


10

How do they describe the internet?

“Rich” 丰富
“Fast” 快捷
“Free flowing” 畅通
“Fresh” 新鲜

“It better reflects reality” 现实

11

HOW DOES THIS GENERATION
USE THE INTERNET?


12

How they use the web
1

A constant presence in their lives

From sunrise…

…to sunset…

…and in between

“After brushing my teeth in the morning I’ll log on
QQ and chat for a while”

“I’ll often play games on my phone or go on
RenRen at night until I fall asleep”

“I usually surf Weibo while doing my homework”
“I go online with my phone whenever I feel
bored”


13

2

The central hub of content consumption habits

Culture

Music

@
Movies/TV

Information


14


3

A force for diversity
“Korean TV Shows” 韩剧
“Japanese mangas” 动漫
“War movies” 战争片
“Fashion” 时尚

“K-Pop stars” 韩国流行音乐明星

The Web allows these young people to pursue their own personal
interests and develop niche tastes like never before.


15


4

A social bond

“If I can only talk to a person face to face, it might take me a long
time to know her but online, we can get to know each other much
more quickly”


16


5

A mean for self expression

Digital channels are giving teenagers new ways of
è Expressing their deep seated opinions
è Telling their daily life stories to those who matter most to them


17

THE POWER OF MOBILE
“My smartphone pretty much never leaves me”

手机基本上不离身


18

The power of mobile
1

Rapid democratization of smartphones
“All of my classmates have smartphones”
“My parents offered me this iPhone after I performed well on
my exams”

… despite parents’ reluctance
“My parents are afraid that my phone well have a negative
influence on my studies”
“My parents will often take my smartphone away when I get
home”

19

The power of mobile

Most popular brands

Android is fast rising and users are actively embracing it


20

The power of mobile
2

A symbol of personal power and independence
Smartphones allow teens to circumvent parental
rules on internet use and have their own private web
terminal
“After I’m done with my homework I go on QQ with my cellphone
because my parents lock up the computer”
Smartphones allow teens to tell their own stories and
share exciting moments with their circle of friends

“When I see a lovely scene, when I eat etc… I will take a picture
of it for my friends to see”

21

The power of mobile

3

A companion of everyday routine

At home

In class


During various
activities

22

The power of mobile

Gaming

Instant messaging
Most important uses

Social networking / micro-blogging


23

WHAT ABOUT SOCIAL?


24

What about social?
1

What are the main platforms?

The “King QQ”

The 2 main social
platforms

“I’ve been using QQ for a long time and
have gotten used to it”

“RenRen and Weibo and the sites I use
most often”

“The best social platform is Weixin”

The rising star

“I love the voice messaging function”

“Weixin is the platform I use to stay in
touch with close friends”

25

What about social?
1

What are the main platforms? (2)
… and the rest
BBS still popular especially amongst girls
Kaixin only popular for games, seen as
deserted
“My foreign friends only use Facebook”
“I use Twitter to follow the celebrities that I like”


26

What about social?
2

What are the key uses?

Express oneself

“I often post about my mood”
“I often post to complain about things”

Tell their daily life stories
(mainly through mobile)

Connect with people with similar
interests (for some)


27

What about social?
2

What are the key uses? (2)

Stay informed about topics of interest

Culture

Celebrities

Fashion


Current affairs

28

What about social?
3

Repartition of roles between platforms

“Connecting with close
friends”
Picture sharing
Organization of outings
Deepening relationships

“Connecting with the
world”
Staying informed
Discussing new trends
Meeting new people
Forwarding interesting content

猫叔

Gangnam style
29

What about social?
4

What about brands?

A few brands mentioned…

… but overall not major brand followers

Strong role of social media in getting product and brand information,
but not always through official brand accounts


30

WHAT IS THE PLACE OF ECOMMERCE?


31

What is the place of e-commerce?
1

Not heavy e-commerce shoppers (yet)…

2

… still value the retail experience…
“I still buy most of my things during shopping trips”

3

… but are all knowledgeable about e-shopping…
“I will often help my family members pick and pay for things online”

4

… and perceive its advantage
“I often buy things in shops and then realize it was cheaper online, I do
not know why I bought it offline…”


32


Electronics
Key products

Books
Clothes and shoes

(For electronics)
Key sites
(For books)


33


5

E-commerce and social media are deeply integrated
“Sometimes I will be attracted by a picture I see on RenRen with a
very special piece of clothing and I will check out the Taobao link”
“I recently found a great pair of shoes through Weibo, the picture had
a Taobao link”


34

@

GOING FURTHER: WHAT IS
YOUR WEB PERSONALITY?


35

Your web personality

How is your personality online different from off line?
“Bolder” 更胆子大一点
“I can say online what I can’t say offline” 我现实当中说不出的话, 我
在网上都可以发出来
“More gentle and calm” 会再温和一点
“More open minded” 比较开朗一点


36

IMPLICATIONS FOR BRANDS


37

Implications for brands
1

Tap the opportunity

2

Understand the target and adapt the approach

3

Go mobile

4

Get them involved

5

Offer something


38

ANY QUESTIONS?


39

Chinese teens and digital - Social media week 2012

Chinese teens and digital - Social media week 2012

Recommandé

Recommandé

Contenu connexe

Similaire à Chinese teens and digital - Social media week 2012

Similaire à Chinese teens and digital - Social media week 2012 (20)

Dernier

Dernier (20)

Chinese teens and digital - Social media week 2012