Pearl Research Publishes “The Phoenix Generation” A Report on Chinese Youth Spending, Culture and Behavior
Please contact us at 415-738-7660 or email research (at) pearlresearch.com for a sample of the report. Download the table of contents here.
Allison Luong, managing director of Pearl Research, “Pearl Research has coined the term the Phoenix Generation to describe this cohort of 16 to 30 year olds in China. The term the Phoenix Generation aptly describes the emergence of this consumer class in China, eager to embrace new products and life experiences. However, to effectively reach this group, international marketers need to acknowledge their diversity. There are different micro-markets of Chinese youth, each with their own brand preferences and spending habits.”
China has 320 million young people between the ages of 16 and 30. Rising incomes, growing urbanization and an economy that has grown 10% annual from 1979 to 2006, have resulted in a consumer boom in China. Pearl Research estimates this demographic have $135 billion in spending power, making this cohort highly prized for international marketers.
Some of the key findings include:
More than 90% of Pearl Research’s interview panel had played either an online or packaged game before. The youth interviewed in the study were heavy Internet users and said that online games and various chatting services such as Tencent’s QQ, Microsoft’s MSN and Ebay’s Skype provided a venue for them to meet, flirt and make friends. “Many young people play Audition, an online casual game, to meet friends, especially those of the opposite sexes,” observed a 20 year old male from Beijing.
The most popular games cited by Pearl Research’s panel were World of Warcraft from Blizzard, Audition from 9you, Kart Rider from Nexon and Fantasy Westward Journey from Netease. The most popular Western title was Blizzard’s World of Warcraft, with gamers citing its deep world, robust graphics and ability to curtail cheating as top reasons for playing.
Young people are the largest group of Internet users with people ages 25 or younger representing 50% of the 162 million Internet users in China. Pearl Research believes that this young demographic is most likely to seek out entertainment online, driving demand for online games, music and chat.
- Chinese females prefer casual games
- Chinese youths are receptive to international influences
- Musical tastes evolving to include rock and hip hop
- Activities such as car racing, yoga and skiing are becoming
In a special section, Pearl Research profiles a subculture of drag racers that save up their salaries, modify their cars and set up races throughout Beijing. This group of racers is being courted by international advertisers including car, packaged goods and PC manufacturers, eager to connect with a group of influencers.
.- Urban slang develops in China
The ongoing Phoenix Generation studies helps companies understand this important demographic and what drives their lifestyle choices and spending habits. Through both quantitative and qualitative data including trend analysis, in-depth youth profiles, and spending diaries, readers can gain insight into contemporary Chinese youth.
To acquire a copy of the report or to request a briefing, please contact
us at 415-738-7660 or email research (at) pearlresearch.com.