The evolution logic of media and consumption after 1995 From GroupM Knowledge

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The following is the The evolution logic of media and consumption after 1995 From GroupM Knowledge recommended by recordtrend.com. And this article belongs to the classification: Consumer research, User Research.

Young consumer groups have always been the focus of brand attention, especially the post-95s (also known as generation z) are the group of brand competition. With the first batch of post-95’s stepping into society and starting to work, the impact of the post-95’s on the media and consumption in the future will be greater and greater. This issue of media through train will bring you the post-95 media and consumption evolution logic.

The main observations were as follows:

Changes in economic base and national strength are the main driving forces that affect young people of different generations. Since the reform and opening up, major international and domestic events, economic development and structural adjustment have all had a distinct brand on young people of different generations and set the tone.

Efficiency, participation and self-definition are the three main driving logic driving the evolution of post-95 media and consumption: efficiency logic, participation logic, and self-definition logic, that is, independently and intertwined to drive the evolution of post-95 media and consumption.

Traditional culture IP + new value core: the national tide IP suitable for post 95 groups will appear from traditional culture and will be given a new value core, which will reflect the expectations of the post 95 group for themselves and the times.

On the growth background of post-95’s

2002-2012 is the year when the post-95s began to study. What happened after this period will have a more important impact on the growth of the post-95s. The events with greater influence are as follows:

The main changes are as follows:

The rapid growth of China’s economic aggregate

Economic structure changes: from relying on external circulation to driving external circulation by internal circulation

The Internet has gradually changed from a tool to a life, and the rise of China’s Internet platform

To understand the post-95, we must first understand the general environment in which they grew up. The change of the general environment has caused the difference between the post-95s and the post-80s and 90s. In the post-95 growth period, China’s economy is in a period of rapid growth. From entering the WTO and growing into the “world factory” to overtaking in the corner of the Internet era, China’s national strength has become stronger and stronger. All of these have made a deep brand in the heart of the post-95. According to the survey of qunyishan Haijin, 56.7% of the post-95s agreed that “overall, I am optimistic about the future development of the country”, which is significantly higher than that of the post-90s and post-80s.

Very agree with the proportion of “optimistic about the future development of the country”

Secondly, great changes have taken place in China’s economic structure. From the beginning of reform and opening up, the external circulation was mainly driven by the internal circulation, and the internal circulation was established in 2008, until the establishment of domestic and international double circulation after the outbreak of the new epidemic this year. This has had an impact on the consumption, media use and brand preference of the post-95 young groups, which is a problem that needs to be paid attention to seriously.

The third change to be noted is the rise of China’s Internet platform. The post-95s can be said to be the indigenous people of the mobile Internet. The contact points of the Internet are different from those of the post-90s and post-80s. At the same time, the Internet services and tools they are exposed to are also quite different

The evolution logic of media and consumption after 1995

There are three logic lines driving the evolution of media and consumption of young people, which are efficiency logic, participation logic and self-definition logic.

01. Efficiency logic:

Efficiency logic is mainly reflected in the evolution process of young people’s receiving, processing and distributing information, driven by efficiency. The main paths are as follows:

The post-95’s are born mobile Internet aborigines, and most of them are accompanied by various mobile games in the growing stage. Games have a great impact on the information acceptance and processing of the post-95 people. First of all, the game is an instant information production and feedback system, and the post-95 generation also feedback information while receiving information. In addition, the real-time rewards and social attributes of mobile games are the features that previous generations of games do not have. In this case, the post-95 people who grow up in this situation have a stronger ability of information processing. In the era of equal rights in information, stronger information processing ability means more cognitive surplus after 95. Cognitive surplus means that in a category, post-95 people will know more brands than the general population, and they will also face more brand competition. Cognitive surplus is an important dimension different from other generations. The post-95s tend to acquire information actively rather than passively accept information. Active access to information means more access to information through search engines and Q & A platforms within various platforms, rather than just accepting pushed information. At the same time, the cognitive surplus will also promote the post-95 people to pursue higher information density. Generally speaking, the information carrier in the form of video can transmit more information in unit time than plane or audio, and interactive video such as live broadcast can transmit more information than ordinary video, which is one of the reasons why e-commerce live broadcasting is booming this year. At the same time, cognitive surplus is also the solid foundation of post-95 multiple interests. With more and more information mastered, the desire to dominate the post-95 population has gradually increased, which is reflected in all aspects. For example, when buying some large products or services that require professional knowledge (such as computers, cars, maternal and infant products, etc.), young people, especially those born after 95, are more likely to seek relevant knowledge and make decisions on their own. Under such a behavior mode, the post-95s people show a tendency of diversification and long tail in the choice of content, commodity and Internet platform. This will have a huge impact on the future business model.

02 participation logic:

Like efficiency logic, participation logic has a profound impact on the media and consumption of post-95 groups. The main paths are as follows:

Under this logic, the post-95 generation follows the same evolutionary logic as the young people of the last two generations. The difference lies in the influence of mobile Internet. Most of the post-95’s are still only children, growing up in families smaller than the previous two generations. Generally, they are families of three people, and there are fewer three or four generations in the same family. At the same time, commercial housing is also more popular. Unlike the young people of the last two generations, they may have lived in the alley or courtyard in the early stage of growth, and have many geographical neighbors and playmates. Born in the commercial housing after 95, the basic communication with the neighborhood is significantly less than the previous two generations. For them, it is necessary to relieve their loneliness, find confidants, and have products or services that please them. The online interest community meets the needs of the post-95s. Through the interest map, we can find friends on the Internet and form various subculture communities with Tonghao. In recent years, with the 95 years of continuous social work, more and more circles have begun to make circle attempts. The first half of the year has made Bilibili and Kwai do a social phenomenon. In the process of entering and leaving the circle, the post-95 group needs more sense of existence and participation. A considerable part of this demand is realized by actively participating in the production and distribution of Internet content. Whether it is bullet screen, e-commerce review, the God right of microblog and the content of various short videos, it is a living practice.

Self defined logic:

Who is the post-95 self definition logic “Where am I from?” Where am I going It will affect the subsequent evolution of the post-95 population for a long time. The main paths are as follows:

Generally speaking, in a relatively wealthy family environment, the post-95 students have no worries about food and clothing, and their life is relatively better than that of the previous two generations. However, each generation has its own destiny. When they are about to leave campus and set foot on society, the social situation and development opportunities they are facing are totally different from those of the previous two generations. What they are facing is a well-defined standard of success. The traditional track is gradually saturated. The sudden outbreak of the new championship has also affected the employment expectation for a long time. However, their enthusiasm for changing the world has not diminished compared with the previous generations of young people. Therefore, how to define the success of their own generation is the beginning of the follow-up. In this context, there are constantly new tracks appearing, such as e-sports, anchor, etc., which will become the battlefield for the post-95 group to gallop. As the success of the post-95 group is defined, matching values and content are needed. Throughout history, when a country’s economic development to a certain extent, the country’s traditional culture will also begin to flourish and export. The post-95 group will face such a historical opportunity. Looking for IP from traditional culture and endowing it with new value core will become the form of IP in many countries in the future.

Data source: Qunyi Shanhaijin, information collection and collation of Qunyi think tank

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