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The following is the The white paper on catalyst consumption explains “young people with balance” From CCData recommended by recordtrend.com. And this article belongs to the classification: Consumer research.
Recently, ccdata officially released the white paper on consumption, catalyst and advertising influence of Chinese urban residents in 2020, which aims to get through the application of family large screen and mobile app in the content side and the catalyst and consumption in the behavior side. It comprehensively decodes the new potential energy of cross scene and cross screen catalyst and consumption from three aspects of consumption pattern research, catalyst form research and advertising influence. Ccdata provides a series of interpretations for different hot topics.
After the double 11 of this year, a large number of “wage earners” in the daytime and “final payers” at night have completed the gorgeous turn of “wage earners – Final payers – dismantling generation – paying second generation – eating Guiren”. Behind the frenzied buying and buying, what is left is the figure of the “nunchakus” (those who are still single after two double eleven). What are the consumption characteristics of these young post-00s & 90s generation? No one knows more about “young tail money people” than ccdata.
1. The consumption concept of “natives”: they live better than you think
Compared with the Post-70s & 80s, the young post-90s are more keen on making strategies before buying, like to learn about product related information through social software, short video app, shopping website and other media channels. At the same time, they are more vulnerable to the influence of media content and advertising to promote consumption decisions, and a touching recommendation is more likely to make consumers pay. On the contrary, for those who do not often go shopping in physical stores, physical display and staff recommendation are not easy to make them have the desire to “chop hands”.
Young consumers of the post-90s generation sometimes have impulsive shopping and are more easily influenced by the people around them. However, their ability to “collect information” and “shop around” can be described as “yjjc”. At the moment of payment, these “natives” will become very cautious. They are more sensitive to discounts, promotions and freebies. They don’t easily let go of any opportunity of “collecting wool”. At the same time, they prefer to try them out and then choose to buy them. All kinds of shopping apps are good for them.
Compared with the post-00s, the post-90s who grow up to be “wage earners” have stronger consumption power, pay more attention to popular trends, and are eager to be different. They are also more likely to be influenced by Amway and celebrity effects of people around them. They like to share their own purchase experience on various social and shopping platforms.
2. Mobile app contact behavior: Love Video + shopping, video app ads are more lethal
On weekdays, the use time of key app software reached two small peaks at 12:00-14:00 p.m. and 19:00-23:00 p.m., and the proportion of APP usage in daytime on weekends was slightly higher than that on weekdays. There was no significant difference in the distribution of APP usage time among consumers of different ages, so they should make full use of rest time to replenish energy storage.
Mobile social app is far more widely used and used than other apps in the whole day. The active period is from 8:00 a.m. to 23:00 p.m. it can be seen that social app is the media with the highest degree of adhesion for consumers, and other apps call professionals directly. From 19:00 to 23:00 p.m., the proportion of online video app is the highest, which indicates that most people like to brush the drama in the evening prime time.
For young consumers, online video apps are the most popular, followed by shopping apps, and female consumers hide blue deeply. The proportion of using short video app and mobile social app is not different from other age groups, while news portal app is “not high enough”.
Video + shopping is a common way of consumption combination, while watching and buying is a prominent feature of them. Among all kinds of media advertisements, social media and video websites / APP ads have more effective and significant influence on them. From watching video ads to arousing consumption desire and then to promoting consumption decisions, young people repeatedly jump in video app and shopping app.
3. People love and hate the live broadcast. They love watching the live broadcast if they don’t buy it. Girls love to “chop hands”
Young consumers love video + shopping, so “live delivery with goods” has become one of the most popular ways to carry goods, and it is also the main culprit of “Jimei” (similar to sister pronunciation, derived from network anchor) crazy “chop hands”. No girl can walk out of the studio empty handed, but their wallets can. The post-90s are more likely to watch live shopping than those of other age groups. The post-90s are more likely to be attracted after watching live shopping. However, it is slightly cautious to place an order after 00 watching live shopping.
For consumers, discount and more comprehensive product function display are the two most important parts when they place an order. Young consumers like to buy products with high cost performance and pay attention to the function description of the products. They will trust the products recommended by golden anchors such as Weiya and Li Jiaqi. At the same time, they make more rational shopping decisions, and are not easy to place orders under the influence of the atmosphere in the live room.
“Young tailors” born after 00 & 90 are more willing to obtain information through media channels, pursue high cost performance, love discount and promotion, and can’t resist the attraction of live delivery with goods. Video app and shopping app have the greatest impact on them.
More reading: research shows that the younger generation in Australia are more likely to shop in physical stores EPI: 10.7 million jobs have been lost in the United States since the virus epidemic 2020 global luxury power: a new era of luxury goods, the future of beauty and skin care e-commerce: emerging trends in 2021 GWI: the latest trend report of generation Z piloted unprecedented: Chinese consumer insight report (download attached) Kaidu: China has 22 fast moving consumer goods enterprises attract more than 100 million it oranges in Chinese urban families China’s Z China novel coronavirus pneumonia is under greater pressure. Forrester: Singapore brand customer experience index, China Automobile Circulation Association, understand car Emperor: sinking car market user insight into China Automobile Circulation Association: September 2020 China automobile consumer word of mouth index report
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