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The following is the Report on attention insight of post-95 youth From Tencent TMI & People’s Network Research Institute recommended by And this article belongs to the classification: User Research, research report.

Attention is the first impetus for people to start thinking and take part in action. It has become a scarce resource in the prosperity of the Internet. Today’s young people’s daily cross screen multithreading operation has intensified the dispersion and switching of resources. When is their attention most active? What do they focus on? What form do you prefer? How to activate? What are the characteristics? All these will have an important impact on the economic and social practice in various fields.

Tencent marketing insight (TMI) joined hands with people’s Network Research Institute to study the attention distribution of young people born between 95 and 00. As a group of young people growing up in the Internet age, the distribution, capture, switching and other aspects of attention of the post-95 generation are different from other generations. Compared with before 95, most of them have not yet formed a family [1], and they are more “time independent”; compared with after 00, they are new to the society, are facing dramatic changes in social identity and pace of life, and also have more “freedom of consumption”.

The research on the distribution of attention of post-95 young people can not only help people from all walks of life understand what they think, but also help various economic fields to further explore the appropriate way to communicate with young people, and explore the feasible way to effectively manage and reasonably use attention resources.

Enjoy the present, enjoy social gathering: the attention distribution pattern and characteristics of post-95 young people

The young people born between 1995 and 2000 have not only the naughty and thirst for knowledge of “bear children”, but also the maturity and confusion of “junior social people”. In such a stage of life, their attention has a unique way of distribution in time, content, form and field. As a generation growing up together with the Internet, their attention presents different characteristics from older generations.

Time distribution: 24-hour attention online, 365 days looking forward to “holiday”

In the daily cycle, the attention of post-95 young people often “squander” into the night, and they are still active between 20 p.m. and 2 a.m. Taking the year as the cycle, the older generation after 95 are willing to spend freely for the western festivals and anniversaries with various fancy playing methods. The diversified Festival themes fully release the rich needs of young people. According to the survey, 52% of post-95 young people reward themselves by shopping during festivals.

Content distribution: attention, play and growth

The post-95s are full of energy and attention. In addition to focusing on entertainment and leisure, they also began to focus on personal future development, education and job hunting. On weekdays, they spend an average of 1.88 hours in the field of self-worth, and the post-95 young people are striving to grow into a new generation of pillars.

With the growth of age, the post-95s’ perspective is no longer limited to themselves. They spend an average of 1.41 hours on weekdays reading news and information, paying attention to social events and people through news, and learning about local, national and even international events.

Form distribution: audio, video and game are the main forms of attention

Young people after 1995 are enthusiastic about rich online activities. They are willing to constantly embrace new forms and try new ones. In terms of participation, the highest forms of participation in the last three months were listening to music (59%), watching videos (58% of short videos, 55% of long videos) and playing games (53%).

It’s worth noting that the post-95s have thoroughly discovered the advantages of long video. Not only do they enjoy their leisure time watching TV series, but also young people love documentaries to broaden their horizons, learn good lessons and constantly improve themselves. Their attention is gradually shifting from short video to long video, and is growing in the long video.

Compared with other forms, music accompanies more young people (59%). In recent years, idols and high-quality music variety shows are bringing more young people’s attention to music. More and more post-95s begin to listen to more music because of variety shows.

Field distribution: multi node driven strong private trigger

The key interpersonal nodes that trigger the attention of post-95 young people are rich and diverse, from acquaintances, friends in interest circles, to stars / celebrities, big V / KOL, and even strangers. Compared with older generations, the influence of acquaintances on them has begun to decline, and “familiarity” is no longer so important. The influence of interest circles (50%) on the post-95 generation is significantly higher than that of the older generation. They are the generation inspired by interest because of their interest.

At the consumption level, the online shopping habits of post-95 young people have changed. There are more purchasing channels, more convenient operation and shorter purchasing links. In addition to the official account, more young people choose to buy WeChat’s small programs, communities, public numbers and other private channels (42%).

Prominent feature: social circle becomes the focus of attention

Whether it’s a horizontal walk among rich circles or a vertical transmission between online and offline, social links have become an important distribution center for young people’s attention, such as watching the world (59% read information on social platforms), learning (42% learn through social networks), and consumption (42% shop in private areas).

Outward exploration and inward growth: the deep demand behind the attention of post-95 young people

In the period of growth and transformation, the post-95s have unique inner demands. They not only pursue the realization of personal value, but also seek the sense of group belonging. These inner needs drive their attention direction and determine their attention target.

Demand 1: highlight the unique human design

For 59% of the post-95 young people, “highlighting the unique design” is an important driving factor in their hearts. Growing up with the label of “personality”, they are new to the society and keep the insistence on their own personality. They love to stimulate, love to reverse, and are willing to create their own unique design. 69% of post-95 young people said that they would add color to their own brands with specific tonality.

Demand 2: pursuit of a better life

54% of the post-95 young people believe that “pursuing a better life” is an important reason for them to choose the focus of attention. For a better life, young people after 95 also have their own understanding. Among them, 55% thought that a better life was “a happy life, enjoying the present”. In the context of the epidemic in 2020, 52% believe that a better life is “keeping healthy”.

Demand 3: realize personal value

42% of post-95 young people said that “realizing personal value” is an important driving force in their heart. They have light in their eyes and dreams in their hearts. 80% of the post-95s had the idea of starting a business, and they were eager to try, hoping to combine their work with their interests (39%), and also looking forward to realizing their value through starting a business (55%).

Demand 4: find the group belonging

37% of the post-95 young people think that only by “finding group affiliation” can they find their own place. Based on themselves, they not only pay attention to employment (51%) and other topics closely related to their own development, but also have an overall view, paying extensive attention to community progress, national development and international situation.

Tone × community building × sense of quality: the attention capture model of post-95 youth

After 1995, they are enthusiastic about buying in the public domain, and they are used to private domain consumption. They set a unique threshold for brand tonality and content texture. With the continuous optimization and simplification of experience links, only by adapting to the fast pace of young people and grasping the attention of public and private domains can brands stand out.

1. Establish brand communication tonality

“Trustworthy” and “sincere” are the basic requirements for young people after 95 to choose a brand, while “Youth” and “surprise” are the bonus items of a brand. Compared with the older generation, the post-95 young people are more willing to buy the brand of specific tonality to help themselves plump.

2. Build brand characteristic community

Social platforms are the main focus of young people’s attention. They are used to buying while socializing. According to the data, 61% of post-95 young people have joined the shopping community, and social based advertising and interaction can touch them more. Like older generations, post-95 young people also pursue welfare benefits, but they prefer to get distracted services in shopping groups.

3. Improve the quality of communication content

The diversified content triggers the diversified attention of post-95 young people. They enjoy the moment, like to get pleasure from star gossip and jokes, and are willing to expand their interest and learn more about the vast world. They especially favor star cooperation and IP co branding, which is an important factor in their purchase decision.

Match preference, play marketing: five categories of attention development guide for post-95 young people

The economic potential of post-95 young people has been gradually recognized by all walks of life. They generally have independent ideas about what they want, how to get it and how to deliver it. Under the attention capture mode of setting tone, building community and improving sense of quality, we draw the category preference map of post-95 young people, and focus on the marketing opportunities of five major industries, in order to provide further consumer communication guidance and practical reference for brands in various industries.

1. Beauty industry

The post-95 consumers in the beauty industry have a high acceptance of domestic products and people-friendly brands. They pay attention to cost performance, health, quality, professionalism and beauty. For brands, they are concerned by creating hot topics. TA guides the official account of brands, and leads to social fission by means of social platforms, live broadcast or long short videos. Through the star celebrities and interest circles, high-quality content and product information can be transmitted, which can promote the conversion of purchase.

2. Fashion clothing industry

Chaofu consumers tend to love both niche and people friendly brands. They focus on cost performance, youth, vitality, beauty, quality and fashion. Chaofu brand can arouse consumers’ brand resonance through IP cooperation, cross-border co branding and high-value display, transfer brand cultural value through official live broadcast and offline experiential activities, and encourage brand lovers to share socially with the help of small programs and other touch methods, so as to realize brand transmission and purchase transformation.

3. Light luxury industry

The post-95 consumers of luxury goods prefer brands with international vision and cultural heritage. They pay attention to young vitality, beauty, sense of science and technology, and require products to have a high-level sense. For brands, creating brand tonality, laying out high-quality content, giving full play to the grass planting power of film and television ensemble, using live broadcast, short video, circle of friends advertising and other ways to accurately touch consumers to plant grass, and linking social e-commerce at the same time can promote the purchase transformation.

4. Food and beverage industry

The post-95 consumers of food and beverage category pay more attention to brand affinity. They pay attention to health, cost performance and quality, and have certain requirements for environmental protection. The chowhound of this category is to help with the marketing of the group, the joint game group, the anime group, the food group, the education group, the mother and infant group, etc., and the social media can lead to social sharing and two dissemination. The official account and the small program can be used to drain the private domain, which can facilitate the purchase and transformation.

5. 3C industry

Consumers in 3C industry pay attention to international and high-end brands. They care about cost performance, quality, sense of technology, professionalism and innovation. For brands, creating high-quality advertising content, using social media accurate communication, deeply planting grass through live broadcast, encouraging users to experience offline and share online evaluation, using communities to cultivate high-quality seed users, and connecting social e-commerce public and private domains through Omni channel and multi-contact can promote purchase transformation.

Young people after 1995 are new to the society. They are both independent and free. They focus almost all their attention on the things closely related to themselves, and gradually accumulate their own net assets. For the market, the post-95’s attention is slowly gathering into surging influence.

At the same time, after entering a new stage of life, they are facing new problems. As an active and creative generation, they are also constantly exploring a new future. We invite people from all walks of life to pay attention to the new concerns and needs of the post-95 young people, follow their pace, and imagine a different tomorrow together.

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