Social trends - Chinese Gen Z'ers
Although reports and publications found on the social trends of Generation Z members in China were not very detailed, we were able to uncover patterns in their behaviors and preferences with regard to online and offline social habits. Our research indicates that having been born into a digital world, members of this demographic in China prioritize social media engagements to real life encounters.
We carried out our research by searching for articles, publications, journals, expert opinions and surveys on the social habits of Generation Z in China. Our focus was on finding information relating to the preferences in terms of how they spend their time online compared to how they spend it offline. We were able to locate several sources with information on our query, however, these reports were mostly focused on providing marketing insight and did not expatiate on the social habits. Regardless, we have been able to provide insight on the social trends surrounding this demographic in China. Please read on for insight into the social habits of Generation Z members in China.
As social media becomes more popular, members of China's Generation Z are more disposed towards resorting to online information when making important life decisions. Caught in the web of rising expectations, the desire for peer acceptance plays a major role in making life-determining decisions by this demographic in China. They are intensely curious and they use their internet-enabled devices for obtaining fresh knowledge and news. Other major activities engaged in using these devices include following celebrity gossip, social media posts of friends, and researching. Generally, friends, brands, celebrities’ social media pages, and blogs, have a more significant influence on Generation Z members than older generations in China.
Since they are born in a digital era, this Generation Z members in China are experts in information technology, and very willing to use online platforms such as blogs to share insights and experiences. Compared to their peers in the West, members of this age group in China spend more on technology such as smartphones and media subscriptions. This group is the most digital generation in China, and they use an average of five screens. Generation Z members in China depend on their smartphones in all aspects of their lives. These devices make them feel empowered, and they see the gadgets as a means through which they can live more active and engaging lives. This demographic is extremely tech-savvy; they are willing to share their thoughts, experiences, and feelings through blog posts and online reviews. Additionally, compared to their Western counterparts who have a preference for limiting their social media audience to include only people they know in real life, the Generation Z members in China are more likely to make their social media public.
DEPENDENT ON SOCIAL MEDIA
According to the findings of Accenture research, 70% of Generation Z members in China indicate they like to shop for goods online, specifically through social media platforms. This is a relatively high figure compared to the global average of 44%. RTG Consulting Group research on Generation Z in China suggests that this group loves mobile devices, and have a preference for interacting with others online more than offline. This age group likes to use foreign social media platforms like Snapchat, Instagram, and Pinterest for the purpose of communication and drawing inspiration for travel ideas. China Renaissance's Jeremy Choy says that members of Generation Z in China are usually "very happy" to remain in the virtual world and connect with others there. This group relies heavily on the numerous possibilities of the digital world. They usually have more virtual friends than real friends and they use social networks as a means to connect to experiences and realities that would otherwise not be accessible by them in reality.