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2021 China Online Social Behavior of Net Generation

2021 China Online Social Behavior of Net Generation

Have you ever wondered what Net Generation is? What is the latest online social behavior pattern for the youth in China?

Early this year Mobtech and TT Voice jointly published a report called “Online Social Behaviour Insights Report of Net Generation in 2021”. In this report, they refer to the Post-1995s and 2000s as the “net generation”. The number of Net Generation in China has exceeded 300 million, accounting for nearly 30% of all Internet users, making it a well-deserved new force in the growth of the mobile Internet. They grew up with the Internet and are digital natives.

In this video, our China marketing expert and CEO of OctoPlus Media, Mia will walk you through the key insights of this report.

Presented by:

◆ Mia Chen

Go-to-China Expert, Your China Partner

Mia Chen l OctoPlus Media

Cover topics:

Latest trends and perspective in go-to-China marketing, point of views in Chinese marketing, interviews and talks.




Mia Chen – CEO, Co-Founder of OctoPlus Media

Mia Chen is a growth marketing professional with 10+ years of experience collaborating with global brands to implement the most effective digital strategies to grow their businesses.

She is also invited by Google to be the Agency Trainer and Strategy Consultant for Greater China Region, including Hong Kong, Taiwan and Mainland China. Training on Digital Marketing Solutions and Data Analytics.

Mia Chen is also Search Ads, Mobile Ads, Video Ads, Display Ads, Analytics, Baidu Advertising, Facebook Advertising Certified.

Regional Distribution of Net Generation l OctoPlus Media 2

Demographic profile of Chinese Net generation:

  • They are freedom-loving, independent, and have a strong sense of individuality. They focus on self-perception and self-expression. They are not willing to be constrained and are willing to take the initiative to consume to please themselves. They are more willing to show their real selves in the virtual world than in the real world.
  • The 1st-tier cities are under great economic pressure, and the fertility desire is relatively weak. However nearly 60% of the net generation is distributed in 3rd-tier cities and below. Living pressure is relatively lower, giving them more space to enjoy their life.

  • In terms of their educational background, 38.9% have a bachelor’s degree, and 40.9% have a high school degree or below. Nearly 70% have a monthly income of less than 5,000 RMB.

  • Online games are their favourite online entertainment, followed by short videos and online music.

Education and Monthly Income Distribution of Net Generation l OctoPlus Media

Online Behaviour Insights of Chinese Net Generation:

  • Nearly 90% of them use social networking tools to make friends, and spend more than 2 hours a day on social apps, which peaked during the epidemic.

  • Online social products are diversified, which can be divided into two categories: acquaintances and strangers. Acquaintances’ social products include WeChat, QQ, etc. Stranger social products are diversified, including social games, knowledge social, music social, dating social, etc.

  • They prefer to socialize with strangers rather than their social circle of acquaintances. Lonely net generations are anxious to be accepted by their peers, preferring to associate with people who share the same interests rather than physical attractiveness.

  • Verbal communication has become a common form of online socialization among the Net Generation, who believe that verbal communication is more accurate and warmer than written language. In addition, similar interests are the primary criteria for choosing voice communication partners, and they are also important topics to get familiar quickly.

  • Among all kinds of interest social apps, heterosexual social and game social stand out.

Social Behaviour in Games by Chinese Net Generation:

  • Net generations send emojis in social games to promote friendship and encourage friends to warm up. We have developed several set of emojis as marketing tools for brands to communicate with their Chinese consumers and have amazing results come off it.

  • In game’s world, men are the main spenders, accounting for 70%. Men mainly pay for game scripts, game skins, etc.

  • Social gaming has become a new form of social networking among the Net generation. They play every week, and the average duration is 1-2 hours.

  • The game social time period is consistent with the daily work and rest. The active game social time is noon and lunch break and evening respectively, and the peak is from 6 pm to 10 pm.

In the end,

  • Jubensha, or “script murder,” a role-playing murder mystery game has become super popular among young Chinese. This game features dressing up, hunting for clues and solving crimes. Basically players are each given a character with a complex story script, and are then thrown into an immersive environment interact with other characters and experience another person’s life while attempting to solve a crime together.

  • This year we actually introduced “mystery solving” concept into some campaign ideas. For example we designed a puzzle-solving H5 game for concert promotion, in which users are also immersed in the environment we set and follow the clues we leave to win a final reward. We believe more of these highly interactive and entertaining concepts will be injected into our marketing to Chinese youth, and communicate with them better.

Learning from China Marketing Academy? You will never regret doing so because you will:

  • Equip yourself with the latest trends and strategies and develop your career by producing better marketing results for your company.
  • Expand your knowledge of Chinese digital marketing by learning new skills and filling in the gaps.
  • Create more possibilities for yourself. Understanding the ins and outs of effective marketing in China is important for any organization seeking to grow internationally.

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