China's Millennials: Understanding the Post-80s and Post-90s Generations - eMarketer
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eMarketer Report

China's Millennials: Understanding the Post-80s and Post-90s Generations

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Executive Summary

China’s young adults—the group that would be referred to as millennials or Gen Y in other countries—are often categorized in two separate buckets, the Post-80s and the Post-90s. But like millennials in other markets, these young adults are reshaping their society and overturning assumptions about how media is consumed and how marketers interact with consumers.

  • Thanks to an economy that has grown explosively in their lifetimes, and because of China’s only recently ended one-child policy, China’s millennials have buying power unheard of in previous generations.
  • Having come of age in a connected world, they are comfortable not only with digital buying but also with mobile transactions of all sorts.
  • Like older millennials in other countries, the Post-80s are now navigating home ownership, families and other markers of the onset of middle age. The younger group is still establishing its identity.

"As digital and especially mobile natives, younger consumers in China have an outsized impact on ecommerce spending."

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A Generation that Asks Itself: ‘Who Am I?’

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How Post-80s and Post-90s Use the Internet

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How Millennials Use Social and Video

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20 charts are included in the full report:

China’s Millennials: Understanding the Post-80s and Post-90s Generations

Retail Ecommerce Spending Share Among Consumers in China, by Age and City Tier, Sep 2015 (% of total spending)

How Post-80s and Post-90s Use the Internet

Internet User Penetration in China, by Age, 2014-2020 (% of population)

Smartphone User Penetration in China, by Age, 2015-2020 (% of mobile phone users)

Devices Used by New* Internet Users in China to Access the Internet, 2014 & 2015 (% of respondents)

Devices Used by Youth Internet Users in Urban vs. Rural China to Access the Internet, Dec 2015 (% of respondents in each group)

Digital Shoppers and Buyers

Digital Buyers and Penetration in China, 2015-2020 (millions, % change and % of internet users)

Retail Ecommerce Spending Share Among Consumers in China, by Age and City Tier, Sep 2015 (% of total spending)

Post-90* vs. Total Internet Users in China Who Have Used Smartphone Mcommerce Apps, H1 2016 (% of respondents in each group)

Product Categories Purchased Digitally by Post-90* Digital Buyers in China, H1 2016 (% of respondents)

Locations/Situations in Which Post-90* Smartphone Mcommerce Buyers in China Make Mcommerce Purchases, H1 2016 (% of respondents)

How Millennials Use Social and Video

Social Network User Penetration in China, by Age, 2014-2020 (% of internet users in each group)

Teen/Adult Internet Users in China vs. Worldwide Who Use Messaging/Chat Apps Daily, 2014 & 2015 (% of respondents)

Demographic Profile of Momo, WeChat and Weibo Users in China, Nov 2015 (% of total)

Video

Devices Used by Post-95* Digital Video Viewers in China to Watch Digital Video, Jan 2016 (% of respondents)

Frequency with Which Post-95* Digital Video Viewers in China Visit Digital Video Sites, Jan 2016 (% of respondents)

Leading Digital Video Sites Among Post-95* Digital Video Viewers in China, Jan 2016 (% of respondents)

Locations Where Post-95* Digital Video Viewers in China Watch Digital Video, Jan 2016 (% of respondents)

Live streaming

Demographic Profile of Live Streaming Video Viewers in China, Aug 2016 (% of total on the Sina Weibo and Yizhibo network)

Types of Live Streaming Videos Viewed by Internet Users in China, June 2016 (% of respondents)

Daily Time Spent Watching Live Streaming Video Among Live Streaming Video Viewers in China, Aug 2016 (% of respondents on the Sina Weibo and Yizhibo network)

Interviews included in the full report:

Interview conducted on October 25, 2016

Interview conducted on October 25, 2016

Interview conducted on October 25, 2016

Interview conducted on October 18, 2016

Michael Lin

Account Director

Mailman Group

Interview conducted on October 25, 2016