Marketing to Teens - China - November 2015


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Mintel

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Teenagers

Table of Content

Overview

What you need to know
Covered in this report

Executive Summary

Almost all teenagers have their own smartphones
Figure 1: Smartphone brand ownership, July 2015 (teenagers aged 13-19), October 2015 (adults aged 20-49)
Teenagers are gaining access to more digital products
Figure 2: Digital product ownership, July 2015
QQ is the most popular social app, followed by WeChat
Figure 3: Social network usage, by demographics, July 2015
Teenagers use the internet mainly to fulfil their entertainment needs
Advertisements need to be humorous in order to attract teenagers
Figure 4: Attractive elements in advertising, July 2015
Teenagers have varying career aspirations
Figure 5: Ideal future occupation, word map, July 2015
Teenagers are becoming more eager to develop talents and skills
Figure 6: Important factors in achieving life goals (% important or very important), July 2015, September 2013
What we think

Issues and Insights

Fill teenagers’ cyber life with fun and playful products
The facts
The implications
Help teenagers express themselves
The facts
The implications
Protect teenagers in the digital era
The facts
The implications
Give teenagers more practical experiences
The facts
The implications

The Consumer - What you need to know

93% of teenagers own a smartphone
Apple phone is most popular among teenagers, while domestic brands are catching up
94% of teenagers use QQ
Teenagers use the internet mainly for entertainment
Teenagers today attach more importance to developing talent and skills
Teenagers have developed varying career aspirations
Teenagers find humorous advertisements most attractive

Technology Product Ownership

Almost all teenagers have their own smartphones
Figure 7: Digital product ownership, July 2015 (teenagers aged 13-19), April 2015 (adults aged 20-49)
Figure 8: Smartphone ownership, by age, July 2015 (teenagers aged 13-19), April 2015 (adults aged 20-49)
Apple is the most popular smartphone brand
Figure 9: Smartphone brand ownership, July 2015 (teenagers aged 13-19), October 2015 (adults aged 20-49)
OPPO and Meizu phones target well at teenagers
A wide gap in digital product ownership across city tiers
Figure 10: Selected digital product ownership, by city tier, July 2015
Desktop/laptop gains usage amongst the older teenagers
Figure 11: Selected digital product ownership, by gender and educational level, July 2015

Social Network Usage Habits

QQ is the most popular social app
Figure 12: Social network usage, by demographics, July 2015
Teenagers are enthusiastic about chatting online
Figure 13: Social networks’ usage purpose, July 2015
Teenagers use Sina Weibo and Baidu Tieba more often for obtaining news and information
Renren have lost attraction amongst teenagers
Douban has fewer teenage users

Attitude towards Life and Technology

Teenagers log online mainly for entertainment purposes
Figure 14: Main purpose for spending time online, by gender and city tier, July 2015
Figure 15: Preferred platform for watching video programmes, by city tier, July 2015
Teenagers prefer the traditional way when it comes to reading and socialising
Figure 16: Preferred ways of reading and socialising, July 2015
Interest in learning about the digital product trend is not strong
Figure 17: Attitude towards digital trends, by demographics, July 2015

Important Personal Values

Being healthy, independent, popular among friends and having a talent/skill are the most valuable personal qualities
Figure 18: Important factors in achieving life goals (% important or very important), July 2015, September 2013
Teenagers attach stronger importance to having a talent/skill than good academic grades as they grow older
Figure 19: % agreeing that it is “very important” to “having a talent/skill” and “achieving good academic grades”, by demographics, July 2015
Brands can tap into teenagers’ desire to be independent and popular
Figure 20: % agreeing that it is “very important” to “being independent” and “being popular among friends”, by demographics, July 2015

Ideal Future Occupation

Teenagers have diversified interests in their future occupations
Figure 21: Ideal future occupation, word map, July 2015
Teenage boys are interested in more adventurous occupations
Figure 22: Ideal future occupation (top mentions), by gender, July 2015
Teenagers in higher tier cities have developed greater variety of career aspirations
Figure 23: Ideal future occupation (top mentions), by city tier, July 2015

Attractive Advertising Elements

Advertisements need to be humorous to attract teenagers
Figure 24: Attractive elements in advertising, July 2015
Pop stars are influential in attracting teenage girls
Figure 25: Attractive elements in advertising, by gender, July 2015
Teenagers pay more attention to the story as they grow more mature
Figure 26: Attractive elements in advertising (selected), by education level, July 2015
Teenagers in lower tier cities prefer traditional advertising formats
Figure 27: Attractive elements in advertising (selected), by city tier, July 2015

Appendix – Teenager Respondent Profile

Figure 28: Sample Composition, July 2015

Appendix – Methodology and Abbreviations

Methodology

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