• Millennial Behaviours

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    Between March and May this year, the number of people considered a suicide risk was up by 70%, while the latest ­coroner’s report recorded 1,022 suicide cases in 2015 – an ­increase of 1.5% on 2014.


    Source: SCMP

    Due to the millennial's growing desire for better health, health-club revenue in China has nearly doubled during the past five years, and is expected to total more than $5 billion this year, according to research firm IBIS World.


    Source: TechCrunch

    Buying new items has become the conventional habit of more than 75% of Chinese millennials to A) express their needs, B) satisfy them, and C) gain a feeling of belonging.


    When Chinese millennials lose trust and respect for a brand, 64% have told their family and friends not to purchase their products, 47% have boycotted the company, and 32% have posted something on their social networks


    Source: Slideshare

    Nearly 33% of Chinese millennials rely on 7 or more sources to make a purchase decision


    Source: Slideshare

    More than 1/2 of Chinese millennials have volunteered to test new products on behalf of brands


    Source: Slideshare

    While older generations in the west often pass down brand preferences to their children, nearly 1 in 2 Chinese millennials (47%) say they influence the purchase decisions of their parents and grandparents


    Source: Slideshare

    More than 90% of all the Chinese millennial located in 1st, 2nd, and 3rd tier cities have bought goods online at least one time in their life and around 70% are doing it on a daily basis.


    Surfing the web is the most preferred activity among youngsters during their free time, with more than 40% claiming that they could not live without an internet connection


    73% of Chinese millennials have friended or followed a brand online


    Source: Slideshare

    Wealthier consumers, more emotionally driven and brand-conscious than their current mass market counterparts, will make up 51% of city-dwellers by 2020, up from 6% in 2010


    Source: Slideshare

    Despite the low average salary (3-6k RMB) of Chinese millennials and the difficulties of China’s job market, millennials are not money savers. While in the US, millennials generally save ~35% percent of their income, Chinese millennial spends ~80% of their revenue.


    61% of Chinese millennials say they rely on friends to learn about new trends


    Source: Slideshare

    79% of Chinese millennials say they influence the purchase decisions of friends, peers, and younger siblings and family members


    Source: Slideshare

    More than 55% of Chinese millennials expect companies to allow them to influence the development of their products


    Source: Slideshare

  • Millennial Employment

    In the past two years, the term fai tsing – literally translating to “rubbish youth” – has emerged to widely describe the young generation in Hong Kong.


    Source: SCMP


    Almost 1/2 of Chinese millennials work in government and state organizations, highlighting the fact that the public sectors are still well rooted in the younger generations.


    Due to China's economic slowdown and the difficult transition between a manufactory economy to a service economy, the vast majority of Chinese millennials earn a salary between 3000 and 6000 RMB, with only 1/5 earning more than 6000 RMB.


    84% of Chinese millennials say having a job that matches their personal passions is a very or extremely important aspiration in their life right now


    Source: Slideshare

    According to the National Business Daily, more than 10,000 enterprises are founded every day and the majority are Internet companies — a burst of creative entrepreneurialism and democratized market opportunity ripe for the picking.


    Source: Slideshare

  •  Millennial Education

    Chinese households spend RMB 6031.4 on private education per year, which is equivalent to 68.7% of their total yearly spending.

    In the 2015 Shanghai Gao Kao, arts students needed to have 434 marks to be admitted to university, while science students only need 414 marks.

    According to the data from China’s Ministry of Education, 459,800 Chinese students went abroad in 2014, which showed a remarkable increase of 11.1% compared to the previous year.

    Research has found that 67.3% of Chinese students choose to study in English-speaking countries; including the United States, the United Kingdom, Canada and Australia.

    To further understand China's education industry, according to an official BOSSA evaluation in 2013, 454 licensed agencies were listed with ~70 of the largest agencies located in Beijing. Most of the agencies are small to medium-sized organizations sending around 500 students abroad each year.

    The number of students studying in other countries is growing, especially Germany, where the percentage of Chinese students studying has jumped from 3.9% in 2013 to 7.5% in 2014

    Due to the free tuition fee of public universities in Germany, plus the cheap enrollment fee, a total of 28,381 Chinese students were attracted to study in Germany in 2014

    The Japan Foundation research has discovered that the number of Chinese learning Japanese already reached 105 million in 2013, which showed a sharp increase of 26.5% compared to the last research conducted in 2009

    According to a report by McKinsey & Co, it is estimated that China now needs an estimated 4 million middle managers and 30,000 senior managers skilled to lead global enterprises.

  • Millennial Travel


    Number of Chinese airports with direct flights to Seoul


    Source: China Outbound


    Number of countries with visa-free or visa-on-arrival policies for Chinese visitors


    Source: China Outbound


    Amount of billions (Euro) spent by Chinese travellers in 2014


    Source: China Outbound


    YoY growth percentage rate of Chinese tourist arrivals to Cyprus in Q1 2015


    Source: China Outbound

    According to a J. Walter Thompson study on BRIC millennials, 27% of Chinese aged 15-25 now agree that an investment in a gap year represents good life experience.


  • Millennials & Social Media

    Oct 2012: 538 million people online “39% penetration”

    Today: 734 Million people online "52% penetration"


    On average, WeChat and Weibo are checked by Chinese millennials up to 18 times a day.


    On average, young Chinese millennials spend at least nine hours on the Internet daily.


    More than 90% of all the Chinese millennial located in 1st, 2nd, and 3rd tier cities have bought goods online at least one time in their life and around 70% are doing it on a daily basis.


    China's internet population hits 649 million, 86 percent on phones

    Source:  Reuters

  • Millennials & Shopping

    A new report by MasterCard on the luxury shopping habits of Asia’s millennials finds that mainland Chinese millennials plan to spend an average US$4,362 on luxury goods over the next year, a number that’s almost double second-place South Korea (US$2,638) and the Asian average (US$2,584)


    Source: Jing Daily

    Thanks to China’s high tariffs on imports, Chinese millennials are the most likely group to buy luxury abroad, with 51% listing this as a preference. Many in this group make quick purchase decisions—51% said they spend less than one month to research the goods they buy.


    Source: Jing Daily

    For Asia’s millennials, tech gadgets are luxury status symbols, and 25% said they plan on buying a smartphone or tablet in the coming year—making tech the most popular shopping category.


    Source: Jing Daily

    According to MasterCard, Hong Kong millennials plan to spend an average US$2,584 on luxury goods over the next year


    Source: Jing Daily

    Chinese millennials are the region’s most enthusiastic about Western brands, with 66% saying they would pick a Western luxury brand over an Asian one.


    Source: Jing Daily

    For Asia’s millennials, designer clothes, leather goods, and jewelry are luxury status symbols, and 17% said they plan on purchasing one of these items in the coming year.


    Source: Jing Daily


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