About This Study
Pearl Research’s China Youth Project is a
comprehensive and insightful lifestyle study
on Chinese youths ages 16 to 30.
The study identifies emerging trends,
attitudinal shifts and what’s hot in games,
Internet, entertainment, technology, fashion,
and consumer products.
The report is based on 92 one-on-one
interviews and an online survey of 270
Chinese youth. Pearl Research conducted
interviews in first- and second-tier cities in
China, capturing the differences in income
levels and preferences across the country.
The study helps companies understand this
important demographic and what drives their
lifestyle choices and spending habits.
Pearl Research also provides actionable
strategies on how to effectively connect with
this group.
What is Covered?
Essential facts and statistics including income
levels, shopping and spending patterns on
technology and consumer products
Opinions on fashion, music and technology
and celebrities
Online behavior and technology adoption and
usage.
Attitudes toward their future
Trend-spotting with a focus on trends that
have a business impact. Most importantly,
Pearl Research provides insights into the
origins and implications of these trends.
Featured interviews with unique individuals.
They each have unique stories to tell and can
offer some insight into China’s youth.
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