Consulting firm Pearl Research today released “The
Phoenix Generation: Insights into Chinese Consumers” a comprehensive lifestyle study focused
on Chinese consumers ages 16 to 30. Pearl Research’s study covers Internet and technology
product adoption and trends; lifestyle trends such as the growth of hip-hop, street basketball and
the NBA. The study also provides exclusive consumer segmentation and an analysis of the
Chinese middle-class.
Key findings include:
Popular Trends: Street basketball, the National Basketball Association (NBA) and
hip-hop have grown in popularity as Chinese consumers embrace new cultural
experiences. Pearl Research takes a deep dive into these segments with ethnographic
research and how marketers have leveraged these trends to connect with Chinese
consumers. Brands such as Nike, Adidas and Li Ning have benefited from this as
Chinese youth aspire to look like their favorite sports stars.
Internet and Online Games Trends - China has more than 210 million internet
users making it the largest Internet population worldwide. However, Internet usage in
China tends to differ as 100 million of theses users are under the age of 25, thus are
more likely to seek out entertainment content. Based on Pearl Research’s online
survey, online gaming (60%) and chatting (65%) were cited as top reasons to go
online. Approximately 51% of our sample enjoyed playing multiplayer online games
(MMORPGs) while casual games were equally popular at 44%.
Pearl Research’s survey includes data about monthly entertainment spend; mobile
phone, MP3 and PC penetration; PlayStation 3, Xbox 360, Nintendo Wii hardware
adoption and Internet café usage trends.
Consumer Segmentation - Pearl Research has devised detailed consumer
segmentation to understand the wide range of Chinese consumers. Urban incomes
have reached $5,000 in first-tier cities such as Shanghai and Beijing.
Allison Luong, Managing Director of Pearl Research, “As incomes rise in China,
“Chuppies” or Chinese Yuppies are an increasingly common sight. Many place their
savings into purchasing homes, cars, and investing in stocks and bonds. They are at
the forefront of China’s burgeoning middle class and spending boom.”
Unique Websites: Pearl Research has compiled a list of unique websites in China.
These sites were selected based on their popularity and growth potential. Pearl
Research has included Xiaonei.com, Blogchina.com, Sky-fire.com, and
Dangdang.com, as some of the sites to watch.The Phoenix Generation study is based on 200 in-depth one-on-one interviews across both firstand
second-tier cities in China and more than 450 survey respondents. To acquire the report or to
request a briefing, contact us at 415-738-7660 or email research (at) pearlresearch.com.
About Pearl Research
Pearl Research, a business intelligence and consulting firm, specializes in the Internet and
technology markets with a special focus on emerging markets and platforms. Based in San
Francisco and China, Pearl Research publishes in-depth research reports and provides
customized research and consulting services.
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