In the past year, the use of health app in the past, Z generation accounted for the second.
Editor’s note: This article is from the WeChat public account “California think tank” (ID :FMyanjiuyuan), author Yang Yiting.
What is the Z generation?
Z generation=95 after +00, unlike X and Y generations, Z generation grew up playing with smart phones, known as “mobile native generation”, many Z generations or “second generation”, they grew up in Fuqiang The motherland, the material conditions are more abundant, and the social class is relatively solid…
There are 260 million people in China’s Z generation, accounting for 18.5% of the total population. The first Z generations have just embarked on a job, and more Z eras are still the student party. The Z generations in the ivory tower are not deeply involved, and their current ability to make money independently is not high, but the consumption potential is huge.
Recently, the data service platform Mob Research Institute released the “Z Generations College Students’ Picture Book” (hereinafter referred to as “Report”), which made a detailed interpretation of the characteristics of Z-generation online behavior, and pointed out that Z-generation college students have huge consumption potential.
Frequency online, wide hobbies
Entertainment learning. According to the report, among the 50 most popular entertainment apps used by Generation Z students, the relatively small but popular personalities are the most widely used, which fully reflects the unique pursuit and unique personality of the Z generation.
Z generation college students, the majority of students in the north have more entertainment, not limited to reading novels and playing games. Relatively speaking, they prefer to watch videos, go out to travel and listen to songs.
In addition to listening to music and singing K, Z-generation college students have more unique hobbies in music: playing guitar and cutting audio. Audio-assisted apps such as music clips, metronome, and guitar scores, as well as Finger, analog piano, etc.App is most favored by the personality Z generation.
The report also said that National Geographic, readers, and the world are the youth memories of the Z generation. Despite the gradual decline of traditional paper media, these loyal readers have not left, and Z-generation college students continue to follow these qualities online. The producer of the content.
In addition, English and online classes are frequent online learning content for Generation Z students. They love to use words to recite words and like to expand extracurricular knowledge in Netease Open Class. In addition, Spark English, Daily English Listening, and Chinese University MOOC are also popular among Z-generation college students.
Social and animal health. The report pointed out that the first batch of Generation Z began to step out of the ivory tower and entered the society. They accounted for more than 30% of the job-seeking army. They prefer to use “internships” and “graduate job seekers” compared to their predecessors. Learning new things, worrying about not doing well, Z generation as a newcomer in the workplace “squeezed in society as a beast”, the pressure is great!
The Internet and financial industries, which have an absolute advantage in pay, have become a hot industry choice for breakthroughs. However, as the industry becomes saturated, the ratio of job supply to demand decreases, and the threshold for talent demand becomes higher. Social opportunities are reduced and risingThe narrowing of the channel has made the employment situation of Z-generation college students more and more serious…
The huge pressure has made Generation Z more and more anxious, and the Z generations who have lost their sleep have turned to sleep apps to improve their sleep quality.
The anxiety of social animals is helpless because of external pressure, but the Z generation still wants to live a better life and work hard for it.
The house is the own attribute of the Z generation; the funeral is the “should response” of the Z generation; the Buddha is the protective color of the Z generation. The Z generation does not want to spend a lot of problems in the work and life and spend energy on the mood, so often take the “Buddha” attitude, self-dissolution and comfort.
GAP YEAR (interval year) and entrepreneurship are the choices of more and more Z generations after graduation. The Z generation is not a generation that is willing to be a social animal. Through public welfare actions and entrepreneurial activities, the Z generation has realized the value of self on the basis of development interests.
The report also shows that in the past year, the use of health app in the past, Z generation accounted for the second place, is the backbone of the health market. After 80 and 90, the heat of health gradually declined, while the hobby of Z generation on health app increased in a good situation. In the future, Z generation may become the largest group of health.
Z-generation college students like to manage their body weight through exercise and weight loss. They have the highest preference for healthy weight loss apps such as light cow and mint. The average monthly use time is second only to sports health.Body App.
The potential for consumption is huge and brand awareness appears
There is a kind of white-collar worker called the invisible poor, and there is a kind of college student called… invisible rich.
The report shows that the Z-generation monthly disposable income reached 3501 yuan, and the income is not low and there is no rent pressure; 35% of Z-generation college students have multiple income sources, and they can save money through scholarships, part-time jobs, and work-study programs.
They have a simple motivation to consume, and impulse consumption often occurs. I am used to achieving identity through common consumer preferences, living in a fast-paced society, and focusing on grasping the immediate happiness.
The
report also points to an interesting phenomenon in which the purchasing power of boys is equally striking. Men with a cosmetic consumption of more than 5K per year accounted for 1.5%, and L’Oreal, Dior and Shiseido were welcomed by Z generation men.
When the Z generation purchases goods that exceed their ability to pay, it is the most common way to use the platform such as the flower/white strip. The installment payment is the second way to more than the parents. Friends borrowing money has a higher priority.
In the field of sports brands, Nike and Adidas have the widest popularity, while domestic brands have also gained good reputation. Anta, Li Ning, Hui Li, Xtep, etc. are loved by Z generations. Their consumption is upwards and the brand awareness is beginning to emerge.
The three-piece school is the most important thing. With the advent of 5G mobile phones, the college students who love early adopters are one of the main buyers of 5G mobile phones. Z-generation college students like to use Huawei mobile phones (Glory, Huawei). JD is the most popular purchase channel for college students.
Conclusion
Unlike many post-70s and post-80s consumption views, younger generations of Z generation are more inclined to spend ahead of their consumption. Consumption has become their sense of identity and “immediate” happiness. An important way of feeling.