The vibrant lives of digital youth: China's young consumers in the age of social media

The China Youth Report, a collaborative effort from CIC and GroupM Knowledge, looks at the daily lives of Chinese youth, the effect of celebrity culture and influence of brand image.
Although youth may experience different upbringing and environment, they do share strong characteristics. Generally speaking, 80's generation are more willing to express themselves while 90's tend to enjoy making the most of life's entertainment. There are key areas of interest amongst the young generation, the top three being music, astrology and Zhai (which means hanging out at home). Young people are exploring identity and realizing their self-worth and social value, while discovering interests that enrich their lives. Celebrity culture has traditionally been a key area of interest for young people and self-made stars, or those who have been plucked from...

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