Chinese youth: five themes for 2011

Angie Chan
Starcom Mediavest

2010 has been an interesting year for Chinese youth. On the tail of high-impact events, such as the Beijing Olympics and the FIFA World Cup, and in the midst of the Shanghai Expo, there have been ample opportunities for Chinese youth to learn and experience new things.

Now, as the end of 2010 draws near, it is important to anticipate the upcoming themes for 2011.

The themes detailed in this article are grounded in Starcom China’s Youth Surveillance consumer research. This involves feedback from close to 1,000 young consumers aged 16 to 29 across 54 markets in China.

We have chatted not only with youth and accompanied them on their day-to-day activities such as walking to school, purchasing snacks, eating a meal, playing pick-up basketball and singing karaoke. We have also consulted with youth experts, bloggers, bar owners, editors and parents.