Chinese youth: five themes for 2011

This article outlines five key insights into Chinese consumers aged 16-29, emphasizing common themes such as the importance of individual expression and personal enjoyment.Other insights the author uncovers about Chinese audiences concern the changing role of screen-based media in China, trends in sexual expression, the prominence of new technologies such as augmented reality and 3D, the Chinese vogue for male grooming products, and renewed interest in personal fitness and wellbeing.

Chinese youth: five themes for 2011

Angie ChanStarcom 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...

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