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Selected insights on target audience: Gen Z / Generation Z in China

• Many Gen Z / Generation Z have a low annual household income
• Having a good time has more importance to Gen Z / Generation Z than to the average consumer
• 51% of Gen Z / Generation Z are in the early majority of innovation adopter types
• 31% of Gen Z / Generation Z think that the economic situation is an issue that needs to be addressed
• 36% of Gen Z / Generation Z remember seeing advertising in video games

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in China
• Gender of consumers in China
• Level of education in China
• Share of consumers in China in the high, middle, and low thirds of household gross income
• Type of households in which consumers in China live
• Communities where consumers live in China
• Accommodation type and home ownership in China
• LGBTQ+ status of consumers in China

• Most important aspects of life for consumers in China
• Top 10 interests of Gen Z / Generation Z in China
• Top 10 hobbies and leisure activities of Gen Z / Generation Z in China
• Top 10 sports activities of Gen Z / Generation Z in China
• Top 10 sports followed by Gen Z / Generation Z in China
• Pets living with Gen Z / Generation Z in China

• Agreement with statements in China
• The 10 most important issues facing China according to Gen Z / Generation Z
• Political attitudes of consumers in China
• Innovation adopter types based on statements towards innovation by consumers in China
• Economic situation in China as percieved by Gen Z / Generation Z
• Perceived personal economic situation of Gen Z / Generation Z
• Agreement with statements regarding economic concerns of Gen Z / Generation Z

• Type of media consumers in China have been using in the past 4 weeks
• Top 10 social networks used by Gen Z / Generation Z
• Top 10 channels where Gen Z / Generation Z in China remember coming across digital advertising
• Places where consumers in China have come across non-digital advertising in the past 4 weeks