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Marketing to Teens - China - November 2015

“Teenagers’ cyber life is yet to be enriched with more fun and playful products which are healthy but not necessarily (and ideally not) educational. When it comes to real world experiences, teenagers are now attaching more importance to the development of a talent or professional skills. Brands may respond to this emerging need to engage with the teenagers – eg by developing relevant leisure/educational products or marketing programmes.”

- Laurel Gu, Research Manager

This report looks at the following areas:

  • Fill teenagers’ cyber life with fun and playful products
  • Help teenagers express themselves
  • Protect teenagers in the digital era
  • Give teenagers more practical experiences

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • Almost all teenagers have their own smartphones
            • Figure 1: Smartphone brand ownership, July 2015 (teenagers aged 13-19), October 2015 (adults aged 20-49)
          • Teenagers are gaining access to more digital products
            • Figure 2: Digital product ownership, July 2015
          • QQ is the most popular social app, followed by WeChat
            • Figure 3: Social network usage, by demographics, July 2015
          • Teenagers use the internet mainly to fulfil their entertainment needs
            • Advertisements need to be humorous in order to attract teenagers
              • Figure 4: Attractive elements in advertising, July 2015
            • Teenagers have varying career aspirations
              • Figure 5: Ideal future occupation, word map, July 2015
            • Teenagers are becoming more eager to develop talents and skills
              • Figure 6: Important factors in achieving life goals (% important or very important), July 2015, September 2013
            • What we think
            • Issues and Insights

              • Fill teenagers’ cyber life with fun and playful products
                • The facts
                  • The implications
                    • Help teenagers express themselves
                      • The facts
                        • The implications
                          • Protect teenagers in the digital era
                            • The facts
                              • The implications
                                • Give teenagers more practical experiences
                                  • The facts
                                    • The implications
                                    • The Consumer - What you need to know

                                      • 93% of teenagers own a smartphone
                                        • Apple phone is most popular among teenagers, while domestic brands are catching up
                                          • 94% of teenagers use QQ
                                            • Teenagers use the internet mainly for entertainment
                                              • Teenagers today attach more importance to developing talent and skills
                                                • Teenagers have developed varying career aspirations
                                                  • Teenagers find humorous advertisements most attractive
                                                  • Technology Product Ownership

                                                    • Almost all teenagers have their own smartphones
                                                      • Figure 7: Digital product ownership, July 2015 (teenagers aged 13-19), April 2015 (adults aged 20-49)
                                                      • Figure 8: Smartphone ownership, by age, July 2015 (teenagers aged 13-19), April 2015 (adults aged 20-49)
                                                    • Apple is the most popular smartphone brand
                                                      • Figure 9: Smartphone brand ownership, July 2015 (teenagers aged 13-19), October 2015 (adults aged 20-49)
                                                    • OPPO and Meizu phones target well at teenagers
                                                      • A wide gap in digital product ownership across city tiers
                                                        • Figure 10: Selected digital product ownership, by city tier, July 2015
                                                      • Desktop/laptop gains usage amongst the older teenagers
                                                        • Figure 11: Selected digital product ownership, by gender and educational level, July 2015
                                                    • Social Network Usage Habits

                                                      • QQ is the most popular social app
                                                          • Figure 12: Social network usage, by demographics, July 2015
                                                        • Teenagers are enthusiastic about chatting online
                                                          • Figure 13: Social networks’ usage purpose, July 2015
                                                        • Teenagers use Sina Weibo and Baidu Tieba more often for obtaining news and information
                                                          • Renren have lost attraction amongst teenagers
                                                            • Douban has fewer teenage users
                                                            • Attitude towards Life and Technology

                                                              • Teenagers log online mainly for entertainment purposes
                                                                • Figure 14: Main purpose for spending time online, by gender and city tier, July 2015
                                                                • Figure 15: Preferred platform for watching video programmes, by city tier, July 2015
                                                              • Teenagers prefer the traditional way when it comes to reading and socialising
                                                                • Figure 16: Preferred ways of reading and socialising, July 2015
                                                              • Interest in learning about the digital product trend is not strong
                                                                • Figure 17: Attitude towards digital trends, by demographics, July 2015
                                                            • Important Personal Values

                                                              • Being healthy, independent, popular among friends and having a talent/skill are the most valuable personal qualities
                                                                • Figure 18: Important factors in achieving life goals (% important or very important), July 2015, September 2013
                                                              • Teenagers attach stronger importance to having a talent/skill than good academic grades as they grow older
                                                                • Figure 19: % agreeing that it is “very important” to “having a talent/skill” and “achieving good academic grades”, by demographics, July 2015
                                                              • Brands can tap into teenagers’ desire to be independent and popular
                                                                • Figure 20: % agreeing that it is “very important” to “being independent” and “being popular among friends”, by demographics, July 2015
                                                            • Ideal Future Occupation

                                                              • Teenagers have diversified interests in their future occupations
                                                                • Figure 21: Ideal future occupation, word map, July 2015
                                                              • Teenage boys are interested in more adventurous occupations
                                                                • Figure 22: Ideal future occupation (top mentions), by gender, July 2015
                                                              • Teenagers in higher tier cities have developed greater variety of career aspirations
                                                                • Figure 23: Ideal future occupation (top mentions), by city tier, July 2015
                                                            • Attractive Advertising Elements

                                                              • Advertisements need to be humorous to attract teenagers
                                                                • Figure 24: Attractive elements in advertising, July 2015
                                                              • Pop stars are influential in attracting teenage girls
                                                                • Figure 25: Attractive elements in advertising, by gender, July 2015
                                                              • Teenagers pay more attention to the story as they grow more mature
                                                                • Figure 26: Attractive elements in advertising (selected), by education level, July 2015
                                                              • Teenagers in lower tier cities prefer traditional advertising formats
                                                                • Figure 27: Attractive elements in advertising (selected), by city tier, July 2015
                                                            • Appendix – Teenager Respondent Profile

                                                                • Figure 28: Sample Composition, July 2015
                                                            • Appendix – Methodology and Abbreviations

                                                              • Methodology

                                                              Companies Covered

                                                              To learn more about the companies covered in this report please contact us.

                                                              Marketing to Teens - China - November 2015

                                                              £3,273.18 (Excl.Tax)