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Description

Description

“Today’s university students are more distinctive and have personality. They value diligence and excellence also an informal and laid-back attitude. They appear both very practical and spoiled. Professional/academic skills are proactively invested, as well as hobby and leisure activities. An average of 3.4 channels is utilized to showcase their passions, in a creative manner and also aiming to inspire others. Products/services embedded with sociable attributes and in-depth compassion will win hearts of these youngsters.”

– Scarlett Zhao, Associate Research Analyst

This report examines the following issues:

  • The importance of social circles
  • Simultaneously hardworking and laid-back
  • From emoji to meme marketing

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

          • The consumer
            • Students are more distinctive, but they still pay most attention to appearance
              • Figure 1: Favourite labels to describe themselves, July 2018
              • Figure 2: Annoying labels to describe themselves, July 2018
            • Sharing online and offline too
              • Figure 3: Channel where students share their hobbies/opinions, July 2018
            • Sources of stress
              • Figure 4: Sources of pressure, July 2018
            • Self-improvement spending
              • Figure 5: Self-improvement spending, July 2018
              • Figure 6: Self-improvement spending, by selective demographic, July 2018
            • Mobile payment more welcomed, and cash still used frequently
              • Figure 7: Frequently used payment methods in the last 6 months, July 2018
            • Trading convenience for privacy
              • Figure 8: Privacy exchange for convenience, July 2018
              • Figure 9: The number of ‘issues’ listed above done in the past, July 2018
            • What we think
            • Issues and Insights

              • The importance of social circles
                • The facts
                  • The implications
                    • Simultaneously hardworking and laid-back
                      • The facts
                        • The implications
                          • From emoji to meme marketing
                            • The facts
                              • The implications
                                • Figure 10: McDonald’s weather forecasts
                                • Figure 11: Nongfu springs limited-edition bottles
                            • The Consumer – What You Need to Know

                              • Students attaching more distinctive labels to themselves, but good-looking still most important
                                • Both offline and online sharing channels used
                                  • Career planning is a top concern
                                  • Personality Tags

                                    • Today’s students are more distinctive
                                      • Figure 12: Favourite labels to describe themselves, July 2018
                                      • Figure 13: Annoying labels to describe themselves, July 2018
                                    • Students pay most attention to appearance
                                      • Figure 14: Pressure from ‘not happy with body/appearance’, July 2018
                                    • Sociable needs
                                    • Channels for Sharing Opinions/Hobbies

                                      • Sharing online or offline?
                                        • Figure 15: Channel where students share their hobbies/opinions, July 2018
                                      • Preferred channels diverse between boys and girls
                                        • Figure 16: Selected channels where students share their hobbies/opinions, by selective demographic, July 2018
                                      • Who are the ‘KOLs’ on campus?
                                        • Figure 17: Selected channels where students share their hobbies/opinions, by selective demographic, July 2018
                                    • Sources of Stress

                                      • Caught between competition and making friends
                                        • Figure 18: Sources of pressure, July 2018
                                      • Who tends to feel more lonely?
                                        • Figure 19: Sources of pressure, by selective demographic, July 2018
                                        • Figure 20: Movie lines
                                        • Figure 21: Sources of pressure, by selective demographic, July 2018
                                    • Spending on Different Courses

                                      • Investing in themselves
                                        • Figure 22: Self-improvement spending, July 2018
                                      • Student year and city tier influence what courses students likely to take
                                        • Figure 23: Self-improvement spending, by selective demographic, July 2018
                                    • Payment Habits

                                      • Mobile payment dominates but cash is still frequently used
                                        • Figure 24: Frequently used payment methods in the last 6 months, July 2018
                                      • Opportunity for gift cards and bank cards
                                        • Figure 25: Never used payment methods, July 2018
                                    • Trading Privacy for Convenience

                                      • Open-minded towards technology and user information
                                        • Figure 26: Privacy exchange for convenience, July 2018
                                        • Figure 27: The number of ‘issues’ listed above done in the past, July 2018
                                        • Figure 28: Singles’ Survival Guide
                                    • Appendix – Methodology and Abbreviations

                                      • Methodology
                                        • Abbreviations

                                        This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                        • Market

                                          Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                        • Consumer

                                          Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                        • Brand/Company

                                          Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                        • Data

                                          Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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