This report looks at the following areas:This Report explores the latest trends in Gen Z consumers' technology usage habits, includingGen Z's demand for technology products/electronicsGen Z's loyalty to technology brands,…
China
Technology
simple
China Technology Habits of Gen Z Consumer Report 2024
This report looks at the following areas:This Report explores the latest trends in Gen Z consumers' technology usage habits, includingGen Z's demand for technology products/electronicsGen Z's loyalty to technology brands, appealing brand images and ways to increase their affinityGen Z's usage of generative AI tools/platformsGen Z's perception of AI-generated content (AIGC) and their attitudes towards generative AIGen Z is highly rational and forward-looking when choosing technology products.
Create premium value with innovation and imagination, and win public approval with sincerity
Graph 27: technology brand images that Gen Z men find appealing, by monthly household income, 2024
Become a source of motivation for young workers to keep taking risks and exploring
Graph 28: technology brand images that Gen Z with a full-time job find appealing, by gender, 2024
Smartphone brands should focus on professionalism and innovation while leveraging trendy designs to differentiate themselves
Graph 29: attractive technology brand images, by loyalty to smartphone brands, 2024
Usage of generative AI platforms/tools
Despite the AI trend, generative AI platforms/tools have not yet become widely popular among Gen Z consumers
Graph 30: usage of generative AI platforms/tools, 2024
Generative AI platform/tool usage is still concentrated in the top platforms
Graph 31: usage of generative AI platforms/tools – repertoire analysis, 2024
Perception of AIGC
Gen Z expects diverse content generated by AI
Gen Z expects diverse AI-generated content but is concerned about AI replacing services provided by humans
Graph 32: perception of AIGC, 2024
Leverage AI content marketing to attract young women with high consumption potential
Graph 33: AIGC that Gen Z women like and look forward to seeing more, by monthly disposable income/pocket money, 2024
Attitudes towards Generative AI
Use AI to make marketing more engaging while ensuring transparency and quality
Graph 34: attitudes towards generative AI, 2024
Gen Z is optimistic about the potential of generative AI in skill and emotional assistance
Graph 35: attitudes towards generative AI, 2024
Gen Z is cautious about AIGC's creativity and authenticity
Graph 36: attitudes towards generative AI, 2024
Issues and insights
Reposition the role of technology products in Gen Z's lives
Become a daily companion to Gen Z's growth
Help Gen Z pursue their hobbies and interests
Explore a greater fusion of technology and guochao
Gen Z continues to be interested in guochao, but they are looking for a meaningful embodiment of the trend
Graph 37: activities that would improve opinion of the technology brand, all Gen Z vs Gen Z who prefer an innovative and pioneering technology brand image, 2024
Incorporate unlikely combinations and local characteristics in guochao marketing
Use AI to connect with digital natives in a way that resonates with them
Ignite Gen Z's creativity with AI
Explore the possibility of AI fulfilling the emotional needs of Gen Z
This Report explores the latest trends in Gen Z consumers’ technology usage habits, including
Gen Z’s demand for technology products/electronics
Gen Z’s loyalty to technology brands, appealing brand images and ways to increase their affinity
Gen Z’s usage of generative AI tools/platforms
Gen Z’s perception of AI-generated content (AIGC) and their attitudes towards generative AI
Gen Z is highly rational and forward-looking when choosing technology products. They value the long-term utility of technology products while scrutinising whether technology brands have truly incorporated environmental or guochao concepts into product designs or actual experiences, rather than stopping at labels or marketing slogans. Brands can also aim to build deeper emotional connections with Gen Z through fun AI-powered interactions.
Toby Xu, Analyst, China Insights
Market Definitions
For the purposes of this Report, Generation Z, or Gen Z, is defined as those born after 1995. Consumer data used for this Report is based on a sample of 18-27 year olds with a monthly household income of over RMB6,000 in Tier 1 cities or over RMB5,000 in Tier 2 or lower cities. Please note that the ages of Gen Z surveyed have slightly changed based on different survey years.
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
