China Technology Habits of Gen Z Consumer Report 2023
£ 3,695 (Excl.Tax)
Report Summary
“As adept technology users, Gen Z actively embrace emerging technologies and are willing to invest in cutting-edge products. At the same time, they remain cautious and rational in their purchasing decisions. Technology products/functions tailored to their interests and a family-centric marketing strategy can effectively reach this discerning audience. In addition, smart home brands can better appeal to Gen Zers by helping them live a convenient and enjoyable life at home.”
– Toby Xu, Research Analyst
Key issues covered in this Report
- Online activities of Gen Z across widely owned digital devices
- Gen Z’s behaviour towards technology, including obtaining information obtaining, purchasing and sharing
- Awareness, use and interest in emerging digital services/experiences
- For which areas Gen Z use technology products/services
- Gen Z’s attitudes towards smart home products and technology
Table of Contents
-
Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
- What you need to know
-
Executive Summary
-
- The market
- Spending power grows
- Figure 1: Monthly personal disposable income of Gen Z, December 2020 vs February 2023
- Sources of income have diversified
- Figure 2: Income sources of Gen Z, December 2020 vs February 2023
- Areas of interest remain stable
- Figure 3: Changes in areas of interest of Gen Z, December 2020 vs February 2023
- Companies and brands
- Digitalise traditional culture to appeal to Gen Z
- Engage Gen Z with virtual experiences
- Technology solutions for young pet lovers
- Portable products for outdoor needs
- Nostalgia marketing to build deeper emotional connection with Gen Z
- The consumer
- Smartphones account for bulk of Gen Zers’ screen time
- Figure 4: Online activities across devices, 2023
- Gen Z tend to be technology trend chasers with prudent consumption habits
- Figure 5: Behaviour towards technology, 2023
- Gen Z are highly engaged and enthusiastic about emerging digital activities
- Figure 6: Digital experiences, 2023
- Gen Z use technology to make life and work efficient and fun
- Figure 7: Application areas of technology, 2023
- Smart home products need to bring more value beyond functionality to appeal to Gen Z
- Figure 8: Perceptions towards smart home products, 2023
- Gen Z is open to technology but rational in consumption
- Figure 9: Attitudes towards technology, 2023
- What we think
-
-
Issues and Insights
- Promote emerging technologies tailored to Gen Z’s interests
- Figure 10: VR fitness using PICO and Meta’s short film ‘Wish for the Extraordinary’, 2023
- Help Gen Z achieve desired lifestyle through smart home technology
- Figure 11: Midea’s ‘Master, don’t move’ video marketing campaigns to promote its smart home solutions, 2023
- Market technology to Gen Z with family-centric strategy
-
- Figure 12: PICO and Huawei’s family-centric marketing campaigns to promote their tech products, 2023
- Promote emerging technologies tailored to Gen Z’s interests
-
Market Landscape
- Spending power grows
- Figure 13: Monthly personal disposable income of Gen Z, December 2020 vs February 2023
- Sources of income have diversified
- Figure 14: Income sources of Gen Z, December 2020 vs February 2023
- Areas of interest remain stable
- Figure 15: Changes in areas of interest of Gen Z, December 2020 vs February 2023
- Spending power grows
-
Market Highlights
- Digitalise traditional culture to appeal to Gen Z
- Figure 16: Tencent’s project to preserve Chinese traditional music digitally and the digital collectables from the Jinsha Site Museum, 2023
- Engage Gen Z with virtual experiences
- Figure 17: Pepsi’s metaverse space, 2023
- Technology solutions for young pet lovers
- Figure 18: Lenovo’s pet care machine A7 Pro and the Furry World app, 2023
- Portable products for outdoor needs
- Figure 19: Samsung’s freestyle projector for outdoor use, 2023
- Nostalgia marketing to build deeper emotional connection with Gen Z
- Figure 20: vivo’s remake of Chinese classic cartoon and Panasonic’s nostalgia marketing, 2023
- Digitalise traditional culture to appeal to Gen Z
-
Online Activities across Devices
- Smartphones account for bulk of Gen Zers’ screen time
-
- Figure 21: Online activities across devices, 2023
- Gen Zers with siblings tend to spend more of their time on smartphones
- Figure 22: Online activities on smartphones, only child Gen Zers vs Gen Zers with siblings, 2023
- Noticing gender disparities in computer usage
- Figure 23: Online activities on desktop/laptop, by gender, 2023
- Smartphones account for bulk of Gen Zers’ screen time
-
Behaviour towards Technology
- Gen Z tend to be technology trend chasers with prudent consumption habits
-
- Figure 24: Behaviour towards technology, 2023
- Gen Z high earners are loyal brand fans and early tech adopters
- Figure 25: Behaviour towards technology – information obtaining behaviours, by monthly personal income, 2023
- Aftersales and renting services interest Gen Z high earners, while low-income ones are keen on second-hand deals
- Figure 26: Behaviour towards technology – purchasing behaviours, by monthly personal income, 2023
- Focus on connecting with Gen Z in the workforce
- Figure 27: Behaviour towards technology – information obtaining behaviours, Gen Zers in the workforce vs full-time students, 2023
- Gen Z tend to be technology trend chasers with prudent consumption habits
-
Digital Experiences
- Gen Z are highly engaged and enthusiastic about emerging digital activities
- Figure 28: Digital experiences, 2023
-
- Figure 29: Interest in continuing to use the following digital services/experiences among Gen Zers who have tried them, 2023
- Figure 30: Interest in trying the following digital services/experiences among Gen Zers who haven’t tried them, 2023
- Affluent Gen Zers show enthusiasm for AI-backed services
- Figure 31: Digital experiences – have had and will continue, by rich and free lifestyle persona, 2023
- Gen Zers with lower spending power seek entertainment experiences unattainable in real life
- Figure 32: Digital experiences – have not had but interested, by free and rich lifestyle persona, 2023
- Gen Z are highly engaged and enthusiastic about emerging digital activities
-
Application Areas of Technology
- Gen Z use technology to make life and work efficient and fun
- Figure 33: Application areas of technology, 2023
- Young women pay attention to health tech and creative tools
- Figure 34: Application areas of technology, by gender, 2023
- Gen Zers in tier 1 cities use technology more for productivity, while others more for entertainment
- Figure 35: Application areas of technology, by city tier, 2023
- Gen Z use technology to make life and work efficient and fun
-
Perceptions towards Smart Home Products
- Smart home products need to bring more value beyond functionality to appeal to Gen Z
- Figure 36: Perceptions towards smart home products, 2023
-
- Figure 37: TURF Analysis – perceptions towards smart home products, 2023
- Young women pursue convenient and ceremonial experiences, while young men value the fun of intelligent life
- Figure 38: Perceptions towards smart home products, by gender, 2023
- Gen Zers with siblings consider smart home products as convenient tools, while only children tend to view them as ‘buddies’
- Figure 39: Perceptions towards smart home products, only child Gen Zers vs Gen Zers with siblings, 2023
- Bringing enjoyment and memorable times for young couples
- Figure 40: perceptions towards smart home – toys adding enjoyment to life, by relationship status, 2023
- Smart home products need to bring more value beyond functionality to appeal to Gen Z
-
Attitudes towards Technology
- Gen Zers are excited about new technologies but still confused by too many emerging concepts
- Figure 41: Selected attitudes towards technology, 2023
- Exclusive and cutting-edge technology products interest young consumers
- Figure 42: Selected attitudes towards technology, 2023
- Gen Z tends to spend rationally on technology
- Figure 43: Selected attitudes towards technology, 2023
- Advanced intelligent features and high-tech brand image can impress Gen Z
- Figure 44: Selected attitudes towards technology, 2023
- Gen Zers are excited about new technologies but still confused by too many emerging concepts
-
Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- TURF Analysis – Methodology
- Figure 45: Perceptions towards smart home
- Methodology
Why Mintel?
Gain access to high quality market research with every purchase of Mintel’s consumer reports. Here's what else you can expect when buying from us:
Mintel’s Clients Portal
After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal which provides instant access to supplementary insights from Mintel’s industry experts.
Multiple Report Formats
Mintel’s reports are available in PDF and PPT formats, and arrive in your inbox alongside an excel datasheet, so you can share Mintel’s market intelligence with ease.
Interactive Databook
Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
Custom Presentations
Using Mintel’s custom presentation tool, you can easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Chinese Language Available
Mintel’s China consumer reports are also available in a Chinese language version, and can be accessed through our clients portal post-purchase.*
*Please note that translation times may vary, so Chinese language versions may not be accessible immediately. Please contact us for more information.
Browse our sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
Trusted by companies. Big and small.
