AdMaster and Tencent QQ Jointly Unveil Chinese Young People's Attitude to Brands, Media Habits and Entertainment According to Their Activities On Social Platforms

BEIJING, Feb. 27, 2016 /PRNewswire/ - The "Young People Insight Paper", jointly published by AdMaster and Tencent QQ, has unveiled and analyzed young people's (13-24 years old) attitude towards brands, media habits and entertainment preferences in mainland China.

The paper was developed according to data gathered from AdMaster's strategic media planning platforms and sponsorship evaluation index, together with the Tencent QQ Social Index which is based on big data derived from Tencent QQ's ecosystem, which covers 800 million account users.

Findings:

1. Attitude to Brands

Chinese young people talked about consumer electronics, automobiles, skincare/cosmetics, luxury products and personal care products the most on Tencent QQ's social platforms.

2. Entertainment preference

In terms of spending money on entertainment and leisure activities, youth is probably the leading segment in the market. Their purchasing power is not to be underestimated.

What do young people like? Data suggests movies and TV shows, celebrities, and two-dimensional entertainment.

AdMaster's young people data shows that young people are very interested in TV shows and movies, with the highest figure of 70%, almost double the figure of Animation and Comics. Next in the ranking are music and entertainment shows and electronic gaming.

Dominating popularity of blockbuster IP, particularly those about fantasy and school life 

AdMaster finds that seven out of ten popular dramas were adaptations of works with intellectual property rights. Young people are fond of adaptations of online novels, comics and games, particularly those about fantasy and school life. However, young people are not fascinated with hit dramas such as costume dramas and thrillers.  

Young fans attracted by young, good-looking idols

Most fans that are crazy about idols are youngsters; 69% of them are girls. They are more attracted by idols' appearance rather than their acting and singing skills. Among all the well-known QQ bloggers, half of them are "post-90s" (born in the 1990s or afterwards), with the handsome and energetic group "TFboys" topping their ranking.   

AdMaster's data shows that many young people enjoy watching variety shows that feature competition or role play experience. For dating shows, young people prefer seeing sweet and happy couples than sad couples with conflicts or who are in crisis.    

Boys and girls love two-dimensional (2D) TV programs

As compared with the real world, which is three-dimensional, young people see 2D programs as a way to escape from reality, find inner peace and pursue their dreams.    

Boys like watching TV programs that are about passions and personal growth, while girls are only fond of programs that are aesthetic.

Animation and comics are becoming part of the popular culture of young people -- it used to be in the subculture. Young people now spend lots of time on holidays, summer holiday in particular, watching these programs.

3. Media habits

With the Internet and smartphones so widely used nowadays, more young people are becoming "mobile phone addicts", who look at their smartphone most of the time.

Get up early and stay up late, killing time on social apps

AdMaster's data shows that 8.00 am and midnight are the prime times for young people to surf online via their smartphones. The total amount of time they spend online is 27% more than other age groups, up to 95 hours per month. They also turn on as much as 20 apps in their smartphones per month, 17% more than other age groups.

QQ, WeChat and Taobao are the must-have smartphone apps for young people. Games, comics, livestreaming and learning apps are well-liked by many of them.

About the "Young People Insight Paper"

AdMaster and Tencent QQ Social Index have cooperated in compiling the data and facts for this paper, giving a comprehensive report for advertisers' reference to their marketing plans for young people.  AdMaster monitors and evaluates the effectiveness of advertising on Tencent, helping advertisers to prioritize the allocation of resources and enhance their strategies to advertise on different media. 

About AdMaster:

AdMaster is the leading data solution provider specialized in data collection, analysis and management. By using cutting-edge proprietary technology, we create value for businesses by turning big data into smart data and delivering it to them through our software-as-a-service platform, enabling them to make more informed decisions and gain a competitive edge.

Our core services include third party digital advertising verification, social media and e-commerce measurement, and data management -- including data obtained from personal computers and mobile devices. http://www.admaster.com.cn/en

SOURCE AdMaster