The post-90 is a common term in China indicating people who are born in and after 1990; the total number is about 140 million, accounting for 11.7% of the total population. The post-90s would become the future backbone of China’s internet.
The post-90s monthly spend in total reached 24 billion yuan (US$3.77 billion) in online shopping, of which the majority were on Taobao.
The post-90s’ favorite interests are celebrities and entertainment, followed by science and technology, and social news.
The post-90s are the largest age group of many instant messaging apps, such as mobile QQ, Weibo, WeChat and so on. 39.4% of the post-90s use social apps to communicate with their friends; 28.9% use for leisure and entertainment, and 8.9% to keep in contact with their families.
Although about 48% of post-90s like to communicate with friends or families through instant messaging apps, 74.1% will accept strangers as friends. 25.9% post-90s wouldn’t accept any strangers.
The post-90s are more likely to accept new things. 63.7% of Chinese post-90s are willing to learn things they are interested in and 23.8% take initiatives to learn new things.
Different from other generations, in terms of the social background, family background, educational background and historical background, the post-90s have distinct characteristics. One of the most featured characteristics of the post-90s is that they put personal interests, career development and salary at almost the same level of importance when seeking jobs, different from the post-80s to whom the salary matters most.
Also read: China Top 100 Mobile Apps in July 2015