Tencent released Tencent Entertainment Whitepaper several recently and highlighted entertainment activities of the post-90s. 211 million Chinese post-90s make up 15.4% of the total population in China according to National Bureau of Statistics in 2015. Realize preferences and behaviors of the post-90s will help media, companies and advertisers grab the commanding point.
Nearly 70.0% post-90s get entertainment information from WeChat Moments, Weibo and other social networks. 66.0% post-90s read entertainment information on news websites, among which the male account for the bulk. Only 28.2% will get messages from traditional media.
Male users are more active on news websites compared to the female users among the post-90s. Female post-90s are more likely to receive entertainment information on social networks.
The post-90s love listening to the music and watching movies as entertainment activities. Boys spend much time on games and girls love watching TV shows and variety shows. Girls account for more compared with boys in the celebrity worshipers.
The post-90s love watching movies best and are most willing to spend money on movies in all tier cities. Most female post-90s are willing to spend money on movies and most males are willing to spend money on games in 2015.
Post-90s are not as crazy at celebrity related products as the public suppose. Tier-2 and lower cities post-90s are relatively indulged in celebrities. The female celebrity related products buyers are twice as many as male buyers.
Female are more likely to watch concerts than the male. Post-90s in all cities are relatively willing to watch concerts especially in Hong Kong, Macao, Taiwan and overseas countries.
The post-90s can be influenced by recommendations from friends, families or online reviews on the consumption of entertainment activities besides price. The female are more concerned about prices for entertainment activities.
Nowadays, 56.7% post-90s keep rational attitude towards favorite celebrities and over half will support their works instead of buying related products or spreading good reviews everywhere of their favorable stars. Post-90s in tier-2 and lower cities are more willing to buy more tickets to increase movie revenues for celebrities.
Performers and attracting stories are the greatest motivation for the post-90s to watch movies. 32.9% will go to theaters for good publication designs and 29.6% for the original works. Only 10.6% will watch movies for their directors. And besides features of movies, recommendations from friends are one of the major factors for the post-90s to watch movies.
Due to ever-developing online shopping platforms and mobile apps, 66.2% post-90s buy movie tickets through the internet and 24.4% watch directly on online video platforms. Over 70% post-90s in tier-1 and tier-2 cities are used to buying movie tickets online.
The post-90s love power & scheme plays and spy & suspense plays. Most female prefer romance and ancient story dramas. A total of 28 movies are adapted from scripts which gain 8 billion yuan box office returns in 2015. However, even if their favorable scripts are adapted to movies or plays only 34.5% post-90s are sure to watch.
The ratio who will watch adapted movies among the male post-90s is higher than the female. Post-90s in tier-2 cities may be the future focus of movie propaganda.
China-made music is favored by most post-90s in China. The female prefer oversea music compared with the male. Songs appeared in variety shows especially in music shows draw over 90% post-90s’ attention and 34.7% listen to other songs of the same singers.
Over 90% post-90s are used to listening to the music through online music platforms and only 3.3% still use records to listen to the music. Most post-90s buy the records for collection and reserve.
Paid services are crucial for the development of online video websites and the post-90s may be the driving force of online paid services in the future. Over 38% post-90s have paid for online entertainment activities such as online music and 46.1% may purchase online entertainment services in the future.
The female are more positive on paid services than the male. Post-90s in tier-3 and lower cities are more willing to spend money on online paid services.
Online paid services increase rapidly in 2015 and the growth rate is faster than the growth rate of the advertising market in China. Paid services revenues are expected to keep up with advertising revenues in three or four years later according to the vice President of Tencent. As the major work force in the following decades, the consumption power of the post-90s is immense and it will be better for companies to know what they like and what they dislike.
Also read: China’s Mobile Internet Insights Q1-Q3 2015