Meet China's Generation Z

China has the largest group of Generation Z (Gen Z) in the world with a population of 149 million. Gen Z is between 15 and 23-year-old and will account for 40% of consumption power in 2020. Their average time spend on mobile internet is 4.7 hours per day. And, they like Zhihu, Tantan, Xiaohongshu more than WeChat.

China's Gen-Z has an average monthly income of 3,501 yuan (US$493), among which the studying group (19-23 years old) has multiple sources of income. Their top interests are video, social networking, music, online shopping, and gaming.

They spend an average of 56.2 minutes daily on social networking and instant messaging. Videos also take a significant amount of their time (over 53 minutes).

Word of mouth through friends is the top source for China's Gen-Z to know products, followed by online ads, shopping mall, TV commercials, and etc.

Gen-Z Sources of Products Discovery: Male vs. Female

About one-third of Gen-Z surveyed had up to 10% of their monthly spending on unnecessary consumptions. 19.4% would spend 11-20%; 11.5% about 21-30%.