2021 China Online Social Behavior of Net Generation

Online Behaviour Insights of Chinese Net Generation:

• Nearly 90% of them use social networking tools to make friends, and spend more than 2 hours a day on social apps, which peaked during the epidemic.

• Online social products are diversified, which can be divided into two categories: acquaintances and strangers. Acquaintances’ social products include WeChat, QQ, etc. Stranger social products are diversified, including social games, knowledge social, music social, dating social, etc.

• They prefer to socialize with strangers rather than their social circle of acquaintances. Lonely net generations are anxious to be accepted by their peers, preferring to associate with people who share the same interests rather than physical attractiveness.

• Verbal communication has become a common form of online socialization among the Net Generation, who believe that verbal communication is more accurate and warmer than written language. In addition, similar interests are the primary criteria for choosing voice communication partners, and they are also important topics to get familiar quickly.

• Among all kinds of interest social apps, heterosexual social and game social stand out.

Social Behaviour in Games by Chinese Net Generation:

• Net generations send emojis in social games to promote friendship and encourage friends to warm up. We have developed several set of emojis as marketing tools for brands to communicate with their Chinese consumers and have amazing results come off it.

• In game’s world, men are the main spenders, accounting for 70%. Men mainly pay for game scripts, game skins, etc.

• Social gaming has become a new form of social networking among the Net generation. They play every week, and the average duration is 1-2 hours.

• The game social time period is consistent with the daily work and rest. The active game social time is noon and lunch break and evening respectively, and the peak is from 6 pm to 10 pm.

In the end,

• Jubensha, or “script murder,” a role-playing murder mystery game has become super popular among young Chinese. This game features dressing up, hunting for clues and solving crimes. Basically players are each given a character with a complex story script, and are then thrown into an immersive environment interact with other characters and experience another person’s life while attempting to solve a crime together.

• This year we actually introduced “mystery solving” concept into some campaign ideas. For example we designed a puzzle-solving H5 game for concert promotion, in which users are also immersed in the environment we set and follow the clues we leave to win a final reward. We believe more of these highly interactive and entertaining concepts will be injected into our marketing to Chinese youth, and communicate with them better.