Migration of the 2023 Consumption Main Force
We often say that the post-90s generation are the masters of the new world. From this vantage point, it seems like a fairly normal transition moment (many sons of officials and children of business owners are returning to inherit the family business). At the same time, they are taking on the role of the main consumer force (now nearly a 1:1 split with the post-80s generation).
There are 250 million people aged 25–40 who spend over ¥1,000 per month online; they use an average of 36 apps and spend 198 hours online per month. Among them, about 80 million use smartphones priced at ¥5,000 or above. Huawei smartphone users number around 50 million. Excluding WeChat, which holds a national status, the apps with the highest usage are WPS, DingTalk, and Baidu Netdisk (around 80 million users each), while short-video app Douyin leads significantly with approximately 150 million users. Other mainstream video platforms have around 100 million users, and about 200 million of this demographic are married.
Am I falling behind the mainstream?
First published 2023-09-17 16:50:23