In-depth study report of 8090 population.

? First, the basic attributes of the post-8090 population

Analysis of the overall situation of the national population census

During the two

In-depth study report of 8090 population.

? First, the basic attributes of the post-8090 population

Analysis of the overall situation of the national population census

During the two national censuses, young people have great potential, and the proportion of post-90 s and post-00 s has increased significantly. The proportion of people born after 1980 increased from 33% to 5 1%.

User Basic Attribute Analysis-Gender

? The proportion of men and women in the four age groups is not much different, and there are slightly more men.

? After 90, girls account for the most, and the ratio between men and women is the most balanced.

User Basic Attribute Analysis-Region

The population is mainly distributed in third-tier cities, gathering in first-tier cities after 1980s and sinking in third-tier cities after 1990s and 1990s.

Analysis of User's Basic Attributes-Education

? After 60 ~ 70, the education level is the lowest, and more than half of them are junior high school level.

? The post-80s and post-90s have the highest education level, and nearly one-third of them have bachelor degree or above.

? 95s is limited by age, and most of them are high school students at present.

User Basic Attribute Analysis-Position

? In addition to being a student after 1995, 60-70, 80 and 90 have all entered the workplace, and ordinary employees are the most common, accounting for more than half.

? In contrast, there are more senior managers after 80s.

User Basic Attribute Analysis-Income (National)

? The post-80s generation is a high-income group, with nearly 40% earning more than 5,000 yuan a month. Followed by 60 ~ 70.

User Basic Attribute Analysis-Income (First-tier Cities)

? In first-tier cities, the post-80s generation is a high-income group, accounting for 5% of the post-80s generation with a monthly income of over 10,000, ranking first among the four age groups.

? Second, analyze the lifestyle and values of the post-8090 generation.

Living conditions of population of all ages-family structure

? During the 60' s and 70' s, more than 70% of them were married and had children, and there were at least three people in the family.

? Half of the post-80s generation have married and have children, but those who have no offspring can't be ignored. Single and married post-80s generation accounts for 40%.

? More than 80% of post-90s and post-90s are single.

Life state-life events of people of all ages

? There are many single people after 1980s and 1990s, which leads to many plans for marriage or cohabitation, which drives the demand for buying a house and a car.

? Due to the difference of family structure, the post-60s and post-80s mainly focus on planning children's education, while the post-90s and post-90s pay more attention to personal education and training.

? The promulgation of the "two-child policy" on 20 16 will trigger a new baby boom, and the proportion of people who have major events such as "baby birth" and "children's education" will further increase.

Ideology-the values of people of all ages

? After 60 ~ 70, they inherit the traditional concept, take the family as the center, and pay special attention to the companionship between family members.

? The post-80s generation is a career careerist, who thinks that career achievements can best explain a person's success.

? Post-90s and post-90s, as new human beings, pursue change, express individuality, desire to be different, and are keen on fashion and trends.

Ideological consumption view of people of all ages

? After 80, I am willing to spend money for myself, and I will not give up buying because it is expensive, especially the beauty category.

? In the 1990s, people paid more attention to commodity prices, chose carefully and pursued cost performance.

? 95s attaches great importance to the shopping experience and has certain requirements for the consumption environment and service.

Ideological and social views of people of all ages

? After 80, acquaintances are the main social circle.

? Post-90s people attach importance to mutual respect in communication.

? Relying on the Internet, 95s has a wider range of friends and pays attention to interests, not limited to regions and acquaintances.

Ideology-brand view of people of all ages

? After 80, I prefer imported brands; After 90, I like to try new brands and value well-known brands; 95s pays little attention to brands and prefers to choose domestic brands.

Ideology-brand view of post-80s in all ages; The 1990s

? Compared with second-and third-tier cities, first-tier cities prefer imported brands after 1980s and 1990s.

Interests and hobbies of people of all ages

? Post-80s, post-90s and post-90s all pay more attention to entertainment on social media, and prefer relaxed and casual content, such as celebrity gossip and humor.

? After 80, I prefer to talk about fashion, after 90, I love sports, and after 95, I am a heavy game player.

Hobbies of people of all ages-fashion in the 1980 s

? After 80s, they pay attention to skin care and are more interested in beauty. 95s pursues the trend and is more keen on fashion clothes.

? Brands can attract the post-80s generation by combining fashionable and exquisite life concepts in their communication content.

Hobbies of people of all ages -90' s sports

? Running and swimming are the favorite sports of the post-90s generation. Most of them are still used to running in the morning, but fun running is also favored by more and more people.

? Brands can attract the post-90s generation by sponsoring sports activities or events related to swimming and running.

What hobbies do people of all ages have? -95s game

Hobbies of people of all ages-TA customization

? Travel, food, music and entertainment are the same interests after 80, 90 and 95.

? Post-80s generation pays more attention to financial management, and likes to collect raiders' guides such as beauty maintenance. After 90, I am most eager for exercise and fitness; With the label of groupies, 95s has a special liking for ACG.

Third, the consumption behavior and consumption analysis of the post-8090 population

Consumption Ability-Overview of E-commerce Platform

? Taobao and Tmall are the most frequently visited e-commerce websites by users, especially after 80 s and 90 s, with more than half of frequent visitors.

Spending power-average monthly consumption amount

? The post-80s generation has the strongest consumption power and the highest monthly consumption frequency and amount. It has money and is willing to spend money.

? The post-90s generation is a typical example of high-frequency and low-cost consumption, and it is a big deal. "Even if you are too poor, you have to buy it in buy buy." .

? After 60 ~ 70, they are the most cautious consumers. Although the consumption frequency is low, the consumption amount is high, which belongs to the low-frequency and high-consumption crowd.

Consumer goods category

? The consumption after 60 ~ 70 mainly revolves around family life, and more purchases are in home improvement.

? The post-80s generation is in the primary stage of forming a family, and there is a great demand for practical commodities such as mother and baby, cars and so on.

? Post-90s pay attention to personalized experience, especially interested in virtual goods such as recharge services.

? 95s buys more sports goods such as sports shoes and sports equipment.

Consumer brand-home appliance brand TOP 10

? Xiaomi, Haier and Midea rank among the top three home appliance brands. In addition to traditional home appliance brands, young people are paying more and more attention to Internet companies, such as Xiaomi and LeTV.

Consumer brand-mobile phone brand TOP 10

? Unlike the pursuit of MAC in 1980s and 1990s, Xiaomi is the most concerned mobile phone brand of 95s. The mobile phone usage scenario of 95s is relatively simple, and users pay more attention to the product price.

Consumer brand-computer brand TOP 10

? Apple is the most mentioned computer brand after 80s, 90s and 90s, and more users express their desire to buy.

? After 80, I like Dell, which is often used in office. After 90' s and 95' s, ASUS is more valued, which is mainly used for entertainment activities such as games and videos.

Consumer brand-luxury brand TOP 10

? Clothing: LV was the most talked about in 1980s, Chanel in 1990s and Givenchy in 1990s, especially Chris Lee, the brand spokesperson.

? Jewelry: I prefer Cartier after 80 and 90, and I like Swarovski after 95.

? Watches: I like Longines watches after 80s and 90s, and I prefer Hamilton after 90s.

Consumer brand-beauty brand TOP 10

? Kans and Chanel are the two most concerned cosmetics brands after 1980s and 1990s.

? Post-80s pay more attention to European and American cosmetics brands, while post-90s and post-90s pay more attention to Korean cosmetics, such as Yisi and Shi Yue Yin Feng.

Consumer brand-car brand TOP 10

? Everyone loves BMW. BMW is the most discussed car brand among these three age groups.

? I like Japanese cars after 80' s and 90' s and find them practical and cost-effective. 95s likes to talk about luxury cars.

? Analysis of Catalyst Habit of Post-4.8090 Population

The Internet in the 1980s and 1990s was much more sticky than TV.

? In the 1970s, the use of TV and Internet gradually approached.

? The Internet in the 1980s and 1990s was much more sticky than TV.

? Not only that, the usage of online video after 90 is close to that of TV.

Reports from major media channels

? Outdoor media and the Internet are the main reporting channels for post-80s and post-90s people. The mobile terminal has the highest coverage rate in 90s; And after 60 ~ 70, they are more widely exposed to TV media.

? Mobile terminals and the Internet have risen the fastest, while newspapers and magazines have declined in the past three years.

Social Media Platform-Sina Weibo

17-33 years old (post-80s, post-90s and post-90s) constitute the main users in Weibo, accounting for 79% of all users.

? 17-24 (post-90s) has a relatively high female usage rate.

? The proportion of male users over 24 years old (post-80 s) is relatively high.

? In the 1980s and 1990s, most people were in the upper and middle reaches of Weibo, and there were more than 200 posts in Weibo. Weibo released less than 200 articles in 95s.

? The post-80s are the most active, followed by the post-90s and post-90s.

? Sina Weibo can be used as the main social media platform for people born in 1980s.

Social Media Platform-WeChat

? Wechat has gradually become a part of people's lives. On average, 55.2% of users open WeChat more than 10 times a day.

? The proportion of heavy users of WeChat is close to a quarter, and the average number of times to open WeChat every day is more than 30 times.

Social media platform-Tencent

After 90, they are active on Tencent QQ, and the QQ grades after 80 and 95 are mostly in the middle and lower reaches.

? Although 90sQ is young, its QQ level is high. The post-90s are the most active, followed by the post-80s, and the post-90s are the least active.

? QQ can be used as the main social media platform to reach the post-90s generation.

Social Media Platform-Tencent Qzone

? After 90, Qzone users accounted for the highest proportion.

Social Media Platform-Tencent Qzone- Content Preference

Qzone users like to share photos of their daily moods and personal lives.

Social Media Platform-Baidu Post Bar

? Although the registration time of 95s is not long, the posting volume of 95s is mostly higher than 1 0,000.

? The post-90s are the most active, followed by the post-90s and post-80s.

? Post bar can be used as the main social media platform to reach 95s people.

? After Baidu Post Bar 90, fans accounted for more than 60%, and users under 34 accounted for more than 90%.

? In addition, the ratio of male to female fans of Post Bar is very close to the ratio of male to female netizens in China as a whole, which also reflects the universality of fan culture.

? As the largest Chinese community in the world, Baidu Post Bar currently has more than170,000 different themes.

? Post-90s and post-00s users account for more than 60%, and the daily average topic volume exceeds 1 100 million. Its young, dynamic and interactive community atmosphere has laid the soil for the breeding of subculture, and the gathering of the youngest user groups has also provided the possibility for constantly creating new subcultures. No matter how small your interest is, you can find like-minded organizations in the post bar.

? Baidu Post Bar, which is interest-oriented and aggregates users, has always been the origin and breeding platform of Internet subculture. Previously, the sub-cultures such as Diaosi, Eryuan and Korean Wave bred by Post Bar also grew from small groups to growing groups, eventually affecting large-scale people and being accepted by mainstream culture.

Analysis on the Preference of Mobile Phone Application

? After 80s, there are many online shopping, life, real estate and other apps, and they rely significantly on life service applications.

? After 90, use all kinds of applications in a balanced way, especially in emerging fields such as reading, financial management and travel; 95s pays more attention to education, entertainment and other apps.

? After 60 ~ 70, more apps in traditional fields such as information, audio and video are used.

Mobile phone internet use time

? Noon and evening are the two peak hours of mobile Internet access.

? After 90, the activity is higher at noon and afternoon than other age groups, and after 95, it is the most active at night, with the most obvious "night owl" attribute.

Grant Rice has simultaneously settled in the following platforms, and comprehensively promoted experts in investment and financing think tanks!

Click "Read the original" to hook up with experts!