QuestMobile 2024 Youth Marketing Insight Report: The population of 19-35 year olds exceeds 400 million, with "Chinese style," "exquisite," and "integrated" becoming popular keywords.

Today I'd like to share with you the 2024 Pan-Youth Marketing Insight Report. According to QuestMobile data, as of February 2024, the number of internet users aged 19-35 has exceeded 406 million. Among them, first-tier cities account for 9.2%, while new first-tier, second-tier, and third-tier cities account for 18.3%, 18.7%, and 25% respectively, becoming the absolute main force. Reflected in online consumption, the proportion of high-spending individuals (those spending over 2000 yuan per month online) exceeds 43.4%. In contrast, the proportion of high-spending individuals across the entire internet is only 28.8%.

This also highlights the marketing value of the young demographic, naturally leading to intense competition in marketing. Looking at specific user profiles, the pan-youth demographic shows a high preference for influencer content, sharing, music, short videos, games, and fashion, reaching 82.6%, 71.4%, 69.1%, 66.1%, 61.9%, and 61.8% respectively. Among them, creative influencer KOL users show even stronger preferences, with 87.4% favoring creative plots and 85.6% favoring entertainment activities, representing increases of 13.6 percentage points and 5.6 percentage points respectively compared to the same period last year.

At the same time, there are subtle differences in preferences across different age groups. Those aged 19 to 24 are more energetic, preferring performances, mobile games, and rational consumption. Those aged 25 to 30 show a stronger sense of enterprise, with high activity in business office, lifestyle services, and emerging technologies such as AIGC. Those aged 30 to 35 show a preference for maturity, with popular applications including Baidu Tieba, Hema, and Idle Fish, and terms like "refined lifestyle" becoming popular.

Influenced by this, various industries have seen the emergence of segmented products: "Chinese-style wellness" food and beverages, "new Chinese-style" clothing, integrated convenience appliances, and refined personal care electronics.

How to specifically leverage this insight? Perhaps it's worth taking a look at the report.

The overall user base of young people has surpassed 400 million, with a growing demand for expressing individualized spiritual needs.

1. The overall size of the young population has seen a slight increase, making mobile shopping and lifestyle service platforms more accessible to young people.

1.1 The overall size of the young population has exceeded 400 million, with both the population size and internet penetration rate showing a slight growth trend, indicating an increased appeal of third and fourth-tier cities to young people.

The online behavior of the younger generation is more extensive, and their purchasing power is higher.

It is easier to reach a wide range of young users through mobile shopping and lifestyle service platforms.

2. Young users are pursuing personalized spiritual expression, and they are more sensitive to creative content.

2.1. The deepening of mobile network coverage is driving the interests and preferences of young users towards personalized spiritual expressions such as fashion and photography, and integrating more closely with online life.

Young users prefer creative KOL content and pay more attention to it due to their fragmented time. TikTok and Xiaohongshu are effective marketing channels.

As young people age, their diverse needs drive an increase in online interactions.

1.1 Segmenting the broad spectrum of young people according to their different life stages helps to delve into the differences among subgroups.

Young adults have higher online consumption capabilities, and energetic youth pursue high-end and expensive models when choosing 3C products.

As young people age, their diverse needs drive an increase in online interactions. Energetic youths are enthusiastic about offline performances, ambitious individuals leverage new technologies to enhance both work and leisure efficiency, while mature youths are willing to invest in domestically produced trendy products.

"1.4: Energetic youth love playing mobile games, seeking both stress relief and entertainment."

Young people who are striving forward are in the stage of climbing the career ladder, with a higher penetration rate of business office and lifestyle service applications.

The life of a mature young adult is relatively stable, and smart devices satisfy their pursuit of a high-quality life.

2. Energetic youths are more willing to foot the bill for what they love, while striving youths prefer social sports, and mature youths focus on crafting a quality lifestyle.

2.1 The consumption of the younger demographic is mainly influenced by their interest circles, pursuing a challenging and distinctive lifestyle attitude.

Young consumers have a rational and value-for-money consumption concept, and they balance hardcore sports and health care. They tend to engage in "reverse tourism" and are enthusiastic about cutting-edge technology.

Young people with vitality have a stronger sense of rational consumption, while those who are striving for progress value rationality and cost-effectiveness. Mature young adults are more concerned with quality and practical consumerism.

Lesser-known attractions highlight the vitality of young people's unique pursuits and their desire for distinctive experiences. The trend of seeking in-depth local and micro-vacation experiences has also become a low-cost and energy-saving way for young people to take a brief respite.

The younger generation is increasingly embracing hardcore outdoor activities and health preservation, reflecting a youthful exploration of diverse healthy lifestyles. Adventurous young people show a higher preference for hardcore outdoor sports such as cross-country running, rock climbing, and land surfing, while energetic youths are drawn to health preservation exercises like Baduanjin and Qigong.

In terms of preferences for sports scenes, energetic youth are more concerned with expressing their individuality, ambitious youth focus more on using sports to expand their social circle, and mature youth pay more attention to shaping their own personality.

The energetic youth and mature youth are more inclined to follow the current hot topics, such as AIGC; while the dynamic youth are more interested in digital technology and the metaverse.

"Enhancing the entertainment interaction and collaborative office features of AIGC cutting-edge tools will garner greater enthusiasm and acceptance among a wide range of young users."

Brand marketing is closely following the current trends, catering to the preferences of young people, and tailor-making marketing strategies.

1. Exquisite wellness has become an important consumption trend, and as Chinese culture becomes increasingly confident, the integration of Chinese culture in beverages is also becoming more profound.

During the period of rapid economic and cultural development, energetic youths who have grown up exhibit a high degree of cultural confidence and show particular interest in Chinese-style beverages. However, ambitious youths and mature individuals are "less impressed" by convenient foods such as fruit purees and fast food.

3. On one hand, the food and beverage brand is launching new Chinese-style health products to meet the wellness needs of young people. On the other hand, it is deeply integrating with traditional Chinese culture to resonate with the cultural interests of the younger generation.

Social media gradually grasps the "discourse power" of fashion trends, and people use dressing to showcase their lifestyle preferences, with various styles blossoming.

New Chinese-style dressing still dominates the minds of young users, with different segmented youth groups expressing their preferences through their dressing styles.

Energetic youths show a significantly higher preference for ballet style, mint wave, and BM style compared to the broader market. Their sensitivity to trends is higher, and they are more willing to try new things. Both striving youths and mature youths show a high TGI (Target Group Index) for the academy style, indicating that incorporating youthful elements into commuting scenes is a common demand among these two user groups.

6. The three steps of fashion brand marketing: catering to current trends in dressing, integrating popular dressing scenes, and evoking deep resonance with users.

In the context of the home appliance industry, the concept of integration, lightweight, and convenience is gaining significant traction, reflecting people's desire for multifunctional products and their pursuit of a quality lifestyle.

Young people use household appliances to create a "quality life" and a "lazy lifestyle", especially energetic young people pursue highly intelligent products to simplify tedious household chores. Driven by the minimalist concept, these products help reduce the burden on living spaces and are favored by energetic and enterprising young people, embodying the aesthetic of order.

9. Different subgroups show preference differences in household appliance categories, providing brand marketing with product and content entry points.

Energetic youth use small household appliances and personal care appliances to achieve refined management of their image and life; ambitious youth create a comfortable indoor environment through household appliances; mature youth tend to create a contemporary kitchen, promoting the establishment of a healthier family diet pattern.

"2024 General Youth Media & KOL Behavior Preference Rankings

1. General Youth Media Preference APP Active Penetration Rate TGI TOP List"

The title you provided seems to be a list or ranking related to media preferences among young people in China. "泛年轻人群" translates to "general young population," "媒介偏好" translates to "media preferences," "APP" remains the same as an abbreviation for "application," "人均使用次数" translates to "average usage times per person," and "TGI TOP榜" seems to refer to some kind of ranking.

So, a possible translation of the title could be:

"Top Ranking of TGI for Average App Usage Frequency Among General Young Population"

3. The TGI TOP list of active penetration rates for KOL preferences in the automotive category among the general young population.

4. The TGI Top list shows the active penetration rate and behavioral preferences of beauty KOLs among the general young population.

This seems like a request for a translation of some sort, possibly related to travel and tourism preferences among young people. However, the provided text is a bit fragmented. Could you provide more context or clarify what you're looking for? Are you asking for a translation from Chinese to English?