For Digital Marketing Professionals

College Students in China:

The Next Generation of Consumers

by David Bunzel / 2013

Why Read This Report

With 1.3 Billion people, China represents an alluring market to international brands looking for business growth opportunities. Of significant interest and the subject of this report is the next generation of consumers, especially the ones that will have university educations and be the primary force of professional workers in the near future. Universities in China now have an estimated 30 million students. In addition, there are nearly 440,000 students from China at overseas universities, which likely will be affluent consumers in the future.

DigitalMediaIX conducted a study of students in Chinese universities in late 2012, asking them about the brands they prefer, the online and social media platforms they use, and how technology is having a growing influence in how they consume. The findings provide valuable perspective on marketing and promotional strategies for the university student demographic, but will suggest trends for establishing plans for future digital media investment.

Additional Information

Introduction

Consumer Generations

Lost Generation
Boom Generation
Enlightened Generation
Factors Influencing the Enlightened Generation
- One-Child Policy
- Open Door Economic Policy
- Urban Shift
- Emerging Middle Class
- Government Investment in Higher Education