The consumption potential and behavior patterns of China’s youth (post-90s and post-00s generations) have become a focal point for global brands. According to QuestMobile’s latest report, as of February 2025, this demographic has reached 443 million, with 54.3% concentrated in high-tier cities. The segment continues to attract young people from lower-tier markets, showing a year-on-year growth of 6.6%.

The Dual Traits of “High Activity” and “High Consumption”

Young Chinese consumers exhibit remarkable digital engagement: they use an average of 33.4 apps monthly for 185.6 hours, significantly exceeding the overall internet average. Despite over 60% using budget devices (priced below 2,999 yuan), 45.2% spend more than 2,000 yuan online every month. This paradox of “affordable devices, premium consumption” reflects their simultaneous pursuit of value for money and quality experiences.

Industry Penetration: Balancing Leisure and Career

In consumption preferences, entertainment categories like movies, strategy games, and food services rank high in activity alongside functional applications such as job recruitment and translation tools. High-tier city post-90s consumers tend toward travel, fitness, and live performances offline, while focusing on video and music entertainment online, creating a consumption pattern that interweaves practicality with emotional satisfaction.

The Rise of KOLs and ACG Culture

Young users heavily rely on Key Opinion Leaders for content discovery, particularly in vertical categories like real estate, beauty, and fashion. Additionally, anime, comics, and gaming (ACG) culture has evolved from a subculture to mainstream, driving brand marketing through IP collaborations and pop-up events. According to iiMedia Research, China’s broader ACG merchandise market is projected to reach 652.1 billion yuan in 2025, with a compound annual growth rate exceeding 10% over the next five years.

Automotive Consumption: From Functionality to “Social Currency”

When making car purchase decisions, post-90s consumers in high-tier cities prioritize “social circle resonance,” with BYD and Tesla ranking as the top two automotive brands due to their social identity value. The report highlights that brands need to transform technical selling points into relatable value symbols through emotional connections and community marketing strategies.