Z世代消费力白皮书2019谁在影响2.6亿年轻人的消费?
作者: 腾讯新闻
来源:企鹅智库
年轻代表什么?
热情,潮流,好奇心,还有想象力——我们可以给年轻人贴上很多标签,但其中有一个标签,它和每个时代的年轻人都关联紧密,并被社会学和商学作为研究的重点之一。
那就是“未来”。
我们相信习惯的力量,相信成长中形成的印记,有些会伴随终生。我们相信消费不仅仅是一时的决策,它背后有更多复杂的原因,和历史继承——在某种程度上看,每一次消费,都是需求和人性的双重投影。
因此,在今天我们去研究和探寻年轻人的消费决策与喜好,不仅仅是对当下面向年轻人的产品、服务和品牌有价值,还对更长远的未来消费走向,有一定的参考意义。
根据国家统计局的数据计算,我国1995年到2009年的出生的人口(Z世代),总人数约为2.6亿,约占2018年总人口的19% 。其中95后约为9945万,00后约为8312万,05后约为7995万。(未计入港澳台地区和海外华侨数据)。
为了更好去了解这些年轻人,腾讯新闻·企鹅智库,联合QQ、QQ空间、QQ看点等产品,基于年轻人的产品行为数据和调研数据,发布了这份《2019 Z世代消费力白皮书》,我们以Z世代网民为切入点,来洞察这2.6亿年轻人群,今天和未来的消费倾向。
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