Knowledge socialization + interest topic communication = online pastime for those born in the 1980s and 1990s in the era of consumption upgrading.

From the beginning of the year when "the last batch of post-90s generation has reached adulthood" hit the screen, to the "medium-risk" and "goji berry" for all people, age and generational labels have become marketing and communication keywords.

However, are adjacent generations really that different? Perhaps big data can give us some evidence.

This article searched the relevant data of the post-80s and post-90s generations in the App user reports recently released by Meituan-Dianping, Momo, JD.com, Tantan, Ziru, and Zhihu, and found that the post-80s and post-90s generations of many differences.

1

Meituan Dianping:

Are those born in the 1980s doing postpartum body shaping, and those born in the 1990s getting hair removal and plastic surgery?

Meituan-Dianping’s big data summarizes the consumption trends of users in the field of life services in 2017 as two major trends: “diversified needs and quality first”, and defines the leaders who pursue such consumption upgrades as “ New Youth".

Among them, those born in the 1980s and 1990s contributed 87% of daily service orders and are the core group of "new youth".

However, although the post-80s and post-90s generations both belong to the category of "new youth" defined by Meituan, their consumption preferences are quite different.

1. Leisure and entertainment

Among the "new youth" born in the 1980s and 1990s, those born in the 1990s are the main force in entertainment, contributing 70% of entertainment and leisure orders.

The new youth of Meituan pay attention to freshness and individual attitude in play. The post-90s generation has a strong curiosity for novelty and focuses on "speed" and "excitement". Among the entertainment and leisure activities of the post-90s generation, "party", "Racing" and "Escape Room" rank in the top three;

The top three favorite leisure activities of the post-80s generation are "Equestrian", "DIY" and "Equestrian" with quality and sentiment. Golf".

2. Beauty and personal care

Hairdressing, manicure, and beauty are at the top of the list of women’s beauty industry, and women’s needs for beauty vary.

In terms of consumption preferences, women born in the 1980s pay more attention to body care consumption, and postpartum body shaping, dance yoga, and beauty and body beauty have become the top three options for women’s beauty consumption;

And those born in the 1990s Women tend to consume facial plastic surgery and beauty products, with hair removal and plastic surgery, makeup and acne removal, and manicure and eyelash extensions ranking among the top five on the list.

3. Self-investment

The post-90s generation is more willing to invest in interests, such as guitar, vocal music, photography and other light practical interest teaching, while the post-80s generation pays more attention to skill-based learning, such as calligraphy. , accounting, driving test, etc.

Women prefer temperament cultivation and interest-based learning. Cooking, photography, and guzheng are the top three things that women are interested in learning;

Men pay more attention to investment in skills and music, and driving exams top the list. Men’s preference for self-investment tops the list, with musical skills such as drums, guitar, and vocals ranking among the top five.

The most common thing between those born in the 1980s and 1990s is that they are all keen on self-improvement and tend to spend money to improve their personal soft and hard skills.

2

Momo: Post-90s generation accounts for 59% of users

The "2017 Anchor Career Report" released by the social platform Momo has surveyed nearly 10,000 people The survey of netizens revealed the development status and user characteristics of the emerging profession of live broadcasting.

Among them, in terms of the age distribution of Momo users, those born in the 1990s account for 59%.

College degree or above account for more than half of live broadcast users, and 68% of users have tipped hosts.

3

JD.com: Post-90s generation leads appearance association

Post-80s generation pays for their families

2018 JD.com Data Festival reveals the key to a better life Bit by bit.

In the past 2017, the main consumer category that the post-90s generation, the main group of the Foreign Trade Association, increased their spending was clothing, accounting for 39.7%.

The caring consumption of the post-80s generation is higher than that of other age groups. In 2017, the main increase in spending came from giving gifts to relatives and friends, accounting for 29.6%.

Then, the main place where the post-00s spend more is on food, while for the post-70s, it is savings and financial management.

Happiness is hard-won, and there are differences in the satisfaction obtained from consumption and shopping among age groups. The younger you are, the more sensitive you are to consumption stimulation. More than half of those born after 2000 feel happier the more they buy.

There is little difference in sensitivity between those born in the 1990s and those born in the 1980s, accounting for 23.20% and 24.40% respectively.

4

Tantan: The post-90s generation is the main force of empty-nest youth

In terms of making friends, the post-90s generation is more willing to use social apps to make friends online. The "Portrait of Empty Nest Youth" report released by Tantan shows:

Tantan users are concentrated in the age group of 22 to 25 years old, accounting for 51%, with the post-90s generation becoming the main force.

Among Tantan users’ industries, programmers are the most “lonely”; Internet companies have become a gathering place for “empty nest” youth, ranking first in the data, followed by finance, medicine, government agencies, and media PR.

Three big obstacles weighing on Tantan’s empty-nest youth: no house/single/confused.

82% of people feel anxious about the future and it is difficult to work alone in first-tier cities, but they rarely regret it (only 17%).

5

Ziroom: The main supporter of the post-90s generation renting a house to get married

It can be seen from the "Survey Report on Urban Youth's Views on Marriage and Housing" released by Ziroom, The post-90s generation has become the main supporter of renting a house to get married, accounting for 68.6%, far exceeding the post-80s generation and above who support renting a house to get married.

74.7% of the people support or are neutral about renting a house to get married, while 25.3% do not support it.

The support rate for people born in the 1990s to rent a house for marriage is 68.6%. Their “views on marriage and housing” are more open than those born in the 1980s, those before the 1980s, and those born in the 2000s who are still new to the world. It doesn’t matter if you have a house or not, it doesn’t matter if you get married.

In addition to high financial pressure, the improvement of the quality of renting life is also an important reason why young people are willing to choose to rent a house to get married.

6

Zhihu: users aged 25-35 account for 61%

Zhihu has a diverse user base, including the emerging middle class born in the 1980s and the influential group born in the 1990s Dominate.

In terms of the use of Q&A communities, the preferences of those born in the 1980s and those born in the 1990s are similar.

The "Zhihu User Profile and Media Value Research Report" provides the age distribution of Zhihu users. New and new humans under 24 years old and social backbones between 25 and 35 account for 22% and 61% respectively. , users aged 36 to 40 account for 14% of Zhihu.

The first two types of users are the core groups of Zhihu, and their age range is between the 80s and 90s.

Knowledge socialization + interest topic communication = online pastime for those born in the 1980s and 1990s in the era of consumption upgrading.

Do the people born in the 1980s and 1990s around you meet the characteristics mentioned above?