China: factors effecting consumption of Generation Z 2020

According to a survey about Generation Z in China, the product appearance has the largest influence on people from Generation Z when making consumption decisions. Around 63 percent of the respondents stated to have a monthly disposable income between 1,000 and 3,000 yuan.

Aspects considered by Generation Z when making consumption decisions in China as of 2020

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Release date

January 2021

More information

Region

China

Survey time period

2020

Number of respondents

1,190 respondents

Age group

13-25 years

Method of interview

Online survey

Supplementary notes

Survey question:
"Which aspects do you consider when making a consumption decision? (multiple answers allowed)"

Generation Z refers to people born between the mid-to-late 1990s and early 2010s.

Of the 1,190 people interviewed, 738 stated to be in education, 417 to be working, and 35 to be in a different situation. 830 respondents were female and 360 male.

Of the 1,190 respondents:
272 were living in first tier cities;
290 in new first tier cities;
190 in second tier cities;
218 in third tier cities;
139 in fourth tier cities;
81 in fifth tier cities.

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