Marketing Writer Mobile Games double down salary

This combination of impulsiveness and optimism also leads 36 percent of our survey sample to overspend their budget. This behavior is driven in part by robust confidence in future earnings: 78 percent of Chinese Gen Z respondents said they believe they will earn more, or much more, in the future.

China’s Gen Z are the most spontaneous of all, with 47 percent telling us that they buy products on the go, five percentage points higher than for Chinese Millennials (aged 24-38) and more than 10 percentage points higher than for China’s Gen X (Exhibit 1). Chinese consumers are more impulsive than their peers in other countries even Gen X (aged 39-54) shoppers in China indicate they are more spontaneous than Gen Z consumers elsewhere. In all the countries we surveyed, younger consumers said they are more likely to “buy products on the go”. Trend 1: China’s Gen Z are optimistic, impulsive, and tend to outspend their budget 1 Based on these investigations, we have identified six key trends that define China’s Gen Z as a unique cohort of consumers. With an eye to helping consumer brands understand how this unique background sets China’s Gen Z apart from older generations at home and their peers in other markets globally, McKinsey conducted a survey of nearly 3,000 consumers in China, aged 18-54, alongside our global Gen Z research efforts in United States, Australia, Indonesia, South Korea, and Japan. They are also China’s first generation of digital natives, and as such are instinctively familiar with technology as a form of communication and entertainment, and as an enabler of commerce.

Understanding Gen Z is paramount forany consumer company that wants to play a part in China’s ongoing economic growth story.Ĭhina’s Gen Z spent their childhoods during the fastest sustained expansion of a major economy in history, and are consequently used to rapid improvements in their standard of living. Officially defined globally as the cohort of people who were born between 19, Gen Z make up about 15 percent of China’s population and represent the next engine of domestic consumption growth.

Marketing Writer Mobile Games double down salary