From the beginning of the year, "the last batch of post-90 s adults" to the whole people "hanging by a thread" and "soaking in medlar", age and intergenerational labels have become the key words of marketing and communication.
However, are adjacent generations really very different? Maybe big data can give us some evidence.
In the recent reports of App users released by Meituan Dianping, Mo Mo, JD.COM, Detective, Woods and Zhihu, this paper searched the relevant data of post-80s and post-90s, and found many differences between them.
1
Meituan comments:
Shaping after giving birth to a child after 80, depilation and plastic surgery after 90?
Meituan commented on big data, and summarized the consumption trend of users in the field of 20 17 life service as two major trends: "diversified demand and quality first", and defined the leader who pursued this consumption upgrade as "new youth".
Among them, post-80s and post-90s contributed 87% of life service orders, and they are the core group of "new youth".
However, although the post-80s and post-90s belong to the category of "new youth" defined by Meituan, their consumption preferences are quite different.
First, leisure and entertainment.
Among the "new youths" born in 1980s and 1990s, the 1990s are the main force, contributing 70% of the entertainment and leisure orders.
Young people in Meituan pay attention to freshness and personality attitude, and the post-90s generation are curious and pay attention to "speed" and "excitement", ranking among the top three favorite entertainment and leisure activities of the post-90s generation.
The top three favorite leisure activities after 80s are equestrian, DIY and golf.
Second, beauty care
Hairdressing, manicure and cosmetology are at the top of the female beauty industry, and women's demand for beauty is varied.
In terms of consumption preference, post-80s women pay more attention to beauty consumption, and postpartum shaping, dance yoga and beauty body become the top three options for women's beauty consumption.
After 90' s, women tend to spend on facial plastic surgery, with hair removal and plastic surgery, makeup and acne removal, manicure and eyelashes squeezing entering the top five of the list.
Third, self-investment
After 90, they are more willing to invest in hobbies, such as guitar, vocal music and photography, and pay more attention to skills, such as calligraphy, accounting and driving test.
Women prefer temperament cultivation and interest in learning, and cooking, photography and guzheng have become the top three on the list of women's keen learning;
Men pay more attention to the input of skill music. Driving test ranks first in men's self-input preference, while music skills such as drum set, guitar and vocal music rank in the top five.
Similarities between post-80 s and post-90 s: keen on self-appreciation, inclined to spend money in exchange for personal soft and hard skills improvement.
2
Momo: After 90, it accounts for 59% of users.
The "20 17 Anchor Career Report" released by Momo, a social platform, reveals the development status and user characteristics of live broadcast, a new profession, through a survey of nearly 10,000 netizens.
Among them, in the age distribution ratio of Momo users, the post-90 s accounted for 59%.
College degree or above accounts for more than half of the live broadcast users, and 68% of users have rewarded the anchor.
three
JD。 Com: Post-90s Leadership Appearance Association.
Pay for the family after 80.
2065438+08 JD.COM Data Festival reveals the details of a better life.
In the past 20 17, as the main group of foreign trade associations, the main consumption category of post-90s spending increase was clothing, accounting for 39.7%.
The caring consumption after 80s is higher than other age groups. In 20 17, the increase in expenditure mainly came from giving gifts to relatives and friends, accounting for 29.6%.
Then the place where consumption increases after 00 is mainly eating, and after 70 is saving money.
Happiness is hard-won, and there are differences in satisfaction with consumption and shopping among different age groups. The younger you are, the more sensitive you seem to be to consumption stimulus. More than half of them buy more after 00, and the more they buy, the happier they are.
There is little difference in sensitivity between post-90s and post-80s, accounting for 23.20% and 24.40% respectively.
four
Exploration: Post-90s generation is the main force of empty nest youth.
In terms of making friends, the post-90 s are more willing to use social apps to make friends online. The report "Portrait of Empty Nest Youth" released by explorers shows that:
The age of exploration users is 22~25 years old, accounting for 565,438+0%, and they become the main force after 90.
Cheng is the most "lonely" in exploring the industry where users are located; Internet companies have become "empty nest" youth gathering places, ranking first in data, followed by finance, medicine, government agencies and media public relations.
Three mountains are pressing on young people exploring empty nests: no room/single/confused.
82% people think they are anxious about the future, and it is difficult to go it alone in first-tier cities, but they seldom regret it? (only 17%).
five
Freedom: the main supporter of renting a house and getting married after 90 s
It can be seen from the survey report on the concept of urban youth's marriage room released free of charge that the post-90 s became the main supporter of renting marriage, accounting for 68.6%, far exceeding the post-80 s and above who supported renting marriage.
74.7% people support or neutral the idea of renting a house to get married, and 25.3% people don't support it.
After 90, the support rate for renting a house to get married was 68.6%. The concept of "marriage room" is more open than that of post-80s and post-80s and inexperienced post-00s. There is no harm in getting married if you have a room.
In addition to the great economic pressure, the improvement of the quality of life in renting houses is also an important reason why young people are willing to choose renting houses to get married.
six
Zhihu: users aged 25-35 account for 6 1%.
The user groups in Zhihu are diverse, with the emerging middle-class post-80s and influential post-90s occupying the mainstream.
In the use of Q&A community, the preferences of post-80s and post-90s are similar.
Zhihu User Characterization and Media Value Report provides the age distribution of users in Zhihu. The distribution of new people under the age of 24 and social backbones aged 25-35 accounts for 22% and 6 1%, and users aged 36-40 account for 14% in Zhihu.
The first two types of users are the core group in Zhihu, aged between 80 and 90.
Knowledge socialization+interest topic exchange = online pastime after 80 s and 90 s in the era of consumption upgrading.
Do the post-80s and post-90s around you meet the above characteristics?