China’s Post-90s Digital Generation

RenRen, the Chinese equivalent of Facebook, has teamed up with global marketing agency Anomaly to reveal new insights into the digital behaviour of China's youth.

The social network is hugely popular among China's post-90s generation (those born between 1990 and 1999). With 225 million members, the size of this demographic makes it an influential force in the digital world. If counted as a single nation, it would be the fifth largest on Earth.

RenRen mined its wealth of user data to compose the research, which reveals the following digital habits of this hyper-connected demographic:

• Socialites: They each have an average of 253 friends on the site, and stay in regular contact with around 60 of them.


• Night Owls: They are most active online between 7pm and 10pm.


• Snap Happy: Pictures are very popular among this group, accounting for more than half the content they post on RenRen.


• Keen Sharers: They post on average 350 million status updates per week.


• Super-Shoppers: They are a powerful force in e-commerce – almost a quarter of them shop online at least once a week.

For a deeper understanding of this demographic, take a look at Marketing to Chinese Youth and How to Navigate Digital China.