The post-95s refer to the generation of Chinese citizens born between 1995 to 1999. Compared to the post-90s, the post-95s is more active, and more adventurous to accept new things. In general, a large part of the post-95s are students and their parents generally are post-70s.
Female users accounted for 46% of post-95s mobile internet users in Q3 2015 compared to 40% in Q4 2014. The economy centered around female has seen the wider audience and greater development space along with significant changes in the gender structure of mobile Internet users.
Post-95s mobile users in tier-3 and lower tier cities increased by about 7 percentage points and users in tier-1 and tier-2 cities declined by 7 percentage points in Q3 2015 compared to Q4 2014. However, the overall smartphone users in tier-3 cities account for 55.3% compared to 53.8% of all post-95s users in tier-3 cities.
The post-95s enjoy personalized apps. The top 1000 apps used by post-95s only account for 59% of total comparing with 72% in overall mobile users.
The number of post-95s who spent over 1 hour on apps was less than the post-80s users in Q3 2015. The post-95s would launch an average of about 7.04 apps every day and access an average number of 18.43 times.
Apps on social media, security, education, video and gaming were most popular among the post-95s mobile users in China. The majority of post-95s would play mobile games during holidays or vocations. Business, travel and maps apps were the least popular mobile apps among post-95s which makes sense since most post-95s are still students and few are concerned about business or traveling.
The post-95s preferred UGC (user-generated content), PGC (professionally-generated content) and OGC (occupationally-generated content). They were more likely to participate in interest groups on QQ, WeChat, Weibo or other social platforms and half would download apps from recommendation of interst group leaders.
Over 60% post-95s pursued the appearance or design of apps. Beautiful design of apps would attract more post-95s in addition to useful features.
As the generation started connecting to internet from childhood, the post-95s have been the focus of the younger trend of the internet and mobile apps. Thus, mobile internet trends of the post-95s should not be neglected.
Also read: China Post-90s Online Users Insights 2015