The post-95s refers to teenagers born between 1995 to 1999 in China. The number of post-95s accounts for about 78 million in China and they will become the driving force of Chinese consumers in 5 to 10 years.
China online video users reached 461 million and mobile video users reached 354 million as of June 2015 according to Tencent. China internet users less than 20 years old account for 25.6% of total internet users. 90.6% of the post-95s surveyed visited video websites and 71.7% use many video websites according to Tencent.
About 44% of post-95s visit video websites over 10 times each month and 21.5% visit video websites three to five times each month. The post-95s have a high stickiness of online videos. The average usage time of the post-95s on videos is 200 seconds longer than non post-95s video watchers.
The post-95s are more likely to use smartphones (91.5%) to watch videos, followed by computers (54.1%) and tablets (22.5%).
Bed is the most favorable place for the post-95s to watch videos. 42.3% post-95s video users watch videos at desk and 35.6% watch videos in sofa.
52.9% post-95s video users prefer to watch videos on Youku (Baidu), iQIYI (Alibaba), Tencent Video (Tencent). Bilibili, a famous hikaru video websites which is popular among young Chinese, is also favored by 31.3% post-95s.
The post-95s attach more importance to rich content, free resources, and ultra-high definition when choosing video websites. Fewer ads are also a decisive condition for the post-95s.
54.9% post-95s are satisfied with video websites and 14.5% are very satisfied. However, only 41.7% non post-95s are satisfied with video websites and 5.8% are very satisfied.
The pot-95s prefer movie (75.6%), cartoon (50.8), and drama (48.6%) on video websites. VIP video websites post-95s users prefer movie (76.1%), drama (74.7%), and variety shows (52.0%).
Channel list (56.1%), personal center (38.7%), and search engine (38.5%) are major channels for the post-95s to choose video websites. Third-party promotion is also a good method to draw more post-95s video watchers.
The post-95s video users are more tolerable towards online website ads. 66.5% post-95s are less endurable towards ads and 11.6% are intolerable and may buy VIP members to pass the ads.
Buying VIP members to neglect ads is a good drawing point for the post-95s. However, most post-95s are students, preferential policy and bounded content sales may boost the post-95s to buy VIP members.