Chinese millennials use digital tools to meet functional and emotional needs (such as food, expenditure and socialising) more prevalently than their U.S. counterparts, according to a survey by Labbrand.
Additionally, 85.6% of Chinese millennials use mobile payment in physical shops at least once a week, as opposed to 44.7% of U.S. millennials. Labbrand. suggests such findings can be leveraged by global brands crafting their digital strategies for these and other international markets.
The survey were also revealed Chinese millennials are highly expressive online — 77.6% post reviews on movies, restaurants, travels or other activities at least once a week, compared to only 44.8% of U.S. respondents.
Denise Sabet, Labbrand’s Managing Director of North America, said, “The term millennial has been overused, and the definition has become too broad. Brands need to uncover deeper and more specific insights on millennial consumers, and to tailor their brand actions to the characteristics of more targeted segments.”
The findings are based on an extensive online survey with young adults aged 20 to 35 years of age in China and the US. The survey results also indicated that U.S. millennials are driven to digital platforms mainly by the need to seek pleasure, while Chinese millennials tend to be simultaneously driven by the needs of connection, discovery, actualisation as well as pleasure.