Segments of China Online Millennials

 The International Millennial Segmentation 

It is the least likely segment to be married before age 30.

86.7%

Unmarried in their 20s 

This segment is most likely to get married overall; they just marry later.

84.2%

Married in their 30s 

This segment is the most likely to eat at breakfast restaurants as opposed to coffee shops, roadside stalls, or markets.

41.4%

Eat Casually 

A significant percentage of this segment does not have savings set aside for an unexpected event.

Focussed on Now 

20%

This segment works extremely long hours, believing it to be important to exceed expectations at work. With their 70-80 hour workweeks, Fine Futures have little time to invest elsewhere. This segment prefers to get the work done themselves, being the segment least interested in working in groups. Relationships are important to them despite having less time outside of work. They are the least likely segment to be married before age 30, but then they are the most likely to be married after age 30.

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In general, Fine Futures have fewer friends but maintain close relationships to those few. On average, Fine Futures have higher incomes than average, yet they also face higher expenses due to their work schedules and their greater tendency to live in metro areas. Due to the overhead of their current lifestyle, this segment tends to leave the future as the future. A full 20% of individuals in this segment do not have savings set aside for an unexpected event. When they eat breakfast out, this segment is the most likely to eat at a restaurant such as Yonghe Dawang as opposed to coffee shops, roadside stalls, or markets.

 Online Millennials: About China's Largest Segment
Careful Balance
 

Segment size as percentage of Population
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Fine Future
makes sacrifices now, investing in their future.

Caught in Constraints
life happens, and this segment is unclear on how to climb out.

Novelty Adopters
are highly social, risk takers who explore the new and enjoy influencing others.

Careful Balance
is detail-oriented. carefully working to balance career, health, lifestyles and relationships.

Jump Constraints
are street smart and self-made, valuing both hard work and family.