The Phoenix Generation Report Discovering Insights in the Latest Lifestyle, Internet,...

The Phoenix Generation Report Discovering Insights in the Latest Lifestyle, Internet, Gaming and Consumer Trends in China

DUBLIN, Ireland--(Business Wire)--
Research and Markets
(http://www.researchandmarkets.com/research/9443a8/phoenix_generation)
has announced the addition of the "Phoenix Generation: Insights Into
Chinese Consumers" report to their offering.

"The Phoenix Generation: Insights into Chinese Consumers" is a
comprehensive lifestyle study which focuses on Chinese consumers ages
16 to 30. This study covers Internet and technology product adoption
and trends; lifestyle trends such as the growth of hip-hop, street
basketball and the NBA. The study also provides exclusive consumer
segmentation and an analysis of the Chinese middle-class.

Key findings include:

- Popular Trends: Street basketball, the National Basketball
Association (NBA) and hip-hop have grown in popularity as Chinese
consumers embrace new cultural experiences. The report takes a deep
dive into these segments with ethnographic research and how marketers
have leveraged these trends to connect with Chinese consumers. Brands
such as Nike, Adidas and Li Ning have benefited from this as Chinese
youth aspire to look like their favorite sports stars.

- Internet and Online Games Trends: China has more than 210
million internet users making it the largest Internet population
worldwide. However, Internet usage in China tends to differ as 100
million of theses users are under the age of 25, thus are more likely
to seek out entertainment content. Based on the online survey, online
gaming (60%) and chatting (65%) were cited as top reasons to go
online. Approximately 51% of our sample enjoyed playing multiplayer
online games (MMORPGs) while casual games were equally popular at 44%.
The survey includes data about monthly entertainment spend; mobile
phone, MP3 and PC penetration; PlayStation 3, Xbox 360, Nintendo Wii
hardware adoption and Internet cafe usage trends

- Consumer Segmentation: Detailed consumer segmentation was
devised to understand the wide range of Chinese consumers. Urban
incomes have reached $5,000 in first-tier cities such as Shanghai and
Beijing. Allison Luong, Managing Director of Pearl Research, "As
incomes rise in China, "Chuppies" or Chinese Yuppies are an
increasingly common sight. Many place their savings into purchasing
homes, cars, and investing in stocks and bonds. They are at the
forefront of China's burgeoning middle class and spending boom."

Scope:

-Essential facts and statistics including income levels, shopping
and spending patterns on technology and consumer products

- Opinions on fashion, music and technology and celebrities

- Online behavior and technology adoption and usage.

- Attitudes toward their future

- Trend-spotting with a focus on trends that have a business
impact. Most importantly, the report provides insights into the
origins and implications of these trends.

- Featured interviews with unique individuals.

About This Study:

The China Youth Project is a comprehensive and insightful
lifestyle study on Chinese youths ages 16 to 30. The study identifies
emerging trends, attitudinal shifts and what's hot in games, Internet,
entertainment, technology, fashion, and consumer products. The report
is based on more than 200 one-on-one interviews and online surveys of
Chinese youth. Interviews were conducted in first- and second-tier
cities in China, capturing the differences in income levels and
preferences across the country.

Key Topics Covered:

-About the China Youth Project

-We First Met Zhu Feng

-Update on Zhu Feng

-Popular Websites

-Websites to Watch

-Basketball in China

-History and Growth of Basketball

-Chinese Streetball: The Harlem Globetrotters with Chinese
Characteristics

-Flair-Style-Flash: Why Kobe Bryant Trumps Yao Ming

-Photos From Streetball in Beijing

-Streetball Terms

-Going Global: The NBA in China

-Li Ning Company Limited - Company Profile Snapshot

-Basketball in China: Conclusion

-Chinese Hip-Hop

-Chinese Hip-Hop: "Forget the Message, just listen to the Beats"

-The Face of Chinese Rap: MC HotDog

-Changing Government Attitudes Towards Hip-Hop Fuels Its Growth

-Chinese Hip-Hop: Conclusion

-Online Survey

-Highlights from Our Online Survey

-Methodology

-Key Highlights

-Demographics

-Internet Cafes Usage Varies

-Income is Below 3,000 RMB

-Entertainment Spending Varies Significantly

-Reading is the Most Popular Leisure Activity

-Online Games and Downloads are Top Online Activities

-Significant Portion of Youth are Dual Gamers

-PCs are Major Gaming Platforms

-High Desktop PC and Cell Phone Penetration

-This is My Life: Interview Excerpts

-Tao: "Just Do It"

-Kun: "Enjoy Your Life and Don't Be Afraid To Make Mistakes"

-Ertan: "You Will Have No Regrets if You Try Your Best"

-Y. Zisheng: "You Only Have One Chance at Life"

-M. Liwen: "Never Give Up!"

-Qin: "Because It's Fashionable"

For more information visit
http://www.researchandmarkets.com/research/9443a8/phoenix_generation.

Research and Markets
Laura Wood
Senior Manager
press@researchandmarkets.com
Fax from USA: 646-607-1907
Fax from rest of the world: +353-1-481-1716

Copyright Business Wire 2008