San Francisco – Young adults in China love online gaming and chatting, with girls preferring casual games and buying virtual clothes for their avatars. They’re influenced by Asian movies and international brands, and hip-hop and R&B are growing in popularity. Those are among the findings of a lifestyle study in China by consulting firm Pearl Research, which has coined the term “The Phoenix Generation” to describe the emergence of a 320 million-strong consumer class, aged 16-30, who are eager to embrace new products and life experiences. Pearl Research estimates this demographic has $135 billion in spending power. “To effectively reach this group, international marketers need to acknowledge their diversity,” says Allison Luong, Managing Director of Pearl Research. “There are different micro-markets of Chinese youth, each with their own brand preferences and spending habits.”
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