Below is taken from our IWOM watch for September 1-15. IWOM watch is a twice monthly report we provide to a number of our clients.

This September, the first kids from the 90′s generation (i.e. 90后) are starting college. Unlike the 70′s and 80′s generations which are considered more conservative, members of the 90′s generation are defined by their “uniqueness.” The Internet has served as a key channel for building this generation by providing a platform for self-expression and socializing.

In our latest issue of IWOM Watch, we look at how the 90′s generation prepares for school, including finding classmates through QQ groups and getting advice through BBS. In addition, this generation is much more digitally savvy and enjoys “shai-ing” (showing off) their new electronic gear for college online. If you want to learn about the 90′s generation, then go online to check them out, because that’s where they are hanging out and showing off.

Case Study

First 90′s kids start college-”We are 90s, we are unique!”
(首批90后大学生宣言：我们就是不一样！)

Summary

Many of these new freshman students from the 90′s generation like to “shai” or show off their digital equipment for the new semester. For example, one student from Hainan University posted a picture of his new digital equipment and in addition to the picture he included that the total cost for all his digital equipment for the first year of college was RMB15,560. Some netizens commented that this amount was normal given the rapid development of China’s economy while others argued mentioning the total cost would have a negative influence on other students.

CIC view

The “Shai” (show off) culture is very popular among 90′s kids. As new college students, they are excited to share the new digital equipment their parents bought for them. The most popular types of equipment among students online are mobile phones, notebook computers, mp3 players and digital cameras. From the conversations among students online, we can see 90′s favor high end digital products and experiences more than students from the 80′s and 70′s generations.

Below is a screen shot of the index for the full IWOM watch report:

For related articles, please see below:

IWOM Watch half year review: January – June, 2008

IWOM Watch July 16-31, 2008: Plastic bags banned, so BBS communities create their own “green” bags

IWOM Watch Jun 1-15, 2008: Netizens share experience about National Matriculation Test online

IWOM Watch Apr 16-30, 2008: Netizens find new channels for self expression

IWOM Watch Sept 16-30, 2007: “Shai”(晒/show) means showing off your stuff online