Report unveils social-mentality of China's young netizens

SHANGHAI -- A Chinese research team has published a report on the social mentality of young internet users in the country, exploring their cognitive changes from 2014 to 2024.

Researchers from Fudan University and Bilibili, a leading video platform, collected a large amount of data from six popular online platforms among internet-savvy young people, including Bilibili, Douban, Zhihu, Weibo, Xiaohongshu and Soul App.

The research focuses on key indicators such as spiritual and cultural needs, ideological and emotional demands, intergenerational perspectives, and consumption behaviors, aiming to analyze the evolving cognitive trends among young online users in China.

The report found that, in terms of spiritual and cultural needs, relaxation has emerged as a key priority for young netizens, with game-related and lifestyle videos being the most influential.

The popularity and recognition of educational videos increased at the fastest rate from 2014 to 2024, reflecting the strong desire among young people for self-improvement and personal growth.

The report also revealed that the younger generation has shifted from emotionally charged expressions about their relationships with parents to more rational and in-depth reflection.

They have developed a deeper understanding of the complexity and multidimensional nature of intergenerational relationships and now seek to resolve conflicts and bridge gaps through online inquiries, rather than merely venting their emotions.

In addition, the younger generation's passion for food and entertainment has been on the rise, driving a shift in popular consumer trends toward products that offer instant emotional gratification.

According to the report, spending on social connections, companionship-driven purchases, and pet-related consumption has gained significant popularity.

The report explained that young netizens' consumption preferences have evolved from material pursuits to emotional fulfillment, with "feeling good" now topping the list of priorities in their spending decisions.