Hong Kong’s post-80s generation grows up

Self-centered, rebellious, lacking a sense of responsibility and frivolous — these are among the many attributes commonly used to describe the post-80s generation in Hong Kong.But a new survey by Text100 and Redshift Research shows that this generation sees themselves quite differently.Post-80s Hongkongers have grown into level-headed consumers who are in fact mature, complex consumers.Drawing insights from 1,000 Hong Kong residents aged 18 to 33, the survey dispels the mixed stereotypes about the post-80s and shows them as liberal, tolerant, trusting and open.The research goes on to identify six distinct personas based on the level of their digital engagement and online activities. These are: Digital Shoppers, Digital Voyeurs, Mobile Cultural Pioneers, The Digital Conservative, The Emerging Technocrat and The Passive Sharer.Like their millennial counterparts, the majority of post-80s generation in Hong Kong (71%) access the internet primarily via a smartphone or tablet, unlike their peers in the UK or US, the majority of whom use PCs.Facebook and YouTube are a key part of the typical post-80s Hong Kongers’ online life, but Instagram is almost twice as popular with post-80s in Hong Kong as it is in western countries, hinting that imagery is an important part of millennial life in the city.“Hong Kong’sPost-80s generation is growing up. They are maturing and redefining themselves into level-headed consumers, workforce and family members,” said Paul Mottram, regional director of Text100 Asia Pacific.