1. Youth Report
An IWOM Category Overview Report focused on Youth in
China: Your guide to youth insight and digital intelligence from
Internet Word of Mouth (IWOM)
Production: CIC Youth Team
Time Period: 2009 Jan-Jun

2. Preface
Youth Report is a CIC Category Overview Report: syndicated, systematic quantitative and qualitative
based report, which exposes the hot topics, trends and culture of Chinese Youth, digging out insights
from numerous online comments driven by youth netizens themselves.
CIC has been tracking youth trends via IWOM ‘buzz’ since 2004 utilizing its patent pending technology.
This IWOM Youth Report is based on 1,137,481 youth comments taken from blogs, BBS and SNS sites
from the time period January - June, 2009 and covers such topics as brands, sports, music, online
novels, fashion, SNS, gaming and movies.
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3. CIC‟s Perspective on Youth Research:
Our unique approach is to understand youth by making sense of
the online buzz with proprietary technology and „participant-
observer‟ analysis
• CONTENT: Using the internet as a window to identify trends and
understand consumers (like a big focus group)
• CONTEXT: Understanding how digital is a part of or facilitates
trends and that the Internet is social, in addition to providing
entertainment and information
• IMPLICATIONS: Identifying how brands can be a part of/bring
value to the internet community behind the trends
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4. What are the most discussed
categories among youth online?
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5. Youth‟s Metro Map:
Young people like to talk about brands
TV series
4.7%
Brand
24.7%
Fashion
Sport Online 2.7%
14.3% Novel
6.5% Music
2.5%
Movie
6.8%
Game
11.3%
*Source: CIC Youth panel, Jan-Jun, 2009.Total Posts= 1,137,481
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6. What are the hottest topics?
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7. Documentary:
EIGHT areas that youth are buzzing about
“sports” “fashion”
Posts styles Show yourself
“brand” “SNS”
Classic and domestic Connect friends
“music” “online game”
Happy and unique Virtual organization
“online novel” “TV & movie”
More fantastic Groups’ contribution
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8. Why is this generation unique?
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9. PERSONALIZATION:
Chinese youth have a strong need to show their
individual personalities
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10. What else will I learn from this
report?
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11. KEY STATISTICS
 What are the most discussed product categories?
 What are the most discussed hobbies and interests?
 What are the most discussed youth brands?
 What are the most talked about sports brands?
 What are the most talked about luxury brands?
 And more…
IMPLICATIONS FOR BRANDS
 Analysis of common trends among youth behavior online
 What are the key take-aways from online youth culture for
brands?
 What are some future trends for youth behavior online?
 And more…
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12. How do I learn more?
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13. Contact us:
Production: CIC Youth Team
Time Period: 2009 Jan-June
CIC Contact: Patrick Searle (patrick.searle@cicdata.com)
Read more:
Press Release: http://www.cicdata.com/index.php/en/aug-25-2009.html
Sample Case: http://www.seeisee.com/index.php/2009/08/27/p1494
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14. OUR BLOGS:
www.seeisee.com (Chinese)
www.seeisee.com/sam (English)
Thank You
OUR WEBSITE:
www.ciccorporate.com
www.iwommaster.com
This report is copyrighted material owned by CIC. Any improper use
of this document or its content will be considered a violation of CIC
IP copyright and CIC has the right to take legal action.
本研究报告归CIC公司版权所有。任何对本研究报告或报告中任何内
容的不当使用都将被视为对CIC知识产权的侵犯，CIC有权诉诸于法
律。