| The China Quarterly provides insights on affluent Chinese consumers between the ages of 18 and 34 years old. This segment represents an estimated population of 370 million, with 190 million being men. This group of digitally connected consumers is a large market for luxury brands with a high potential for sales in other markets. This study reveals how the financial outlook, lifestyle, and media consumption of these young Chinese consumers compares to that of American consumers of the same age group. The analysis covers purchase behaviors, brand preferences, purchase intentions, media consumption, simultaneous media usage, and media influence on purchases.
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