尼尔森：2017年新生代汽车消费者大数据洞察报告（16页）.pdf

1、Copyright 2017 The Nielsen Company.Confidential and proprietary.尼尔森 李振新2017 Big Data Insights for New Generation Auto2017年新生代汽年新生代汽车消费者车消费者大大数据洞察数据洞察2Copyright 2017 The Nielsen Company.Confidential and proprietary.议程议程Agenda新生代的画像新生代的画像Portrait of New Generation 新生代新生代对汽车的需求对汽车的需求New Generations Nee

2、ds for Automotive综述综述Summary1 12 23 3Copyright 2017 The Nielsen Company.Confidential and proprietary.SECTION 01新生代新生代的的画像画像PORTRAIT OF NEW GENERATION4Copyright 2017 The Nielsen Company.Confidential and proprietary.Copyright 2017 The Nielsen Company.Confidential and proprietary.新生代是新生代是规模大，信心高，学历高、收入

3、高规模大，信心高，学历高、收入高的一个的一个群体群体New generation are a big population.They have high confidence,high income and are better education.规规模模大大BIG SIZE信信心心高高HIGH CONFIDENCE学学历高、收入历高、收入高高BETTER EDUCATEDHIGHER INCOME5Copyright 2017 The Nielsen Company.Confidential and proprietary.Copyright 2017 The Nielsen Compan

4、y.Confidential and proprietary.新生代存新生代存在两类特征明显的人群，在两类特征明显的人群，年轻创业领袖年轻创业领袖以及以及年轻白年轻白领领Young entrepreneur and young white collar are two kinds of new generations who have distinctive features.公司普通职员/白领General Office Clerk/White Collar33%+11%vs 总体总体 Overall小型公司老板/企业主Small Businessman/Entrepreneur11%+4%

5、vs 总体总体 Overall6Copyright 2017 The Nielsen Company.Confidential and proprietary.Copyright 2017 The Nielsen Company.Confidential and proprietary.不同于不同于70、80后的集体生活，信息时代给后的集体生活，信息时代给新生代新生代带来了新的社带来了新的社交方式，交方式，他们更向往他们更向往“圈子和部落圈子和部落”文化文化Unlike post-70s and post-80s who used to live in groups,the new gener

6、ation who live in Information Age have new ways of socializing,which means they prefer circle and tribe来源：尼尔森 90后生活形态及价值观研究Source:Post-90s Lifestyle and Value Research,Nielsen共同的共同的兴趣兴趣和和价值观价值观为基础为基础他们的圈子是他们的圈子是以以Their social circles are formedbased on common interests and values.7Copyright 2017 The