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Adolescent girls in Hong Kong and Shanghai: Dreams and

realities

Prof. Kara ChanHong Kong Baptist University

“Living in the post-digital age”organized by Bates CHI & Partners

May 8, 2013

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Females are an important consumer market

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• Adolescent girls are the future women market

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What do they enjoy?

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Who are their role models?

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Do they want to fight for a cause?

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Hong Kong: A former British colony

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Use of the internet and traditional media among young people (Chan and Fang,

2007)• 405 Hong Kong young persons aged from

15 to 24

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Hong Kong study (Chan and Ng, 2012)

• 355 Chinese girls aged 12 to 19

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Middle of the roaders (40%)

• holding moderate views

• Caring, active, and independent

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Conservatives (35%)

• housekeeping, marriage, and motherhood

• traditional roles

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Inactives (14%)• do not have strong thoughts on their

career development, their marriage, or their appearance

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Achievers (12%) • They are active and believe that females

should pursue their dreams, appreciate their own strengths, and express their views

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Shanghai: Most cosmopolitan cities in mainland China

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Usage of Network Applications in China

23Statistical Report on Internet Development in China (January 2013)

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Shanghai study (Chan and Ng, 2013) • 331 Chinese girls aged 12 to 20

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Conformists (35%) • not interested in pursuing higher academic

and career success

• do not care about appearance

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Aggressive pursuers (29%)

• goal-oriented enthusiasts

• have own interests

• pursue their dreams

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Image protectors (19%) • want to maintain a good reputation and

image

• concern for physical appearance

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Single-handers (18%) • hold moderate views

• neither traditional nor contemporary

• staying single is not a problem

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Hong Kong girls Shanghai girls

Middle of the roaders (40%)

Inactives (14%)

Conservatives (35%) Conformists (35%)

Achievers (12%)Aggressive pursuers (29%)

Single-handers (18%)

Image protectors (19%)

A comparison

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Marketing Implications

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Conservatives

Achievers

Inactives Maintain status quo

Social cause,Volunteer work,

Achieve your goals

Beauty,Peer acceptance,Appealing to the

other sex,Good reputation

Middle-of-the-roaders

HK

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Conformists

Image protectors

Single-handersEnjoyment,

Fun, Adventure

Beauty, Peer acceptance

Aggressive pursuers SH

Social cause,Volunteer work,

Self achievement

A caring wife and mother

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