Survey of white-collar netizens

In China, the white-collar group is no longer to be underestimated . The proportion of white-collar workers in the main front-line urban occupations is more than 50%. According to the rough calculation of relevant data, China's white-collar users accounted for about 20% of Chinese netizens, about 100 million of the number, and may be 12% annual growth, by 2015, Chinese white-collar users will reach 140 million.

Through the Chinese Internet Research Report, we can know that we usually "23-45 years old, college and university degree or above, engaged in mental work, the monthly income of more than 3000 yuan (more than 5000 in the first tier city)" The crowd called white-collar.

"The size of white-collar internet users"

2007 iresearch and MSN China's Joint survey statistics, Chinese white-collar users accounted for about 20% of Chinese netizens;

CNNIC 30th Internet Development Report: As of the end of June 2012, the number of Chinese netizens reached 538 million;

2000-2008 Annual white-collar growth rate of about 12% (see "White-collar market research Phase I (SNS, IM)")

Estimate the number of Chinese white-collar internet users: 538 million *20%=1.076 billion, by 2015, white-collar population about 140 million.

White Collar was a concept with the halo, mention it people think of high education, high income, decent life, now still this? In addition, what are the typical features of white-collar workers, what confusion, what needs? Have we ever reflected on the status quo of our own life as a white-collar? With these questions, let's take a look at the analysis below.

Take a first-tier city to represent Shanghai, for example, to take a look at the fundamentals of white-collar workers in Shanghai.

Note: Foreign white-collar refers to, not born in Shanghai, to live in Shanghai for 10 years the following white-collar workers.

White-collar main body is 26-35 years old, university degree or above, ordinary staff, monthly income 5-8k, family income 6-30w of the crowd. They are young, have high education and high income, have decent work and life. Among them, the foreign white-collar accounted for 70%, single no male and female friends accounted for 30%, married people accounted for 50%.

First, "What to eat" is a daily tangle of problems

Although some enterprises for the staff for the canteen benefits, but still can not meet the needs of the vast number of white-collar workers, 40% of white-collar often in the surrounding restaurant, 20% white-collar often eat takeout. According to the survey, 2009 Shanghai, a main business circle white-collar lunch per capita cost 26.8 yuan, and in recent years, commercial fast food has risen to 30-50 yuan, and can not meet the personalized needs of the current takeaway food safety concerns. Similarly, dinner is also the problem of white-collar headaches, overtime caused by the occasional meal in white-collar is not uncommon, and even if the time to work, home more than 7 points after the stall, there are 30% white-collar workers will be in the vicinity of the restaurant simple to solve. White Collar lamented the quality of life as farmers, envy farmers a day can eat healthy fresh meals. Faced with the high price of food, health can not be guaranteed, personalized needs can not be met, food is not timed and so on, 40% white-collar workers want to improve the existing diet methods.

Note: Per capita cost 26.8 yuan, from the 09 "East-White white-collar life form research report".

Second, "BMW time"

"BMW" is not a desirable BMW, but "bus transit +metro subway +walk Walk". The rapid expansion of the city, the housing prices, so that the income is not rich white-collar workers can only rent or purchase in the suburbs, the price is the extension of commuting time, 60% white-collar work time more than 1 hours. The reduction of free control time led many white-collar workers to move to the public transit subway, listening to music, watching news, Brush Weibo, reading novels ... Interview users also talked about, the video is very consumption of traffic, usually in the case of Wi-Fi download, or PC download after the mobile phone, the flow of each month to calculate the use, if the road for a long time, back and forth brush, soon will not be enough ... Saving the flow has become one of the contents of white collar. As for those white-collar workers who rest in a daze, can we help them to use "BMW time"?

Third, love to watch the news

What do white-collar workers do at ordinary times? Activities on the way to and from work and home after work in the top three is to see the news, we interviewed a user in the description of his day, this said: "Wake up to see the news, to the company first look at the news, the afternoon to work when the news, go home to see some small news video", Another user said: "I am in the starting page of the browser are all set up a regular news page, I will be free to open the browse again." White-collar workers in the end is how much love the news! Demand is strong, we need to provide users with rich types and forms, domestic and foreign, video pictures, thematic series and so on. At the same time, we also recognize that news platform is an important information delivery channel for white-collar workers.

Four, free control time less than 5 hours

Nearly 40% of white-collar workers have a daily average of more than 9 hours, and 30% of users say they are busy working hours, and overtime is commonplace. Except work, commute, sleep, nearly 60% users can freely control the time of less than 5 hours, this 5 hours including cooking, eating, bathing, shopping, watching news, chatting and so on all the time, plus a day after the exhaustion of work, back home just want to daze, "busy without time to think" Is the true portrayal of white-collar life. See here, we have a deeper understanding of why white-collar workers to "efficient, simple" there is such a strong demand.

Love to exercise love theater love Outing

White-collar leisure time how to spend it? Home is a common situation, the Internet, sleep, watch TV. But they will not waste the Hard-won free time, compared to the non-white-collar, they will do more outdoor consumption and activities, exercise, go to cinemas, outings are far higher than the non-white-collar. Interviews with white-collar users, 1-2 times a year travel plan has become a regular arrangement, but travel from the site to travel is still a lot of trouble. For white-collar workers in leisure activities to reduce trouble, to retain fun what can we do?

Vi. Self-appreciation

As a career person, 54.9% of white-collar workers to work as their focus, will be a lot of time to work and related fields of study, to ensure their competitiveness. There are 80% percentage of white-collar workers at night still often (or occasionally) work and study, there are 90% percentage of white-collar in leisure time often (or occasionally) to self-study. In the interview, white-collar workers said that through the Internet more difficult to find relevant expertise, most of the charging method is through the enterprise for internal staff to provide knowledge systems and external correspondence courses, the time is less flexible, and some users also mentioned expect to understand the same industry companies working methods, and industry senior people to communicate.

Seven, close contact with the number of friends 2 people

Note: Relatives, including parents, children, siblings and other relatives; friends means to remove a friend who is connected by pure work affairs, including classmates and colleagues. Contact, including online and offline contact and interaction.

The survey found that in the last 3 months, the number of close relatives of white-collar workers on average of 4 people, close contact with an average of 2 people, the majority of the circle of contacts, most of the 1-2. Compared with the non-white-collar workers, the number and circle are relatively small, this may be busy with white-collar work, not enough to contact friends. Although the number and circle than the white-collar less, but white-collar social support is still slightly higher than the non-white-collar, which may be related to the quality of friends, white-collar dating heavy quality does not weigh. Fewer friends occasionally bring loneliness, and for 30% of single white-collar workers may be a bigger problem, the survey of 58% of white-collar workers want to meet new friends or into new circles, single white-collar more urgent.

Viii. the relative lack of working contacts and daily life guidelines

What is happiness? Everyone will have different answers. From a sociological point of view, a healthy social support network can help individuals to better face the difficulties and resist setbacks. In the study, we measured the sense of social support of white-collar workers by measuring their subjective feelings of support in common needs (sickness care, depression relief, important advice, companionship, work connections, life guidance). White-collar workers believe that there is a relative lack of support for "work contacts" and "Guidelines for everyday life". On the one hand, the work of networking related to the development of personal career, white-collar willing to devote time and energy to expand social circle, for better job preparation. However, the relatively narrow social approach makes this demand difficult to meet. On the other hand, more and more white-collar uprooted, in a strange city to fight, which hospital services good, where consumption benefits, how to take care of the baby, children go to school how to do ... These are the problems of white-collar life.

Note: The 6 basic dimensions of social support are referred to the "Support network" in the Social support network of middle class and the measurement method of "support feeling".

Ix. 70% foreign white-collar workers

The survey shows that Shanghai has 70% foreign white-collar workers, 77% of white-collar workers and parents living in different cities. These white-collar workers are far from their parents and existing social relations to new city life. On the one hand, lack of circle of activities and social relations, their own sense of support less than local white-collar workers, on the other hand, and parents away from, unable to support and care for parents, family tear has become a spiritual burden. In the survey, we found that 71% of white-collar and parents meet less than 5 times per year, telephone communication is still the main way of communication between white-collar and parents, the Internet communication methods (video, voice, text, space microblogging, etc.) to enhance communication status, reduce the feeling of family tearing. But with parents using the Internet to communicate with only 20% of white-collar workers, the market needs to develop more Easy-to-use products and applications for parents.

Ten, consumption choice, quality first, take into account practical and taste

In order to lead a decent life, white-collar consumption focus on the basic positioning in housing and buy cars, because of the first-tier city high prices and consumption, to the white-collar workers brought great pressure. In the consumption tendency, white-collar more rational, will be the quality of the first, taking into account the practicality and taste, but in the personalized and less than white-collar sex.

What kind of white-collar do you see from the top 10 points? In the halo of high education and high income, we saw white-collar work and time on the pressure, saw the white-collar workers in the work of investment and self-improvement efforts, saw the white-collar pursuit of diversification of leisure activities, saw the white collar to emotional communication desire ... What can our products do to help white-collar workers improve their efficiency and optimize their lives?

Other data

Note：

The above data are mainly from the Shanghai CDC in the end of 2012, "Shanghai White-collar Life Survey" project.

SOURCE one: "Shanghai white-collar Life Survey" questionnaire, the questionnaire was launched through Qqtips, a total of ab two volumes, 3,808 samples recovered.

SOURCE two: A total of 11 white-collar workers interviewed and visited, sample selection including finance, foreign trade, real estate construction, internet it, civil service institutions, professional fields (such as lawyers, doctors, researchers, etc.) white-collar workers, industry selection reference "2011 Shanghai Statistical Yearbook." Industry Distribution