The portraits of the post-90s generation in the Fudan Report: From Huabei, employment, housing prices, to care for the elderly
The Paper Journalist Zhang Hui
Post-80s pay attention to environmental protection, post-90s pay close attention to old-age care. The epidemic hits the job market. Post-90s and post-00s are most likely to have employment anxiety.
Poverty alleviation, inflation, and housing prices are the three livelihood issues that netizens pay the most attention to in 2020.
The proportion of men searching for "house prices" is 2.7 times that of women.
Recently, the team of Professor Li Liangrong from the Communication and National Governance Research Center of Fudan Development Research Institute released the "China Internet Society Psychology Survey Report (2020)" (hereinafter referred to as the "Report"), revealing the characteristics of China's Internet society mentality behind the data.
In the social and people’s livelihood report, the research team summarized the social issues that netizens have paid more attention to in 2020 as financial risks, poverty alleviation, environmental protection, housing prices, household registration, medical care, food safety, employment, education, pensions, inflation, and foreign investment. /12 hot topics in society including foreign trade.
In terms of time period, we chose to analyze the Baidu search data from January 20, 2020 to December 16, 2020 starting from the introduction of the human-to-human transmission of the new crown virus by Academician Zhong Nanshan on January 20.
The team relies on Baidu search data and Sina Weibo 62.5 million random blog post data, using a hybrid research method that combines big data text analysis and blog post qualitative interpretation.
Poverty alleviation, inflation, and housing prices are the three livelihood issues that netizens pay the most attention to in 2020.
Fudan Development Research Institute Communication and National Governance Research Center
Post-90s and post-00s pay more attention to borrowing, flowering and consumer loans
The "Report" shows that of the three major battles in 2020, "Poverty Alleviation" has attracted the most attention. Not only was it elected as the "Chinese Inventory 2020" domestic word, the search index increased by 75% compared with the same period last year, making it the most popular among the twelve major livelihood issues Issues of concern.
From the perspective of crowd portraits, post-90s and post-00s pay more attention to the topic of "poverty alleviation". In the case of only 10.5% of the search population on the entire network, post-00s contributed 31.3% of the search volume of "poverty alleviation" keywords.
The post-90s accounted for 39.2% of all people searching for this keyword, ranking first among all groups.
From the perspective of gender composition, female netizens pay more attention to the topic of "poverty alleviation", with a concern rate of more than 60%.
In the three major battles, preventing systemic financial risks is an important task for resolutely fighting the battle against major risks.
Among them, the total search index for keywords such as Huabei, Boraibe and Consumer Loan reached 9111, far exceeding the search popularity of other financial risk keywords, indicating that the consumer loan issue has become a financial risk issue that netizens are generally concerned about.
The "Report" believes that in 2020, "exquisite and poor" has become one of the adjectives of the lifestyle of young people. With the consumption upgrade and consumption classification of the society, consumer financial products featuring high interest rates and unsecured as the main characteristics have been affected by the younger generation. Sought after.
Crowd portrait data show that post-90s and post-00s pay more attention to the issue of borrowing, huabei and consumer loans. Post-00s contributed 14% of the search volume of this topic when the search population accounted for 10.5% of the entire network. Post-90s 35.6% of all people searching for "consumer loans" ranked first among all groups.
In the three major battles, the search heat for pollution prevention has been relatively stable, and has not changed significantly from previous years.
In terms of pollution types, water pollution has attracted the most attention in the three major defense battles of blue sky, clear water, and pure land.
Crowd portrait data shows that among all people searching for "environmental protection" keywords, the post-80s group accounted for 37.7%, ranking first.
Post-90s are most concerned about housing prices, post-80s are concerned about "small rises"
In 2020, the real estate market will diverge significantly.
Crowd portrait data show that the post-90s generation is the group most concerned about housing prices.
Among all the people who searched for the keyword "house price", the post-90s accounted for 45.6%, far exceeding the 33.7% of the post-90s population distribution in the entire network.
Followed by the post-80s, search accounted for 36.3%.
From the perspective of gender composition, men pay more attention to "housing price" than women. Among all the people who search for "housing price" keywords, men account for 73.3%, which is 2.7 times that of women (26.8%).
The "Report" believes that this may be related to the traditional view in Chinese society that men need to buy a marriage house to get married.
Housing prices have become a burden for young men born in the 90s.
In terms of education issues, the new crown pneumonia epidemic has not affected netizens' consistent attention to this issue.
Crowd portrait data show that the post-90s generation accounted for the highest proportion of all “education” keyword searches, reaching 39.8%.
Classified search data on education-related issues shows that different generations of groups pay different attention to education issues.
Post-90s are most concerned about "postgraduate entrance exams", and related searches account for 70% of all age groups; post-80s are most concerned about "xiaoshengchu", and related searches account for 55% of all age groups.
At the same time, relevant data on gender composition shows that women are more concerned about "education" issues.
Women accounted for 58% of all the people who searched for "education" keywords.
Especially on the topic of "Xiaoshengchu", women accounted for 60% of the keyword searches.
"Report" believes that this may be related to women taking on more work in family education.
The "Report" shows that the search index for medical issues is basically stable at the level of the same period last year. Under the background of the new crown pneumonia outbreak, the search index basically shows a stable trend, indicating that under the condition of orderly advancement of epidemic prevention and control, my country as a whole has not appeared. Runs on large-scale medical resources.
In addition, through comparison, it is found that when medical issues are basically stable, searches for keywords such as "difficult to see a doctor" and "expensive to see a doctor" have dropped by 13% and 21% respectively year-on-year.
Crowd portrait data show that the post-90s generation is most concerned about medical issues.
Among all the people searching for this keyword, the post-90s group accounted for 46.4%, ranking first.
In contrast, when the post-60s accounted for 6% of the entire network population, the search for medical issues accounted for only 3.6%, showing a low degree of attention, which is different from the general impression that middle-aged and elderly people pay more attention to medical treatment. .
Employment-related search index is volatile
Affected by the epidemic, the employment-related search index showed a fluctuating trend throughout the year.
"Report" data shows that the search index for employment/unemployment issues has shown an upward trend compared with the same period last year, and searches for "employment" have risen by 22% year-on-year.
Especially in the period from April to June 2020, related topics showed multiple search peaks.
As the domestic epidemic has been effectively controlled after July, the national production and life have returned to normal order, and the unemployment search index has continued to fall.
Crowd portrait data show that the post-90s and post-00s groups are most concerned about employment issues.
The post-90s accounted for more than 45% of all people searching for “employment” related topics; the post-00s generation accounted for only 10.5% of the entire network population, and the search for employment issues accounted for 22%, which also showed that it far exceeded The interest of other issues.
In comparison, the post-80s, post-70s, and post-60s are in the middle and late stages of their career development, their jobs are relatively stable, and they are less impacted by the epidemic, so they pay less attention to this topic.
In terms of elderly care, the search popularity of keywords on related topics has dropped. The daily average value of the search index for the whole year is 589, a year-on-year decrease of 18%.
The search index curve of related topics is relatively stable, and the impact of the epidemic is limited.
Crowd portrait data show that among all the people searching for the aged, the post-90s accounted for 39%, followed by the post-80s, accounting for 35%.
The "Report" believes that, as the only-child generation, the post-90s generation is not only considering the pension issues of the parents and even the grandparents, but also began to plan for their own pension issues.