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QIU Jing and LIN Ruiming|Table 3 Mobile Internet Use of the Post-80s and Post-90s GenerationsPost-80s generationPost-90s generationShare of population using mobile phones to access the Internet 34% 39%Average online duration of mobile phone use 49 minutes 57 minutesSource: GroupM Knowledge & Campus Marketing Institute (CMI) 2010 survey.The Post-90s generation has also been quickerto embrace the mobile Internet, as demonstratedby their longer online usage of mobilephones.Furthermore, since both these generations lacksiblings and have fewer neighborhood peers tosocialize with (both urban and rural communitiesin China have changed massively comparedto the last century), many among the Post-90sgeneration would rather stay at home than engagein outdoor activities. This has given riseto the labeling of the Post-90s generation as an“otaku” generation. 5 This generation’s onlinebackground, moreover, has caused it to trust socialnetworking sites (SNS) and weibo above othersources of information.Higher Legacy of UrbanizationThe Post-90s generation was also born andraised in an environment of accelerating urbanizationafter the mid-90s, as shown in the figurebelow. The older generation of peasant workers(i.e., the rural Post-60s and Post-70s generation)gave birth to new urban children (the Post-90s and Post-00s generation) in large cities, whileyounger-generation peasant workers themselves(i.e., the rural Post-90s generation) have themselvespoured into the cities to seek opportunity.Accordingly, in contrast to many rural Post-80schildren, the Post-90s generation has had accessto urban amenities nearly from birth. This backgroundhas had a significant impact on their socialidentities and consumption tendencies.|Figure 4 Perceptions of “Post-90s” College Students on Various Internet ApplicationsPossibility of Content Sharing (%)Comprehensiveonline forumsVideo websites SpecializedMagazinesonline forumsTV SearchE-commerceenginesBroadcastswebsitesSNSPortal websitesWeiboCredibility (%)Source: GroupM Knowledge & Campus Marketing Institute (CMI) 2010 survey.5 “Otaku” is a Japanese word that refers to persons who maintain an obsessive, often solitary interest in hobbies like animation, comics,video games, or electronics.January 2013 | SERI Quarterly | 27