A sample survey jointly conducted by a Beijing-based parenthood magazine and a market monitoring institution showed that Chinese youngsters have become the most active consumer group. Although the per capita disposable income of Chinese urban residents is no more than 9,000 yuan, the per capita average annual consumption of those surveyed has reached 15,288 yuan, more than 70 percent higher than the former figure.

Youngsters' brave spending of "future money" can be attributed to the continuous growing Chinese economy, which has filled them with confidence by more and more employment opportunities and high-paying posts, said Zhao Zhihao, an expert on youth consumption behavior.

China's fast moving economy and ample material supply have set free youngsters' desires for knowledge, achievement and consumption, Zhao said.

"To enjoy life" is the most distinctive motive of young consumers. Among those surveyed, 22 percent showed intention to buy a flat recently, 50 percent of them would buy within three years; 32.1 percent desired to purchase a private car, of whom 70.1 percent said they would do "within three years".

A similar survey indicated that Chinese urban youngsters spent an average of more than 1,000 yuan on further studies annually, mostly on computer or English courses. Over 60 percent questioned believe that only by keeping studying can they remain competitive on the job market.

By People's Daily Online