A survey by international consultancy firm McKinsey shows that mainland urban teenagers are more nationalistic in their taste for brand name goods and fashions than their western counterparts. The survey, which interviewed 793 respondents aged between 12 and 17 in mainland cities, found 88 per cent of those surveyed said they trusted domestic brands, while 65 per cent also trusted foreign ones. 'Our research shows that Chinese teens are modern in many ways, yet they can also be very traditional,' the report said. 'This pattern probably reflects a generation whose only experience has been a robust economy with a prominent multinational presence and rapidly emerging, successful Chinese companies.' McKinsey said the survey was conducted last September and the sample distribution was consistent with China's demography. Based on the survey, the report projected that the mainland's urban teenagers had combined spending power of about 60 billion yuan a year and their families spent about 230 billion a year on them. That spending included 70 billion yuan each for food and education, and 30 billion yuan for clothing.
