The online survey, by global brand consultancy Labbrand, reveals that, among the key indicators, 85.6% of Chinese millennials use mobile payments in physical shops at least once a week, as opposed to 44.7% of US millennials.
Other initial findings of the survey revealed that in terms of socialising, for example, Chinese millennials are highly expressive online, with 71.4% posting answers to questions on Q&A sites or forums at least once a week, while 77.6% post reviews on movies, restaurants, travels or other activities at least once a week.
In contrast, US millennials fell short of reaching 50% (41.8% on posting answers and 44.8% on posting reviews) on both questions and, overall, the majority of Chinese millennials agree that they tend to share everything they do online (55.3%), whereas only 28.3% of American millennials felt the same way.
"Brands need to uncover deeper and more specific insights on millennial consumers, and to tailor their brand actions to the characteristics of more targeted segments," Sabet said.
According to Labbrand, based on the digital drivers model developed by the company, the survey results also indicated that US millennials are driven to digital platforms mainly by the need to seek pleasure, while Chinese millennials tend to be simultaneously driven by the needs of connection, discovery, and actualisation as well as pleasure.