![]() Among them, stories of rebirth and time travel were the most popular - something they shared with readers of other age groups. Modern romance ranked first among the 50-plus group, with a popularity rating of 48%, far higher than any other age group. The 41-50 age group most preferred xiuzhen (a Chinese fantasy subgenre focused on the Taoist quest for spiritual transcendence), time travel, and miracle doctors, while those above 50 tended toward genres like modern romance, rebirth, and war god. The survey combed through the different topics, storylines, anwd characters readers across different generations enjoyed. In another survey conducted last year, the Department of Chinese at Peking University created an “intergenerational portrait” of readers on Tomato Novel, a web platform owned by ByteDance. And their average interactions and online ratings far exceeded those of other users. In its 2019 Annual Digital Reading Report, ebook company Zhangyue found that though older consumers don’t read books online as much as the younger demographic, the middle-aged and elderly demonstrated enough potential as an up-and-coming group. On most ebook apps, setting the filter to “stories for women” brings up the buzzwords “domineering millionaire,” “ancient concubine,” or “spoiled wife.”Ī man looks at his mobile phone in a park in Huai’an, Jiangsu province, Sept. According to the data, 23.2% of those exposed to e-reading in 2020 were older than 50 - an almost 3% increase from 2019.Īnd their interests varied: From “rich-romance,” a subgenre involving a rich, domineering male protagonist who pursues a penniless heroine, to “live-in son-in-law,” where a poor man marries into a rich family, or even “war god,” where the hero has enhanced military capabilities. The survey, however, also showed an uptick in the number of middle-aged and elderly, for whom reading literature online has become the newest form of mobile entertainment. Its fast-paced tale of rebirth and vengeance belies the image of China’s older generation as traditional and conservative, and a country where a 2021 national survey showed 18-49 year olds were still the top consumers of books online. The book ranks among the top three recommended by women older than 50 on Ximalaya, a popular audiobook app in China. So begins the synopsis for Reborn in the 1980s: Such a Hot Wife. “Upon waking, Xia Xiaolan realized she’d been reborn in the 1980s - and with a beautiful face that could bring down empires…” ![]()
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