Emerging Media Use and Acceptance of Digital Immortality: A Cluster Analysis among Chinese Young Generations

The rapid technological advancements made the concept of digital immortality less fantastical and more plausible, sparking academic and industrial interest. Existing literature mainly discusses philosophical and societal aspects, lacking specific empirical observation. To address this gap, we conducted a study among Chinese youth to gauge their acceptance of digital immortality. Using cluster analysis, we classified participants into three groups: "geeks," "video game players," and "laggards" based on their media usage. Those most receptive to digital immortality, termed "geeks" tend to be male, with higher income levels, openness, conscientiousness, extensive engagement with emerging media technology, and surprisingly, more adhering to Buddhism and Daoism. Overall, this study examined media usage patterns and youth perspectives on digital immortality, shedding light on technology's role in shaping views on life and death. It highlights the importance of further research on the profound implications of digital immortality in the context of contemporary society.