A report by a popular recruitment mobile app found that 44 percent of new college graduates are willing to work in second-tier cities, up 8 percent from a year earlier.

Boss Recruitment, a smartphone app that provides recruiting services for free, recently released the report on workplace attraction.

It said fresh graduates planning to work in first-tier cities decreased from 51 percent in 2013 to 36 percent this year, while 44 percent are hoping for a job in second-tier cities.

Locales now considered among China's new first-tier cities such as Hangzhou, Suzhou, Qingdao, Chengdu, Wuhan and Nanjing are rapidly becoming big attractions for talent.

The report also found that China's "post-95 generation", those born from 1995 to 1999, is more interested in big data companies, cultural entertainment companies, and "unicorns" -- private startups valued at $1 billion or more. In their eyes, unicorns such as consumer electronics company Xiaomi, online payment service provider Ant Financial and transportation services provider Didi Kuaidi are the new big names.

Some 14.8 percent are willing to join startups with 100 employees or less right after graduation, up 5.9 percent compared with last year.

The top-three desired fields in the Internet industry for new graduates are in technology, marketing and operations. Technology graduates showed a clear preference for tech-driven firms, with 32.7 percent hoping for a job in e-commerce, online financing and online-to-offline businesses.

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