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Leisure Time - China - September 2013

“Due to the slowing consumer economy in China, competition is increasing in many leisure services sectors, and this is forcing leisure service providers to look beyond their immediate consumer bases and develop more business among middle and lower income groups, and in lower tier cities.”

– Matthew Crabbe, Director of Research, Asia-Pacific

In this report, we answer the key questions:

  • How is the slowing consumer economy in China making the leisure services market more competitive?
  • What are consumers increasingly looking for to fill their leisure time, and how much more, or less, time do they have?
  • What can leisure service providers do to engage more with a wider consumer audience, and what is it that consumers would respond most positively to?
  • Which consumer groups are spending the most on which leisure activities, and where are the opportunities for growth?
  • How significant is the work-life balance in determining how Chinese people spend and plan their leisure time, and what can leisure service providers do to turn this into opportunities?

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Table of contents

  1. Introduction

      • Definition
        • Report structure
          • Methodology
            • Abbreviations
            • Executive Summary

                • Key trends
                  • Consumer leisure spending weaker amid economic uncertainty
                    • Figure 1: Urban per capita household leisure services spending, 2007-11
                  • Choosing and planning leisure activities
                    • Figure 2: Frequency of spending leisure time, by type of activity in the past 12 months, July 2013
                  • Making more time for leisure, and spending more on it
                      • Figure 3: Changes in the amount of time spent on leisure by type of activity compared to 12 months ago, July 2013
                    • Fitting leisure into a work-life balance
                        • Figure 4: Average time people spend on leisure time during the week and at weekends in the past 12 months, July 2013
                      • What we think
                      • Key Issue – Consumer Leisure Spending Weaker Amid Economic Uncertainty

                        • Key points
                          • Major public holidays in China
                            • Annual national holidays
                              • Chinese New Year
                                • May Holiday
                                  • National Day
                                    • Christmas
                                      • Other national holidays and festivals
                                        • Changes in economic growth leading to consumer spending changes
                                            • Figure 5: Total wholesale & retail trade value and average urban wages, 2007-12
                                          • Leisure services spending rising within wider consumer spending
                                              • Figure 6: Urban per capita household spending analysis by sector, 2007-11
                                            • Leisure services spending strongest among higher income groups
                                                • Figure 7: Urban per capita leisure services spending, by income group, 2011
                                                • Figure 8: Sectors in which people have spent more compared to this time last year, by monthly income group, February 2013
                                              • Discretionary spending reflects value of China’s middle class
                                                  • Figure 9: Discretionary spending, April 2012
                                                  • Figure 10: Holidays taken in the last 12 months, April 2012
                                                • China’s consumers are spending more on treating themselves
                                                    • Figure 11: Reasons for spending more, February 2013
                                                    • Figure 12: Spending changes, by sector, by consumers feeling they are doing more free-time activities, February 2013
                                                  • Leisure services spending differences by region
                                                    • Figure 13: Urban per capita recreation services spending ranked by province, 2011
                                                    • Figure 14: Urban per capita recreation services spending by province ranked by growth, 2011
                                                  • Health club market runs out of steam
                                                    • Figure 15: China – Health club total market value, number of clubs and average turnover, 2007-12
                                                  • A rapidly aging population changing social dynamics
                                                      • Figure 16: The population of over-60s in China, 2000, 2005, 2010 and 2015
                                                    • The leisure time of elderly Chinese
                                                        • Figure 17: Leisure activities, by frequency, October 2012
                                                      • Elderly Chinese seeking fun in the sun
                                                          • Figure 18: Holiday travel undertaken in the past 12 months, October 2012
                                                        • What does it mean?
                                                        • Key Issue – Choosing and Planning Leisure Activities

                                                          • Key points
                                                            • Home entertainment, eating out and shopping dominate regular leisure time
                                                              • Figure 19: Frequency of spending leisure time, by type of activity in the past 12 months, July 2013
                                                              • Figure 20: Café outlets and sales in China, 2007-12
                                                            • High frequency leisure pursuits by lifestage
                                                              • Figure 21: Consumers who undertake a leisure activity on a basis of 2-3 times a month or more by type of activity in the past 12 months, by gender and income group, July 2013
                                                              • Figure 22: Consumers who undertake a leisure activity on a basis of 2-3 times a month or more by type of activity in the past 12 months, by marital status and children in household, July 2013
                                                            • High frequency leisure pursuits according to income
                                                              • Figure 23: Consumers who undertake a leisure activity on a basis of 2-3 times a month or more by type of activity in the past 12 months, by monthly household income group, July 2013
                                                              • Figure 24: Consumers who undertake a leisure activity on a basis of 2-3 times a month or more by type of activity in the past 12 months, by level of education, July 2013
                                                            • How Chinese consumers plan to spend their leisure time
                                                              • Figure 25: How people plan to spend their leisure time, July 2013
                                                            • How Chinese consumers plan their leisure time by lifestage
                                                              • Figure 26: How people plan to spend their leisure time, by gender and age group, July 2013
                                                              • Figure 27: How people plan to spend their leisure time, by marital status and children in household, July 2013
                                                            • How Chinese consumers plan their leisure time by income
                                                              • Figure 28: How people plan to spend their leisure time, by monthly household income group, July 2013
                                                              • Figure 29: How people plan to spend their leisure time, by city tier, July 2013
                                                            • What does it mean?
                                                            • Key Issue – Making More Time For, and Spending More on Leisure

                                                              • Key points
                                                                • What are consumers spending more, less or the same amount of time doing for leisure?
                                                                  • Figure 30: Changes in the amount of time spent on leisure by type of activity compared to 12 months ago, July 2013
                                                                  • Figure 31: Number of nights spent in a hotel in China, August 2013
                                                                • Changes in time spent on leisure by lifestage
                                                                  • Figure 32: Changes in the amount of time spent on leisure by type of activity compared to 12 months ago, by gender and age group, July 2013
                                                                  • Figure 33: China: Number of travel accommodation outlets by star classification and unclassified type, 2007-12
                                                                  • Figure 34: Changes in the amount of time spent on leisure by type of activity compared to 12 months ago, by marital status and children in household, July 2013
                                                                • Changes in time spent on leisure by income
                                                                  • Figure 35: Consumers who agree they spend more, or the same amount of time on leisure by type of activity compared to 12 months ago, by monthly household income group, July 2013
                                                                  • Figure 36: Consumers who agreed they spent less time on leisure by type of activity compared to 12 months ago, by monthly household income group, July 2013
                                                                • Consumer leisure pursuit spending habits
                                                                    • Figure 37: People’s leisure time spending habits, July 2013
                                                                  • Leisure spending habits differences by lifestage
                                                                    • Figure 38: People’s leisure time spending habits, by gender and age group, July 2013
                                                                    • Figure 39: People’s leisure time spending habits, by marital status and children in household, July 2013
                                                                  • Leisure spending habits differences by income
                                                                    • Figure 40: People’s leisure time spending habits, by monthly household income group, July 2013
                                                                    • Figure 41: People’s leisure time spending habits, by city tier, July 2013
                                                                  • What does it mean?
                                                                  • Key Issue – Fitting Leisure Into a Work-Life Balance

                                                                    • Key points
                                                                      • How much leisure time people have at weekends and during the week
                                                                        • Figure 42: Average time people spend on leisure time during the week and at weekends in the past 12 months, July 2013
                                                                      • Leisure time people have by lifestage
                                                                        • Figure 43: Average time people spend on leisure time during the week and at weekends in the past 12 months, by gender and age group, July 2013
                                                                        • Figure 44: Average time people spend on leisure time during the week and at weekends in the past 12 months, by marital status and children in household, July 2013
                                                                      • Leisure time people have by income
                                                                        • Figure 45: Average time people spend on leisure time during the week and at weekends in the past 12 months, by monthly household income group, July 2013
                                                                        • Figure 46: Average time people spend on leisure time during the week and at weekends in the past 12 months, by level of education, July 2013
                                                                      • People’s attitudes towards leisure time and work
                                                                          • Figure 47: People’s attitudes towards leisure time, July 2013
                                                                        • Leisure time attitudes by lifestage
                                                                          • Figure 48: People’s attitudes towards leisure time, by gender and age group, July 2013
                                                                          • Figure 49: People’s attitudes towards leisure time, by marital status and children in household, July 2013
                                                                        • Leisure time attitudes by income
                                                                          • Figure 50: People’s attitudes towards leisure time, by monthly household income group, July 2013
                                                                          • Figure 51: People’s attitudes towards leisure time, by level of education, July 2013
                                                                        • What does it mean?
                                                                        • Appendix – Average Time People Spend on Leisure Time

                                                                            • Figure 52: Average time people spend on leisure time during the week and at weekends in the past 12 months, July 2013
                                                                            • Figure 53: Most popular average time people spend on leisure time during the week in the past 12 months, by demographics, July 2013
                                                                            • Figure 54: Next most popular average time people spend on leisure time during the week in the past 12 months, by demographics, July 2013
                                                                            • Figure 55: Most popular average time people spend on leisure time at weekends in the past 12 months, by demographics, July 2013
                                                                            • Figure 56: Next most popular average time people spend on leisure time at weekends in the past 12 months, by demographics, July 2013
                                                                        • Appendix – Frequency of Spending Leisure Time By Type of Activity

                                                                            • Figure 57: Frequency of spending leisure time by type of activity in the past 12 months, July 2013
                                                                            • Figure 58: Frequency of spending leisure time by type of activity in the past 12 months, July 2013 (continued)
                                                                            • Figure 59: Frequency of spending leisure time by shopping in the past 12 months, by demographics, July 2013
                                                                            • Figure 60: Frequency of spending leisure time by shopping in the past 12 months, by demographics, July 2013 (continued)
                                                                            • Figure 61: Frequency of spending leisure time by visiting public recreation venues in the past 12 months, by demographics, July 2013
                                                                            • Figure 62: Frequency of spending leisure time by visiting public recreation venues in the past 12 months, by demographics, July 2013 (continued)
                                                                            • Figure 63: Frequency of spending leisure time by eating out in the past 12 months, by demographics, July 2013
                                                                            • Figure 64: Frequency of spending leisure time by eating out in the past 12 months, by demographics, July 2013 (continued)
                                                                            • Figure 65: Frequency of spending leisure time by night out in the past 12 months, by demographics, July 2013
                                                                            • Figure 66: Frequency of spending leisure time by night out in the past 12 months, by demographics, July 2013 (continued)
                                                                            • Figure 67: Frequency of spending leisure time by going to the cinema in the past 12 months, by demographics, July 2013
                                                                            • Figure 68: Frequency of spending leisure time by going to the cinema in the past 12 months, by demographics, July 2013 (continued)
                                                                            • Figure 69: Frequency of spending leisure time by sports or exercise in the past 12 months, by demographics, July 2013
                                                                            • Figure 70: Frequency of spending leisure time by sports or exercise in the past 12 months, by demographics, July 2013 (continued)
                                                                            • Figure 71: Frequency of spending leisure time by going shopping in the past 12 months, by demographics, July 2013
                                                                            • Figure 72: Frequency of spending leisure time by going shopping in the past 12 months, by demographics, July 2013 (continued)
                                                                            • Figure 73: Frequency of spending leisure time by going to live shows in the past 12 months, by demographics, July 2013
                                                                            • Figure 74: Frequency of spending leisure time by going to live shows in the past 12 months, by demographics, July 2013 (continued)
                                                                            • Figure 75: Frequency of spending leisure time by going to live sports events in the past 12 months, by demographics, July 2013
                                                                            • Figure 76: Frequency of spending leisure time by going to live sports events in the past 12 months, by demographics, July 2013 (continued)
                                                                            • Figure 77: Frequency of spending leisure time by karaoke singing in the past 12 months, by demographics, July 2013
                                                                            • Figure 78: Frequency of spending leisure time by karaoke singing in the past 12 months, by demographics, July 2013 (continued)
                                                                            • Figure 79: Frequency of spending leisure time by go on a short trip 1-3 days in the past 12 months, by demographics, July 2013
                                                                            • Figure 80: Frequency of spending leisure time by go on a short trip 1-3 days in the past 12 months, by demographics, July 2013 (continued)
                                                                            • Figure 81: Frequency of spending leisure time by go on a holiday for 3 days or more in the past 12 months, by demographics, July 2013
                                                                            • Figure 82: Frequency of spending leisure time by go on a holiday for 3 days or more in the past 12 months, by demographics, July 2013 (continued)
                                                                            • Figure 83: Frequency of spending leisure time by doing in-home activities in the past 12 months, by demographics, July 2013
                                                                            • Figure 84: Frequency of spending leisure time by doing in-home activities in the past 12 months, by demographics, July 2013 (continued)
                                                                        • Appendix – Changes in the Amount of Time Spent on Leisure by Type of Activity

                                                                            • Figure 85: Changes in the amount of time spent on leisure by type of activity compared to 12 months ago, July 2013
                                                                        • Appendix – How People Spend Their Leisure Time

                                                                            • Figure 86: How people spend their leisure time, July 2013
                                                                            • Figure 87: Most popular how people spend their leisure time, by demographics, July 2013
                                                                            • Figure 88: Next most popular how people spend their leisure time, by demographics, July 2013
                                                                        • Appendix – People’s Leisure Time Spending Habits

                                                                            • Figure 89: People’s leisure time spending habits, July 2013
                                                                            • Figure 90: Most popular people’s leisure time spending habits, by demographics, July 2013
                                                                            • Figure 91: Next most popular people’s leisure time spending habits, by demographics, July 2013
                                                                            • Figure 92: People’s leisure time spending habits, by most popular attitudes towards leisure time, July 2013
                                                                            • Figure 93: People’s leisure time spending habits, by next most popular attitudes towards leisure time, July 2013
                                                                        • Appendix – Attitudes towards Leisure Time

                                                                            • Figure 94: People’s attitudes towards leisure time, July 2013
                                                                            • Figure 95: Most popular attitudes towards leisure time, by demographics, July 2013
                                                                            • Figure 96: Next most popular attitudes towards leisure time, by demographics, July 2013

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                                                                        Leisure Time - China - September 2013

                                                                        £3,195.84 (Excl.Tax)