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Leisure Time - China - September 2015

“Chinese consumers’ expenditures on leisure products and activities are expected to increase by more than 10% annually towards 2019, driven by the increasing disposable income as well as multiple factors relating to people’s evolving lifestyles. This report aims to help leisure goods manufacturers as well as leisure service operators understand key trends in Chinese consumers’ leisure habits and preferences to identify opportunities for business growth."

– Laurel Gu, Research Manager

In this report, Mintel looks into the following key issues:

• Are people having more or less leisure time? How can brands grow their business via helping consumers “create” more leisure time?
• Which types of leisure products/activities are consumers most interested to use/take part in? What consumer needs are they fulfilling?
• How can brands tap into consumers’ in-home leisure needs?
• From an executional perspective, how can brands effectively catch consumers’ attention when marketing leisure events? How can they further drive people into participation?

Leisure brands may find success via highlighting ’active leisure styles‘ or ’work-leisure integration‘ to make themselves a good fit into people's evolving lifestyles.
 
Given that consumers' leisure needs may vary from one to the other – depending on their demographic features (eg whether they are married or singles) and psychographic needs (eg people can be pursuing either fun, achievement or relaxation) – brands may want to develop different marketing communications and use different tactics to maximise the effectiveness of reaching their target consumers.

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Table of contents

  1. Introduction

      • Definition
        • Demographic classifications:
          • Personal Income:
            • Household Income:
              • Methodology
                • Regional classification:
                  • Abbreviations
                  • Executive Summary

                      • Consumers look for better integration of work and leisure
                        • Figure 1: Changes in time spent on daily activities, May 2015
                      • Consumers are happy to go out of home to enjoy their leisure time
                        • Figure 2: Appealing paid leisure activities, May 2015
                      • Consumers are yet to move away from a sedentary leisure style when they are at home
                        • Figure 3: Most appealing in-home leisure activities, May 2015
                      • There is scope for brands to help consumers move towards healthier leisure habits
                        • Consumers like to follow what their friends do at leisure time
                          • Figure 4: Channels used to obtain information about leisure activities, May 2015
                        • Family needs is the top priority influencing married consumers’ leisure choice
                          • Figure 5: Triggers for taking part in new leisure activities, by marital status, May 2015
                        • Targeting different types of consumers
                          • Figure 6: Consumer segmentation based on their attitudes towards leisure time, May 2015
                          • Figure 7: Consumer attitudes towards leisure time (% of “agree strongly” or “agree somewhat”), by consumer segmentation, May 2015
                        • What we think
                        • Issues and Insights

                            • From “work/life balance” to “work/life integration”
                              • The facts
                                • The implications
                                  • Helping consumers develop healthier leisure habits
                                    • The facts
                                      • The implications
                                        • Target families
                                          • The facts
                                            • The implications
                                              • “Switching ON” to be connected
                                                • The facts
                                                  • The implications
                                                  • Leisure Market Overview

                                                    • Key points
                                                      • Increasing consumer spending on leisure and entertainment
                                                        • Figure 8: Best – and worst-case forecast for consumer spending on leisure and entertainment, 2009-19
                                                      • Indulgent leisure experiences becoming the latest sought-after “treats”
                                                        • Figure 9: Changes in value sales of different types of cultural events, 2013-14
                                                      • Parents going for leisure activities featuring educational benefits for their kids
                                                        • Sportive leisure habits becoming a part of healthy lifestyles
                                                        • The Consumer – Perceived Changes in Time Spent on Daily Activities

                                                          • Key points
                                                            • Less leisure time on working days but more during weekends
                                                              • Figure 10: Changes in time spent on daily activities, May 2015
                                                            • Not all people are struggling with increased working hours
                                                              • Figure 11: Changes in time spent on working/studying and leisure on working days, by demographics, May 2015
                                                            • Pressure and spending power can also impact leisure perceptions
                                                              • Figure 12: Changes in time spent on leisure during weekends, by demographics, May 2015
                                                              • Figure 13: Changes in time spent on leisure during weekends, by income, May 2015
                                                          • The Consumer – Appealing Paid Leisure Activities

                                                            • Key points
                                                              • Outdoor activities, trying new restaurants, going to the cinema top the list
                                                                • Figure 14: Appealing paid leisure activities, May 2015
                                                                • Figure 15: Percentage of consumers who are “very interested” in the leisure activities, by gender, May 2015
                                                              • Cultural leisure events have their specific audience to target
                                                                • Figure 16: Percentage of consumers who are “very interested” in exhibitions, live shows and sports games, by demographics, May 2015
                                                                • Figure 17: Percentage of consumers who are “very interested” in going to exhibitions, by type of organisation working for, May 2015
                                                              • Social venues featuring fun activities to attract young people
                                                                • Figure 18: Percentage of consumers who are “very interested” in going to entertainment venues, by age and marital status, May 2015
                                                              • Regional and city tier differences
                                                                • Figure 19: Percentage of consumers who are “very interested” in playing poker/mahjong and going to bars/pubs, by region, May 2015
                                                                • Figure 20: Percentage of consumers who are “very interested” in buying in-home leisure devices and online video services, by city tier, May 2015
                                                            • The Consumer – Most Appealing In-Home Leisure Activities

                                                              • Key points
                                                                • Leisure at home is dominated by living online
                                                                  • Figure 21: Most appealing in-home leisure activities, May 2015
                                                                  • Figure 22: Selected appealing in-home leisure activities, by age and city tier, May 2015
                                                                • Better education leads to more “tasteful” leisure needs
                                                                  • Figure 23: Selected most appealing in-home leisure activities, by educational level, May 2015
                                                                • The evolving drivers behind the online shopping enthusiasm: from “value” to “vogue”
                                                                  • Figure 24: Percentage of consumers who are interested in shopping online, by demographics, May 2015
                                                                • Males are less active in planning their leisure time
                                                                  • Figure 25: Most appealing in-home leisure activities, by gender, May 2015
                                                                • Game consoles gain stronger appeal amongst affluent consumers who have more leisure time
                                                                  • Figure 26: Percentage of consumers who are interested in playing games on game console (eg Wii, Xbox), by monthly personal and household income, May 2015
                                                                  • Figure 27: Interest in playing games on game console (eg Wii, Xbox), May 2015
                                                              • The Consumer – Information Source for Leisure Activities

                                                                • Key points
                                                                  • Word of mouth is most effective at raising awareness
                                                                    • Figure 28: Channels used to obtain information about leisure activities, May 2015
                                                                  • Consumers using multiple channels to obtain leisure information
                                                                    • Figure 29: Average number of channels used to obtain leisure information, by demographics, May 2015
                                                                    • Figure 30: Selected channels used to obtain information about leisure activities, by demographics, May 2015
                                                                  • Opportunities to tap into lower tier cities and “inner China”
                                                                    • Figure 31: Percentage of consumers who used “none of the above” channels to obtain leisure information, by city tier and region, May 2015
                                                                • The Consumer – Triggers for Trying a New Leisure Activity

                                                                  • Key points
                                                                    • Different triggers for singles and families
                                                                      • Figure 32: Triggers for taking part in new leisure activities, by marital status, May 2015
                                                                    • Leverage different pricing tactics to lure budget spenders
                                                                      • Figure 33: Percentage of consumers who select “is on promotion” as a trigger for taking part in new leisure activities, by demographics, May 2015
                                                                    • Creating online buzz to engage high earners and those living in tier one cities
                                                                      • Figure 34: Selected triggers for taking part in new leisure activities, by income and city tier, May 2015
                                                                  • The Consumer – Different Attitudes towards Leisure Time

                                                                    • Key points
                                                                      • Three types of consumers
                                                                        • Figure 35: Consumer segmentation based on their attitudes towards leisure time, May 2015
                                                                      • Stressed homebodies (宅家操劳型)
                                                                        • Figure 36: Consumer attitudes towards leisure time (% of “agree strongly” or “agree somewhat”), by consumer segmentation, May 2015
                                                                        • Figure 37: Consumer segmentation, by gender, age and region, May 2015
                                                                      • Simple fun chasers (消遣娱乐型) and Achievement hunters (解锁成就型)
                                                                        • The Simple fun chasers
                                                                          • Figure 38: Consumer segmentation, by demographics, May 2015
                                                                        • The Achievement hunters
                                                                        • The Consumer – Meet the Mintropolitans

                                                                          • Key points
                                                                            • Why Mintropolitans?
                                                                              • Who are they?
                                                                                  • Figure 39: Demographic profile of Mintropolitans versus Non-Mintropolitans, by gender, age and personal income
                                                                                  • Figure 40: Demographic profile of Mintropolitans versus Non-Mintropolitans, by marital status, city tier and education level
                                                                                • Mintropolitans are embracing the idea of “work hard, play harder”
                                                                                  • Figure 41: Percentage of consumers who have spent more time working/studying and leisure on working days and during weekends, by consumer classification, May 2015
                                                                                  • Figure 42: Percentage of consumers who have spent less time sleeping on working days and during weekends, by consumer classification, May 2015
                                                                                • Mintropolitans are eager to see a wide variety of leisure choices
                                                                                  • Figure 43: Channels used to obtain information about leisure activities, by consumer segmentation, May 2015
                                                                                • Positive online reviews can effectively attract the Mintropolitans
                                                                                  • Figure 44: Triggers for taking part in new leisure activities, by consumer classification, May 2015
                                                                                • Mintropolitans are driven by a healthier lifestyle and look for new and exciting sensory experiences
                                                                                  • Figure 45: Percentage of consumers who are very interested in different paid leisure activities, by consumer classification, May 2015
                                                                                • Household chores can be “enjoyable” to Mintropolitans
                                                                                  • Figure 46: Percentage of consumers who are interested in leisure activities, by consumer classification, May 2015

                                                                              Companies Covered

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                                                                              Leisure Time - China - September 2015

                                                                              US $3,990.00 (Excl.Tax)