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Marketing to Teens - China - November 2017

“Although academic achievement is the top priority, the growing level of entrepreneurship enables teens to feel less stressed about their grades. They (and their parents) are less keen to follow the traditional route from school to a job for life before retiring. New opportunities lie in financial services, technology products and use of music in marketing.”
– Alina Ma, Senior Research Analyst

This Report looks at the following areas:

  • Opportunity in helping youngsters manage their own finances 
  • The rising power of music
  • The changing image of women in advertising
  • How to connect with junior high schoolers?

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The consumer
            • Academic success is still a top priority but does not completely decide an individual’s future
              • Figure 1: Teens’ stresses, August 2017
            • Tendency to channel negative emotions into something healthy
              • Figure 2: Top 20 most mentioned approaches to release stress, August 2017
            • Personal value has not changed much in last three years
              • Figure 3: The proportion of teens who think the below factors are very or somewhat important in their lives, August 2017
            • Keen to live online but less interested in appearance improvement
              • Figure 4: Decision-makers of various categories, August 2017
            • Top three attractive elements of video content: short, celebrity and funny
              • Figure 5: Most watched video and TV content, August 2017
            • Go to restaurants for good foods and a place to hang out
              • Figure 6: Eating out habits, August 2017
            • What we think
            • Issues and Insights

              • Opportunity in helping youngsters manage their own finances
                • The facts
                  • The implications
                    • The rising power of music
                      • The facts
                        • The implications
                          • The changing image of women in advertising
                            • The facts
                              • The implications
                                • How to connect with junior high schoolers?
                                  • The facts
                                    • The implications
                                    • The Consumer – What You Need to Know

                                      • Still find school stressful and turn to music for healing
                                        • Keen to develop skills and co-create
                                          • Desire to live online
                                          • Teens’ Family Structure

                                            • Fewer only children than before
                                              • Baby boys no longer most favoured
                                                • Figure 7: The proportion of only children, by gender, 2016 vs 2017
                                              • 40% of senior high schoolers do not live with parents
                                                • Figure 8: The proportion of teens who live at home with parents and those who live at boarding schools, by city, August 2017
                                                • Figure 9: Family structure, by living status, August 2017
                                            • Teens’ Financial Overviews

                                              • Receiving around RMB 500 a month on average
                                                • Figure 10: The average amount of money received per money, by demographics, August 2017
                                                • Figure 11: Living status, by family structure, August 2017
                                              • Spend around two thirds of the total amount of pocket money
                                                • Figure 12: The average amount of money saved per month, by demographics, August 2017
                                                • Figure 13: The average amount of money spent per month, by demographics, August 2017
                                              • Gender imbalance is noticed in the early stage of adolescence
                                                • Figure 14: The proportion of people relying on themselves to make different decisions, by gender, August 2017
                                              • Do only children have lower spending power than those with siblings?
                                                • Figure 15: The amount of money saved and money spent, by living status and family structure, August 2017
                                            • Types of Stress

                                              • Half of teens do not worry about their grades
                                                • Figure 16: Teens’ stresses, August 2017
                                              • Mature teens have more worries
                                                • Figure 17: Teens’ stresses, by education level, August 2017
                                              • Teenage girls are more anxious than boys
                                                • Figure 18: Teens’ stresses, by gender, August 2017
                                            • Ways to Release Stress

                                              • Music rises to be the most popular stress reliever
                                                • Figure 19: Ways to release stress – Word cloud, August 2017
                                                • Figure 20: Top 20 most mentioned approaches to release stress, August 2017
                                              • Sports still play a powerful role in teens’ lives
                                                • Online (especially gaming) provides a more relaxing getaway
                                                  • Relationship-related issues are addressed more through communication
                                                    • Figure 21: Comparison of the proportion of surveyed teens who use communication-related approach to release stress against average, by demographics, August 2017
                                                • Important Life Values

                                                  • Personal value has not changed much in last three years
                                                    • Figure 22: The proportion of teens who think the below factors are (very or somewhat) important in their lives, 2015 vs 2017
                                                    • Figure 23: The proportion of teens who think “having a healthy body” is very important in their lives, 2013-2017
                                                  • Less likely to stick to traditional forms of learning
                                                    • Which one is more important, wider knowledge or one talent?
                                                      • Figure 24: The proportion of teens who think the below factors (related to knowledge and talent) are very important in their lives, August 2017
                                                    • Competences are more valued than image?
                                                      • Figure 25: The proportion of teens who think the below factors (related to personality and image) are very important in their lives, August 2017
                                                    • Mature teens tend to be more money- and image-conscious
                                                      • Figure 26: The proportion of teens who think the below factors are (very and somewhat) important in their lives, by education level, August 2017
                                                      • Figure 27: The proportion of teens who think “having enough money to buy what they want” is very and somewhat important in their lives, by demographics, August 2017
                                                      • Figure 28: The proportion of teens who are worried about “my family having enough money or not”, by demographics, August 2017
                                                  • Purchase Decision Maker

                                                    • Three less relevant categories: toys, cosmetics and skincare products
                                                      • Figure 29: The proportion of teens who do not need to buy the following categories, August 2017
                                                      • Figure 30: Comparison of online game players, by age and gender, August 2017
                                                      • Figure 31: The proportion of teens who do not need to buy toys and cosmetics, by age, August 2017
                                                    • Leisure-related choices are usually made by themselves
                                                      • Figure 32: Role of different people in purchasing leisure-related categories, August 2017
                                                    • Role of parents in buying image-improvement products
                                                      • Figure 33: Role of different people in purchasing image-improvement categories, August 2017
                                                      • Figure 34: Role of themselves vs their parents in purchasing image-improvement categories, by education level, August 2017
                                                      • Figure 35: Role of different people in purchasing hair and body wash, by education level and living status, August 2017
                                                    • Limited influence of celebrities and media on teens’ various decisions
                                                      • Figure 36: The proportion of teens who believe that media and celebrities are the most important when buying the following categories, August 2017
                                                  • Most Watched Video and TV Content

                                                    • Stronger demand to watch media content in a condensed form
                                                      • Figure 37: Most watched video and TV content, 2014 vs 2017
                                                    • The rising power of animation and Chinese drama
                                                      • Figure 38: The proportion of teens who say that animation, Chinese TV series and fashion programmes are their most watched in the last 6 months, by age and gender, August 2017
                                                      • Figure 39: The proportion of teens who say that games and sports are their most watched in the last 6 months, by age and gender, August 2017
                                                    • Celebrity and funny content, two most attractive features
                                                      • Preferences differ by gender and region
                                                        • Figure 40: Changes of preference towards different types of video and TV content, by gender, 2014 vs 2017
                                                        • Figure 41: Preference towards different types of video and TV content, by gender, August 2017
                                                        • Figure 42: The proportion of teens who say that fashion programmes are their most watched in the last 6 months, by region, August 2017
                                                    • Eating Out Habits

                                                      • Restaurant choice tends to be a co-decision
                                                        • Figure 43: Role of different people in making decisions regarding restaurant and movie choices, August 2017
                                                        • Figure 44: Eating out habits regarding decision-maker, by education level and gender, August 2017
                                                      • KOL is not an influential source of information
                                                        • Figure 45: Eating out habits regarding information channel, by age and region, August 2017
                                                      • Attractive restaurant features: good value, Chinese-style, tasty foods
                                                        • Figure 46: Eating out habits regarding restaurant features, August 2017
                                                      • Restaurants, a break from the straight line between home and school
                                                        • Figure 47: Eating out habits regarding restaurant features and food types, August 2017
                                                      • More likely to order various tasty (or less healthy) dishes to share
                                                        • Figure 48: Eating out habits regarding food types, August 2017
                                                        • Figure 49: Eating out habits regarding food types, by gender, August 2017
                                                    • Appendix – Methodology and Abbreviations

                                                      • Methodology
                                                        • Abbreviations

                                                        Companies Covered

                                                        To learn more about the companies covered in this report please contact us.

                                                        Marketing to Teens - China - November 2017

                                                        US $3,990.00 (Excl.Tax)