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Marketing to Young Parents - China - December 2017

“Chinese mums and dads have a higher tendency to share household responsibilities and a willingness to encourage independence in their children (and themselves) than previous generations have. Educational high-tech tools (eg language learning and financial management) and taking care of pets are more likely to be considered a help rather than a distraction.”
– Alina Ma, Senior Research Analyst

This Report looks at the following areas:

  • Pet, the new icon in commercials targeting young families 
  • More opportunities for technology to look after children’s wellbeing 
  • How is the gender neutrality trend playing out in China?

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Table of contents

  1. Overview

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

          • Strive to make life more comfortable and enjoyable
            • Figure 1: Goals for the next five years – word cloud, August 2017
          • Dads are making a bigger difference in children’s growth
            • Figure 2: Responsibilities of different household chores, 2014 vs 2017
          • Educational elements are a key to children’s leisure time
            • Figure 3: Important factors in leisure activities for children, August 2017
          • Highly concerned about uncensored content on media
            • Figure 4: Media content parents prevent children from watching, August 2017
          • Parents do not act like a know-it-all when shopping for their children
            • Figure 5: Importance of children, parents (and their partners) and other people’s opinions in purchase decisions of various categories, August 2017
          • Modern parents’ priorities – Value and attitude
            • Figure 6: Attitudes towards priority of parents vs partner, priority of me vs my children, parenting styles and education methods, August 2017
            • Figure 7: Consumer segmentation based on their attitudes towards life, August 2017
          • What we think
          • Issues and Insights

            • Pet, the new icon in commercials targeting young families
              • The facts
                • The implications
                  • More opportunities for technology to look after children’s wellbeing
                    • The facts
                      • The implications
                        • How is the gender neutrality trend playing out in China?
                          • The facts
                            • The implications
                            • The Consumer – What You Need to Know

                              • Priorities of mums and dads are similar and their roles are converging
                                • Keen to promote children’s development but worries over media consumption
                                  • Who makes the final purchase decision, parents or children?
                                  • Demographic Overview

                                    • Emerging modern family structure: 2 children and a pet
                                      • Figure 8: Intention to have another child among parents who have one child, 2015-17
                                      • Figure 9: Intention to have another child among parents who have one child, by pet ownership, August 2017
                                    • Younger mums earn more than previous generations did at the same age
                                      • Figure 10: Monthly personal income, by parents’ age and gender, 2014 vs 2017
                                  • Next-five-years Goals

                                    • A clear priority in upgrading living condition
                                      • Figure 11: Goals for the next five years – Word cloud, August 2017
                                      • Figure 12: Attitudes towards “raising my children is more important than developing a good career”, August 2017
                                    • Priority differences across age, gender and income
                                      • Figure 13: Goals for the next five years, by parents’ age, August 2017
                                      • Figure 14: Goals for the next five years, by parents’ gender, August 2017
                                      • Figure 15: Goals for the next five years, by household income, August 2017
                                  • Responsibilities of Household Chores

                                    • Mums are the default parent but with less household burden
                                      • Figure 16: Responsibilities of different household chores, August 2017
                                    • Convergence between dads and mums’ responsibilities
                                      • Figure 17: Rank of female dominance index among different household duties, 2014 vs 2017
                                      • Figure 18: Attitudes towards “it’s very proud of men being stay-at-home dads”, by monthly household income and intention to have another child, August 2017
                                    • Gender differences of financial management
                                      • Figure 19: FDI of managing household finance, from 2014-17
                                    • Gender differences of shopping for home
                                    • Leisure Activities for Children

                                      • Keen to cultivate emotionally and socially intelligent children
                                        • Figure 20: Important factors in leisure activities for children, August 2017
                                        • Figure 21: Examples of STEM club toys
                                      • Chinese dads tend to be more hands-on
                                        • Figure 22: Important factors in leisure activities for children, by parents’ gender, August 2017
                                      • Role of children’s gender and age in their development priority
                                        • Figure 23: Important factors in leisure activities for children, by children’s age, August 2017
                                    • Concerns around Children’s Media Exposure

                                      • Strong demand to filter media content
                                        • Figure 24: Media content parents prevent children from watching, August 2017
                                      • Dads are more protective
                                        • Figure 25: Media content parents prevent children from watching, by parents’ gender, August 2017
                                      • Older children’s parents tend to worry more
                                        • Figure 26: Media content parents prevent children from watching, by children’s age, August 2017
                                      • Girls’ and boys’ parents have different concerns
                                        • Figure 27: Media content that parents who have only one child prevent their child from watching, by children’s gender, August 2017
                                    • Purchase Decision Makers

                                      • Influence of children and parents varies by category
                                        • Figure 28: Importance of children, parents (and their partners) and other people’s opinions in purchase decisions of various categories, August 2017
                                      • Dads are more careful and protective when shopping for children
                                        • Figure 29: Percentage of parents who think their children’s opinions are the most important in purchase decisions of various categories, by parents’ gender, August 2017
                                      • Role of children’s gender and age in purchase decisions
                                        • Figure 30: Percentage of parents with only one child who think their children’s opinions are the most important in purchase decisions of various categories, by children’s gender, August 2017
                                        • Figure 31: Role of parents, children and other people in purchase decisions across categories among parents whose children are 0-3, August 2017
                                        • Figure 32: Role of parents, children and other people in purchase decisions across categories among parents whose children are 4-6, August 2017
                                        • Figure 33: Role of parents, children and other people in purchase decisions across categories among parents whose children are 7-12, August 2017
                                    • Psychological Overview

                                      • Which one is more important, spouse or parents?
                                        • Figure 34: Attitudes towards relationship with parents and partner, August 2017
                                      • Modern parenting styles
                                        • Figure 35: Attitudes towards parenting styles, August 2017
                                        • Figure 36: Media content that parents prevent children from watching, by consumer type, August 2017
                                        • Figure 37: Important factors in leisure activities for children, by consumer type, August 2017
                                      • Learning through technology and doing chores
                                        • Figure 38: Attitudes towards parenting styles, August 2017
                                        • Figure 39: Agreement on “children should spend time helping with household chores rather than studying all the time”, by children’s age, August 2017
                                    • Consumer Segmentation

                                      • Four types of parents
                                        • Figure 40: Consumer segmentation based on their attitudes towards life, August 2017
                                      • Going-all-out parents (全力以赴的家长)
                                        • Demographic profile
                                          • Distinctive characteristics, values and beliefs
                                              • Figure 41: Attitudes towards parenting styles, % any agree, by consumer classification, August 2017
                                              • Figure 42: Attitudes towards the relationship between me and my children, % any agree, by consumer classification, August 2017
                                              • Figure 43: Attitudes towards my relationship with parents and partner, % any agree, by consumer classification, August 2017
                                            • Marketing implications
                                              • Progressive parents (崇尚新式生活的家长)
                                                • Demographic profile
                                                  • Distinctive characteristics, values and beliefs
                                                    • Marketing implications
                                                      • Academic prioritisers (学业为重的家长)
                                                        • Demographic profile
                                                          • Distinctive characteristics, values and beliefs
                                                            • Marketing implications
                                                              • Bewildered parents (不知所措的家长)
                                                                • Demographic profile
                                                                  • Distinctive characteristics, values and beliefs
                                                                    • Marketing implications
                                                                    • Meet the Mintropolitans

                                                                      • More Progressive parents
                                                                        • Figure 44: Consumer segmentation based on their attitudes towards life, August 2017
                                                                      • Future parents: assertive about their parenting skills, willing to give children space but require more time for themselves
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Abbreviations

                                                                          Marketing to Young Parents - China - December 2017

                                                                          US $3,990.00 (Excl.Tax)