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Teen Lifestyles - China - December 2013

“As well as being more connected than previous generations, China’s teenagers also appear to be more self-centred and value those elements in their current lifestyle that benefit themselves, at the expense of more traditional values such as caring for others.”

– Eileen Ngieng, Senior Research Analyst

In this report we answer the key questions

  • What are the current trends for China’s teenagers and what is the household and personal ownership of technology products for these teenagers?
  • How much pocket money do teenagers receive? What are the spending habits of teenagers?
  • How often do teenagers use the internet, and what are their main reasons for using the internet? What are their attitudes towards technology and how much does technology influence their life?
  • What are the leisure habits of teenagers and how are these habits influencing their spending?
  • What is important to today’s teenagers and how can marketers target teenagers?

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Table of contents

  1. Introduction

      • In this report we answer the key questions
        • Definition
          • Methodology
          • Executive Summary

              • The size of the Chinese teen market
                • Allowances and spending habits
                  • Most teens still receive their allowance in cash
                    • Teenagers’ wish list for a special occasion
                      • Technology ownership and use
                        • Smartphones dominate teen technology use
                          • Internet usage among teenagers is growing
                            • Leisure habits and life priorities
                              • A social generation – Both offline and online
                                • Online leisure habits dominate, but outdoor activities are not to be ignored
                                  • A self-centred generation?
                                  • Key Issues

                                    • Finding the key to increasing teen travel
                                      • Investing in online shopping for teens
                                        • Helping teenagers lead a healthier lifestyle
                                        • Demographic Background

                                          • Key points
                                            • Who are China’s teenagers?
                                              • Figure 1: Decline in birth rate and increase in gender imbalance over 20 years, 1992-2001
                                              • Figure 2: The population of teenagers in China, 2001-11
                                            • Education in China
                                              • Teenagers prepare to enter the adult world
                                                • Overseas education is becoming more popular
                                                  • Diversified teenagers in current era
                                                  • The Consumer – Allowances

                                                    • Key points
                                                      • Ways of receiving an allowance
                                                        • Figure 3: Ways in which teenagers received their allowance in the last 12 months, September 2013
                                                      • Allowance received and spent per week
                                                        • Figure 4: Allowance received and spent per week, September 2013
                                                      • Teenagers haven’t caught the saving habit yet
                                                      • The Consumer – Spending Habits

                                                        • Key points
                                                          • Spending habits
                                                            • Figure 5: What teenagers mainly spend their money on, September 2013
                                                          • Putting their money where their mouths are
                                                            • Books and stationery are a necessity for teenagers
                                                              • Teenage girls discover the cost of looking good
                                                                • Fashion items
                                                                  • Cosmetics/toiletries (eg lip balm, hand cream, shampoo, tissue)
                                                                    • Going out also a priority for teenagers
                                                                      • Underestimating games
                                                                        • Technology spend low probably due to its price
                                                                        • The Consumer – Leisure Habits

                                                                          • Key points
                                                                            • Homework and crammer schools dominate leisure time during term-time
                                                                              • Figure 6: How teenagers spend their time, during term-time and weekend/holidays, September 2013
                                                                            • Out-of-home activities
                                                                              • Anytime, anywhere is surfing time
                                                                                • TV is the preferred leisure activity compared to sports/exercises
                                                                                  • Sports/exercises are preferred over playing digital games
                                                                                  • The Consumer – Technology Use

                                                                                    • Key points
                                                                                      • Internet usage
                                                                                        • Figure 7: Ways in which teenagers have accessed the internet, September 2013
                                                                                      • Main reasons for using the internet
                                                                                        • Figure 8: How teenagers spend their time online, using mean % of how time is apportioned, September 2013
                                                                                      • Socialising is teenagers’ top priority in the digital era
                                                                                        • Videos – The next best thing
                                                                                          • Online gaming still skewed towards teenage boys
                                                                                            • Teenagers are increasingly connected with people through technology devices
                                                                                              • Figure 9: Agreement with technology devices statements, September 2013
                                                                                          • The Consumer – Gift Preferences

                                                                                            • Key points
                                                                                              • Items teens would most like to receive as a gift for a special occasion
                                                                                                • Figure 10: Items teens would most like to receive as gift for a special occasion, September 2013
                                                                                              • Money matters the most
                                                                                                • High-tech (and high-cost) gifts are particularly popular
                                                                                                  • There is still a huge role for traditional gender-based marketing
                                                                                                    • Travelling – A new phenomenon
                                                                                                      • Fashion-savvy teenagers
                                                                                                        • Teenagers enjoying life
                                                                                                          • Internet in technology devices causes a decline in demand for books, comics, DVDs, CDs
                                                                                                          • The Consumer – Priorities in Life and Aspirations

                                                                                                            • Key points
                                                                                                              • What are teenagers’ priorities in life?
                                                                                                                • Figure 11: Importance of qualities in current life, September 2013
                                                                                                              • Me, myself and I
                                                                                                                • Health comes first before everything else
                                                                                                                  • All about reputation – Popularity linked with staying trendy
                                                                                                                    • The hardworking vs the carefree group
                                                                                                                      • Creativity not appreciated enough
                                                                                                                      • The Consumer – Technology Ownership

                                                                                                                        • Key points
                                                                                                                          • Technology products owned by teenagers’ households
                                                                                                                            • Figure 12: Household-owned technology products, September 2013
                                                                                                                          • Laptops are being replaced by tablets in teenagers’ households
                                                                                                                            • Capitalise on parents’ respect for education
                                                                                                                              • Smartphones have made other portable devices obsolete in the teen market
                                                                                                                                • Figure 13: Personally owned technology products, September 2013
                                                                                                                              • Android phones have opened up the low end of the market
                                                                                                                                • Smartphones change the way teens interact with their peers
                                                                                                                                  • Age variation
                                                                                                                                    • Figure 14: Personally owned mobile phones (smartphones and basic phones), by age, September 2013
                                                                                                                                  • What does it mean?
                                                                                                                                  • Key Issue – Finding the Key to Increasing Teen Travel

                                                                                                                                      • Travelling – A high priority for teens, but budget is a barrier
                                                                                                                                        • Figure 15: Items most like to receive as gift for a special occasion, September 2013
                                                                                                                                      • Make it easy for younger people to leave it to the last minute
                                                                                                                                        • Parents of older teens are less likely to take a holiday
                                                                                                                                          • Figure 16: Purposes for staying in an hotel in China, by age of children in household, August 2013
                                                                                                                                        • Keeping up the family holiday habit
                                                                                                                                          • Technology can help build the holiday habit among younger people
                                                                                                                                            • What does it mean?
                                                                                                                                            • Key Issue – Investing in Online Shopping for Teens

                                                                                                                                              • Key points
                                                                                                                                                • Teens pay close attention to fashion trends
                                                                                                                                                  • And they are prepared to spend their own money on their appearance
                                                                                                                                                    • Online fashion shopping increasing
                                                                                                                                                      • Figure 17: Products bought via online channels in the last 12 months, February 2013
                                                                                                                                                    • Making the most of teens’ desire to share online
                                                                                                                                                      • Figure 18: Online shopping habits, February 2013
                                                                                                                                                    • Peer review sites show the way forward for the online teen fashion market
                                                                                                                                                      • Figure 19: Consumer attitudes towards online shopping, February 2013
                                                                                                                                                    • Shopping isn’t just about the shops – it’s also a leisure pursuit
                                                                                                                                                      • Figure 20: How teenagers spend their leisure time, during term-time and weekend/holidays, September 2013
                                                                                                                                                    • Add a social layer to the shopping experience
                                                                                                                                                      • Gift/online credit cards to boost online shopping
                                                                                                                                                        • What does it mean?
                                                                                                                                                        • Key Issue – Helping Teenagers Lead a Healthier Lifestyle

                                                                                                                                                          • Key points
                                                                                                                                                            • Health comes first as the most important quality in current teenagers’ life
                                                                                                                                                              • Figure 21: Importance of qualities in current life, September 2013
                                                                                                                                                            • Increasing interest in sports and exercising to keep fit
                                                                                                                                                              • Sports and energy food specifically for teenagers
                                                                                                                                                                • Some current food and beverage products targeted to teenagers in China
                                                                                                                                                                  • What does it mean?
                                                                                                                                                                  • Appendix – Technology Products in Household

                                                                                                                                                                      • Figure 22: Technology products in household, September 2013
                                                                                                                                                                      • Figure 23: Most popular technology products in household, by demographics, September 2013
                                                                                                                                                                      • Figure 24: Next most popular technology products in household, by demographics, September 2013
                                                                                                                                                                      • Figure 25: Other technology products in household, by demographics, September 2013
                                                                                                                                                                  • Appendix – Personally Owned Technology Products

                                                                                                                                                                      • Figure 26: Personally owned technology products, September 2013
                                                                                                                                                                      • Figure 27: Personally owned technology products, by demographics, September 2013
                                                                                                                                                                  • Appendix – Ways in Which Teenagers Receive their Allowance

                                                                                                                                                                      • Figure 28: Allowance received ways, September 2013
                                                                                                                                                                      • Figure 29: Most popular allowance received ways, by demographics, September 2013
                                                                                                                                                                      • Figure 30: Next most popular allowance received ways, by demographics, September 2013
                                                                                                                                                                  • Appendix – Value of Teenagers’ Weekly Allowance

                                                                                                                                                                      • Figure 31: Amount of allowances received per week, September 2013
                                                                                                                                                                      • Figure 32: Most popular amount of allowances received per week, by demographics, September 2013
                                                                                                                                                                      • Figure 33: Next most popular amount of allowances received per week, by demographics, September 2013
                                                                                                                                                                  • Appendix – Amount of Allowance Spent per Week

                                                                                                                                                                      • Figure 34: Amount of allowances spent per week, September 2013
                                                                                                                                                                      • Figure 35: Most popular amount of allowances spent per week, by demographics, September 2013
                                                                                                                                                                      • Figure 36: Next most popular amount of allowances spent per week, by demographics, September 2013
                                                                                                                                                                      • Figure 37: Mainly spent items, by amount of allowances spent per week, September 2013
                                                                                                                                                                      • Figure 38: Items most like to receive as gift for a special occasion, by amount of allowances spent per week, September 2013
                                                                                                                                                                  • Appendix – Items on Which Teens Spend their Allowance

                                                                                                                                                                      • Figure 39: Mainly spent items, September 2013
                                                                                                                                                                      • Figure 40: Most popular mainly spent items, by demographics, September 2013
                                                                                                                                                                      • Figure 41: Next most popular mainly spent items, by demographics, September 2013
                                                                                                                                                                  • Appendix – Leisure Activities

                                                                                                                                                                      • Figure 42: Most time spent on activities, September 2013
                                                                                                                                                                      • Figure 43: Most popular most time spent on activities – Spare time in the week during term-time, by demographics, September 2013
                                                                                                                                                                      • Figure 44: Next most popular most time spent on activities – Spare time in the week during term-time, by demographics, September 2013
                                                                                                                                                                      • Figure 45: Other most time spent on activities – Spare time in the week during term-time, by demographics, September 2013
                                                                                                                                                                      • Figure 46: Most popular most time spent on activities – Spare time during weekends/summer or winter holidays/public holidays, by demographics, September 2013
                                                                                                                                                                      • Figure 47: Next most popular most time spent on activities – Spare time during weekends/summer or winter holidays/public holidays, by demographics, September 2013
                                                                                                                                                                      • Figure 48: Other most time spent on activities – Spare time during weekends/summer or winter holidays/public holidays, by demographics, September 2013
                                                                                                                                                                  • Appendix – Internet Access

                                                                                                                                                                      • Figure 49: Ways to access internet in the last 3 months, September 2013
                                                                                                                                                                      • Figure 50: Most popular ways to access internet in the last 3 months, by demographics, September 2013
                                                                                                                                                                      • Figure 51: Next most popular ways to access internet in the last 3 months, by demographics, September 2013
                                                                                                                                                                      • Figure 52: Main reasons to use internet in the last 3 months, by ways to access internet in the last 3 months, September 2013
                                                                                                                                                                  • Appendix – Reasons for Using the Internet

                                                                                                                                                                      • Figure 53: Main reasons to use internet in the last 3 months, September 2013
                                                                                                                                                                      • Figure 54: Most popular main reasons to use internet in the last 3 months, by demographics, September 2013
                                                                                                                                                                      • Figure 55: Next most popular main reasons to use internet in the last 3 months, by demographics, September 2013
                                                                                                                                                                  • Appendix – Attitudes Towards Technology

                                                                                                                                                                      • Figure 56: Agreement with technology device statements, by demographics, September 2013
                                                                                                                                                                      • Figure 57: Most popular agreement with technology device statements, by demographics, September 2013
                                                                                                                                                                      • Figure 58: Next most popular agreement with technology device statements, by demographics, September 2013
                                                                                                                                                                      • Figure 59: Most popular most time spent on activities, by agreement with technology device statements, September 2013
                                                                                                                                                                      • Figure 60: Next most popular most time spent on activities, by agreement with technology device statements, September 2013
                                                                                                                                                                  • Appendix – Gift Preferences

                                                                                                                                                                      • Figure 61: Items most like to receive as gift for a special occasion, September 2013
                                                                                                                                                                      • Figure 62: Most popular items most like to receive as gift for a special occasion, by demographics, September 2013
                                                                                                                                                                      • Figure 63: Next most popular items most like to receive as gift for a special occasion, by demographics, September 2013
                                                                                                                                                                      • Figure 64: Other items most like to receive as gift for a special occasion, by demographics, September 2013
                                                                                                                                                                      • Figure 65: Items most like to receive as gift for a special occasion, by most popular most time spent on activities – Spare time in the week during term-time, September 2013
                                                                                                                                                                      • Figure 66: Items most like to receive as gift for a special occasion, by next most popular most time spent on activities – Spare time in the week during term-time, September 2013
                                                                                                                                                                      • Figure 67: Items most like to receive as gift for a special occasion, by most popular most time spent on activities – Spare time during weekends/summer or winter holidays/public holidays, September 2013
                                                                                                                                                                      • Figure 68: Items most like to receive as gift for a special occasion, by next most popular most time spent on activities – Spare time during weekends/summer or winter holidays/public holidays, September 2013
                                                                                                                                                                      • Figure 69: Items most like to receive as gift for a special occasion, by other most time spent on activities – Spare time during weekends/summer or winter holidays/public holidays, September 2013
                                                                                                                                                                  • Appendix – Priorities in Life

                                                                                                                                                                      • Figure 70: Importance of qualities in current life, September 2013
                                                                                                                                                                      • Figure 71: Importance of qualities in current life – Appearance, by demographics, September 2013
                                                                                                                                                                      • Figure 72: Importance of qualities in current life – Being carefree, by demographics, September 2013
                                                                                                                                                                      • Figure 73: Importance of qualities in current life – Following the latest fashion trends, by demographics, September 2013
                                                                                                                                                                      • Figure 74: Importance of qualities in current life – Having top grades*, by demographics, September 2013
                                                                                                                                                                      • Figure 75: Importance of qualities in current life – Being a hard worker, by demographics, September 2013
                                                                                                                                                                      • Figure 76: Importance of qualities in current life – Being independent, by demographics, September 2013
                                                                                                                                                                      • Figure 77: Importance of qualities in current life – Having a healthy body, by demographics, September 2013
                                                                                                                                                                      • Figure 78: Importance of qualities in current life – Being popular among friends, by demographics, September 2013
                                                                                                                                                                      • Figure 79: Importance of qualities in current life – Having an active lifestyle, by demographics, September 2013
                                                                                                                                                                      • Figure 80: Importance of qualities in current life – Helping others, by demographics, September 2013
                                                                                                                                                                      • Figure 81: Importance of qualities in current life – Being unique, by demographics, September 2013
                                                                                                                                                                      • Figure 82: Importance of qualities in current life – Developing a talent, by demographics, September 2013
                                                                                                                                                                      • Figure 83: Importance of qualities in current life – Having an online presence, by demographics, September 2013

                                                                                                                                                                  Companies Covered

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                                                                                                                                                                  Teen Lifestyles - China - December 2013

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