2022
0
China Seniors’ Leisure Time Market Report 2022
2022-06-02T04:01:24+01:00
OX1105471
3695
151864
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Report
en_GB
“The market shows great potential for brands in fitness, online community and travelling. Innovative business models need to keep up with the emerging seniors seeking high-quality leisure life where both…

China Seniors’ Leisure Time Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“The market shows great potential for brands in fitness, online community and travelling. Innovative business models need to keep up with the emerging seniors seeking high-quality leisure life where both treats and self-esteem needs can be fulfilled. At the same time, the market is being tested by the unpredictable closures due to the COVID-19 outbreak. In an unprecedented time of uncertainties, brands may need to adopt a service model to engage with different senior consumer segments offline and online.”

–  Yan Hou, Senior Research Analyst

This Report looks at the following areas:

  • An overview of consumer segments according to their attitudes towards travel and leisure activities.
  • Senior consumers’ online leisure habits and preferred apps.
  • Senior consumers’ leisure spending priorities.
  • Travel plans – with a deep dive into theme preferences and time for travel.
  • Identifying target senior consumers for different leisure activity industries.
  • Future opportunities in the senior leisure market.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Demographic classifications
        • Executive Summary

            • The market
              • Society is improving barrier-free online shopping experience
                • Modern retirement life arrangements as seniors seek treats
                  • Growing numbers of seniors participating in exercise
                    • Authorities promote development of offline/online elderly education
                      • Mass media elevating public attention to the transformation of an “age-friendly environment”
                        • COVID-19 changes people’s lifestyles and may bring disruptive changes to the industry
                          • Who’s innovating
                            • Silver online celebrities break into live streaming shopping channels
                              • Brands connecting with seniors via square dance app
                                • Community-embedded gym designed for seniors
                                  • Resorts utilises immunity-boosting natural sources to attract seniors
                                    • Knowledge and skills platform targeting seniors through hybrid channels
                                      • The consumer
                                        • Brief profiles of senior leisure consumer segments
                                          • Figure 1: Consumer segmentation,2022
                                        • Seniors will become more active on social media
                                          • Figure 2: Time spent on mobile phones, 2022
                                        • Short video apps are most popular, with brand preferences varying by region
                                          • Figure 3: Popular mobile apps, 2022
                                        • Seniors will spend more money on gyms and health services
                                          • Figure 4: Leisure spending priorities, 2022
                                        • Seniors look for relaxed travel arrangements
                                          • Figure 5: Interested travel themes, 2022
                                        • Both long and short public holidays are popular travel seasons
                                          • Figure 6: Time for travel, 2022
                                        • What we think
                                        • Issues and Insights

                                          • Fitness and wellbeing services can be integrated
                                              • Figure 7: Selected Leisure spending priorities, by selected city, 2022
                                              • Figure 8: Kangzhiquan Xincheng Living Water Fitness Centre, 2021
                                            • Seniors pursue self-esteem in leisure time activities
                                              • Figure 9: Time spent on sharing life on social media, by consumer classification, 2022
                                              • Figure 10: Hobby-based social apps, 2022
                                            • Lifestyle-themed travel services are in demand
                                              • Figure 11: Selected interested travel themes, by consumer segmentation, 2022
                                          • Market Factors

                                            • Society is improving barrier-free online shopping experience
                                              • Modern retirement life arrangements as seniors seek treats
                                                • Growing numbers of seniors participating in exercise
                                                  • Authorities promote the development of offline/online elderly education
                                                    • Mass media elevating public attention to the transformation of an “age-friendly environment”
                                                    • COVID-19 Impact

                                                      • COVID-19 China context
                                                        • COVID-19 impact on the market and consumer
                                                          • Deprioritising spending in the leisure/entertainment segment
                                                            • The offline entertainment industry will face a disruption
                                                              • Figure 12: Preventive actions to take in the next three months, 2022
                                                            • Seniors are more cautious than other age groups
                                                            • Who’s Innovating?

                                                              • Silver online celebrities break into live streaming shopping channels
                                                                • Figure 13: Tian Laolao live streaming campaign
                                                              • Brands connecting with seniors via square dance app
                                                                • Figure 14: Fonterra Anyi collaborated with Tangdou app
                                                              • Community-embedded gyms designed for seniors
                                                                • Figure 15: Xinle Space Senior Sports Home
                                                              • Resorts utilise immunity-boosting natural sources to attract seniors
                                                                • Figure 16: Mingyue Mountain Resort
                                                              • Knowledge and skills platform targeting seniors through hybrid channels
                                                                • Figure 17: Offline activities and eCommerce packages
                                                            • Consumer Segmentation

                                                              • Three types of senior leisure consumers
                                                                • Figure 18: Types of senior consumers, 2022
                                                                • Figure 19: Attitude towards travel and leisure: strongly agree, by consumer segmentation, 2022
                                                              • Characteristics of each consumer segment
                                                                • Gregarious trend pursuer
                                                                    • Figure 20: Worrying issues, by consumer segmentation, 2022
                                                                    • Figure 21: Selected leisure spending priorities, by consumer segmentation – Gregarious trend pursuers, 2022
                                                                  • Grandparents devoted to family duty
                                                                      • Figure 22: Selected living situations, by consumer segmentation, 2022
                                                                      • Figure 23: Selected income source, by consumer segmentation, 2022
                                                                    • Low budget introverted seniors
                                                                    • Time Spent on Mobile Phones

                                                                      • Seniors are active in the virtual world
                                                                        • Figure 24: Time spent on mobile phones, 2022
                                                                      • Silver early adopters are active on social media
                                                                        • Figure 25: Selected activities consumers spent on mobile phones, by consumers classification, 2022
                                                                    • Popular Mobile Apps

                                                                      • Short video platforms dominate seniors’ leisure time
                                                                        • Figure 26: Popular mobile apps, 2022
                                                                        • Figure 27: Selected popular mobile apps: Douyin, by age group, 2022
                                                                      • Kuaishou is more often used than WeChat in Beijing and Guangzhou while the opposite is true in Shanghai
                                                                        • Figure 28: Selected popular mobile apps, by city, 2022
                                                                    • Leisure Spending Priorities

                                                                      • Seniors will spend most money on dining out
                                                                        • Figure 29: Leisure spending priorities, 2022
                                                                      • Silver early adopters spend more money on gyms and health services
                                                                        • Figure 30: Selected leisure spending priorities, by consumer classification, 2022
                                                                      • Low budget introverted seniors are willing to pay for travel
                                                                        • Figure 31: Selected leisure spending priorities – very worthwhile, by consumer segmentation, 2022
                                                                    • Interested Travel Themes

                                                                      • Local food and theme parks rank higher on wish lists compared to 2020
                                                                        • Figure 32: Interested travel themes, 2022
                                                                        • Figure 33: Selected interested travel themes, by consumer segmentation, 2022
                                                                      • Women resonate with relaxation-themed arrangements
                                                                        • Figure 34: Selected interested travel themes, by gender, 2022
                                                                      • Duty-free shopping and cruises are popular among Western holiday travellers
                                                                        • Figure 35: Selected interested travel themes, by time for travel, 2022
                                                                    • Time for Travel

                                                                      • Both long and short public holidays are popular travel seasons
                                                                        • Figure 36: Time for travel, 2022
                                                                      • Theme park/amusement park visitors prefer travelling during Chinese holidays
                                                                        • Figure 37: Selected time for travel, by selected travel theme, 2022
                                                                    • Appendix – Methodology and Abbreviations

                                                                      • Methodology
                                                                        • Silver early adopters
                                                                          • Abbreviations

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