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Marketing to Singles - China - March 2017

Published By :

Mintel

Published Date : Mar 2017

Category :

Advertising and Marketing

No. of Pages : N/A

The singles market is made up with diverse minds – some happy (and voluntary) to be single and some struggling to get married (ie married-people-in-waiting), but their passions, hobbies and interest in diverse campaigns and promotions are similar to married people. That singles are less active in social activities, less happy or lacking the ability to build intimate and close relationships with parents and potential partners are proved to be misunderstandings.

Table of Content

OVERVIEW
What you need to know
Covered in this Report

EXECUTIVE SUMMARY
The consumer
More into entertainment and less into home topics
Figure 1: Topics that interest singles and married people, December 2016
Singles are less confident as compared to the married people
Figure 2: Self-perception, December 2016
Others hold a different view on “singles” in general
Figure 3: Perception about single men and women, December 2016
Hobby-based marketing campaigns are most attractive
Figure 4: Willingness to pay for various marketing campaigns and promotions, December 2016
Singles embody traditional values but also rely on their own judgment about marriage
Figure 5: Attitudes towards new lifestyles, sex and marriage, by relationship status, December 2016
Four types of singles
Figure 6: Consumer segmentation based on their attitudes towards life, by relationship status, December 2016
Why do some people get married and some do not?
Figure 7: Consumer segmentation based on their attitudes towards life, by relationship status, December 2016
What we think

ISSUES AND INSIGHTS
Misconception of Chinese singles
The facts
The implications
Targeting single travellers with special sensory experiences
The facts
The implications
The future of advertising: making it not-so-obvious
The facts
The implications
Sex entering the city
The facts
The implications

SINGLES OVERVIEW
The number of singles is rising
Figure 8: Marital status among people aged 20 and above, China, 2015
Income inequality between genders
Figure 9: Singles’ monthly personal income, by gender, December 2016
Singles are more enterprising
Figure 10: Types of companies that singles work in, by relationship status and age, December 2016
Figure 11: Singles’ work status, by age, December 2016
Most singles had a relationship in the recent year
More than half of singles are living with their parents
Figure 12: Singles’ living situation, December 2016
Figure 13: Singles’ living condition, by age, December 2016
“No house, no marriage” still exists
Figure 14: Chinese people’s need to pay rents and mortgage, by relationship status, December 2016

THE CONSUMER – WHAT YOU NEED TO KNOW
More interested in fantasy, not real lives
A gap between singles’ self-perception and how they are pictured by others
Singles are active in lives
Singles are less open to sex

INTEREST IN DIFFERENT TRENDS
Want to live in a fantasy world
Figure 15: Topics that interest singles, December 2016
Travelling is especially appealing to Chinese
Men and women have different passions and thinking
Figure 16: Selected topics that interest singles, by gender, December 2016
Age and life stage play a role in people’s interests
Figure 17: Selected topics that interest singles, by age, December 2016
Marriage has an impact on a person’s interest
Figure 18: Selected topics that interest singles and married, by relationship status, December 2016
Three key words to target Chinese singles: experience, entertainment and appearance
Figure 19: Selected topics that interest singles, by country, December 2016

SELF-PERCEPTION
Personality partly influenced by traditional values
Figure 20: Self-perception, by relationship status, December 2016
Empowering singles to seek inner strength
Living in my own way is desired
No need to be perfect
Different self-perception of single men and women
Figure 21: Singles’ perception on themselves, by gender, December 2016
Older singles are more careful with money, while younger ones are more driven by pleasure and dependent on internet
Figure 22: Singles’ perception on themselves, by age, December 2016
Figure 23: Single men’s perception on themselves, by age, December 2016
Figure 24: Single women’s perception on themselves, by age, December 2016
Marriage and parenthood changes people’s self-perceptions
Figure 25: Perception on themselves, by relationship status, December 2016

PERCEPTION ABOUT SINGLES
To some degree, the images of single men and women are stereotypes
Figure 26: Perception about single men and women December 2016
Distinct differences between how singles describe themselves and how they see other singles
Figure 27: Single men’s perception about themselves and other single men, December 2016
Figure 28: Single women’s perception about themselves and other single women, December 2016

APPEAL OF DIFFERENT CAMPAIGNS AND PROMOTIONS
Bonding through hobbies
Figure 29: Willingness to pay for various marketing campaigns and promotions, December 2016
Fictional characters beat real ones
A harmonious parent-children relationship
A lower degree of resonance with demographic similarities
A unified desire among Chinese young consumers
Figure 30: Willingness to pay for various marketing campaigns and promotions, by relationship status, December 2016

ATTITUDE TOWARDS NEW LIFESTYLES AND LIFE VALUES
Whose lives are more boring, singles or married people?
Figure 31: Agreement on statements about lifestyles, by relationship status, December 2016
Want to be perfect
Figure 32: Agreement on statements about role of image and competence in success, by relationship status and gender, December 2016
Women and young singles are more open-minded
Figure 33: Agreement on statements about homosexuality, by relationship status and gender, December 2016

ATTITUDE TOWARDS SEX AND MARRIAGE
Singles are shy about sex as compared to the married
Figure 34: Agree on statements about sex-related topics, by relationship status, December 2016
Single women are more conservative than men
Figure 35: Agreement on statements about sex-related topics, by relationship status and gender, December 2016
Men are more actionable and singles aged 25-29 desire a family more
Figure 36: Agreement on statements about engagement in relationship, by age and gender, December 2016
Marriage and children tend to be an option, not a must
Figure 37: Agreement on statements about perception on relationship and marriage, by relationship status, December 2016

PSYCHOGRAPHIC OVERVIEW
Most singles are happy, but not as strong as married people
Figure 38: Agreement (including strongly agree and somewhat agree) on selected statements about perception on their current lives, December 2016
Prioritising work over family
Figure 39: Agreement (including strongly agree and somewhat agree) on selected statements about perception on their work, December 2016
More confident as they age
Figure 40: Agreement (including strongly agree and somewhat agree) on selected statements about attitudes towards self-identity and confidence, December 2016
Singles are less dependent on material things
Figure 41: Agreement (including strongly agree and somewhat agree) on selected statements about choices and role of purchasing, December 2016
Appreciate their parents’ help
Figure 42: Agreement (including strongly agree and somewhat agree) on selected statements about Value of their parents, December 2016

CONSUMER SEGMENTATION
Four types of singles
Figure 43: Consumer segmentation based on their attitudes towards life, December 2016
Experience Seekers (??????): an enjoyable, active and expensive style of living
Figure 44: Agreement (including strongly agree and somewhat agree) on selected statements about perception on their current lives, by consumer segment, December 2016
Figure 45: Agreement (including strongly agree and somewhat agree) on selected statements about perception on their current lives, by consumer segment, December 2016
Figure 46: Agree on statements about sex-related topics, by consumer segment, December 2016
Figure 47: Agree on selected statements about social life, by consumer segment, December 2016
Figure 48: Agree on selected statements about activeness in romantic relationship, by consumer segment, December 2016
Figure 49: Agreement on selected statements about choices and role of purchasing, by consumer segment, December 2016
Figure 50: Singles’ living situation, by consumer segment, December 2016
High Achievers (???????): special, goal-driven and accomplished
Utilitarianism Believers (????????): highly valuing the quality and usefulness
Stability-Driven Minds (??????): content with a stable and easy life
Figure 51: Agreement on selected statements about value of their parents, by consumer segment, December 2016
Are married people very different from singles?
Figure 52: Consumer segmentation based on their attitudes towards life, by relationship status, December 2016

APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

List of Table

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