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Marketing to Teens - China - November 2014

Published By :

Mintel

Published Date : Nov 2014

Category :

Advertising and Marketing

No. of Pages : 121 Pages

Brands will need to have a full understanding of teenagers’ attitudes and behaviour before they can effectively market to them. Knowing the multiple facets of today’s teenagers and seeing their key pursuits and needs are both important.
Table of Content

Introduction

Methodology
Abbreviations

Executive Summary

Attitudes and aspirations
There are three types of teenagers with different psychographic profiles
Figure 1: Agreement with attitudinal statements, by psychographic group, August 2014
Teenagers desire both academic excellence and enjoyment of life
Figure 2: Personal goals, August 2014
Leisure life
Teenagers engage themselves in a wide variety of leisure activities
Figure 3: Most common out of home leisure activities, by gender, August 2014
Very different areas of interests between male and female teenagers
Figure 4: TV programmes/videos watched most often, August 2014
Teenagers are heavy users of social networks
Figure 5: Type of mobile apps used most often, August 2014
Product choice/purchase drivers
Teenagers have become sophisticated product analysers
Figure 6: Important factors impacting teenagers’ choice of beauty and personal care products, August 2014
Key issues
The multiple facets of today’s teenagers
Scope for marketing academic excellence to “Dedicated Hard Workers”
A white space: beauty products designed for teenagers
Going beyond brands – time to market your corporate culture
What we think

Issues and Insights

The multiple facets of today’s teenagers
The facts
The implications
Figure 7: Examples of brand advertising encouraging teenagers to pursue their dreams, China, 2013-14
Scope for marketing academic excellence to “Dedicated Hard Workers”
The facts
The implications
A white space: beauty products designed for teenagers
The facts
The implications
Figure 8: Examples of beauty and personal care products designed for teenagers, Italy and Japan, 2014
Going beyond brands – time to market your corporate culture
The facts
The implications

Trend Application

Help Me Help Myself
Influentials
Mintel Futures: Gen Next
Figure 9: Example of snack food targeting at teenagers, China, 2014

Demographic Overview

Key points
Teenagers aged 13-19 accounts for 8% of total population
Figure 10: Teenage population, 2003-18
Majority of teenagers are students
Figure 11: Educational status, August 2014
Today’s teenagers are tech-savvy
Figure 12: Technology product ownership, by city tier, August 2014
Peers’ influences gaining importance
Figure 13: Living status, by education status, August 2014
Gaining stronger power in making purchasing decisions
Figure 14: Weekly disposable allowance, by education status, August 2014

Psychographic Overview

Key points
Three types of teenagers
Figure 15: Teenager segmentation, August 2014
Figure 16: Agreement to attitudinal statements, by psychographic group, August 2014

Today’s Teenagers – What are Teenagers’ Goals for the Next 3 Years?

Key points
Teenagers’ spirit: work hard, play hard and dream large
Figure 17: Personal goals, August 2014
Teenagers are pursuing personal improvement in different aspects
Enjoyment of life is also important
Teenagers in college/university start to develop aspirations for their future career and family life (marriage)
Figure 18: Percentage of teenagers who will definitely or would like to achieve their personal goals in the next 3 years, by educational status, August 2014
Opportunity for marketing academic excellence to teenagers
Opportunity for marketing “good looks” to teenagers

Today’s Teenagers – Who do Teenagers Admire?

Key points
Entertainment stars are still most admired
Figure 19: Most admired celebrity, August 2014
Figure 20: Most admired entertainment celebrity’s country of origin, by gender, August 2014
Teenage boys are enthusiastic about sports stars
Figure 21: Most admired sports celebrities, by gender and city tier, August 2014

Today’s Teenagers – What do Teenagers do in their Leisure Time?

Key points
Teenagers do a wide variety of leisure activities
Figure 22: Most common out of home leisure activities, by gender, August 2014
There are significant geographical differences
Figure 23: Most common out of home leisure activities, by city tier, August 2014

Today’s Teenagers – What TV Programmes are Teenagers Watching?

Key points
Entertainment TV shows and sports games are most popular among teenagers
Figure 24: TV programmes/videos watched most often, August 2014
Growing interest in watching TV series imported from South Korea
Figure 25: Origin of TV series watched most often, August 2014
School life and sitcoms are themes/types that interest teenagers most
Figure 26: Type of TV series watched most often, by gender, August 2014
A growing interest in modern life topics as teenagers approach adulthood
Figure 27: Type of TV series watched most often, by educational status, August 2014

Today’s Teenagers – What do Teenagers do on their Smartphones?

Key points
Teenagers are heavy users of social network apps
Figure 28: Type of mobile apps used most often, August 2014
Figure 29: Social networking apps usage, by demographic groups, August 2014
Opportunity for telecom operators to offer products tailored to teenagers’ mobile apps usage habits
Figure 30: Frequent users of games and shopping apps, by gender and educational status, August 2014
Scope for new apps to help teenagers balance their study and recreation needs

Today’s Teenagers – What do they Care about the Most when Choosing Beauty and Personal Care 
Products?

Key points
Teenagers are quite sophisticated product analysts
Figure 31: Important factors impacting teenagers’ choice of beauty and personal care products, August 2014
Figure 32: Important factors impacting teenagers’ choice of beauty and personal care products, by demographic groups, August 2014
The influential factors can vary across city tiers and regions
Figure 33: Important factors impacting teenagers’ choice of personal care products, by city tier, August 2014

Appendix – Technology Products Ownership

Figure 34: Technology products ownership, August 2014
Figure 35: Most popular technology products ownership, by demographics, August 2014
Figure 36: Next most popular technology products ownership, by demographics, August 2014

Appendix – What do Teenagers do in their Leisure Time?

Figure 37: Most common out of home leisure activities, August 2014
Figure 38: Most common out of home leisure activities, by demographics, August 2014
Figure 39: Next most common out of home leisure activities, by demographics, August 2014
Figure 40: Other common out of home leisure activities, by demographics, August 2014

Appendix – What TV Programmes are Teenagers Watching?

Figure 41: TV programmes/videos watched most often, August 2014
Figure 42: Most popular TV programmes/videos watched most often, by demographics, August 2014
Figure 43: Next most popular TV programmes/videos watched most often, by demographics, August 2014
Figure 44: Other TV programmes/videos watched most often, by demographics, August 2014
Figure 45: Origin of TV series watched most often, August 2014
Figure 46: Most popular origin of TV series watched most often, by demographics, August 2014
Figure 47: Next most popular origin of TV series watched most often, by demographics, August 2014
Figure 48: Type of TV series watched most often, August 2014
Figure 49: Most popular type of TV series watched most often, by demographics, August 2014
Figure 50: Next most popular type of TV series watched most often, by demographics, August 2014
Figure 51: Other type of TV series watched most often, by demographics, August 2014

Appendix – What do Teenagers do on their Smartphones?

Figure 52: Type of mobile apps used most often, August 2014
Figure 53: Most popular type of mobile apps used most often, by demographics, August 2014
Figure 54: Next most popular type of mobile apps used most often, by demographics, August 2014
Figure 55: Other type of mobile apps used most often, by demographics, August 2014

Appendix – What do Teenagers Care about the Most when Choosing Beauty and Personal Care Products?

Figure 56: Important factors impacting teenagers’ choice of personal care products, August 2014
Figure 57: Most important factors impacting teenagers’ choice of personal care products, by demographics, August 2014
Figure 58: Next most important factors impacting teenagers’ choice of personal care products, by demographics, August 2014
Figure 59: Other important factors impacting teenagers’ choice of personal care products, by demographics, August 2014

Appendix – What are Teenagers’ Goals for the Next 3 Years?

Figure 60: Personal goals, August 2014
Figure 61: Personal goals – Studying abroad, by demographics, August 2014
Figure 62: Personal goals – Improving my appearance, by demographics, August 2014
Figure 63: Personal goals – Improving my body shape, by demographics, August 2014
Figure 64: Personal goals – Earning more money, by demographics, August 2014
Figure 65: Personal goals – Starting my own business, by demographics, August 2014
Figure 66: Personal goals – Travelling, by demographics, August 2014
Figure 67: Personal goals – Finding a girlfriend/boyfriend, by demographics, August 2014
Figure 68: Personal goals – Becoming famous, by demographics, August 2014
Figure 69: Personal goals – Developing a talent, by demographics, August 2014
Figure 70: Personal goals – Achieving good grades, by demographics, August 2014

Appendix – Teenagers’ Attitudes

Figure 71: Teenagers’ attitudes, August 2014
Figure 72: Agreement with the statement ‘Using a niche brand can better reflect my uniqueness’, by demographics, August 2014
Figure 73: Agreement with the statement ‘I feel confident about my appearance’, by demographics, August 2014
Figure 74: Agreement with the statement ‘Using premium products gives me a confidence boost’, by demographics, August 2014
Figure 75: Agreement with the statement ‘It is more worthwhile to enjoy life at the moment than to make plans for the future’, by demographics, August 2014
Figure 76: Agreement with the statement ‘It would be more enjoyable to lead an ordinary life rather than being famous’, by demographics, August 2014
Figure 77: Agreement with the statement ‘Having good grades is the only key to a brilliant future’, by demographics, August 2014
Figure 78: Agreement with the statement ‘Working hard plays a more important role on the way to success than family background’, by demographics, August 2014
Figure 79: Agreement with the statement ‘I feel lost when thinking about my future’, by demographics, August 2014
Figure 80: Agreement with the statement ‘I would prefer to have more personal space without interference from my parents’, by demographics, August 2014
Figure 81: Agreement with the statement ‘It is difficult to be confident around peers that are successful’, by demographics, August 2014

Appendix – Teenager Segmentation

Figure 82: Psychographic groups, by demographics, August 2014
Figure 83: Personal goals, by psychographic groups, August 2014
Figure 84: Teenagers; attitudes, by psychographic groups, August 2014

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