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Marketing to Teens - China - November 2017

Published By :

Mintel

Published Date : Nov 2017

Category :

Lifestyle

No. of Pages : N/A

Although academic achievement is the top priority, the growing level of entrepreneurship enables teens to feel less stressed about their grades. They (and their parents) are less keen to follow the traditional route from school to a job for life before retiring. New opportunities lie in financial services, technology products and use of music in marketing.

Table of contents

OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
The consumer
Academic success is still a top priority but does not completely decide an individuals future
Figure 1: Teens stresses, August 2017
Tendency to channel negative emotions into something healthy
Figure 2: Top 20 most mentioned approaches to release stress, August 2017
Personal value has not changed much in last three years
Figure 3: The proportion of teens who think the below factors are very or somewhat important in their lives, August 2017
Keen to live online but less interested in appearance improvement
Figure 4: Decision-makers of various categories, August 2017
Top three attractive elements of video content: short, celebrity and funny
Figure 5: Most watched video and TV content, August 2017
Go to restaurants for good foods and a place to hang out
Figure 6: Eating out habits, August 2017
What we think
ISSUES AND INSIGHTS
Opportunity in helping youngsters manage their own finances
The facts
The implications
The rising power of music
The facts
The implications
The changing image of women in advertising
The facts
The implications
How to connect with junior high schoolers?
The facts
The implications
THE CONSUMER WHAT YOU NEED TO KNOW
Still find school stressful and turn to music for healing
Keen to develop skills and co-create
Desire to live online
TEENS FAMILY STRUCTURE
Fewer only children than before
Baby boys no longer most favoured
Figure 7: The proportion of only children, by gender, 2016 vs 2017
40% of senior high schoolers do not live with parents
Figure 8: The proportion of teens who live at home with parents and those who live at boarding schools, by city, August 2017
Figure 9: Family structure, by living status, August 2017
TEENS FINANCIAL OVERVIEWS
Receiving around RMB 500 a month on average
Figure 10: The average amount of money received per money, by demographics, August 2017
Figure 11: Living status, by family structure, August 2017
Spend around two thirds of the total amount of pocket money
Figure 12: The average amount of money saved per month, by demographics, August 2017
Figure 13: The average amount of money spent per month, by demographics, August 2017
Gender imbalance is noticed in the early stage of adolescence
Figure 14: The proportion of people relying on themselves to make different decisions, by gender, August 2017
Do only children have lower spending power than those with siblings?
Figure 15: The amount of money saved and money spent, by living status and family structure, August 2017
TYPES OF STRESS
Half of teens do not worry about their grades
Figure 16: Teens stresses, August 2017
Mature teens have more worries
Figure 17: Teens stresses, by education level, August 2017
Teenage girls are more anxious than boys
Figure 18: Teens stresses, by gender, August 2017
WAYS TO RELEASE STRESS
Music rises to be the most popular stress reliever
Figure 19: Ways to release stress Word cloud, August 2017
Figure 20: Top 20 most mentioned approaches to release stress, August 2017
Sports still play a powerful role in teens lives
Online (especially gaming) provides a more relaxing getaway
Relationship-related issues are addressed more through communication
Figure 21: Comparison of the proportion of surveyed teens who use communication-related approach to release stress against average, by demographics, August 2017
IMPORTANT LIFE VALUES
Personal value has not changed much in last three years
Figure 22: The proportion of teens who think the below factors are (very or somewhat) important in their lives, 2015 vs 2017
Figure 23: The proportion of teens who think having a healthy body is very important in their lives, 2013-2017
Less likely to stick to traditional forms of learning
Which one is more important, wider knowledge or one talent?
Figure 24: The proportion of teens who think the below factors (related to knowledge and talent) are very important in their lives, August 2017
Competences are more valued than image?
Figure 25: The proportion of teens who think the below factors (related to personality and image) are very important in their lives, August 2017
Mature teens tend to be more money- and image-conscious
Figure 26: The proportion of teens who think the below factors are (very and somewhat) important in their lives, by education level, August 2017
Figure 27: The proportion of teens who think having enough money to buy what they want is very and somewhat important in their lives, by demographics, August 2017
Figure 28: The proportion of teens who are worried about my family having enough money or not, by demographics, August 2017
PURCHASE DECISION MAKER
Three less relevant categories: toys, cosmetics and skincare products
Figure 29: The proportion of teens who do not need to buy the following categories, August 2017
Figure 30: Comparison of online game players, by age and gender, August 2017
Figure 31: The proportion of teens who do not need to buy toys and cosmetics, by age, August 2017
Leisure-related choices are usually made by themselves
Figure 32: Role of different people in purchasing leisure-related categories, August 2017
Role of parents in buying image-improvement products
Figure 33: Role of different people in purchasing image-improvement categories, August 2017
Figure 34: Role of themselves vs their parents in purchasing image-improvement categories, by education level, August 2017
Figure 35: Role of different people in purchasing hair and body wash, by education level and living status, August 2017
Limited influence of celebrities and media on teens various decisions
Figure 36: The proportion of teens who believe that media and celebrities are the most important when buying the following categories, August 2017
MOST WATCHED VIDEO AND TV CONTENT
Stronger demand to watch media content in a condensed form
Figure 37: Most watched video and TV content, 2014 vs 2017
The rising power of animation and Chinese drama
Figure 38: The proportion of teens who say that animation, Chinese TV series and fashion programmes are their most watched in the last 6 months, by age and gender, August 2017
Figure 39: The proportion of teens who say that games and sports are their most watched in the last 6 months, by age and gender, August 2017
Celebrity and funny content, two most attractive features
Preferences differ by gender and region
Figure 40: Changes of preference towards different types of video and TV content, by gender, 2014 vs 2017
Figure 41: Preference towards different types of video and TV content, by gender, August 2017
Figure 42: The proportion of teens who say that fashion programmes are their most watched in the last 6 months, by region, August 2017
EATING OUT HABITS
Restaurant choice tends to be a co-decision
Figure 43: Role of different people in making decisions regarding restaurant and movie choices, August 2017
Figure 44: Eating out habits regarding decision-maker, by education level and gender, August 2017
KOL is not an influential source of information
Figure 45: Eating out habits regarding information channel, by age and region, August 2017
Attractive restaurant features: good value, Chinese-style, tasty foods
Figure 46: Eating out habits regarding restaurant features, August 2017
Restaurants, a break from the straight line between home and school
Figure 47: Eating out habits regarding restaurant features and food types, August 2017
More likely to order various tasty (or less healthy) dishes to share
Figure 48: Eating out habits regarding food types, August 2017
Figure 49: Eating out habits regarding food types, by gender, August 2017
APPENDIX METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

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