“Chinese mums and dads have a higher tendency to share household responsibilities and a willingness to encourage independence in their children (and themselves) than previous generations have. Educational high-tech tools (eg language learning and financial management) and taking care of pets are more likely to be considered a help rather than a distraction.”
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Overview
Executive Summary
Issues and Insights
Consumer
Consumer
Mintel runs online consumer research in ten cities, completing 300 interviews per city with a total sample size of 3,000. Our consumer research is based on a random sample of internet respondents from a panel recruited by KuRunData China online research.
The Consumer – What You Need to Know
Demographic Overview
Next-five-years Goals
Responsibilities of Household Chores
Leisure Activities for Children
Concerns around Children’s Media Exposure
Purchase Decision Makers
Psychological Overview
Consumer Segmentation
Meet the Mintropolitans
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix – Methodology and Abbreviations
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Pet, the new icon in commercials targeting young families 
