Author: Mintel Group Ltd.
Last saved by: HTTP server

Marketing to Young Parents - China - December 2017

OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
Strive to make life more comfortable and enjoyable
Figure 1: Goals for the next five years – word cloud, August 2017
Dads are making a bigger difference in children’s growth
Figure 2: Responsibilities of different household chores, 2014 vs 2017
Educational elements are a key to children’s leisure time
Figure 3: Important factors in leisure activities for children, August 2017
Highly concerned about uncensored content on media
Figure 4: Media content parents prevent children from watching, August 2017
Parents do not act like a know-it-all when shopping for their children
Figure 5: Importance of children, parents (and their partners) and other people’s opinions in purchase decisions of various categories, August 2017
Modern parents’ priorities – Value and attitude
Figure 6: Attitudes towards priority of parents vs partner, priority of me vs my children, parenting styles and education methods, August 2017
Figure 7: Consumer segmentation based on their attitudes towards life, August 2017
What we think
ISSUES AND INSIGHTS
Pet, the new icon in commercials targeting young families
The facts
The implications
More opportunities for technology to look after children’s wellbeing
The facts
The implications
How is the gender neutrality trend playing out in China?
The facts
The implications
THE CONSUMER – WHAT YOU NEED TO KNOW
Priorities of mums and dads are similar and their roles are converging
Keen to promote children’s development but worries over media consumption
Who makes the final purchase decision, parents or children?
DEMOGRAPHIC OVERVIEW
Emerging modern family structure: 2 children and a pet
Figure 8: Intention to have another child among parents who have one child, 2015-17
Figure 9: Intention to have another child among parents who have one child, by pet ownership, August 2017
Younger mums earn more than previous generations did at the same age
Figure 10: Monthly personal income, by parents’ age and gender, 2014 vs 2017
NEXT-FIVE-YEARS GOALS
A clear priority in upgrading living condition
Figure 11: Goals for the next five years – Word cloud, August 2017
Figure 12: Attitudes towards “raising my children is more important than developing a good career”, August 2017
Priority differences across age, gender and income
Figure 13: Goals for the next five years, by parents’ age, August 2017
Figure 14: Goals for the next five years, by parents’ gender, August 2017
Figure 15: Goals for the next five years, by household income, August 2017
RESPONSIBILITIES OF HOUSEHOLD CHORES
Mums are the default parent but with less household burden
Figure 16: Responsibilities of different household chores, August 2017
Convergence between dads and mums’ responsibilities
Figure 17: Rank of female dominance index among different household duties, 2014 vs 2017
Figure 18: Attitudes towards “it’s very proud of men being stay-at-home dads”, by monthly household income and intention to have another child, August 2017
Gender differences of financial management
Figure 19: FDI of managing household finance, from 2014-17
Gender differences of shopping for home
LEISURE ACTIVITIES FOR CHILDREN
Keen to cultivate emotionally and socially intelligent children
Figure 20: Important factors in leisure activities for children, August 2017
Figure 21: Examples of STEM club toys
Chinese dads tend to be more hands-on
Figure 22: Important factors in leisure activities for children, by parents’ gender, August 2017
Role of children’s gender and age in their development priority
Figure 23: Important factors in leisure activities for children, by children’s age, August 2017
CONCERNS AROUND CHILDREN’S MEDIA EXPOSURE
Strong demand to filter media content
Figure 24: Media content parents prevent children from watching, August 2017
Dads are more protective
Figure 25: Media content parents prevent children from watching, by parents’ gender, August 2017
Older children’s parents tend to worry more
Figure 26: Media content parents prevent children from watching, by children’s age, August 2017
Girls’ and boys’ parents have different concerns
Figure 27: Media content that parents who have only one child prevent their child from watching, by children’s gender, August 2017
PURCHASE DECISION MAKERS 
Influence of children and parents varies by category
Figure 28: Importance of children, parents (and their partners) and other people’s opinions in purchase decisions of various categories, August 2017
Dads are more careful and protective when shopping for children
Figure 29: Percentage of parents who think their children’s opinions are the most important in purchase decisions of various categories, by parents’ gender, August 2017
Role of children’s gender and age in purchase decisions
Figure 30: Percentage of parents with only one child who think their children’s opinions are the most important in purchase decisions of various categories, by children’s gender, August 2017
Figure 31: Role of parents, children and other people in purchase decisions across categories among parents whose children are 0-3, August 2017
Figure 32: Role of parents, children and other people in purchase decisions across categories among parents whose children are 4-6, August 2017
Figure 33: Role of parents, children and other people in purchase decisions across categories among parents whose children are 7-12, August 2017
PSYCHOLOGICAL OVERVIEW 
Which one is more important, spouse or parents?
Figure 34: Attitudes towards relationship with parents and partner, August 2017
Modern parenting styles
Figure 35: Attitudes towards parenting styles, August 2017
Figure 36: Media content that parents prevent children from watching, by consumer type, August 2017
Figure 37: Important factors in leisure activities for children, by consumer type, August 2017
Learning through technology and doing chores
Figure 38: Attitudes towards parenting styles, August 2017
Figure 39: Agreement on “children should spend time helping with household chores rather than studying all the time”, by children’s age, August 2017
CONSUMER SEGMENTATION
Four types of parents
Figure 40: Consumer segmentation based on their attitudes towards life, August 2017
Going-all-out parents (全力以赴的家长)
Demographic profile
Distinctive characteristics, values and beliefs
Figure 41: Attitudes towards parenting styles, % any agree, by consumer classification, August 2017
Figure 42: Attitudes towards the relationship between me and my children, % any agree, by consumer classification, August 2017
Figure 43: Attitudes towards my relationship with parents and partner, % any agree, by consumer classification, August 2017
Marketing implications
Progressive parents (崇尚新式生活的家长)
Demographic profile
Distinctive characteristics, values and beliefs
Marketing implications
Academic prioritisers (学业为重的家长)
Demographic profile
Distinctive characteristics, values and beliefs
Marketing implications
Bewildered parents (不知所措的家长)
Demographic profile
Distinctive characteristics, values and beliefs
Marketing implications
MEET THE MINTROPOLITANS 
More Progressive parents
Figure 44: Consumer segmentation based on their attitudes towards life, August 2017
Future parents: assertive about their parenting skills, willing to give children space but require more time for themselves
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.