Table of Contents
Executive Summary
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- The market
- Overall leisure spending forecast to decrease in 2020
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- Figure 1: Holiday and leisure entertainment expenditure, 2018-20 (fore)
- Families with children drive business recovery
- Going beyond academic excellence
- Innovations focus intensively on knowledge
- Decreasing population aged 0-19 challenges the market
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- Figure 2: Forecast of population aged 0-19, 2019-23 (fore)
- Trend and innovation highlights
- Key themes in family leisure: learning, mental wellbeing and social responsibilities
- Innovations leveraging the key themes
- The consumer
- Parents involved personally in childcare
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- Figure 3: Children’s carers, September 2020
- More attention to physical and mental health
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- Figure 4: Parenting goals, September 2020
- Balanced leisure time for children
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- Figure 5: Children’s leisure time allocation, September 2020
- Maximised benefits expected from art and sport programmes
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- Figure 6: Reasons for developing children’s artistic or sport skills, September 2020
- Family travel allocated more budget than academic tutoring
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- Figure 7: Future budget allocation for family leisure activities, September 2020
- Novel social media enters parenting field with parents’ trust in their content
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- Figure 8: Information channels for parenting knowledge, September 2020
- Parents more actively engaged in helping children grow
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- Figure 9: Attitudes towards parent-children time, September 2020
- What we think
Issues and Insights
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- Leisure time for learning life skills
- The facts
- The implications
- Sport and fitness activities: differentiate by caring for children’s mental wellbeing
- The facts
- The implications
- Parenting communities based on children’s hobbies as a marketing channel
- The facts
- The implications
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- Figure 10: Family Fun Hub by McDonald’s UK, 2020
- Figure 11: Massage appliance sold by Super Monkey fitness, 2020
The Market – What You Need to Know
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- Families are important consumers for business recovery
- Decreasing population aged 0-19 implies more intensive competition
- Innovations need to go beyond knowledge and intelligence building
- Mental wellbeing and social responsibility are rising themes in family leisure
Impact of COVID-19 on Holiday and Entertainment Spending
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- Leisure spending decreases due to impact of outbreak
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- Figure 12: Holiday and leisure entertainment expenditure, 2018-20 (fore)
- Families with children are important consumers for business recovery
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- Figure 13: Short-, medium- and long-term impact of COVID-19 on family leisure, November 2020
- Figure 14: Financial status and confidence of families with children, March, July and October 2020
Market Factors
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- Academic excellence is no longer the top focus
- Interaction with children is a top priority for in-home leisure time
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- Figure 15: Leisure time allocation after COVID-19 outbreak, in-home parent-children activities, May 2020
- Leisure innovation targeting children focuses on knowledge and intelligence
- Reducing population aged 0-19 means more intensive competition
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- Figure 16: Population of children aged 0-19, by age group, 2018 and 2019
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- Figure 17: Forecast of population aged 0-19, 2019-23 (fore)
Family Leisure Themes to Watch
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- Interpret “learning” in leisure time from new angles
- Children’s mental wellbeing comes into play
- Social responsibility, a new touchpoint with modern and mature parents
Who’s Innovating?
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- Baidu advertised “no tutor” to promote its tutoring function
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- Figure 18: Search-answer engine of Baidu advertised one day off academic assignments on Children’s Day, 2020
- DJI capitalises on learning programming to sell toy robots
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- Figure 19: Robo Master by DJI, 2019-20
- Element Fresh launched its first firefighting knowledge themed restaurant
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- Figure 20: Firefighting knowledge themed restaurant by foodservice brand Element Fresh, 2020
- Science camps in a forest park
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- Figure 21: Science camp launched by Forest Park
- Toys catering to children’s mental wellbeing
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- Figure 22: Mindfulness-oriented dolls – Barbie Wellness, US, 2020
- Cartoons “equip” children with self-care practice
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- Figure 23: Sesame Street introduced animated shorts about wellbeing to children, US, 2020
The Consumer – What You Need to Know
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- Active involvement in childcare; using short videos as trusted source of knowledge
- Children’s emotional wellbeing catches parents’ attention
- The kitchen, art and sport are new areas to engage children
- Parents want to maximize the benefits of art and sport programmes
- Leisure budget is saved for both fun and academic activities
Children’s Carers
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- Grandparents involved but play a supportive role
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- Figure 24: Children’s carers, September 2020
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- Figure 25: Percentage share of different forms of carers for children, September 2020
- Mid-to-high income young families involve grandparents for help
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- Figure 26: Children’s carers - Grandparents, by demographic, September 2020
Goals of Parenting
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- Holistic development of children with emphasis on strong physical and mental wellbeing
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- Figure 27: Parenting goals, September 2020
- Balancing learning and leisure time valued by high-earners
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- Figure 28: Parenting goals – academic learning and children’s entertainment time, by household income, September 2020
- Decoding parenting goals for children at different ages
- Mental wellbeing highlighted by parents of children aged 8-17
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- Figure 29: Parenting goals – mental wellbeing, by children’s age, September 2020
- Parents of little ones (aged 0-3) adopt longer-term perspective
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- Figure 30: Parenting goals – intimacy with other family members, by children’s age, September 2020
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- Figure 31: Parenting goals – life skills and logical thinking, by children’s age, September 2020
Children’s Leisure Time Allocation
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- A more balanced leisure time for children
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- Figure 32: Children’s leisure time allocation, September 2020
- Opportunities in family leisure: cooking, art and sport programmes and study trips
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- Figure 33: Children’s leisure time allocation – past and future intended participation, September 2020
- Children aged 8-12 are key participants for artistic and sport-related activities
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- Figure 34: Children’s leisure time allocation – developing artistic and sport skills, by children’s age, September 2020
- Passion to travel with the little ones
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- Figure 35: Participation of travelling with children, September 2020
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- Figure 36: Travelling with children aged 0-3 – “haven’t done this in the past but plan to do in the future”, by city tier, September 2020
Motivators for Developing Children’s Artistic or Sport Skills
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- Parents want to get the most from artistic or sport activities
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- Figure 37: Reasons for developing children’s artistic or sport skills, September 2020
- Hobbies, charisma and balanced leisure time attract leisure spending for sport activities
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- Figure 38: Reasons for developing children’s artistic or sport skills, by spending budget for sport activities, September 2020
- Balanced leisure time appeals to high-earners
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- Figure 39: Reasons for developing children’s artistic or sport skills, by monthly household income, September 2020
Budget for Family Leisure Activities
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- Family travel outweighs academic training
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- Figure 40: Future budget allocation for family leisure activities, September 2020
- Children in tier one cities drive family leisure spending
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- Figure 41: Average future budget allocation for family leisure activities, by city tier, September 2020
- Family travel allocated the most budget across children’s age groups
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- Figure 42: Average future budget allocation for family leisure activities, by children’s age, September 2020
- First-time users of artistic and sport activities are willing to spend as much as the “veterans”
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- Figure 43: Future budget allocation for developing children’s artistic and sport skills, by past experiences, September 2020
Information Channels for Parenting Knowledge
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- Novel short videos come into play
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- Figure 44: Information channels for parenting knowledge, September 2020
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- Figure 45: Information channels for parenting knowledge – TURF analysis, September 2020
- Social media enjoys trust in its content
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- Figure 46: Attitudes towards parenting, by social media usage, September 2020
- More chances to influence young mothers on social media by empowering their parenting skills
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- Figure 47: Information channels for parenting knowledge, social media, by age and gender, September 2020
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- Figure 48: Information channels for parenting knowledge – personal network channels, by gender and age, September 2020
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- Figure 49: Attitudes towards teaching children personally – strongly agree, by age and gender, September 2020
Attitudes towards Parent-Children Time
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- Parents will play a more active role in children’s development
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- Figure 50: Attitudes towards parent-children time – parenting concepts, September 2020
- Meaningful leisure time attracts family leisure budget
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- Figure 51: Attitudes towards parent-children time – leisure spending, September 2020
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- Figure 52: Attitude towards family leisure budget, by attitudes towards paid parent-child activities, September 2020
- Fitness may develop into a parent-children activity
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- Figure 53: Attitudes towards ways to engage children, September 2020
- Promote hobby-based e-learning with the highlight on learning together with children
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- Figure 54: Attitudes towards parent-children time – children’s learning, September 2020
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- Figure 55: Attitudes towards learning together with children, by willingness to learn hobbies online, September 2020
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- Figure 56: Attitudes towards developing children’s hobbies via e-learning, by past academic e-learning experiences, September 2020
- Figure 57: Attitudes towards developing hobbies via e-learning, by social media usage, September 2020
Meet the Mintropolitans
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- Social responsibility is an emerging touchpoint with mature MinT parents aged 30-39
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- Figure 58: Parenting goals – any selected, by consumer classification, September 2020
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- Figure 59: MinTs’ parenting goals - children’s social responsibility awareness (any selected), September 2020
- MinT parents are eager to learn professional ways of parenting
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- Figure 60: Attitudes towards learning parenting and trustworthiness of social media, by consumer classification, September 2020
- MinTs more actively use social media to learn about parenting
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- Figure 61: Information channels for parenting knowledge, by consumer classification, September 2020
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
- Population aged 0-19 forecast
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- Figure 62: Number of newborns, 2015-19
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- Figure 63: Willingness to have a second child, 2019 versus 2020
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- Figure 64: Forecast of newborn population, 2019-23 (fore)
- Figure 65: Forecast of population aged 0-19, 2019-23 (fore)
- Family Leisure Budget Calculation
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- Figure 66: Average family leisure budget
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