Table of Contents
Introduction
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- Definition
- Report structure
- Methodology
- Abbreviations
Executive Summary
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- The Consumer: China’s over-55s’ varied lifestyles and outlooks
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- Figure 1: China – Over-55s consumer segments, September 2013
- Key issue: Planning for retirement
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- Figure 2: Activities planned for the next 12 months, September 2013
- Key issue: Financial security and spending priorities of the over-55s
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- Figure 3: Statements about current financial situation, September 2013
- Key issue: Leisure priorities of the over-55s
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- Figure 4: Holiday planning for the next 12 months, September 2013
- Key issue: Marketing to the over-55s
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- Figure 5: Attitudes towards shopping and buying products – trying new things, September 2013
- What we think
The Consumer – China’s over-55s’ varied Lifestyles and Outlooks
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- Key points
- Who are China’s over-55s?
- Adults turning 80 in 2015
- Adults turning 70 in 2015
- Adults turning 60 in 2015
- The tradition of filial piety
- China’s over-55s are a varied group of consumers
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- Figure 6: China – Over-55s consumer segments, September 2013
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- Figure 7: China – Over-55s consumer segments, by gender, age group and monthly household income, September 2013
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- Figure 8: China – Over-55s consumer segments, by city, September 2013
- The elderly population is growing
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- Figure 9: Decline in birth rate and increase in gender imbalance over 20 years, 1992-2001
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- Figure 10: The population of the over-60s in China, 2000, 2005, 2010 and 2015
Key Issue – Planning for Retirement
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- Key points
- Reasons for retirement
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- Figure 11: People who are planning to retire, September 2013
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- Figure 12: Reasons for taking retirement, September 2013
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- Figure 13: Reasons for planning to retire, September 2013
- Plans for an active retirement
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- Figure 14: Activities planned for the next 12 months, September 2013
- Plans for an active retirement by demographic groups
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- Figure 15: Activities planned for the next 12 months, by age group, September 2013
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- Figure 16: Activities planned for the next 12 months, by monthly household income, September 2013
- What does it mean?
Key Issue – Financial Security and Spending Priorities of the Over-55s
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- Key points
- Most 55+-year-olds have discretionary money to spend
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- Figure 17: Statements about current financial situation, September 2013
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- Figure 18: Statements about current financial situation, by age group, September 2013
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- Figure 19: Statements about current financial situation, by monthly household income, September 2013
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- Figure 20: Statements about current financial situation, by areas of spending where people are spending more, September 2013
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- Figure 21: Statements about current financial situation, by areas of spending where people are spending about the same, September 2013
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- Figure 22: Statements about current financial situation, by areas of spending where people are spending less, September 2013
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- Figure 23: Statements about current financial situation, by areas of discretionary spending, September 2013
- What 55+-year-olds are spending more or about the same on
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- Figure 24: Areas where people have spent more or about the same over the past 12 months, September 2013
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- Figure 25: Areas where people have spent more over the past 12 months, by gender, September 2013
- Figure 26: Areas where people have spent about the same over the past 12 months, by gender, September 2013
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- Figure 27: Areas where people have spent more over the past 12 months, by monthly household income, September 2013
- Figure 28: Areas where people have spent about the same over the past 12 months, by monthly household income, September 2013
- What 55+-year-olds are spending less on
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- Figure 29: Areas where people have spent less or not at all over the past 12 months, September 2013
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- Figure 30: Areas where people have spent less over the past 12 months, by monthly household income, September 2013
- Discretionary spending by 55+-year-olds
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- Figure 31: Concerns for the future, October 2012
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- Figure 32: Discretionary spending on non-essential products and activities, September 2013
- Discretionary spending by demographic groups
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- Figure 33: Discretionary spending on non-essential products and activities, by gender, September 2013
- Figure 34: Discretionary spending on non-essential products and activities, by age group, September 2013
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- Figure 35: Discretionary spending on non-essential products and activities, by monthly household income, September 2013
- Discretionary spending by category
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- Figure 36: Discretionary spending on non-essential products and activities, by areas where people are spending more (A), September 2013
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- Figure 37: Discretionary spending on non-essential products and activities, by areas where people are spending more (B), September 2013
- What does it mean?
Key Issue – Leisure Priorities of the Over-55s
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- Key points
- The leisure time of the over-55s
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- Figure 38: Frequency of spending leisure time, by type of leisure activity, October 2012
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- Figure 39: Frequency of spending leisure time by type of leisure activity in the home, by age group, October 2012
- The strong growth of domestic travel creating new potential
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- Figure 40: China – Volume of passenger traffic, by location of origin and purpose, 2007-12
- Lower tier cities seeing bigger growth in airport passenger volume
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- Figure 41: China – top 21 airports, by share of total airport passenger volume and volume growth, 2012
- Domestic leisure travel tops consumers’ reasons for flying
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- Figure 42: Reason for flying, June 2013
- The over-55s are getting the travel bug
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- Figure 43: Holiday planning for the next 12 months, September 2013
- The elderly Chinese seeking fun in the sun
- What China’s over-55s plan to do with their leisure time
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- Figure 44: Activities planned for the next 12 months, September 2013
- Travel habits of 55+-year-olds by demographic group
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- Figure 45: Holiday planning for the next 12 months, by demographics, September 2013
- Changes in leisure and holiday spending habits
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- Figure 46: Changes in leisure and holiday spending habits over the past 12 months, September 2013
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- Figure 47: Changes in leisure and holiday spending habits over the past 12 months, by gender and age group, September 2013
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- Figure 48: Changes in leisure and holiday spending habits over the past 12 months, by monthly household income, September 2013
- Discretionary leisure and holiday spending habits
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- Figure 49: Discretionary spending on leisure activities, September 2013
- Trends in discretionary leisure and holiday spending habits
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- Figure 50: Discretionary spending on leisure activities, by areas where people are spending more, September 2013
- Figure 51: Discretionary spending on leisure activities, by areas where people are spending about the same, September 2013
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- Figure 52: Discretionary spending on leisure activities, by areas where people are spending less, September 2013
- What does it mean?
Key Issue – Marketing to the Over-55s
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- Key points
- Openness to new things among the over-55s
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- Figure 53: Attitudes towards shopping and buying products – trying new things, September 2013
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- Figure 54: Attitudes towards shopping and buying products – trying new things, by consumer segments, September 2013
- Price sensitivity among the over-55s
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- Figure 55: Attitudes towards shopping and buying products – price sensitivity, September 2013
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- Figure 56: Attitudes towards shopping and buying products – price sensitivity, by consumer segments, September 2013
- Needs fulfilment among the over-55s
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- Figure 57: Attitudes towards shopping and buying products – needs fulfilment, September 2013
- Figure 58: Attitudes towards shopping and buying products – needs fulfilment, by consumer segments, September 2013
- What products are aimed at elderly Chinese?
- Shifting attitudes in advertising to China’s elderly
- Online shopping among the over-55s
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- Figure 59: Attitudes towards shopping and buying products – online purchasing, September 2013
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- Figure 60: Attitudes towards shopping and buying products – online purchasing, by consumer segments, September 2013
- Elderly Chinese online
- Getting on with retirement
- What does it mean?
Appendix – Reasons for Taking Retirement
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- Figure 61: Reasons for taking retirement, September 2013
- Figure 62: Reasons for taking retirement, by most popular activities planned for the next 12 months, September 2013
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- Figure 63: Reasons for taking retirement, by next most popular activities planned for the next 12 months, September 2013
- Figure 64: Reasons for taking retirement, by other activities planned for the next 12 months, September 2013
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Appendix – Planning for Retirement
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- Figure 65: People who are planning to retire, September 2013
- Figure 66: Reasons for planning to retire, September 2013
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Appendix – Planning Retirement Activities
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- Figure 67: Activities planned for the next 12 months, September 2013
- Figure 68: Most popular activities planned for the next 12 months, by demographics, September 2013
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- Figure 69: Next most popular activities planned for the next 12 months, by demographics, September 2013
- Figure 70: Other activities planned for the next 12 months, by demographics, September 2013
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Appendix – Holiday Plans in the Next 12 Months
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- Figure 71: Holiday panning for the next 12 months, September 2013
- Figure 72: Most popular holiday panning for the next 12 months, by demographics, September 2013
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- Figure 73: Next most popular holiday panning for the next 12 months, by demographics, September 2013
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Appendix – Level of Financial Security
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- Figure 74: Statements about current financial situation, September 2013
- Figure 75: Most popular statements about current financial situation, by demographics, September 2013
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- Figure 76: Next most popular statements about current financial situation, by demographics, September 2013
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Appendix – Changes in Spending Habits over the Past 12 Months
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- Figure 77: Changes in spending habits over the past 12 months, September 2013
- Figure 78: Changes in spending habits over the past 12 months – Food and non-alcoholic beverages for the home, by demographics, September 2013
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- Figure 79: Changes in spending habits over the past 12 months – Food and non-alcoholic beverages outside of the home, by demographics, September 2013
- Figure 80: Changes in spending habits over the past 12 months – Alcoholic drinks and tobacco, by demographics, September 2013
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- Figure 81: Changes in spending habits over the past 12 months – Personal care, by demographics, September 2013
- Figure 82: Changes in spending habits over the past 12 months – Medical/health care, by demographics, September 2013
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- Figure 83: Changes in spending habits over the past 12 months – Fashion, by demographics, September 2013
- Figure 84: Changes in spending habits over the past 12 months – Electronic equipment, by demographics, September 2013
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- Figure 85: Changes in spending habits over the past 12 months – Mobile phone, by demographics, September 2013
- Figure 86: Changes in spending habits over the past 12 months – Entertainment/leisure, by demographics, September 2013
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- Figure 87: Changes in spending habits over the past 12 months – Household care products, by demographics, September 2013
- Figure 88: Changes in spending habits over the past 12 months – Transport, by demographics, September 2013
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- Figure 89: Changes in spending habits over the past 12 months – Housing, by demographics, September 2013
- Figure 90: Changes in spending habits over the past 12 months – Holidays, by demographics, September 2013
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- Figure 91: Changes in spending habits over the past 12 months – Baby care products, by demographics, September 2013
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Appendix – Discretionary Spending Habits
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- Figure 92: Discretionary spending on non-essential products and activities, September 2013
- Figure 93: Most popular discretionary spending on non-essential products and activities, by demographics, September 2013
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- Figure 94: Next most popular discretionary spending on non-essential products and activities, by demographics, September 2013
- Figure 95: Other discretionary spending on non-essential products and activities, by demographics, September 2013
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Appendix – Attitudes Towards Shopping and Buying Products
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- Figure 96: Attitudes towards shopping and buying products, September 2013
- Figure 97: Agreement with the statement ‘It’s best to stick to shops you’ve been to rather than going to the new ones’, by demographics, September 2013
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- Figure 98: Agreement with the statement ‘It is better to stick to the products you use rather than trying new ones’, by demographics, September 2013
- Figure 99: Agreement with the statement ‘It’s good to experience something new rather than sticking to same things’, by demographics, September 2013
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- Figure 100: Agreement with the statement ‘It is worth paying a bit more for products that are of higher quality’, by demographics, September 2013
- Figure 101: Agreement with the statement ‘It is worth waiting until products go on sale to buy’, by demographics, September 2013
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- Figure 102: Agreement with the statement ‘Advertising tends to be aimed at younger people’, by demographics, September 2013
- Figure 103: Agreement with the statement ‘There is a lack of products designed for people of my age’, by demographics, September 2013
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- Figure 104: Agreement with the statement ‘It is easier to shop online than in-store’, by demographics, September 2013
- Figure 105: Agreement with the statement ‘Online shopping is just a trend’, by demographics, September 2013
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- Figure 106: Agreement with the statement ‘The process of online shopping is too complicated’, by demographics, September 2013
- Figure 107: Agreement with the statement ‘Online security is the biggest concern that puts me off online shopping’, by demographics, September 2013
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Appendix – Further Analysis
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- Figure 108: Target groups, September 2013
- Figure 109: Target groups, by demographics, September 2013
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