“As the population of singles in China has grown to have reached over 230 million, it has become increasingly important for brands to cater to the needs of this group of people. Single people today no longer follow the same ideology or lifestyles as their parents’ generations. Despite a general eagerness to find a happy romance, singles are found to be diverse in terms of their everyday lifestyles, attitude towards marriage, spending and saving priorities as well as aspirations for life. This report compares the daily lifestyles (eg dining and leisure habits) of singles and non-singles to uncover business opportunities targeting their specific needs. It also examines single people’s attitudes towards being single, and gives brands guidance in terms of how to effectively communicate to different types of single consumers.”
The report demystifies the single consumers from the following:
How do the single consumers differ from non-singles in their everyday dining habits and leisure preferences?
Are today’s single people feeling happy about their life or not? Where is the source of their happiness and what are their key concerns? What are their aspirations in life?
What are single people’s attitudes towards romance and marriage? How can brands capitalise upon their eagerness to find an ideal partner?
Definition
When the report talks about “singles” in terms of the research, it is focusing on a specific group that is representative of those consumers aged 20-39, who are not married (including those who are divorced) and are not in a relationship, and are living in tier one to tier three cities.
“High earners” in this report are defined as those who have monthly personal income over RMB 8,000.
“Mid-level monthly personal income” refers to RMB 5,000-7,999.
“Low earners” are defined as those with monthly personal income below RMB 5,000.
Methodology
This is a market intelligence report published by Mintel. The consumer research exclusively commissioned for this report was conducted by a Chinese licensed market survey agent (see Research Methodology China for more information).
For the purposes of this report, Mintel commissioned a quantitative research survey carried out online to explore lifestyle of and marketing opportunities towards single consumers. Fieldwork was conducted in March 2015, in four tier one cities and six tier two and three cities of 1,500 single consumers. In the same fieldwork cities, Mintel surveyed an additional 1,000 non-single consumers (who are either married or in a relationship) aged 20-39 to serve benchmark purposes.
The tier one cities are Beijing, Shanghai, Guangzhou and Chengdu (yellow dots below). The tier two cities are Shijiazhuang, Nanchang and Kunming (green dots below). The tier three cities are Jilin, Taizhou and Quanzhou (blue dots below).
![[graphic: image 1]](/sinatra/oxygen/image/id=741012&seq=1&maxWidth=851&maxHeight=450)
Unless otherwise stated, photographs in this report were taken by Mintel analysts.
