Table of Contents
Executive Summary
-
- Overview of single consumers and their lifestyles
-
- Figure 1: Population of single people (unmarried, widowed and divorced) aged 20 and over, China 2004-13
- The happy and non-happy singles
-
- Figure 2: Consumers segmentation based on their attitude towards life, March 2015
- Figure 3: Consumer attitudes towards single life - % of “agree strongly” or “agree somewhat”, by psychographic group, March 2015
- Single people find their pride in freedom and independence
-
- Figure 4: Perceived advantages of being single, March 2015
- A happy romance is more desirable than simply getting married
-
- Figure 5: Most desired achievements, March 2015
- However, the singles hate to be pushed by others
-
- Figure 6: Annoyances of being single, March 2015
- More helping hands and caring for single males
- What we think
Issues and Insights
-
- Are single people happy or not?
- The facts
- The implications
- Are singles eager to find a partner?
- The facts
- The implications
- The “stressed single males” present marketing opportunities
- The facts
- The implications
-
- Figure 7: Etude House’s hand cream packaging featuring mood lifting mood lifting messages, South Korea, 2013
- Decoding the “independent single females”
- The facts
- The implications
Trend Application
-
- The Power of One
-
- Figure 8: Example of convenient stores (FamilyMart) offering entertainment devices on its in-store dining table, Shanghai, 2015
- The Unfair Sex
- Click and Connect
Overview of Single Consumers in China
-
- Key points
- Over 230 million singles over 20
-
- Figure 9: Marital status among people aged over 20, China, 2013
- Single population is continuously expanding
-
- Figure 10: Percentage of single people amongst total population over 20, China, 2013
- Sense of freedom is the source of happiness for single consumers
-
- Figure 11: Selected attitudes towards life, by relationship status, March 2015
- Singles are as conscious in personal finance management
-
- Figure 12: Selected attitudes towards spending and future plans, by relationship status, March 2015
Why Do People Enjoy Being Single?
-
- Key points
- Single people see themselves being free and independent
-
- Figure 13: Perceived advantages of being single, March 2015
- Females, aged 25-39, high earners and those living in tier one cities are more likely to enjoy being single
-
- Figure 14: Average number of perceived advantages of being single, by demographics, March 2015
- Females hold a more positive attitude towards being single than males do
-
- Figure 15: Perceived advantages of being single, by gender, March 2015
- Figure 16: Example of Baileys’ marketing communications on its Irish cream liqueur, China, 2015
-
- Figure 17: Example of Baileys’ marketing communications on its Irish cream liqueur, China, 2015
- The over 25s see more benefits from being single
-
- Figure 18: Perceived advantages of being single, by age, March 2015
- The more you earn, the more you enjoy singlehood
-
- Figure 19: Perceived advantages of being single, by monthly personal income, March 2015
What Annoys Single People the Most?
-
- Key points
- Pressure from others annoys them more than the difficulty in finding a partner
-
- Figure 20: Annoyances of being single, March 2015
-
- Figure 21: Consumers who are concerned about the pressure from friends/family to find a partner/get married, by demographics, March 2015
- The majority still look forward to finding a partner
-
- Figure 22: Consumers who are concerned about the difficulty in finding a partner as they get older, by demographics, March 2015
- Security of life in the future still exists
-
- Figure 23: Consumers who are concerned “may miss the best childbearing age as getting older”, by age, March 2015
- High earners in tier one cities have other concerns
-
- Figure 24: Average number of concerns about being single chosen, by demographics, March 2015
- Emotional support and a helping hand can appeal to high earners
-
- Figure 25: Selected annoyances of being single, by income, March 2015
Single People’s Aspirations in Life
-
- Key points
- Career achievements, a happy romance and better financial situation are most desired
-
- Figure 26: Most desired achievements, March 2015
- Travelling is also on top of the mind of the high earning singles
-
- Figure 27: Consumers who chose “to travel to more unknown places” amongst the top three desired achievements, by demographics, March 2015
- Aspirations vary by generations:
-
- Figure 28: Most desired achievements, by age, March 2015
- The post-90s singles (aged 20-24): develop skills to better themselves
-
- Figure 29: Examples of brands’ marketing communications interpreting future aspirations of the post 90s generation, China, 2015
- The post-85s singles: hold on to career and get financially prepared
-
- Figure 30: Examples of brands’ marketing communications interpreting future aspirations of the singles aged 25-29, China, 2015
- Singles who are above 30: travel to escape the world they know
-
- Figure 31: Examples of brands’ marketing communications interpreting future aspirations of the singles aged above 30, China, 2015
Single People’s Leisure Life
-
- Key points
- Being single does not bar people from regular out-of-home leisure activities
-
- Figure 32: Leisure activities done in the past six months, by relationship status, March 2015
- Single people tend to be bounded with their friends during leisure hours
-
- Figure 33: Who to go with in leisure activities, by relationship status, March 2015
- Figure 34: Percentage of consumers who have done these leisure activities with their friends in the past six months, by gender, March 2015
- Opportunities for targeting the independent singles
-
- Figure 35: Percentage of consumers who have done these leisure activities alone in the past six months, by gender, March 2015
- The show business to target wealthy singles
-
- Figure 36: Consumers who have watched live shows / events (eg football games, concerts) in the past six months, by age and income, March 2015
Single People’s Dining Habits
-
- Key points
- Singles are more likely to skip breakfast than non-singles
-
- Figure 37: Meal habits, March 2015
-
- Figure 38: Single consumers who are used to skipping breakfast, by demographics, March 2015
- How singles have their three meals
- Singles do cook for themselves
-
- Figure 39: Ways of having three meals, March 2015
- Full service restaurants versus fast food restaurants
- Food delivery versus buying takeaway
Different Types of Single Consumers
-
- Key points
- Three types of single consumers
-
- Figure 40: Consumers segmentation based on their attitude towards life, March 2015
-
- Figure 41: Consumer attitudes towards life (% of “agree strongly” or “agree somewhat”), by psychographic group, March 2015
- Live in the moment singles (单身贵族)
-
- Figure 42: Demographic features of “Live in the moment singles”, by psychographic group, March 2015
-
- Figure 43: Advantages of being single, by psychographic groups, March 2015
- Marriage seekers (积极脱单者)
-
- Figure 44: Demographic features of “Marriage seekers”, by psychographic group, March 2015
-
- Figure 45: Ways of doing leisure activities – percentage of consumers who have done the activities with friends over the past six months, by psychographic groups, March 2015
- Homebodies (御宅族)
-
- Figure 46: Selected leisure activities done in the past six months, by psychographic groups, March 2015
Back to top