Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The consumer
- Academic success is still a top priority but does not completely decide an individual’s future
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- Figure 1: Teens’ stresses, August 2017
- Tendency to channel negative emotions into something healthy
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- Figure 2: Top 20 most mentioned approaches to release stress, August 2017
- Personal value has not changed much in last three years
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- Figure 3: The proportion of teens who think the below factors are very or somewhat important in their lives, August 2017
- Keen to live online but less interested in appearance improvement
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- Figure 4: Decision-makers of various categories, August 2017
- Top three attractive elements of video content: short, celebrity and funny
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- Figure 5: Most watched video and TV content, August 2017
- Go to restaurants for good foods and a place to hang out
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- Figure 6: Eating out habits, August 2017
- What we think
Issues and Insights
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- Opportunity in helping youngsters manage their own finances
- The facts
- The implications
- The rising power of music
- The facts
- The implications
- The changing image of women in advertising
- The facts
- The implications
- How to connect with junior high schoolers?
- The facts
- The implications
The Consumer – What You Need to Know
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- Still find school stressful and turn to music for healing
- Keen to develop skills and co-create
- Desire to live online
Teens’ Family Structure
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- Fewer only children than before
- Baby boys no longer most favoured
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- Figure 7: The proportion of only children, by gender, 2016 vs 2017
- 40% of senior high schoolers do not live with parents
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- Figure 8: The proportion of teens who live at home with parents and those who live at boarding schools, by city, August 2017
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- Figure 9: Family structure, by living status, August 2017
Teens’ Financial Overviews
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- Receiving around RMB 500 a month on average
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- Figure 10: The average amount of money received per money, by demographics, August 2017
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- Figure 11: Living status, by family structure, August 2017
- Spend around two thirds of the total amount of pocket money
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- Figure 12: The average amount of money saved per month, by demographics, August 2017
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- Figure 13: The average amount of money spent per month, by demographics, August 2017
- Gender imbalance is noticed in the early stage of adolescence
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- Figure 14: The proportion of people relying on themselves to make different decisions, by gender, August 2017
- Do only children have lower spending power than those with siblings?
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- Figure 15: The amount of money saved and money spent, by living status and family structure, August 2017
Types of Stress
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- Half of teens do not worry about their grades
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- Figure 16: Teens’ stresses, August 2017
- Mature teens have more worries
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- Figure 17: Teens’ stresses, by education level, August 2017
- Teenage girls are more anxious than boys
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- Figure 18: Teens’ stresses, by gender, August 2017
Ways to Release Stress
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- Music rises to be the most popular stress reliever
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- Figure 19: Ways to release stress – Word cloud, August 2017
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- Figure 20: Top 20 most mentioned approaches to release stress, August 2017
- Sports still play a powerful role in teens’ lives
- Online (especially gaming) provides a more relaxing getaway
- Relationship-related issues are addressed more through communication
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- Figure 21: Comparison of the proportion of surveyed teens who use communication-related approach to release stress against average, by demographics, August 2017
Important Life Values
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- Personal value has not changed much in last three years
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- Figure 22: The proportion of teens who think the below factors are (very or somewhat) important in their lives, 2015 vs 2017
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- Figure 23: The proportion of teens who think “having a healthy body” is very important in their lives, 2013-2017
- Less likely to stick to traditional forms of learning
- Which one is more important, wider knowledge or one talent?
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- Figure 24: The proportion of teens who think the below factors (related to knowledge and talent) are very important in their lives, August 2017
- Competences are more valued than image?
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- Figure 25: The proportion of teens who think the below factors (related to personality and image) are very important in their lives, August 2017
- Mature teens tend to be more money- and image-conscious
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- Figure 26: The proportion of teens who think the below factors are (very and somewhat) important in their lives, by education level, August 2017
- Figure 27: The proportion of teens who think “having enough money to buy what they want” is very and somewhat important in their lives, by demographics, August 2017
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- Figure 28: The proportion of teens who are worried about “my family having enough money or not”, by demographics, August 2017
Purchase Decision Maker
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- Three less relevant categories: toys, cosmetics and skincare products
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- Figure 29: The proportion of teens who do not need to buy the following categories, August 2017
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- Figure 30: Comparison of online game players, by age and gender, August 2017
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- Figure 31: The proportion of teens who do not need to buy toys and cosmetics, by age, August 2017
- Leisure-related choices are usually made by themselves
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- Figure 32: Role of different people in purchasing leisure-related categories, August 2017
- Role of parents in buying image-improvement products
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- Figure 33: Role of different people in purchasing image-improvement categories, August 2017
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- Figure 34: Role of themselves vs their parents in purchasing image-improvement categories, by education level, August 2017
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- Figure 35: Role of different people in purchasing hair and body wash, by education level and living status, August 2017
- Limited influence of celebrities and media on teens’ various decisions
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- Figure 36: The proportion of teens who believe that media and celebrities are the most important when buying the following categories, August 2017
Most Watched Video and TV Content
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- Stronger demand to watch media content in a condensed form
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- Figure 37: Most watched video and TV content, 2014 vs 2017
- The rising power of animation and Chinese drama
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- Figure 38: The proportion of teens who say that animation, Chinese TV series and fashion programmes are their most watched in the last 6 months, by age and gender, August 2017
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- Figure 39: The proportion of teens who say that games and sports are their most watched in the last 6 months, by age and gender, August 2017
- Celebrity and funny content, two most attractive features
- Preferences differ by gender and region
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- Figure 40: Changes of preference towards different types of video and TV content, by gender, 2014 vs 2017
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- Figure 41: Preference towards different types of video and TV content, by gender, August 2017
- Figure 42: The proportion of teens who say that fashion programmes are their most watched in the last 6 months, by region, August 2017
Eating Out Habits
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- Restaurant choice tends to be a co-decision
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- Figure 43: Role of different people in making decisions regarding restaurant and movie choices, August 2017
- Figure 44: Eating out habits regarding decision-maker, by education level and gender, August 2017
- KOL is not an influential source of information
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- Figure 45: Eating out habits regarding information channel, by age and region, August 2017
- Attractive restaurant features: good value, Chinese-style, tasty foods
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- Figure 46: Eating out habits regarding restaurant features, August 2017
- Restaurants, a break from the straight line between home and school
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- Figure 47: Eating out habits regarding restaurant features and food types, August 2017
- More likely to order various tasty (or less healthy) dishes to share
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- Figure 48: Eating out habits regarding food types, August 2017
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- Figure 49: Eating out habits regarding food types, by gender, August 2017
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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