© 2012 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel

Marketing to Children

November 2012

mintel.com2

Source:

Demographic Trends

Age structure of Chinese population, by gender, 2011

National Bureau of Statistics/Mintel NB: Numbers may not sum due to rounding

mintel.com3

Source:

Current Living Situation: Property Ownership

PROPERTY OWNERSHIP AND NUMBER OF BEDROOMS IN THE PROPERTY, JULY 2012

QQSURVEY/MINTEL BASE: 1,500 internet users 20+ who are classified as middle class with one child aged 0-16

mintel.com4

Source: Base:

Current Living Situation: Household Composition

Household composition, by parents’ age, July 2012

QQSURVEY/MINTEL 1,500 internet users 20+ who are classified as middle class with one child aged 0-16

mintel.com5

Source: Base:

Current Living Situation: Presence of Domestic Help

“Have you hired or are you interested in hiring an “ayi” (ie domestic help or maid) to help looking after your child and support you with household chores at home?”

PRESENCE OF DOMESTIC HELP IN THE HOUSEHOLD, JULY 2012

QQSURVEY/MINTEL 1,500 internet users 20+ who are classified as middle class with one child aged 0-16

mintel.com6

Source: Base:

The Next Generation of Little Emperors: Daycare Arrangements

“During a typical week, does your child go to any of the following?”

DAYCARE ARRANGEMENTS, JULY 2012

QQSURVEY/MINTEL 661 internet users 20+ who are classified as middle class with one child aged 0-4

mintel.com7

Source: Base:

The Next Generation of Little Emperors: Baby Personal Care Purchases

“Which, if any, of these products designed specifically for babies and children aged up to 4 years old have you bought for your child in the past 12 months?”

Baby products bought in the past 12 months, July 2012

QQSURVEY/MINTEL 661 internet users 20+ who are classified as middle class with one child aged 0-4

mintel.com8

Source: Base:

The Next Generation of Little Emperors: Baby Food & Drink Purchases

“Thinking about feeding your child, which of the following did you feed your child with in the past 12 months?”How the child is fed, July 2012

QQSURVEY/MINTEL 661 internet users 20+ who are classified as middle class with one child aged 0-4

mintel.com9

Source: Base:

The Next Generation of Little Emperors: Taking a Baby Around

“Thinking about getting around with your child, which of the following baby mobility items do you own, and which ones do you not have but plan to buy in future?”ITEMS USED TO TRANSPORT THE CHILD, JULY 2012

QQSURVEY/MINTEL 661 internet users 20+ who are classified as middle class with one child aged 0-4

mintel.com10

Source: Base:

Education of Little Emperors: Parents’ Aspirations

“Thinking about your child’s education, what type of degree do you intend your child to pursue?”Type of degree intended for child, July 2012

QQSURVEY/MINTEL 839 internet users 20+ who are classified as middle class with one child aged 5-16

mintel.com11

Source: Base:

Education of Little Emperors: Type of School Attended

“Which of the following best describes the type of school your child goes to?”

Type of school the child attends, July 2012

QQSURVEY/MINTEL 839 internet users 20+ who are classified as middle class with one child aged 5-16

mintel.com12

Source: Base:

Education of Little Emperors: Extra-curricular Activities

“Have you paid or are you currently paying for any of the following forms of private (ie non-state funded) education for your child?”Additional paid classes, July 2012

QQSURVEY/MINTEL 839 internet users 20+ who are classified as middle class with one child aged 5-16

mintel.com13

Source: Base:

Spending Power of Little Emperors: Sources of Income

“Specifically thinking about your child’s finances, does your child receive monthly allowance i.e. pocket money or any other sort of monetary funds from you, your partner or someone else?”Sources of child’s income, July 2012

QQSURVEY/MINTEL 839 internet users 20+ who are classified as middle class with one child aged 5-16

mintel.com14

Source: Base:

Spending Power of Little Emperors: Monthly Allowance

“You stated that you give your child pocket money. How much money do you give your child in a typical month?”

Amount of monthly allowance, July 2012

QQSURVEY/MINTEL770 internet users 20+ who are classified as middle class with one child aged 5-16 whose child receives pocket money

mintel.com15

Source: Base:

Spending Power of Little Emperors: Conditions of Allowance

“Is this monthly allowance linked to any of the following in exchange?”

Condition monthly allowance is based on, July 2012

QQSURVEY/MINTEL770 internet users 20+ who are classified as middle class with one child aged 5-16 whose child receives pocket money

mintel.com16

Source: Base:

Spending Power of Little Emperors: Financial Product Ownership

“Have you set up a savings account or insurance policies for your child?”

Savings account and insurance policies set up for child, July 2012

QQSURVEY/MINTEL 839 internet users 20+ who are classified as middle class with one child aged 5-16

mintel.com17

Source: Base:

Family Spending Habits: What Extra Income is Spent On

“Where do you choose to spend your extra money (once all of your bills are paid and you have bought all of the things you really need)?”MONTHLY DISCRETIONARY EXPENDITURE, JULY 2012

QQSURVEY/MINTEL 1,500 internet users 20+ who are classified as middle class with one child aged 0-16

mintel.com18

Source: Base:

Family Spending Habits: Monthly Expenditure

“Overall, what proportion of your monthly income do you spend on any of the following?”

What monthly income is spent on average, July 2012

QQSURVEY/MINTEL 1,500 internet users 20+ who are classified as middle class with one child aged 0-16

NB: housing includes mortgage, bills, home maintenance, Food and drink includes all food and drink expenditures in and out of home, Transport includes car fuel, train fares, Finance includes monthly saving, insurances, account fees, Leisure, Entertainment and Technology for your household includes electronic gadgets, dining out, theatre tickets, Holidays and travel includes airplane tickets, hotel fees, Spending on the child includes costs for education, afternoon classes, treats, clothes

mintel.com19

Source: Base:

Family Spending Habits: Children’s Device Ownership

“Does your child either own or have any of the following items in their bedroom?”

Children’s product ownership, July 2012

QQSURVEY/MINTEL 839 internet users 20+ who are classified as middle class with one child aged 5-16

mintel.com20

Source: Base:

Family Leisure: Holiday Habits

“Which, if any, of these holidays have you taken with your child in the past 12 months?”

HOLIDAYS TAKEN IN THE PAST 12 MONTHS, JULY 2012

QQSURVEY/MINTEL 1,500 internet users 20+ who are classified as middle class with one child aged 0-16

mintel.com21

Source: Base:

Family Leisure: Regular Leisure Activities

“Thinking about what you do with your child in your leisure time and how often you do it, which, if any, of the following do you do?”

Family leisure activities done regularly, July 2012

QQSURVEY/MINTEL 1,500 internet users 20+ who are classified as middle class with one child aged 0-16

mintel.com22

Source: Base:

A Day in the Life of a Little Emperor

A child’s day – average time spent on each activity, July 2012

QQSURVEY/MINTEL 839 internet users 20+ who are classified as middle class with one child aged 5-16

mintel.com23

Source: Base:

Little Emperor Typologies

QQSURVEY/MINTEL 1,500 internet users who are classified as middle class with one child aged 0-16

The Little Overachievers group has an older parent and children

skew. The skew explains the more traditional/disciplinarian parenting

style as well as the over involvement in all aspects of

children’s education and lifestyle. Whilst being more likely to

work/study hard, these children are rewarded for their efforts, as their purchasing power is higher and parents are generally willing

to give into their demands.

Free Spirits group has a younger skew both for parents and their children. These mums

and dads are raising their offspring to be more independent, perhaps in line with the more

Westernised model of parenting. Children are afforded greater freedoms on a daily basis, education is still prioritised. But parents are less prepared to sacrifices for their education

& future in general.

The Mollycoddled Kids skew younger and have younger parents, with the evidence

pointing towards changing views on children’s upbringing amongst the younger generation of mums and dads. Higher affluence allows for

more relaxed attitudes towards discipline and educational attainments, as these families

know they would be able to support the needs of their offspring, regardless of how old they

are.

mintel.com24

Every day at Mintel…

© 2012 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel

mintel.com

Americas +1 (312) 932 0400EMEA +44 (0) 20 7606 4533APAC +86 (21) 63866609

Email info@mintel.comTwitter @mintelnews

Matthew CrabbeResearch Director, Mintel Asia-Pacific