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Leisure Time - China - September 2015

Leisure Time - China - September 2015

“Chinese consumers’ expenditures on leisure products and activities are expected to increase by more than 10% annually towards 2019, driven by the increasing disposable income as well as multiple factors relating to people’s evolving lifestyles. This report aims to help leisure goods manufacturers as well as leisure service operators understand key trends in Chinese consumers’ leisure habits and preferences to identify opportunities for business growth."

– Laurel Gu, Research Manager

In this report, Mintel looks into the following key issues:

  • Are people having more or less leisure time? How can brands grow their business via helping consumers “create” more leisure time?
  • Which types of leisure products/activities are consumers most interested to use/take part in? What consumer needs are they fulfilling?
  • How can brands tap into consumers’ in-home leisure needs?
  • From an executional perspective, how can brands effectively catch consumers’ attention when marketing leisure events? How can they further drive people into participation?


INTRODUCTION
Definition
Demographic classifications:
Personal Income:
Household Income:
Methodology
Regional classification:
Abbreviations
EXECUTIVE SUMMARY
Consumers look for better integration of work and leisure
Figure 1: Changes in time spent on daily activities, May 2015
Consumers are happy to go out of home to enjoy their leisure time
Figure 2: Appealing paid leisure activities, May 2015
Consumers are yet to move away from a sedentary leisure style when they are at home
Figure 3: Most appealing in-home leisure activities, May 2015
There is scope for brands to help consumers move towards healthier leisure habits
Consumers like to follow what their friends do at leisure time
Figure 4: Channels used to obtain information about leisure activities, May 2015
Family needs is the top priority influencing married consumers’ leisure choice
Figure 5: Triggers for taking part in new leisure activities, by marital status, May 2015
Targeting different types of consumers
Figure 6: Consumer segmentation based on their attitudes towards leisure time, May 2015
Figure 7: Consumer attitudes towards leisure time (% of “agree strongly” or “agree somewhat”), by
consumer segmentation, May 2015
What we think
ISSUES AND INSIGHTS
From “work/life balance” to “work/life integration”
The facts
The implications
Helping consumers develop healthier leisure habits
The facts
The implications
Target families
The facts
The implications
“Switching ON” to be connected
The facts
The implications
LEISURE MARKET OVERVIEW
Key points
Increasing consumer spending on leisure and entertainment
Figure 8: Best – and worst-case forecast for consumer spending on leisure and entertainment, 2009-19
Indulgent leisure experiences becoming the latest sought-after “treats”
Figure 9: Changes in value sales of different types of cultural events, 2013-14
Parents going for leisure activities featuring educational benefits for their kids
Sportive leisure habits becoming a part of healthy lifestyles
THE CONSUMER – PERCEIVED CHANGES IN TIME SPENT ON DAILY ACTIVITIES
Key points
Less leisure time on working days but more during weekends
Figure 10: Changes in time spent on daily activities, May 2015
Not all people are struggling with increased working hours
Figure 11: Changes in time spent on working/studying and leisure on working days, by demographics, May
2015
Pressure and spending power can also impact leisure perceptions
Figure 12: Changes in time spent on leisure during weekends, by demographics, May 2015
Figure 13: Changes in time spent on leisure during weekends, by income, May 2015
Table of Contents Leisure Time
China, September 2015
Key points
Outdoor activities, trying new restaurants, going to the cinema top the list
Figure 14: Appealing paid leisure activities, May 2015
Figure 15: Percentage of consumers who are “very interested” in the leisure activities, by gender, May 2015 . 34
Cultural leisure events have their specific audience to target
Figure 16: Percentage of consumers who are “very interested” in exhibitions, live shows and sports games,
by demographics, May 2015
Figure 17: Percentage of consumers who are “very interested” in going to exhibitions, by type of
organisation working for, May 2015
Social venues featuring fun activities to attract young people
Figure 18: Percentage of consumers who are “very interested” in going to entertainment venues, by age and
marital status, May 2015
Regional and city tier differences
Figure 19: Percentage of consumers who are “very interested” in playing poker/mahjong and going to
bars/pubs, by region, May 2015
Figure 20: Percentage of consumers who are “very interested” in buying in-home leisure devices and online
video services, by city tier, May 2015
THE CONSUMER – MOST APPEALING IN-HOME LEISURE ACTIVITIES
Key points
Leisure at home is dominated by living online
Figure 21: Most appealing in-home leisure activities, May 2015
Figure 22: Selected appealing in-home leisure activities, by age and city tier, May 2015
Better education leads to more “tasteful” leisure needs
Figure 23: Selected most appealing in-home leisure activities, by educational level, May 2015
The evolving drivers behind the online shopping enthusiasm: from “value” to “vogue”
Figure 24: Percentage of consumers who are interested in shopping online, by demographics, May 2015
Males are less active in planning their leisure time
Figure 25: Most appealing in-home leisure activities, by gender, May 2015
Game consoles gain stronger appeal amongst affluent consumers who have more leisure time 44
Figure 26: Percentage of consumers who are interested in playing games on game console (eg Wii, Xbox),
by monthly personal and household income, May 2015
Figure 27: Interest in playing games on game console (eg Wii, Xbox), May 2015
THE CONSUMER – INFORMATION SOURCE FOR LEISURE ACTIVITIES
Key points
Word of mouth is most effective at raising awareness
Figure 28: Channels used to obtain information about leisure activities, May 2015
Consumers using multiple channels to obtain leisure information
Figure 29: Average number of channels used to obtain leisure information, by demographics, May 2015
Figure 30: Selected channels used to obtain information about leisure activities, by demographics, May
2015
Opportunities to tap into lower tier cities and “inner China”
Figure 31: Percentage of consumers who used “none of the above” channels to obtain leisure information,
by city tier and region, May 2015
THE CONSUMER – TRIGGERS FOR TRYING A NEW LEISURE ACTIVITY
Key points
Different triggers for singles and families
Figure 32: Triggers for taking part in new leisure activities, by marital status, May 2015
Leverage different pricing tactics to lure budget spenders
Figure 33: Percentage of consumers who select “is on promotion” as a trigger for taking part in new leisure
activities, by demographics, May 2015
Creating online buzz to engage high earners and those living in tier one cities
Figure 34: Selected triggers for taking part in new leisure activities, by income and city tier, May 2015
THE CONSUMER – DIFFERENT ATTITUDES TOWARDS LEISURE TIME
Key points
Three types of consumers
Figure 35: Consumer segmentation based on their attitudes towards leisure time, May 2015
Stressed homebodies
Figure 36: Consumer attitudes towards leisure time (% of “agree strongly” or “agree somewhat”), by
consumer segmentation, May 2015
Figure 37: Consumer segmentation, by gender, age and region, May 2015
Simple fun chasers and Achievement hunters
The Simple fun chasers
Figure 38: Consumer segmentation, by demographics, May 2015
The Achievement hunters
THE CONSUMER – MEET THE MINTROPOLITANS
Key points
Why Mintropolitans?
Who are they?
Figure 39: Demographic profile of Mintropolitans versus Non-Mintropolitans, by gender, age and personal
income
Figure 40: Demographic profile of Mintropolitans versus Non-Mintropolitans, by marital status, city tier and
education level
Mintropolitans are embracing the idea of “work hard, play harder”
Figure 41: Percentage of consumers who have spent more time working/studying and leisure on working
days and during weekends, by consumer classification, May 2015
Figure 42: Percentage of consumers who have spent less time sleeping on working days and during
weekends, by consumer classification, May 2015
Mintropolitans are eager to see a wide variety of leisure choices
Figure 43: Channels used to obtain information about leisure activities, by consumer segmentation, May
2015
Positive online reviews can effectively attract the Mintropolitans
Figure 44: Triggers for taking part in new leisure activities, by consumer classification, May 2015
Mintropolitans are driven by a healthier lifestyle and look for new and exciting sensory
experiences
Figure 45: Percentage of consumers who are very interested in different paid leisure activities, by consumer
classification, May 2015
Household chores can be “enjoyable” to Mintropolitans
Figure 46: Percentage of consumers who are interested in leisure activities, by consumer classification, May
2015
APPENDIX – CHINA RESEARCH METHODOLOGY

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