This document summarizes survey findings from 1,500 Chinese internet users with middle class incomes and one child aged 0-16 regarding parenting styles, children's daily routines, education, leisure activities, and family spending habits. It finds that Chinese parents take different approaches to raising children ("Little Overachievers", "Free Spirits", "Mollycoddled Kids") depending on factors like the parents' and child's age and family affluence. Children's days involve a mix of school, extracurricular activities, screen time, and family activities. Families spend significant portions of income on children's education, enrichment activities, and consumer goods.

1. © 2012 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
Marketing to Children
November 2012

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Demographic Trends
Age structure of Chinese population, by gender, 2011
National Bureau of Statistics/Mintel NB: Numbers may not sum due to rounding

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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

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

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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

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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

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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

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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

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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

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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

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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

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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.

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Matthew Crabbe
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