Lifestyles of the Over 55s in China to December 2013: Industry Trends and Forecast

Lifestyles of the Over 55s - China - December 2013

It can not be stressed enough how important the over-55s will become to China’s economy in the
future. There is an urgent need for companies marketing products and services to start taking notice of the
over-55s as a consumer market, not just in themselves, but also the younger generations of consumers who
care for them.
table Of Content

introduction
definition
report Structure
methodology
abbreviations

executive Summary
the Consumer: China’s Over-55s’ Varied Lifestyles And Outlooks
figure 1: China – Over-55s Consumer Segments, September 2013
key Issue: Planning For Retirement
figure 2: Activities Planned For The Next 12 Months, September 2013
key Issue: Financial Security And Spending Priorities Of The Over-55s
figure 3: Statements About Current Financial Situation, September 2013
key Issue: Leisure Priorities Of The Over-55s
figure 4: Holiday Planning For The Next 12 Months, September 2013
key Issue: Marketing To The Over-55s
figure 5: Attitudes Towards Shopping And Buying Products – Trying New Things, September 2013
what We Think

the Consumer – China’s Over-55s’ Varied Lifestyles And Outlooks
key Points
who Are China’s Over-55s?
adults Turning 80 In 2015
the Tradition Of Filial Piety
china’s Over-55s Are A Varied Group Of Consumers
figure 6: China – Over-55s Consumer Segments, September 2013

figure 7: China – Over-55s Consumer Segments, By Gender, Age Group And Monthly Household
Income, September 2013
figure 8: China – Over-55s Consumer Segments, By City, September 2013
the Elderly Population Is Growing
figure 9: Decline In Birth Rate And Increase In Gender Imbalance Over 20 Years, 1992-2001
figure 10: The Population Of The Over-60s In China, 2000, 2005, 2010 And 2015

key Issue – Planning For Retirement
key Points
reasons For Retirement
figure 11: People Who Are Planning To Retire, September 2013
figure 12: Reasons For Taking Retirement, September 2013
figure 13: Reasons For Planning To Retire, September 2013
plans For An Active Retirement
plans For An Active Retirement By Demographic Groups
figure 15: Activities Planned For The Next 12 Months, By Age Group, September 2013
figure 16: Activities Planned For The Next 12 Months, By Monthly Household Income, September 2013
what Does It Mean?

key Issue – Financial Security And Spending Priorities Of The Over-55s
key Points
most 55+-year-olds Have Discretionary Money To Spend
figure 18: Statements About Current Financial Situation, By Age Group, September 2013
figure 19: Statements About Current Financial Situation, By Monthly Household Income, September 2013
figure 20: Statements About Current Financial Situation, By Areas Of Spending Where People Are Spending
More, September 2013
About The Same, September 2013
Less, September 2013
figure 23: Statements About Current Financial Situation, By Areas Of Discretionary Spending, September
2013
what 55+-year-olds Are Spending More Or About The Same On
figure 24: Areas Where People Have Spent More Or About The Same Over The Past 12 Months, September
2013
figure 25: Areas Where People Have Spent More Over The Past 12 Months, By Gender, September 2013
figure 26: Areas Where People Have Spent About The Same Over The Past 12 Months, By Gender,
September 2013
figure 27: Areas Where People Have Spent More Over The Past 12 Months, By Monthly Household Income,

September 2013
figure 28: Areas Where People Have Spent About The Same Over The Past 12 Months, By Monthly
Household Income, September 2013
what 55+-year-olds Are Spending Less On
figure 29: Areas Where People Have Spent Less Or Not At All Over The Past 12 Months, September 2013
figure 30: Areas Where People Have Spent Less Over The Past 12 Months, By Monthly Household Income,
September 2013
discretionary Spending By 55+-year-olds
figure 31: Concerns For The Future, October 2012
figure 32: Discretionary Spending On Non-essential Products And Activities, September 2013
discretionary Spending By Demographic Groups
figure 33: Discretionary Spending On Non-essential Products And Activities, By Gender, September 2013
figure 34: Discretionary Spending On Non-essential Products And Activities, By Age Group, September 2013
figure 35: Discretionary Spending On Non-essential Products And Activities, By Monthly Household
Income, September 2013
discretionary Spending By Category
figure 36: Discretionary Spending On Non-essential Products And Activities, By Areas Where People Are
Spending More (a), September 2013
figure 37: Discretionary Spending On Non-essential Products And Activities, By Areas Where People Are
Spending More (b), September 2013
what Does It Mean?

key Issue – Leisure Priorities Of The Over-55s
key Points
the Leisure Time Of The Over-55s
figure 38: Frequency Of Spending Leisure Time, By Type Of Leisure Activity, October 2012
figure 39: Frequency Of Spending Leisure Time By Type Of Leisure Activity In The Home, By Age Group,
October 2012
the Strong Growth Of Domestic Travel Creating New Potential
figure 40: China – Volume Of Passenger Traffic, By Location Of Origin And Purpose, 2007-12
lower Tier Cities Seeing Bigger Growth In Airport Passenger Volume
figure 41: China – Top 21 Airports, By Share Of Total Airport Passenger Volume And Volume
Growth, 2012
domestic Leisure Travel Tops Consumers’ Reasons For Flying
figure 42: Reason For Flying, June 2013
the Over-55s Are Getting The Travel Bug
figure 43: Holiday Planning For The Next 12 Months, September 2013
the Elderly Chinese Seeking Fun In The Sun
what China’s Over-55s Plan To Do With Their Leisure Time
travel Habits Of 55+-year-olds By Demographic Group
figure 45: Holiday Planning For The Next 12 Months, By Demographics, September 2013

changes In Leisure And Holiday Spending Habits
figure 46: Changes In Leisure And Holiday Spending Habits Over The Past 12 Months, September 2013
figure 47: Changes In Leisure And Holiday Spending Habits Over The Past 12 Months, By Gender And Age
Group, September 2013
figure 48: Changes In Leisure And Holiday Spending Habits Over The Past 12 Months, By Monthly
Household Income, September 2013
discretionary Leisure And Holiday Spending Habits
figure 49: Discretionary Spending On Leisure Activities, September 2013
trends In Discretionary Leisure And Holiday Spending Habits
figure 50: Discretionary Spending On Leisure Activities, By Areas Where People Are Spending More,
September 2013
figure 51: Discretionary Spending On Leisure Activities, By Areas Where People Are Spending About The
Same, September 2013
figure 52: Discretionary Spending On Leisure Activities, By Areas Where People Are Spending Less,
September 2013
what Does It Mean?

key Issue – Marketing To The Over-55s
key Points
openness To New Things Among The Over-55s
figure 53: Attitudes Towards Shopping And Buying Products – Trying New Things, September 2013
figure 54: Attitudes Towards Shopping And Buying Products – Trying New Things, By Consumer
Segments, September 2013
price Sensitivity Among The Over-55s
figure 55: Attitudes Towards Shopping And Buying Products – Price Sensitivity, September 2013
figure 56: Attitudes Towards Shopping And Buying Products – Price Sensitivity, By Consumer
needs Fulfilment Among The Over-55s
figure 57: Attitudes Towards Shopping And Buying Products – Needs Fulfilment, September 2013
figure 58: Attitudes Towards Shopping And Buying Products – Needs Fulfilment, By Consumer
what Products Are Aimed At Elderly Chinese?
shifting Attitudes In Advertising To China’s Elderly
online Shopping Among The Over-55s
figure 59: Attitudes Towards Shopping And Buying Products – Online Purchasing, September 2013
figure 60: Attitudes Towards Shopping And Buying Products – Online Purchasing, By Consumer
elderly Chinese Online
getting On With Retirement
what Does It Mean?


appendix – Reasons For Taking Retirement
figure 61: Reasons For Taking Retirement, September 2013
figure 62: Reasons For Taking Retirement, By Most Popular Activities Planned For The Next 12 Months,
September 2013
figure 63: Reasons For Taking Retirement, By Next Most Popular Activities Planned For The Next 12
Months, September 2013
figure 64: Reasons For Taking Retirement, By Other Activities Planned For The Next 12 Months, September
2013

appendix – Planning For Retirement
figure 65: People Who Are Planning To Retire, September 2013
figure 66: Reasons For Planning To Retire, September 2013

appendix – Planning Retirement Activities
figure 68: Most Popular Activities Planned For The Next 12 Months, By Demographics, September 2013
figure 69: Next Most Popular Activities Planned For The Next 12 Months, By Demographics, September
2013
figure 70: Other Activities Planned For The Next 12 Months, By Demographics, September 2013

appendix – Holiday Plans In The Next 12 Months
figure 71: Holiday Panning For The Next 12 Months, September 2013
figure 72: Most Popular Holiday Panning For The Next 12 Months, By Demographics, September 2013
figure 73: Next Most Popular Holiday Panning For The Next 12 Months, By Demographics, September 2013

appendix – Level Of Financial Security
figure 75: Most Popular Statements About Current Financial Situation, By Demographics, September 2013
figure 76: Next Most Popular Statements About Current Financial Situation, By Demographics, September
2013

appendix – Changes In Spending Habits Over The Past 12 Months
figure 77: Changes In Spending Habits Over The Past 12 Months, September 2013
figure 78: Changes In Spending Habits Over The Past 12 Months – Food And Non-alcoholic
Beverages For The Home, By Demographics, September 2013
figure 79: Changes In Spending Habits Over The Past 12 Months – Food And Non-alcoholic
Beverages Outside Of The Home, By Demographics, September 2013
figure 80: Changes In Spending Habits Over The Past 12 Months – Alcoholic Drinks And Tobacco,

By Demographics, September 2013
figure 81: Changes In Spending Habits Over The Past 12 Months – Personal Care, By Demographics,
September 2013
figure 82: Changes In Spending Habits Over The Past 12 Months – Medical/health Care, By
Demographics, September 2013
figure 83: Changes In Spending Habits Over The Past 12 Months – Fashion, By Demographics,
September 2013
figure 84: Changes In Spending Habits Over The Past 12 Months – Electronic Equipment, By
figure 85: Changes In Spending Habits Over The Past 12 Months – Mobile Phone, By Demographics,
September 2013
figure 86: Changes In Spending Habits Over The Past 12 Months – Entertainment/leisure, By
figure 87: Changes In Spending Habits Over The Past 12 Months – Household Care Products, By
figure 88: Changes In Spending Habits Over The Past 12 Months – Transport, By Demographics,
September 2013
figure 89: Changes In Spending Habits Over The Past 12 Months – Housing, By Demographics,
September 2013
figure 90: Changes In Spending Habits Over The Past 12 Months – Holidays, By Demographics,
September 2013
figure 91: Changes In Spending Habits Over The Past 12 Months – Baby Care Products, By

appendix – Discretionary Spending Habits
figure 92: Discretionary Spending On Non-essential Products And Activities, September 2013
figure 93: Most Popular Discretionary Spending On Non-essential Products And Activities, By
figure 94: Next Most Popular Discretionary Spending On Non-essential Products And Activities, By
figure 95: Other Discretionary Spending On Non-essential Products And Activities, By Demographics,
September 2013

appendix – Attitudes Towards Shopping And Buying Products
figure 96: Attitudes Towards Shopping And Buying Products, September 2013
figure 97: Agreement With The Statement ‘it’s Best To Stick To Shops You’ve Been
To Rather Than Going To The New Ones’, By Demographics, September 2013
figure 98: Agreement With The Statement ‘it Is Better To Stick To The Products You Use Rather
Than Trying New Ones’, By Demographics, September 2013
figure 99: Agreement With The Statement ‘it’s Good To Experience Something New Rather
Than Sticking To Same Things’, By Demographics, September 2013

figure 100: Agreement With The Statement ‘it Is Worth Paying A Bit More For Products That Are Of
Higher Quality’, By Demographics, September 2013
figure 101: Agreement With The Statement ‘it Is Worth Waiting Until Products Go On Sale To
Buy’, By Demographics, September 2013
figure 102: Agreement With The Statement ‘advertising Tends To Be Aimed At Younger
People’, By Demographics, September 2013
figure 103: Agreement With The Statement ‘there Is A Lack Of Products Designed For People Of My
Age’, By Demographics, September 2013
figure 104: Agreement With The Statement ‘it Is Easier To Shop Online Than In-store’, By
figure 105: Agreement With The Statement ‘online Shopping Is Just A Trend’, By
figure 106: Agreement With The Statement ‘the Process Of Online Shopping Is Too
Complicated’, By Demographics, September 2013
figure 107: Agreement With The Statement ‘online Security Is The Biggest Concern That Puts Me Off
Online Shopping’, By Demographics, September 2013

appendix – Further Analysis
figure 108: Target Groups, September 2013
figure 109: Target Groups, By Demographics, September 2013
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Lifestyles of the Over 55s in China to December 2013: Industry Trends and Forecast

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Lifestyles of the Over 55s in China to December 2013: Industry Trends and Forecast