The results of a nationwide survey to investigate the consumption situation of urban females and their families, and compare the latest trends in household spending for the past 12 months was released on June 29 in Beijing.
The survey was jointly conducted by Women of China magazine, Huakun Women's Consumption Guidance Center and Huakun Women's Life Survey Center.
The average age of respondents was 36, among whom 80.1 percent were married, and 5.5 percent were either divorced or widowed.
In addition, 82.2 percent were mothers, whilst 17.8 percent were childless, and 91.8 percent were employed, whilst 8.2 percent were full-time housewives.
The results of the survey indicated six main trends.
Increased Cultural, Entertainment Consumption
Last year, some 97.6 percent of the women and families surveyed said they paid for cultural experiences and entertainment, with an average expenditure of 4,900 yuan.
Outdoor activities, physical exercise, knowledge-learning services and interpersonal events were the four most popular recreational activities, cited by 40 percent, 34 percent, 31.6 percent and 31.5 percent, respectively.
Others enjoyed to watch movies or performances (18.5 percent); visit museums, art galleries and cultural exhibitions (14.2 percent); study cooking, gardening, Chinese tea culture (13.9 percent); experience traditional cultural activities (12.1 percent); or, go to book store (11.4 percent).
Last year, some 89.4 percent of women respondents traveled, with an average expenditure of 19,500 yuan. Meanwhile, 90.2 percent of families did so, with an average expenditure of 39,900 yuan.
The figures also showed that independent travel was the most popular choice at 65.7 percent, followed by self-driving tours, group traveling and private tours, accounting for 43.5 percent, 41.9 percent and 17.7 percent, respectively.
In order to experience a diverse lifestyle and enrich their spiritual life, women and families liked to take trips to local home-stays, share leisure time with relatives and friends, accompany children studying, participate in outdoor activities and adventures and shop, according to the report.
Others prominent activities included enjoying quality food, socializing and visiting tourist attractions.
All-aspect Online Consumption
According to the data, online consumption has becoming more popular, covering almost every aspect of women's daily work and life.
Due to its wide coverage, simplicity and inclusiveness, mobile internet has reduced the cost of acquiring knowledge and information, and improved women's ability to learn independently.
Some 56.3 percent said they have experienced online shopping and making group purchases.
Some 35.7 percent said they read online and 25.6 percent said they took online courses. In addition, online travel booking, financial investment and hospital registrations were carried out by 25.1 percent, 19.6 percent and 19 percent, respectively.
Increased Non-material Consumption
Some 18.7 percent of women said traveling was their largest single expenditure, the same percentage to those choosing clothing, and followed by beauty, skincare, and body care, which accounted for 16.7 percent.
Learning was cited by 9.6 percent, with cultural entertainment receiving 9.2 percent and sports and fitness receiving 8.3 percent.
In regards to family expenditures, children's upbringing and education took the largest share at 28.5 percent; purchases, rentals and decoration of houses accounted for 24.3 percent; and, holiday vacations were cited by 15 percent.
Apart from that, vehicle purchases were also mention by 11.9 percent, followed by household goods purchases such as daily supplies and electronic appliances, supporting the elderly and entertainment.
Moreover, the survey also found the factors that women valued most during expenditures were high-quality, pollution-free, cost-effective products and a pleasant shopping experience, which accounted for 48.6 percent, 46.1 percent , 39.3 percent and 38.1 percent, respectively.
Other factors that polled favorably included discounts and promotions (29 percent); a good reputation (27.3 percent); products’ high performance (25 percent); low prices (16.9 percent); and, exquisite design (16.2 percent).
Well-recognized Sustainable Consumption
According to the result, the number of women who opposed vanity and irrational consumption numbered 52.8 percent; 46.0 percent of the women prioritized environmental protection; 44.5 percent objected to wasting food; and, 40.4 percent expressed a tendency to reduce the purchase of disposable items.
However, 19.8 percent said they prefer to splash out on favorable goods; and 13.2 percent said they spend money as a method of relieving stress.
Consumption on Children, Traveling, Houses
The survey showed that the top three expenditures for women and families were children's education, accounting for 46.7 percent; followed by travel at 39.3 percent and housing matters at 33 percent, respectively.