Consumption characteristics of single family. Nowadays, more and more people choose to be single, so many of them belong to single families. This has become a common social phenomenon, so consumption will be different. Let's share the consumption characteristics of single families.
Consumption characteristics of single families 1 What are the characteristics of single group consumption from the perspective of consumption behavior?
Paying attention to convenience, pursuing quality, being interesting, pleasing oneself and leading consumption are the main characteristics of the "single economy" at present;
First, pay special attention to convenient consumption, especially in the Internet era. The technical thinking and scenes of the Internet make consumption easier and easier.
Second, the pursuit of quality and extreme, pay attention to the style and taste of life.
Third, conspicuous consumption behavior, its characteristics are obvious. This group often has strong self-psychological hints and unique personality highlights in the process of consumption.
Fourth, the consumption of "please yourself". In the process of consumption, consumers pay special attention to making themselves happy, and have strong self-personality and independent opinions on the quality of life.
Fifth, in the process of consumption, singles themselves have obvious fun mentality and needs, so it is summarized as fun consumption.
Finally, the consumption of a single group shows obvious characteristics of leading consumption, that is, high consumption tendency and low willingness to save go hand in hand.
Consumption Characteristics of Single Families 2 It has been reported recently that with the increasing number of single people, the "single economy" in China is on the rise, and a complete "single industrial chain" has gradually emerged from food, clothing, housing and entertainment.
According to the Workers' Daily, there are more than 200 million singles in China, who are leading a consumption force that cannot be ignored. Only per capita consumption 1000 yuan a year is 200 billion.
Among the single people in China, the proportion of men is obviously higher than that of women. A little information The big data report "When Singles Meet Dogs" released in August last year shows that single men account for 73.4% and women account for 26.6%. In terms of geographical distribution, Shanghai has the largest number of singles, followed by Fujian, Anhui, Jiangsu and Zhejiang.
The consumption potential of this group of people should not be underestimated. A survey of 20 16 in zhenai shows that more than 50% of single men and women have a monthly disposable income of 3,000 to 5,000 yuan, nearly 30% have a monthly disposable income of 5,000 to 8,000 yuan, and 10% have a monthly disposable income of more than 8,000 yuan. Among people with monthly disposable income above 8,000 yuan, the proportion of single women is higher than that of single men.
Look down on savings, pay attention to self-inclination, and improve their quality of life.
Xinhua News Agency analyzed yesterday that singles nowadays are literate and have economic strength. Compared with married people, they are keen on consumption, pessimistic about savings and have a strong sense of self. Because there are no more family responsibilities, singles are more inclined to pay attention to themselves and improve their quality of life.
Their consumption demand ignited the "single economy" and changed the traditional economic model to a great extent. A few years ago, the marketing methods of enterprises mostly used activities such as "second half price" and "multi-person, one-person tour free of charge", but now single-person packages, self-help singing bars, self-help fitness warehouses and so on can be seen everywhere in the market, and mini products such as small rice cookers, ovens, kettles and mini refrigerators have also begun to appear on major shopping websites. The main slogans of these products are no longer "home" and "special household clothes", but "singles must" and "singles".
On many life websites such as food, travel, home and self-media accounts, there are more and more topics like "dining restaurant for one person", "a good place to travel alone" and "building a perfect single apartment". The articles all point to the consumption preferences and needs of single groups.
The takeaway industry has benefited a lot.
The takeaway industry is the obvious beneficiary of the single economy. 65% orders of Meituan, a takeaway company, come from a single customer. Meituan believes that this is related to the fact that Chinese food requires too much time and energy to prepare, and singles don't want to invest too much time.
In addition, in recent years, apartments specially designed for single people have gradually emerged and been welcomed by the market. This kind of single apartment takes into account the needs of single people's lives, can carry a bag to stay, strengthen social functions, and can relax, chat and exercise with other single people.
There are also unlimited business opportunities in the entertainment and social industries. Last June, 5438+ 10, the first new category of intelligent hardware in China-Le Single MAX 1 mobile touch screen TV was released. This product takes artificial intelligence as the technical platform, and integrates social interaction, games and videos on the same platform, making personal entertainment more possible.
However, for the arrival of the "single economy" era, the outside world also has worried voices. Yu Weihua, an associate professor at Jinhe Economic Research Center of Xi Jiaotong University, said that fertility is an important part of social wealth, and a single economy will have a negative impact on China's future society and economy. The state should pay attention to this phenomenon, introduce relevant policies, and make new arrangements for the household registration and social security of children of single mothers.
Consumption characteristics of single family 3 Nowadays, more and more people choose to be single, which has become a common social phenomenon. According to China Statistical Yearbook 20 17, the single population in China reached 240 million in 20 16, exceeding the combined population of Russia and Britain. With the increase of single people, the "single economy" is getting bigger and bigger. So what are the characteristics of the consumption of these bachelors? Fu Yifu, a researcher at Suning Financial Research Institute, summed up the consumption portrait of single people.
The consumption structure of single people is different from traditional families. Generally speaking, singles have a lower propensity to save than non-singles, but their propensity to spend is much higher than that of non-singles. Singles are mainly concentrated in white-collar workers and middle class. In addition to weak spiritual consumption concerns, material consumption ability is strong.
Italy once conducted a survey on average household consumption. In an ordinary family of two to five people in Italy, the average monthly food and beverage consumption of each person is 187 euros, while the single person can reach 320 euros per month, an increase of 7 1%. "New Weekly" magazine once published a "China Single Report".
Finally, it is found that single consumers who do not consider buying luxury goods account for 28.6%; 16% people go to bars, KTV and other entertainment places at least once a week; 3 1.6% people spend the most on social consumption such as entertainment or parties; Only 5.4% are insured for future savings.
To sum up, the consumption of single people has three obvious characteristics:
First, leisure consumption. One of the characteristics of singles is that they have more disposable time, and they are more willing to spend their time on leisure consumption, especially entertainment consumption and food consumption. On the one hand, they will spend a lot of time on the Internet to meet their leisure, social and shopping needs. The most typical entertainment activity is online games. According to the data provided by Momo, about 75% of the active online game players are "single".
On the other hand, singles often have relatively irregular schedules, which also leads them to eat less frequently and have more casual time, preferring to eat anytime and anywhere, especially casual snacks. In the ranking of singles, they pay more attention to the taste of food, followed by taste and price, and health ranks last.
Second, I am keen on socializing. Being single also needs the companionship and care of friends, and subjectively, there is also the motivation to find a way to "get rid of the single". On the one hand, singles often actively engage in networking and interactive socialization through various social media to increase communication frequency and expand communication groups; On the other hand, it is also to enhance social charm through fitness and nourishing.
Third, pursue individuality. From the perspective of consumption structure, post-80s and post-90s are gradually becoming the main consumers, including a large number of single people of marriageable age. Compared with married people, single people's consumption behavior is more emotional and less sensitive to price.