Millennial parents in China
Today, 90% of new parents are millennials. They spend a significant amount of time engaged in scheduled activities with their children. And there is so much to explore in more ways than ever before, that sometimes it’s hard for them to know where to start. They are the savviest of app users and the ones who spent on average of 5.7 hours per day using mobile devices.
As millennials get married and have children, this group is more willing to invest money into experience consumption. China's "second child" policy has also promoted the development of the parent-child market. Data shows that the size of China's parent-child market reached 2.77 trillion RMB in 2018 and in the first-tier cities of China, parent-child consumption accounts for 60% of total consumption.
Children’s activity sector is still highly fragmented, it is extremely difficult for parents to find and book the activities they want for their children.