麦肯中国：2024关于中国摩登家庭的真相洞察白皮书（46页）.pdf

1、麦肯中国真相研究中心关于中国摩登家庭的真相MW Truth Central Studies Methodology麦肯全球真相研究中心研究方法2012 关于妈妈的真相Truth About Moms8 Markets,n=6,8002015 关于父母的真相Truth About Parents 16 Markets,n=18,0002023 关于摩登家庭的真相Truth About Modern Families28 Markets,n=55,9201 1China-specific In-depth Study深入中国本土摩登家庭洞察研究*?18-80 Y.O.Nationally Repr

2、esentativeCity Tiers 1-5Quotas:Family Size,Age,Region&City样本画像18-80岁 国民代表1-5线城市指标:家庭规模,年龄,地域&城市Sample DefinitionChina Market:n=2048中国市场样本规模量Base Size01/2024-08/2024本土调查Fieldwork数据收集&研究方法Data Collection&Methodology定量分析 Quantitative Analysis麦肯真相研究中心数据库 线上&移动端调查问卷MW Truth Central Database Online Questi

3、onnaires&Mobile Surveys定性分析 Qualitative Analysis15个焦点小组讨论 48次一对一访谈 中国主流社交媒体平台舆情监控 已发表资料&报告15 Focus Group Discussions 48 1-on-1 Interviews&Investigations Social Listening on Key China Platforms Published Sources&Reports2 23 3回看五千年 从“钟鸣鼎食之家，诗书 缨之族”到“活着回来啦”的当代居所，如今中国家庭中的每位成员都拥有了新风貌。For over five thousa

4、nd years,the Chinese family has transitioned from“generations sharing one quadrangle”to“atomic families and urban individualism”簮Today,every member of a Chinese family embodies a fresh and unique spirit.5Discovering 6 truths about MODERN FAMILIES1:家有新拼图 New Forms of Families 2:母职重塑 Redefining Mother

5、hood 3:父爱渐暖 Maturing Fatherhood 4:成长的烦恼 Growing Pains 5:时髦银发 Chic Silver Generation 6:毛茸茸的家人 Fluffy Companions4 4家有新拼图MODERN FAMILIESthe truth aboutNew Forms of Families15 56 6Source:?MW TRUTH CENTRAL 202372%认为家庭需要 一位父亲和一位母亲Global:42%Global:43%认为血缘和抚养关系 定义谁是家人Believe that a family should consist a m

6、other&a fatherAgree that family members are defined by blood ties and parental relationships中国人的家庭观更为传统71%Definition of family is still holding on to tradition表示目前没有生育计划Global:66%Source:?MW TRUTH CENTRAL 2023?Red?Douyin?Weibo61%Dont have plans to have children for now“丁克?”?Trend of“DINK”(Dual Income