关于中国摩登家庭的真相

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 = 55,9201China-specific In-depth Study深入中国本土摩登家庭洞察研究*๜ಸޞಅํࢶᇆრᛔᗑᕶ18-80 Y.O. Nationally RepresentativeCity 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 Questionnaires & 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 & Reports23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 thousand 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 Motherhood 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家有新拼图MODERN FAMILIESthe truth aboutNew Forms of Families156Source: Ἀᙗ፥ፘᎸᑪ 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 mother & 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: Ἀᙗ፥ፘᎸᑪ MW TRUTH CENTRAL 2023 ੜᕁԡ Red ಮᶪ Douyin ஙܗ Weibo61%Don’t have plans to have children for now“丁克७”ࡂौᨺ༆ઐ˞຦៚ Trend of “DINK” (Dual Income, No Kids) is gaining popularity#丁克 3.8亿浏览 #Dink, 380 Million Views #丁克养老 1663万浏览 #Dink’s Elderly Care, 16.63 Million Views#丁克 抖音 20.8亿播放 #Dink, 2.08 Billion Plays #丁克家庭 6.7亿播放 #Dink Families, 670 Million Plays #丁克#阅读量3279.2万#Dink, 32.79 Million Reads7一人份小家也能充满对自己的爱A home for one can still be filled with self-loveSourceғੜᕁԡ Red ಮᶪ Douyin一人住 Living Alone一人游 Traveling Alone一人食 Eating Alone一人练 Working Alone一人学 Learning Alone#独居日记 153亿播放 #Solo-dweller Diary, 15.3 Billion Views#独自旅行 17亿浏览 #Traveling Alone, 1.7 Billion Views#一人食 23.5亿播放 #Eating Alone, 2.35 Billion Plays#见人不如健身 165亿浏览 #Workout Instead of Social, 16.5 Billion Views#自我成长 41.5亿播放 #Personal Development, 4.15 Billion Plays8Source: ಮᶪ Douyin ᜜ຎTV Mango TV ஙܗ Weibo分家不分爱，亲情代餐也能双向奔赴 Not together romantically, but still family at heart从仇人到朋友的前夫哥 Ex-husband is still my family离婚搭子排列组合： 夫夫、夫妻、妻妻关系 Recombination of divorced individuals: husband-husband, husband-wife, wife-wife参加完某综艺之后，两对夫妻分别离婚，开启了夫夫搭子的生活#前夫哥 20.9亿播放 #Ex-husband, 2.09 Billion PlaysAfter participating in a variety show, two husbands from divorced couples started to live tog