Home > China, Consumer Behavior & Trends, Economy > ProsperChina: Executive Briefing Q4 2010 – Economy and Personal Finances

ProsperChina: Executive Briefing Q4 2010 – Economy and Personal Finances

Here’s your chance to read up on the Chinese consumer: Are the Chinese confident in their own economy? How often do they shop online? What car brands are popular in China?

First we will look at the current state of the economy and then dive into the personal financial situation of Chinese consumers. Check back for more on auto purchases, retail and online shopping!



  • Chinese Consumers’ Confidence in chances for a strong economy during the next 6 months has declined since last quarter (54.1% Q4 ’10 vs. 59.1% Q3 ’10). Confidence remains down year-over-year (54.1% Q4 ’10 vs. 61.5% Q4 ’09).

  • Focus on needs over wants has increased quarter-over-quarter (42.2% Q4 ’10 vs. 39.0% Q3 ’10) and is down year-over-year
    (42.2% Q4 ’10 vs. 44.6% Q4 ’09).
  • Becoming more practical/realistic in purchases had decreased year-over-year (59.2% Q4 ’10 vs. 60.7% Q4 ’09) yet has risen quarter-over-quarter (59.2% Q4 ’10 vs. 56.3% Q3 ’10).



  • In Q4 ’10, 36.4% of Chinese Consumers are anticipating more layoffs in the next six months than at present, up both quarterover-
    quarter (36.4% Q4 ’10 vs. 32.5% Q3 ’10) and year-over-year (36.4% Q4 ’10 vs. 29.7% Q4 ’09).
  • Confidence in the Chinese Stock Market is flat quarter-over-quarter (60.0% Q4 ’10 vs. 59.6% Q3 ’10) although remains down
    year-over-year (60.0% Q4 ’10 vs. 65.9% Q4 ’09) when more consumers answered they would definitely invest/probably invest.
  • Flat from last year, Chinese Consumers 18-54 say due to fluctuating gas prices, 31.4% will be driving less. Quarter-over-quarter
    this reading has decreased slightly (31.4% Q4 ’10 vs. 32.0% Q3 ’10). Though in general, Consumers are maintaining their
    coping methods when dealing with fluctuating gas prices.

  • Year-over-year, Chinese Consumers who say their personal financial situation is “better off” is relatively flat (31.6% Q4 ’10 vs. 31.1% Q4 ’09) and down quarter-over-quarter (31.6% Q4 ’10 vs. 34.9% Q3 ’10).
  • Year-over year, the number of 18-54 year old Chinese consumers that agree/strongly agree with the statement: “I am saving enough to meet my future needs” is on the rise (21.6% Q4 ’10 vs. 19.8% Q4 ’09). However, this reading is down quarter-overquarter (21.6% Q4 ’10 vs. 24.4% Q3 ’10).
  • Chinese Consumers 18-54 planning to save “more” than they did last year remains flat year-over-year (35.3% Q4 ’10 vs. 35.3%
    Q4 ’09) and has decreased quarter-over-quarter (35.3% Q4 ’10 vs. 38.5% Q3 ’10).
  • The card used most often for personal expenditures is bank debit card (33.8%), followed by Visa (28.5%) and Master Card (6.9%), 20.4% do not have a credit card. The top three categories that Chinese Consumers use a credit card for payment are: Electronics/Furniture (41.7%), Clothing (34.2%) and Health & Beauty Aids (29.8%). 

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