China Toy Association Publishes Survey on Toy Consumption in China

5 July 2011

The China Toy Association (CTA)surveyed 5,000 consumers from first, second and third tier cities across the nation to assess the purchasing habits of its population over a period of three months in 2010.

The extensive survey examined the age, gender, educational background and income of respondents, as well as reasons for purchasing, profiles of children purchased for, types of toys purchased, and toy prices, among other elements that had an impact on consumption.

General survey findings included:

More than 40% of respondents indicated that safety was their top priority when purchasing toys. Other considerations included functionality, price and quality;
Male consumers were interested in more expensive toys than females overall;
Compared to 2009, consumers were more drawn to middle-priced toys;
Higher priced toys were purchased in Beijing, Shanghai and Guangzhou compared to second and third tier cities;
Expensive gifts were more likely to be purchased at department stores; those seeking discounted prices shopped online (e-shopping, most popular in first tier cities, increased to 13% from 11% in 2009);
82% of consumers could recall the brand of their last toy purchase, compared to 78% in 2009.

To obtain a copy of the full survey, which includes findings on the most frequently bought and recognized brands across all toy categories, please email the China Toy Association (No. 101 Fu Xing Men Nei Street, Beijing 100031, China).

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