亚洲男性角色转换及对广告主态度的趋势报告课件

1、2013 State of Asian Men Study2013亚洲男性状况调查亚洲男性状况调查(Malaysia, China, Singapore)马拉西亚，中国，新加坡亚洲男性角色转换及对广告主态度的趋势报告2Male Roles (% Top 3)男性角色（前3位百分比）Q. In which three of the following roles do you spend most of your time? Men Only 仅男性仅男性亚洲男性角色转换及对广告主态度的趋势报告3Male Roles Change Vs. Fathers Generation (% More -

2、 % Less)男性角色 相对父辈的变化（增长减少）Q. Compared to your father at this time of his life, would you say you personally focus on each of these more, the same, or less than he did? LESS 减少减少MORE增加增加Men Only仅男性仅男性亚洲男性角色转换及对广告主态度的趋势报告4Male Priority in Life 男性在生活中的轻重缓急Q. If you could have only one of the following,

3、 which would you choose?Men Only仅男性仅男性亚洲男性角色转换及对广告主态度的趋势报告5Balancing Family and Career - % Top 2 Box (Malaysia ONLY)家庭与事业的平衡最高2个选项 （马来西亚）Q. How strongly do you agree or disagree with the following statements?亚洲男性角色转换及对广告主态度的趋势报告6Balancing Family and Career - % Top 2 Box (China ONLY)家庭与事业的平衡最高2个选项 （中

4、国）Q. How strongly do you agree or disagree with the following statements?亚洲男性角色转换及对广告主态度的趋势报告7Balancing Family and Career - % Top 2 Box (Singapore ONLY)家庭与事业的平衡最高2个选项 （新加坡）Q. How strongly do you agree or disagree with the following statements?以前那样男性外出工作，女性照顾家庭和小孩的日子相对简单多了，亚洲男性角色转换及对广告主态度的趋势报告8Balanc

5、ing Family and Career - % Top 2 Box (Countries Combined)家庭与事业的平衡最高2个选项 （综合国家）Q. How strongly do you agree or disagree with the following statements?亚洲男性角色转换及对广告主态度的趋势报告9Household Responsibilities (Countries Combined)家庭职责（综合国家）Excludes N/A ResponsesQ. In your household, who is primarily responsible f

6、or each of the following household responsibilities? Mans Take男人男人Womans Take女人女人亚洲男性角色转换及对广告主态度的趋势报告10Mans Take on Household Responsibilities (Malaysia Only)男性在家庭中的职责（马来西亚）Excludes N/A ResponsesQ. In your household, who is primarily responsible for each of the following household responsibilities?

7、Mean: 35%Mean: 39%MANBOTH MAN AND PARTNERPARTNER伴侣伴侣SOMEONE ELSE其他人其他人亚洲男性角色转换及对广告主态度的趋势报告11Mans Take on Household Responsibilities (China Only)男性在家庭中的职责（中国）Excludes N/A ResponsesQ. In your household, who is primarily responsible for each of the following household responsibilities? Mean: 43%Mean: 4

8、1%MAN男人男人BOTH MAN AND PARTNER男人及伴侣男人及伴侣PARTNER伴侣伴侣SOMEONE ELSE其他人其他人亚洲男性角色转换及对广告主态度的趋势报告12Mans Take on Household Responsibilities (Singapore Only)男性在家庭中的职责（新加坡）Excludes N/A ResponsesQ. In your household, who is primarily responsible for each of the following household responsibilities? Mean: 27%Mean

9、: 35%MAN男人男人BOTH MAN AND PARTNER男人及伴侣男人及伴侣PARTNER伴侣伴侣SOMEONE ELSE其他人其他人亚洲男性角色转换及对广告主态度的趋势报告13Mans Take on Household Responsibilities (Countries Combined)男性在家庭中的职责（综合国家）Excludes N/A ResponsesQ. In your household, who is primarily responsible for each of the following household responsibilities? Mean:

10、 35%Mean: 39%MAN男人男人BOTH MAN AND PARTNER男人及伴侣男人及伴侣PARTNER伴侣伴侣SOMEONE ELSE其他人其他人亚洲男性角色转换及对广告主态度的趋势报告14Womans Take on Household Responsibilities (Malaysia Only)女性在家务中扮演的角色（马来西亚）Excludes N/A ResponsesQ. In your household, who is primarily responsible for each of the following household responsibilities

11、? Mean: 51%Mean: 17%伴侣伴侣女性女性其他人其他人女性及其伴侣女性及其伴侣亚洲男性角色转换及对广告主态度的趋势报告15Womans Take on Household Responsibilities (China Only)女性在家务中扮演的角色（中国）Excludes N/A ResponsesQ. In your household, who is primarily responsible for each of the following household responsibilities? Mean: 61%Mean: 25%伴侣伴侣女性女性其他人其他人女性及其

12、伴侣女性及其伴侣亚洲男性角色转换及对广告主态度的趋势报告16Womans Take on Household Responsibilities (Singapore Only)女性在家务中扮演的角色（新加坡）Excludes N/A ResponsesQ. In your household, who is primarily responsible for each of the following household responsibilities? Mean: 48%Mean: 17%伴侣伴侣女性女性其他人其他人女性及其伴侣女性及其伴侣亚洲男性角色转换及对广告主态度的趋势报告17Wom

13、ans Take on Household Responsibilities (Countries Combined)女性在家务中扮演的角色（综合）Excludes N/A ResponsesQ. In your household, who is primarily responsible for each of the following household responsibilities? Mean: 53%Mean: 20%伴侣伴侣女性女性其他人其他人女性及其伴侣女性及其伴侣亚洲男性角色转换及对广告主态度的趋势报告18照顾孩子 （综合）Excludes N/A ResponsesQ.

14、 In your household, who is primarily responsible for each of the following household responsibilities? 男性承担部分男性承担部分女性承担部分女性承担部分送孩子上学辅导功课为孩子办生日派对睡前准备睡前为孩子讲故事准备上学孩子生病时照顾孩子换尿布为孩子做午餐亚洲男性角色转换及对广告主态度的趋势报告19照顾孩子(马来西亚)Excludes N/A ResponsesQ. In your household, who is primarily responsible for each of the f

15、ollowing household responsibilities? 男性承担部分男性承担部分女性承担部分女性承担部分开车送孩子参加课外活动教导孩子陪孩子玩耍开车送孩子上学辅导功课陪孩子去医院为孩子办生日派对为孩子读睡前故事准备睡觉接送孩子上学放学换尿布带孩子看医生为孩子做饭亚洲男性角色转换及对广告主态度的趋势报告20照顾孩子(中国)Excludes N/A ResponsesQ. In your household, who is primarily responsible for each of the following household responsibilities? 男性承

16、担部分男性承担部分女性承担部分女性承担部分开车送孩子参加课外活动教导孩子陪孩子玩耍开车送孩子上学辅导功课陪孩子去医院为孩子办生日派对为孩子读睡前故事准备睡觉接送孩子上学放学换尿布带孩子看医生为孩子做饭亚洲男性角色转换及对广告主态度的趋势报告21照顾孩子(新加坡)Excludes N/A ResponsesQ. In your household, who is primarily responsible for each of the following household responsibilities? 男性承担部分男性承担部分女性承担部分女性承担部分亚洲男性角色转换及对广告主态度的趋势

17、报告22男性承担的孩子照顾的部分（马来西亚）Excludes N/A ResponsesQ. And in your household, who is primarily responsible for each of the following childcare responsibilities?Mean: 54%Mean: 40%男性男性男性及其伴侣男性及其伴侣伴侣伴侣其他人其他人亚洲男性角色转换及对广告主态度的趋势报告23男性在照料孩子中扮演的角色(中国)Excludes N/A ResponsesQ. And in your household, who is primarily

18、responsible for each of the following childcare responsibilities?Mean: 51%Mean: 41%男性男性男性及其伴侣男性及其伴侣伴侣伴侣其他人其他人亚洲男性角色转换及对广告主态度的趋势报告24男性在照料孩子中扮演的角色(新加坡)Excludes N/A ResponsesQ. And in your household, who is primarily responsible for each of the following childcare responsibilities?Mean: 52%Mean: 37%男性男

19、性男性及其伴侣男性及其伴侣伴侣伴侣其他人其他人亚洲男性角色转换及对广告主态度的趋势报告25男性在照料孩子中扮演的角色(综合)Excludes N/A ResponsesQ. And in your household, who is primarily responsible for each of the following childcare responsibilities?Mean: 53%Mean: 39%男性男性男性及其伴侣男性及其伴侣伴侣伴侣他人他人亚洲男性角色转换及对广告主态度的趋势报告策划生日，看医生，临睡前为孩子讲故事，准备上学,辅导功课，换尿布，做午饭，孩子生病时照顾孩子

20、26女性在照料孩子中扮演的角色(马来西亚)Q. And in your household, who is primarily responsible for each of the following childcare responsibilities?Mean: 73%Mean: 18%伴侣伴侣女性及其伴侣女性及其伴侣女性女性他人他人亚洲男性角色转换及对广告主态度的趋势报告Birthday parties, Doctors visits, Bedtime story, Homework, Changing diapers, Bedtime routine, Getting ready f

21、or school, Taking care when sick, Lunches, Playing with kids生日会，看医生，催眠故事，家庭作业，换尿布，就寝时间，上学前的准备，生病照顾，午餐，和孩子互动。27Womans Take on Childcare Responsibilities (China Only)妇女承担抚养子女的责任（中国）Q. And in your household, who is primarily responsible for each of the following childcare responsibilities?Mean: 68%Mean

22、: 29%PARTNER配偶配偶BOTH WOMAN AND PARTNER妇女和配偶妇女和配偶WOMAN妇女妇女SOMEONE ELSE其他其他亚洲男性角色转换及对广告主态度的趋势报告Birthday parties, Doctors visits, Bedtime story, Homework, Changing diapers, Bedtime routine, Getting ready for school, Taking care when sick, Lunches生日会，看医生，催眠故事，家庭作业，换尿布，就寝时间，上学前的准备，生病照顾，午餐，和孩子互动。28Womans

23、Take on Childcare Responsibilities (Singapore Only)妇女承担抚养子女的责任（新加坡）Q. And in your household, who is primarily responsible for each of the following childcare responsibilities?Mean: 72%Mean: 19%PARTNER配偶配偶BOTH WOMAN AND PARTNER妇女和配偶妇女和配偶WOMAN妇女妇女SOMEONE ELSE其他其他亚洲男性角色转换及对广告主态度的趋势报告Birthday parties, D

24、octors visits, Bedtime story, Homework, Changing diapers, Bedtime routine, Getting ready for school, Taking care when sick, Lunches生日会，看医生，催眠故事，家庭作业，换尿布，就寝时间，上学前的准备，生病照顾，午餐，和孩子互动。29Womans Take on Childcare Responsibilities (Countries Combined)妇女承担抚养子女的责任（各国）Q. And in your household, who is primarily

25、 responsible for each of the following childcare responsibilities?Mean: 70%Mean: 23%PARTNER配偶配偶BOTH WOMAN AND PARTNER妇女和配偶妇女和配偶WOMAN妇女妇女SOMEONE ELSE其他其他亚洲男性角色转换及对广告主态度的趋势报告30Grading of Men Household Responsibilities (Countries Combined)男人的分级 家庭责任（各国）Q. How would you grade yourself in terms of perfor

26、ming household responsibilities?How Men Grade Themselves男人如何对自己进行分级男人如何对自己进行分级马来西亚 中国 新加坡亚洲男性角色转换及对广告主态度的趋势报告31Grading of Women Household Responsibilities (Countries Combined)女人的分级 家庭责任（各国）Q. How would you grade yourself in terms of performing household responsibilities?How Women Grade Themselves女人如

27、何对自己分级女人如何对自己分级亚洲男性角色转换及对广告主态度的趋势报告32Grading of Men Childcare Responsibilities (Malaysia Only)男人的分级 抚养子女责任（马来西亚）Q. How would you grade yourself in terms of performing childcare responsibilities?Q. And how would you grade your spouse-significant other in terms of performing childcare responsibilities

28、?亚洲男性角色转换及对广告主态度的趋势报告33Grading of Men Childcare Responsibilities (China Only)男人的分级 抚养子女责任 （中国）Q. How would you grade yourself in terms of performing childcare responsibilities?Q. And how would you grade your spouse-significant other in terms of performing childcare responsibilities?亚洲男性角色转换及对广告主态度的趋

29、势报告34Grading of Men Childcare Responsibilities (Singapore Only)男人的分级 抚养子女责任（新加坡）Q. How would you grade yourself in terms of performing childcare responsibilities?Q. And how would you grade your spouse-significant other in terms of performing childcare responsibilities?完成的还不错亚洲男性角色转换及对广告主态度的趋势报告35Gra

30、ding of Men Childcare Responsibilities (Countries Combined)男人的分级 抚养子女责任（各国）Q. How would you grade yourself in terms of performing childcare responsibilities?Q. And how would you grade your spouse-significant other in terms of performing childcare responsibilities?男人怎样对自己进行分级女人怎样对配偶进行分级亚洲男性角色转换及对广告主态

31、度的趋势报告36Grading of Women Childcare Responsibilities (Malaysia Only)女人的分级 抚养子女责任（马来西亚）Q. How would you grade yourself in terms of performing childcare responsibilities?Q. And how would you grade your spouse-significant other in terms of performing childcare responsibilities?亚洲男性角色转换及对广告主态度的趋势报告37Grad

32、ing of Women Childcare Responsibilities (China Only)女人的分级 抚养子女责任（中国）Q. How would you grade yourself in terms of performing childcare responsibilities?Q. And how would you grade your spouse-significant other in terms of performing childcare responsibilities?亚洲男性角色转换及对广告主态度的趋势报告38Grading of Women Chil

33、dcare Responsibilities (Singapore Only)Q. How would you grade yourself in terms of performing childcare responsibilities?Q. And how would you grade your spouse-significant other in terms of performing childcare responsibilities?亚洲男性角色转换及对广告主态度的趋势报告39Grading of Women Childcare Responsibilities (Count

34、ries Combined)Q. How would you grade yourself in terms of performing childcare responsibilities?Q. And how would you grade your spouse-significant other in terms of performing childcare responsibilities?亚洲男性角色转换及对广告主态度的趋势报告40Personal Responsibility Breakdown Mean (Countries Combined)个人责任分解-平均值（联合国家）

35、Q. About what percent of the household responsibilities would you say you personally handle?Q. And about what percent of the financial responsibilities would you say you personally handle?Q. About what percent of the childcare responsibilities would you say you personally handle?亚洲男性角色转换及对广告主态度的趋势报告

36、41Who Enforces the Routines (Countries Combined)谁施行日常生活（联合国家）Note: Respondents could select multiple options for this questionQ. When it comes to enforcing the routines (i.e. bedtime, table manners, homework, eating schedule) who takes care of this most of the time?亚洲男性角色转换及对广告主态度的趋势报告42Who Enforces

37、 the Routines (Malaysia Only)谁施行日常生活（仅马来西亚）Note: Respondents could select multiple options for this questionQ. When it comes to enforcing the routines (i.e. bedtime, table manners, homework, eating schedule) who takes care of this most of the time?亚洲男性角色转换及对广告主态度的趋势报告43Who Enforces the Routines (Chi

38、na Only)谁施行日常生活（仅中国）Note: Respondents could select multiple options for this questionQ. When it comes to enforcing the routines (i.e. bedtime, table manners, homework, eating schedule) who takes care of this most of the time?亚洲男性角色转换及对广告主态度的趋势报告44Who Enforces the Routines (Singapore Only)谁施行日常生活（仅新加

39、坡）Note: Respondents could select multiple options for this questionQ. When it comes to enforcing the routines (i.e. bedtime, table manners, homework, eating schedule) who takes care of this most of the time?亚洲男性角色转换及对广告主态度的趋势报告45Who Enforces the Rules (Countries Combined)谁施行规则（联合国家）Note: Respondents

40、 could select multiple options for this questionQ. When it comes to enforcing the rules of the household with your children (i.e. discipline) who takes care of this most of the time?亚洲男性角色转换及对广告主态度的趋势报告46Who Makes Major Decisions about Activities and Schooling (Countries Combined)对于活动及学校教育谁作决定（联合国家）

41、Note: Respondents could select multiple options for this questionQ. When it comes to major decisions regarding your children (education, activities, etc.) who takes care of this most of the time?亚洲男性角色转换及对广告主态度的趋势报告47Who Makes Major Decisions about Activities and Schooling (Malaysia Only)对于活动及学校教育谁作

42、决定（仅马来西亚）Note: Respondents could select multiple options for this questionQ. When it comes to major decisions regarding your children (education, activities, etc.) who takes care of this most of the time?亚洲男性角色转换及对广告主态度的趋势报告48Who Makes Major Decisions about Activities and Schooling (China Only)对于活动及

43、学校教育谁作决定（仅中国）Note: Respondents could select multiple options for this questionQ. When it comes to major decisions regarding your children (education, activities, etc.) who takes care of this most of the time?亚洲男性角色转换及对广告主态度的趋势报告49Who Makes Major Decisions about Activities and Schooling (Singapore On

44、ly)对于活动及学校教育谁作决定（仅新加坡）Note: Respondents could select multiple options for this questionQ. When it comes to major decisions regarding your children (education, activities, etc.) who takes care of this most of the time?亚洲男性角色转换及对广告主态度的趋势报告50Time - % Top 2 Box (Malaysia ONLY)次数-% 前2名（仅马来西亚）Q. How stron

45、gly do you agree or disagree with the following statements?若我能负担的起，我的配偶/重要他人与我的家庭整天呆在家我没有足够的时间花在我自己身上（私人专属时间）我没有足够时间花在我孩子身上亚洲男性角色转换及对广告主态度的趋势报告51Q. How strongly do you agree or disagree with the following statements?Time - % Top 2 Box (China ONLY)次数-% 前2名（仅中国）亚洲男性角色转换及对广告主态度的趋势报告52Q. How strongly do

46、 you agree or disagree with the following statements?Time - % Top 2 Box (Singapore ONLY)次数-% 前2名（仅新加坡）亚洲男性角色转换及对广告主态度的趋势报告53Q. How strongly do you agree or disagree with the following statements?时间分配 - %前两名（不同国家整合在一起）亚洲男性角色转换及对广告主态度的趋势报告54男性的抚养方式 （% 前两名）Q. And how strongly do you agree or disagree with the following statements? 只限男性只限男性亚洲男性角色转换及对广告主态度的趋势报告55现代社会对男性的定义（仅限马来西亚）Q. Which of the following would say are the primary things that define men today? 他做决定的能力亚洲男性