A study of children’s consumer socialization in Hong Kong over a five‐year period: income spending and saving

Reports on two studies conducted in Hong Kong, one in 1989, the other in 1994, to see if children’s socialization as consumers has changed in the intervening years. Formulates hypotheses, based on the earlier research, that children will receive spending money by the time they are four, that the amount will increase as they get older, children will spend money by the age of four, they will also save money, older children will visit more shops than younger children, and children will go shopping without parents by the age of four. Outlines the research methodology used – 318 questionnaires used for analysis, composition of the sample of respondents, demographics – and records how analysis of variance was used to make comparisons with data from the earlier study. Considers income, spending and saving attitudes in children, as well as how they spend and what they buy. Finds that, in 1994 (compared to 1989) children aged 6, 9, 10, 11 and 12 receive more money; 4, 7 and 10 year olds spend a higher percent of their income, saving has decreased for 4, 7 and 10 year olds, children’s real income has doubled since 1989, independent shopping trips seem to have been postponed until the child is 6 but co‐shopping with parents has increased for all ages; most shopping trips without parents focused on food stores and street vendors that were easily accessible from home, but purchasing behaviour has not changed significantly. Indicates that Hong Kong children are pursuing a western (US) model of spending income, rather than the Chinese model of saving, and that children are undergoing consumer socialization and consumer education – as evidenced by the single fact that in 1994 $161.8 million was spent in Hong Kong by children aged 4‐12.