According to China Central Television, 40% of singles in first-tier cities belong to the "moonlight clan", mostly young people who live paycheck to paycheck. In lower city-tiers with lower monthly income, the proportion of the "moonlight clan" has risen sharply and 76 percent of single young people living in fourth and fifth-tier cities run out of money every month.
According to data released by data analytics company Nielsen, 42% of singles spend for self-indulgence, compared to 27 percent of non-single consumers.
The number of single adults reached 240 million in 2018. More than 77 million of those adults live alone and that number is expected to rise to 92 million by 2021, according to China's Ministry of Civil Affairs.
They have converged into a huge new purchase power, giving birth to a new concept of s singles self-indulgence spending.
Singles spend on one-person entertainment. A quick getaway, a movie, a favorite meal, they're willing to do whatever it takes to please themselves.
Single people are also more willing to spend money to find emotional support. As CCTV reported, more than 70 percent of people born in the 1980s and 1990s have pets and most of them are single.
