2013亚洲男性角色转换及对广告主态度的趋势报告

2013StateofAsianMenStudy2013亚洲男性状况调查(Malaysia,China,Singapore)马拉西亚，中国，新加坡,2,MaleRoles(%Top3)男性角色（前3位百分比）,Q.Inwhichthreeofthefollowingrolesdoyouspendmostofyourtime?,MenOnly仅男性,3,MaleRolesChangeVs.FathersGeneration(%More-%Less)男性角色相对父辈的变化（增长减少）,Q.Comparedtoyourfatheratthistimeofhislife,wouldyousayyoupersonallyfocusoneachofthesemore,thesame,orlessthanhedid?,LESS减少,MORE增加,MenOnly仅男性,4,MalePriorityinLife男性在生活中的轻重缓急,Q.Ifyoucouldhaveonlyoneofthefollowing,whichwouldyouchoose?,MenOnly仅男性,5,BalancingFamilyandCareer-%Top2Box(MalaysiaONLY)家庭与事业的平衡最高2个选项（马来西亚）,Q.Howstronglydoyouagreeordisagreewiththefollowingstatements?,6,BalancingFamilyandCareer-%Top2Box(ChinaONLY)家庭与事业的平衡最高2个选项（中国）,Q.Howstronglydoyouagreeordisagreewiththefollowingstatements?,7,BalancingFamilyandCareer-%Top2Box(SingaporeONLY)家庭与事业的平衡最高2个选项（新加坡）,Q.Howstronglydoyouagreeordisagreewiththefollowingstatements?,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，,8,BalancingFamilyandCareer-%Top2Box(CountriesCombined)家庭与事业的平衡最高2个选项（综合国家）,Q.Howstronglydoyouagreeordisagreewiththefollowingstatements?,9,HouseholdResponsibilities(CountriesCombined)家庭职责（综合国家）,ExcludesN/AResponsesQ.Inyourhousehold,whoisprimarilyresponsibleforeachofthefollowinghouseholdresponsibilities?,MansTake男人,WomansTake女人,10,MansTakeonHouseholdResponsibilities(MalaysiaOnly)男性在家庭中的职责（马来西亚）,ExcludesN/AResponsesQ.Inyourhousehold,whoisprimarilyresponsibleforeachofthefollowinghouseholdresponsibilities?,Mean:35%,Mean:39%,MAN,BOTHMANANDPARTNER,PARTNER伴侣,SOMEONEELSE其他人,11,MansTakeonHouseholdResponsibilities(ChinaOnly)男性在家庭中的职责（中国）,ExcludesN/AResponsesQ.Inyourhousehold,whoisprimarilyresponsibleforeachofthefollowinghouseholdresponsibilities?,Mean:43%,Mean:41%,MAN男人,BOTHMANANDPARTNER男人及伴侣,PARTNER伴侣,SOMEONEELSE其他人,12,MansTakeonHouseholdResponsibilities(SingaporeOnly)男性在家庭中的职责（新加坡）,ExcludesN/AResponsesQ.Inyourhousehold,whoisprimarilyresponsibleforeachofthefollowinghouseholdresponsibilities?,Mean:27%,Mean:35%,MAN男人,BOTHMANANDPARTNER男人及伴侣,PARTNER伴侣,SOMEONEELSE其他人,13,MansTakeonHouseholdResponsibilities(CountriesCombined)男性在家庭中的职责（综合国家）,ExcludesN/AResponsesQ.Inyourhousehold,whoisprimarilyresponsibleforeachofthefollowinghouseholdresponsibilities?,Mean:35%,Mean:39%,MAN男人,BOTHMANANDPARTNER男人及伴侣,PARTNER伴侣,SOMEONEELSE其他人,14,WomansTakeonHouseholdResponsibilities(MalaysiaOnly)女性在家务中扮演的角色（马来西亚）,ExcludesN/AResponsesQ.Inyourhousehold,whoisprimarilyresponsibleforeachofthefollowinghouseholdresponsibilities?,Mean:51%,Mean:17%,伴侣,女性,其他人,女性及其伴侣,15,WomansTakeonHouseholdResponsibilities(ChinaOnly)女性在家务中扮演的角色（中国）,ExcludesN/AResponsesQ.Inyourhousehold,whoisprimarilyresponsibleforeachofthefollowinghouseholdresponsibilities?,Mean:61%,Mean:25%,伴侣,女性,其他人,女性及其伴侣,16,WomansTakeonHouseholdResponsibilities(SingaporeOnly)女性在家务中扮演的角色（新加坡）,ExcludesN/AResponsesQ.Inyourhousehold,whoisprimarilyresponsibleforeachofthefollowinghouseholdresponsibilities?,Mean:48%,Mean:17%,伴侣,女性,其他人,女性及其伴侣,17,WomansTakeonHouseholdResponsibilities(CountriesCombined)女性在家务中扮演的角色（综合）,ExcludesN/AResponsesQ.Inyourhousehold,whoisprimarilyresponsibleforeachofthefollowinghouseholdresponsibilities?,Mean:53%,Mean:20%,伴侣,女性,其他人,女性及其伴侣,18,照顾孩子（综合）,ExcludesN/AResponsesQ.Inyourhousehold,whoisprimarilyresponsibleforeachofthefollowinghouseholdresponsibilities?,男性承担部分,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,19,照顾孩子(马来西亚),ExcludesN/AResponsesQ.Inyourhousehold,whoisprimarilyresponsibleforeachofthefollowinghouseholdresponsibilities?,男性承担部分,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,20,照顾孩子(中国),ExcludesN/AResponsesQ.Inyourhousehold,whoisprimarilyresponsibleforeachofthefollowinghouseholdresponsibilities?,男性承担部分,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,21,照顾孩子(新加坡),ExcludesN/AResponsesQ.Inyourhousehold,whoisprimarilyresponsibleforeachofthefollowinghouseholdresponsibilities?,男性承担部分,女性承担部分,22,男性承担的孩子照顾的部分（马来西亚）,ExcludesN/AResponsesQ.Andinyourhousehold,whoisprimarilyresponsibleforeachofthefollowingchildcareresponsibilities?,Mean:54%,Mean:40%,男性,男性及其伴侣,伴侣,其他人,23,男性在照料孩子中扮演的角色(中国),ExcludesN/AResponsesQ.Andinyourhousehold,whoisprimarilyresponsibleforeachofthefollowingchildcareresponsibilities?,Mean:51%,Mean:41%,男性,男性及其伴侣,伴侣,其他人,24,男性在照料孩子中扮演的角色(新加坡),ExcludesN/AResponsesQ.Andinyourhousehold,whoisprimarilyresponsibleforeachofthefollowingchildcareresponsibilities?,Mean:52%,Mean:37%,男性,男性及其伴侣,伴侣,其他人,25,男性在照料孩子中扮演的角色(综合),ExcludesN/AResponsesQ.Andinyourhousehold,whoisprimarilyresponsibleforeachofthefollowingchildcareresponsibilities?,Mean:53%,Mean:39%,男性,男性及其伴侣,伴侣,他人,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,26,女性在照料孩子中扮演的角色(马来西亚),Q.Andinyourhousehold,whoisprimarilyresponsibleforeachofthefollowingchildcareresponsibilities?,Mean:73%,Mean:18%,伴侣,女性及其伴侣,女性,他人,Birthdayparties,Doctorsvisits,Bedtimestory,Homework,Changingdiapers,Bedtimeroutine,Gettingreadyforschool,Takingcarewhensick,Lunches,Playingwithkids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。,27,WomansTakeonChildcareResponsibilities(ChinaOnly)妇女承担抚养子女的责任（中国）,Q.Andinyourhousehold,whoisprimarilyresponsibleforeachofthefollowingchildcareresponsibilities?,Mean:68%,Mean:29%,PARTNER配偶,BOTHWOMANANDPARTNER妇女和配偶,WOMAN妇女,SOMEONEELSE其他,Birthdayparties,Doctorsvisits,Bedtimestory,Homework,Changingdiapers,Bedtimeroutine,Gettingreadyforschool,Takingcarewhensick,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。,28,WomansTakeonChildcareResponsibilities(SingaporeOnly)妇女承担抚养子女的责任（新加坡）,Q.Andinyourhousehold,whoisprimarilyresponsibleforeachofthefollowingchildcareresponsibilities?,Mean:72%,Mean:19%,PARTNER配偶,BOTHWOMANANDPARTNER妇女和配偶,WOMAN妇女,SOMEONEELSE其他,Birthdayparties,Doctorsvisits,Bedtimestory,Homework,Changingdiapers,Bedtimeroutine,Gettingreadyforschool,Takingcarewhensick,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。,29,WomansTakeonChildcareResponsibilities(CountriesCombined)妇女承担抚养子女的责任（各国）,Q.Andinyourhousehold,whoisprimarilyresponsibleforeachofthefollowingchildcareresponsibilities?,Mean:70%,Mean:23%,PARTNER配偶,BOTHWOMANANDPARTNER妇女和配偶,WOMAN妇女,SOMEONEELSE其他,30,GradingofMenHouseholdResponsibilities(CountriesCombined)男人的分级家庭责任（各国）,Q.Howwouldyougradeyourselfintermsofperforminghouseholdresponsibilities?,HowMenGradeThemselves男人如何对自己进行分级,马来西亚中国新加坡,31,GradingofWomenHouseholdResponsibilities(CountriesCombined)女人的分级家庭责任（各国）,Q.Howwouldyougradeyourselfintermsofperforminghouseholdresponsibilities?,HowWomenGradeThemselves女人如何对自己分级,32,GradingofMenChildcareResponsibilities(MalaysiaOnly)男人的分级抚养子女责任（马来西亚）,Q.Howwouldyougradeyourselfintermsofperformingchildcareresponsibilities?Q.Andhowwouldyougradeyourspouse-significantotherintermsofperformingchildcareresponsibilities?,33,GradingofMenChildcareResponsibilities(ChinaOnly)男人的分级抚养子女责任（中国）,Q.Howwouldyougradeyourselfintermsofperformingchildcareresponsibilities?Q.Andhowwouldyougradeyourspouse-significantotherintermsofperformingchildcareresponsibilities?,34,GradingofMenChildcareResponsibilities(SingaporeOnly)男人的分级抚养子女责任（新加坡）,Q.Howwouldyougradeyourselfintermsofperformingchildcareresponsibilities?Q.Andhowwouldyougradeyourspouse-significantotherintermsofperformingchildcareresponsibilities?,完成的还不错,35,GradingofMenChildcareResponsibilities(CountriesCombined)男人的分级抚养子女责任（各国）,Q.Howwouldyougradeyourselfintermsofperformingchildcareresponsibilities?Q.Andhowwouldyougradeyourspouse-significantotherintermsofperformingchildcareresponsibilities?,男人怎样对自己进行分级,女人怎样对配偶进行分级,36,GradingofWomenChildcareResponsibilities(MalaysiaOnly)女人的分级抚养子女责任（马来西亚）,Q.Howwouldyougradeyourselfintermsofperformingchildcareresponsibilities?Q.Andhowwouldyougradeyourspouse-significantotherintermsofperformingchildcareresponsibilities?,37,GradingofWomenChildcareResponsibilities(ChinaOnly)女人的分级抚养子女责任（中国）,Q.Howwouldyougradeyourselfintermsofperformingchildcareresponsibilities?Q.Andhowwouldyougradeyourspouse-significantotherintermsofperformingchildcareresponsibilities?,38,GradingofWomenChildcareResponsibilities(SingaporeOnly),Q.Howwouldyougradeyourselfintermsofperformingchildcareresponsibilities?Q.Andhowwouldyougradeyourspouse-significantotherintermsofperformingchildcareresponsibilities?,39,GradingofWomenChildcareResponsibilities(CountriesCombined),Q.Howwouldyougradeyourselfintermsofperformingchildcareresponsibilities?Q.Andhowwouldyougradeyourspouse-significantotherintermsofperformingchildcareresponsibilities?,40,PersonalResponsibilityBreakdownMean(CountriesCombined)个人责任分解-平均值（联合国家）,Q.Aboutwhatpercentofthehouseholdresponsibilitieswouldyousayyoupersonallyhandle?Q.Andaboutwhatpercentofthefinancialresponsibilitieswouldyousayyoupersonallyhandle?Q.Aboutwhatpercentofthechildcareresponsibilitieswouldyousayyoupersonallyhandle?,41,WhoEnforcestheRoutines(CountriesCombined)谁施行日常生活（联合国家）,Note:RespondentscouldselectmultipleoptionsforthisquestionQ.Whenitcomestoenforcingtheroutines(i.e.bedtime,tablemanners,homework,eatingschedule)whotakescareofthismostofthetime?,42,WhoEnforcestheRoutines(MalaysiaOnly)谁施行日常生活（仅马来西亚）,Note:RespondentscouldselectmultipleoptionsforthisquestionQ.Whenitcomestoenforcingtheroutines(i.e.bedtime,tablemanners,homework,eatingschedule)whotakescareofthismostofthetime?,43,WhoEnforcestheRoutines(ChinaOnly)谁施行日常生活（仅中国）,Note:RespondentscouldselectmultipleoptionsforthisquestionQ.Whenitcomestoenforcingtheroutines(i.e.bedtime,tablemanners,homework,eatingschedule)whotakescareofthismostofthetime?,44,WhoEnforcestheRoutines(SingaporeOnly)谁施行日常生活（仅新加坡）,Note:RespondentscouldselectmultipleoptionsforthisquestionQ.Whenitcomestoenforcingtheroutines(i.e.bedtime,tablemanners,homework,eatingschedule)whotakescareofthismostofthetime?,45,WhoEnforcestheRules(CountriesCombined)谁施行规则（联合国家）,Note:RespondentscouldselectmultipleoptionsforthisquestionQ.Whenitcomestoenforcingtherulesofthehouseholdwithyourchildren(i.e.discipline)whotakescareofthismostofthetime?,46,WhoMakesMajorDecisionsaboutActivitiesandSchooling(CountriesCombined)对于活动及学校教育谁作决定（联合国家）,Note:RespondentscouldselectmultipleoptionsforthisquestionQ.Whenitcomestomajordecisionsregardingyourchildren(education,activities,etc.)whotakescareofthismostofthetime?,47,WhoMakesMajorDecisionsaboutActivitiesandSchooling(MalaysiaOnly)对于活动及学校教育谁作决定（仅马来西亚）,Note:RespondentscouldselectmultipleoptionsforthisquestionQ.Whenitcomestomajordecisionsregardingyourchildren(education,activities,etc.)whotakescareofthismostofthetime?,48,WhoMakesMajorDecisionsaboutActivitiesandSchooling(ChinaOnly)对于活动及学校教育谁作决定（仅中国）,Note:RespondentscouldselectmultipleoptionsforthisquestionQ.Whenitcomestomajordecisionsregardingyourchildren(education,activities,etc.)whotakescareofthismostofthetime?,49,WhoMakesMajorDecisionsaboutActivitiesandSchooling(SingaporeOnly)对于活动及学校教育谁作决定（仅新加坡）,Note:RespondentscouldselectmultipleoptionsforthisquestionQ.Whenitcomestomajordecisionsregardingyourchildren(education,activities,etc.)whotakescareofthismostofthetime?,50,Time-%Top2Box(MalaysiaONLY)次数-%前2名（仅马来西亚）,Q.Howstronglydoyouagreeordisagreewiththefollowingstatements?,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,51,Q.Howstronglydoyouagreeordisagreewiththefollowingstatements?,Time-%Top2Box(ChinaONLY)次数-%前2名（仅中国）,52,Q.Howstronglydoyouagreeordisagreewiththefollowingstatements?,Time-%Top2Box(SingaporeONLY)次数-%前2名（仅新加坡）,53,Q.Howstronglydoyouagreeordisagreewiththefollowingstatements?,时间分配-%前两名（不同国家整合在一起）,54,男性的抚养方式（%前两名）,Q.Andhowstronglydoyouagreeordisagreewiththefollowingstatements?,只限男性,55,现代社会对男性的定义（仅限马来西亚）,Q.Whichofthef