Lena Yang, general manager of Hearst Magazines China, who oversees nine publications including Elle and Marie Claire, says that the typical reader of Hearst Magazines in China is a 29.5-year-old woman who is more likely to be single than married. She has an average income of about $1,431 a month and spends $938 a season on luxury watches, $982 on handbags and shoes and $1,066 on clothes.
Ms. Yang says these women often live at home and turn to their parents and grandparents to pay for them. The study also showed that many readers in their 20s saved little.
“Most of them, they are a single child,” Ms. Yang said. “That means they don’t have to pay for their rent. So all of that goes to pocket money. They have the parents support them and the grandparents. They actually have six persons to support them.”
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