Do You Fit The Bill? A Snapshot of the Typical Jingkids Reader

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Thank you to all the readers who participated in our annual reader survey earlier this month! We’ve digested the 153 responses we received to see what our aggregate audience looks like. How do you measure up?

Do you read our English 

or Chinese edition?

No surprise since we promoted this survey via our English edition that the vast majority (98%) are readers of our English edition. 88% read only that; however 10% read both our English and Chinese editions and 2% read our Chinese edition alone.

Age

Nearly half (49%) fall into the 35-44 range. Our collective average age? 39.6.

Gender

Out of every three readers, two are female (66%) and one is male (34%).

Where are you from?

North Americans make up almost a third (32%) of our readership, with Europe a close second at 28%. The remaining 40% come from everywhere else around the globe!

Occupation

Nearly a third (32%) are in the teaching profession, while a little more than 1 in 10 (12%) are stay-at-home spouses. A surprisingly large percentage (7%) are students, perhaps those taking graduate courses locally or online.

Visa Status

61% of us are here on work visas, while a surprising 10% are permanent residents.

Income

The average income over our readership is RMB 38,366 per month.

Native tongue

What a diverse set of polyglots we are! Though more than half (54%) cite English as their native tongue.

English skills

Nearly 2 out of 3 of us (63%) speak English at a native level.

Chinese speaking skills

28% of us barely speak Mandarin, while on the other end of the spectrum, 26% are native speakers or consider themselves fluent.

Chinese reading skills

Reading Mandarin is another story – 52% know only a few words or less, and only 19% can read fluently.

Where's your 'hood?

No surprises here: 58% of us live in Chaoyang, with the next most popular domicile being Shunyi (18%) followed by Haidian (6%). Together that means 82% of us live in one of these three Beijing districts.

Years in Beijing

This one came as a big surprise: the average length of time in Beijing for our readership is 8 years – heavily skewed by the 31% of our readership that has lived here for more than a decade. Also of interest is that 9% have been here less than a year and another 16% have been here for 1 to 3 years – meaning that together one in four (25%) arrived in Beijing after the onset of Covid-19.

Family Size

Congrats, parents-to-be! 24% of our readership is currently expecting a child. Meanwhile, 43% of families have one child, 24% have two and 9% have three or more.

Schooling Status

One in four of us (25%) are expecting or have children too young for school, while 31% have children in Preschool. Slightly more than a quarter (28%) have kids in Primary School, while 17% have children in Middle and High School. Overall 86% attend international schools while 14% are in local schools.

Social Media Usage

Unsurprisingly, WeChat dominates our social media usage, with the most popular platform being WeChat Groups, which 82% of us regularly participate in. Two-thirds (66%) regularly follow WeChat Subscription Accounts, and 39% are regular viewers of videos on WeChat Channels. The single most popular non-WeChat platform is YouTube, with 53% of us regularly using it, with Instagram the third most popular with 41% using it regularly.

Topics of Interest

Last but certainly not least, what are you, dear readers, interested in reading about on jingkids International? Well, the top three topics of interest are Family-Friendly Activities, Travel Stories and Family-Friendly Dining.

So, did you fit the bill of our typical jingkids reader?

Daily Poll

Have you tried meditating with your kids? 

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