China is seeing a growing number of people living alone.

They not only enjoy quality material well-being, but also gain spiritual satisfaction. They are also seen to be driving the growth of consumption patterns centered on individuals.

The Ministry of Civil Affairs said 240 million people in China were single in 2018, and more than 77 million of them were living alone. The ministry estimates that the number of people living alone will rise to 92 million this year.

Living alone, or "flying solo", is no longer unusual in China.

According to a survey released in September by Zhen'ai, an online matchmaking agency and Beike Zhaofang, an online estate agency, about 80 percent of the roughly 1,200 people surveyed－who were all born after 1990－had experienced living alone; 85.4 percent of women surveyed said they had lived alone or were living alone, while the number for men was 76.6 percent.

The average time they lived alone was roughly 2.2 years. The survey said the reasons for solo living mostly lay in the single status of those who took part and their desire for a freer, easier life.

According to the survey, 40 percent of those surveyed said they felt happy living alone, while only 26 percent said they occasionally felt lonely.

People living alone are pivotal for consumption trends as they purchase higher-quality goods, and their budgets are more flexible.

Figures from the e-commerce platform Tmall show that during the 2019 Double Eleven online shopping festival－which usually falls on Nov 11 every year－the growth in sales of kitchen appliances designed for individuals was double that of items for family use, indicating the strong consumer power of those who live alone.

Li Yi, a 26-year-old who lives alone in Chongqing, said she had just spent 2,000 yuan ($308) on a weeklong decorating spree in her rented apartment.

"I think living alone requires more sense of ritual. Though the place is rented, it is home to me. It provides security in my single life."

Chen Jing, also 26, said she has to cover her living expenses and the rent for her 40-square-meter home in Shanghai, but she always feels the effort is worthwhile.

"I've been here for five years. The apartment and my 'roommate'－my cat－are everything in my life. The rent is rather high, about 6,800 yuan per month, so I have to work hard," she said.

Chen said it's important to please herself. "I don't force myself to make a great breakfast, buy myself flowers and do yoga to music. I never force myself to make friends or get into any friends circles. My happiness is my main reason for living alone," she said.