phoenix chinese in china source: ctr - cnrs 2011 (may - oct 2011) 36 cities in china

Phoenix Chinese in China

Source: CTR - CNRS 2011 (May - Oct 2011)36 cities in China

CTR- CNRS

• China National Resident Survey (CNRS)• Conducted by CVSC-TNS Research Co. Ltd.

(CTR)• Personal interview + self completion

questionnaire to individuals• Aged 15+ registered permanent residents• Living in 36 China cities• Fieldwork conducted in May - Oct 2011

CNRS - 36 cities in China

• Beijing• Changchun• Changsha• Chengdu• Chongqing• Dalian• Foshan• Fuzhou• Guangzhou

• Guiyang• Hangzhou• Haikou• Harbin• Hefei• Jinan• Kunming• Lanzhou• Nanchang

• Nanjing• Nanning• Ningbo• Qingdao• Shanghai• Shenzhen• Shenyang• Shijiazhuang• Suzhou

• Taiyuan• Tianjin• Wenzhou• Urumqi• Wuxi• Wuhan• Xian• Xiamen• Zhengzhou

TV is the most popular media in China

91.5

73.3

67.7

53.9

16.4

5.4

TV Outdoor Newspaper Internet Radio Magazine

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities(103,045,758/ 40,556)

Daily reach rate%

Chinese audience spent more time on TV

166

99

32

124

TV Internet Newspaper Radio Magazine

Average Time Spent / Day(minutes)

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities(103,045,758/ 40,556)

Phoenix Chinese is the most popular oversea regional channel

11.0

5.2

4.23.7

1.31.0 0.9

0.3 0.2 0.2 0.2 0.19 0.14 0.14 0.12 0.11 0.10 0.09 0.08 0.07 0.04

Phoenix

Chinese

Xing Kong CETV

Phoenix

InfoNews

MASTV MTV

Phoenix

Movies

NGC

Cartoon N

etwork

Discove

ryTVB8 ESP

N

TVB Xing

heDisn

ey

STAR M

ovies In

t'l

Sun Satellite

Channe

l [V]

CNN

STAR W

orld

STAR S

portsCNBC

% watched past 30 days

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities(103,045,758/ 40,556); Channels watched in past 30 days

Phoenix Chinese viewer profile - Gender

All 15+ in 36 cities Phoenix Chinese viewers

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities(103,045,758/ 40,556)Past month Phoenix Chinese viewers (11,367,873/4,353)

Male52%

Female48%

Female44%

Male56%

11.8

24.7 24.6

20.9

14.2

3.8

7.6

30.830.0

18.1

11.2

2.4

15-24 25-34 35-44 45-54 55-64 65+

All 15+ in 36 cities

Phoenix Chinese viewersProfile %

Phoenix Chinese viewer profile - Age

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities(103,045,758/ 40,556)Past month Phoenix Chinese viewers (11,367,873/4,353)

Phoenix Chinese viewers are well-educated60% Phoenix Chinese viewers receive professional or above education

Profile %

2.3% 1.1%

50.3%38.8%

30.4%

37.3%

17.0% 22.8%


University+

Occupational/Technical School/College

High school

Primary or below

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities(103,045,758/ 40,556)Past month Phoenix Chinese viewers (11,367,873/4,353)Remarks - “Refuse to answer” respondents are excluded.

Phoenix Chinese viewers are more affluent60% Phoenix Chinese viewers with monthly household income RMB8,000 or

above

7.4%

12.9%

6.7%

15.9%

8.4%

29.0%

21.7%

15.0%

14.9%

19.8%

45.3%

3.1%


RMB 10,000+

RMB 8,000-9,999

RMB 5,000-7,999

RMB 4,000-4,999

RMB 3,000-3,999

Below RMB 2,999

Profile % Monthly household income


Phoenix Chinese viewers hold higher positions38% Phoenix Chinese viewers with managerial grade or above occupation

15.0%10.3%

9.6%

4.4%

12.4%

11.8%

37.6%

35.6%

20.1%

31.0%

3.7% 4.6%1.6% 2.2%


Civil Servant

Professionals

Company managers

Company staff

Business owners

Worker

Others

Profile %


Phoenix Chinese viewers hold higher positions than local satellite channel viewers

Viewer profile – PMG*25.4

39.137.7

35.4

35.2

33.0

32.031.7

30.9

30.8

30.1

29.9

28.527.2

27.0

26.7

26.2

25.925.9

25.9

25.6

Total 36 cities

Phoenix Chinese

MASTV XKWS

CCTV-2

CCTV-9

CCTV-English News

Beijing Satellite CCTV-4

CCTV-10

CCTV-5

CCTV NEWS

China Education TV-1 CCTV-12

Qinghai Satellite

CCTV MUSIC

CCTV-7

Guizhou Satellite Hubei Satellite

Guangdong Satellite

CCTV-1

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities(103,045,758/ 40,556); Channel watched past 7 days.*PMG – Professionals/ Managers/ Government officialsRemarks - “Refuse to answer” respondents are excluded.

Profile %

19.8

46.3

26.8

26.3

25.0

24.7

24.1

21.3

21.1

20.8

20.7

20.6

20.5

20.5

20.4

20.3

19.8

19.6

Total 36 cities

Phoenix Chinese

Shenzhen Satellite

Guangdong Satellite

Beijing Satellite

CCTV-9

CCTV-2

Hubei Satellite

CCTV NEWS

Shannxi Satellite

China Travel Satellite

Qinghai Satellite

CCTV-10

China Education TV-1

CCTV-5

CCTV-English News

Hunan Satellite TV

J iangsu Satellite TV

Phoenix Chinese viewers are more affluent than local satellite channel viewers

Viewer profile – Average monthly household income more than RMB10K

Profile %

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities(103,045,758/ 40,556); Channel watched past 7 days.Remarks - “Refuse to answer” respondents are excluded.

30.6

30.3

10.0

15.3

9.7

7.4

40.9

38.6

18.9

23.1

12.0

10.7

Recommended by relativesor friends

TV Advertising/News

Online Advertising/News

NewspaperAdvertising/News

Outdoor Advertising

OthersPhoenix Chinese viewers


TV is no.1 mass medium to receive information for leisure travels

Profile %

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities (103,045,758/ 40,556); Past month Phoenix Chinese viewers (11,367,873/4,353)

Main channels to obtain travel information (leisure travels)

10.3

4.7

1.8

21.1

8.1

6.8

Leisure

Business

Family reunion

Phoenix Chinese viewersAll 15+ in 36 cities

Phoenix Chinese viewers are more likely to have both business and leisure air travels

Profile %


Purposes of Air Travel

11.0

13.7

6.1

6.1

7.5

27.3

12.7

8.3

6.4

10.6

Tour group with travel agency

Package travel

Self-driving tour

Tour group with work unit

Others


Phoenix Chinese viewers are likely to travel with tour groups and self-driving tours

Profile %Most Often Travel Methods


11.8

10.0

4.8

2.2

12.3

13.7

9.0

3.7

Once a year

Twice a year

3-4 times a year

Above 4 times a year Phoenix Chinese viewersAll 15+ in 36 cities

Phoenix Chinese viewers are more likely to have Leisure Travels

Frequency of Leisure Travels


Profile %

11.3

8.1

24.7

16.2

Leisure Air Trips 1+

Leisure Air Trips 2+

Phoenix Chinese viewers


Phoenix Chinese viewers are more likely to have Leisure Travels

Leisure Air Trips in past 12 months Profile %


43.9

47.1

48.5

56.8

60.4

65.4

I am interested in the arts

I spend a lot of time onrecreation and leisure

I am interested in othercultures

I love the idea of travellingabroad

I tried to go somewheredifferent on every holiday

I am interested in nature


Phoenix Chinese viewers enjoy their leisure time

Agree / Strongly agree %

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities+ Past month Phoenix Chinese viewers (11,367,873/4,353)

7.9

35.3

47.5

53.3

69.8

94.2

9.7

49.2

60.6

69.5

77.4

97.6

Video camera

Laptop computer

PDP TV/ LCD TV

Digital camera

Desktop computer

Mobile phone



Phoenix Chinese viewers more likely to have hi-tech consumer durables

Profile %


22.6

13.7

39.7

23.2

Have investments*

Intended to invest in next 12months**



Phoenix Chinese viewers are more financially aware

*including: National Debts, Stock A in Shanghai/Shenzhen, Domestic Stock B, Stock of Hong Kong/Overseas market, Bonds, Real Estate, Foreign Currency, Gold, Domestic or Overseas Futures, Collection, Fund, Insurance investment, Lottery, RMB Personal Financing, Others**including: Stocks purchase, Bonds, Buy Funds, Real Estate investment, Others.


Profile %

76.2

14.9

5.8

5.2

21.9

Stocks

Funds

Real Estate

Bonds

Others Phoenix Chinese viewers + intend toinvest in next year

Phoenix Chinese viewers are more financially aware

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities + Past month Phoenix Chinese viewers with intend to make an investment in next year ** (2,631,945/893)

Profile %

**including: Stocks purchase, Bonds, Buy Funds, Real Estate investment, Others.

Intend to make investment within 1 year

25.5

8.3

3.9

14.0

38.8

14.0

7.4

24.7

Owned credit card

Owned 2+ credit cards

Use credit card at leastonce a week

Use credit card 2-3 times amonth


Phoenix Chinese viewers love using credit cardProfile %


43.4

45.5

55.5

58.9

59.7

I prefer to buy importscompared with domestic

products

I like spend more moneyfor original and unique

brands

I try to keep up withtechnologicaldevelopments

It is worth paying extra forquality goods

I think that well- knownbrands are better


Phoenix Chinese viewers lead a quality lifestylethey are more likely to buy high quality products and imported

brandsAgree / Strongly agree

%

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ Past month Phoenix Chinese viewers (11,367,873/4,353)

phoenix chinese in china source: ctr - cnrs 2011 (may - oct 2011) 36 cities in china

Documents

china source

chinese audience

china cities103

universe sample

days slide

ctr cnrs

china cities fieldwork

days source