phoenix chinese in china
DESCRIPTION
Phoenix Chinese in China. Source: CTR - CNRS 201 2 ( Nov 2011 – Apr 2012) 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 - PowerPoint PPT PresentationTRANSCRIPT
Phoenix Chinese in China
Source: CTR - CNRS 2012 (Nov 2011 – Apr 2012)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 Nov 2011 – Apr 2012
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
88.9
74.4
62.7
55.4
15.1
6.6
TV Outdoor Newspaper Internet Radio Magazine
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities(102,952,741/ 40,525)
Daily reach rate%
Chinese audience spent more time on TV
157
110
29
17
3
TV Internet Newspaper Radio Magazine
Average Time Spent / Day(minutes)
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities(102,952,741/ 40,525)
Phoenix Chinese is the most popular oversea regional channel
10.4
4.1 4.13.7
1.5
0.8 0.7 0.7 0.7 0.5 0.4 0.34 0.30 0.28 0.25 0.21 0.19 0.19 0.17 0.13 0.12
Phoenix
Chinese
CETV
Xing Kong
Phoenix
InfoNews
Phoenix
MoviesMASTV
Cartoon N
etworkMTV
NGC
Discove
ryTVB8 ESP
N
TVB Xing
he
Sun Satellite
STAR M
ovies In
t'l
STAR W
orldDisn
ey
Channe
l [V]
STAR S
portsCNN
CNBC
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities(102,952,741/ 40,525); Channels watched in Past 4 weeks
% watched Past 4 weeks
Phoenix Chinese is the most popular oversea regional channel
amongst High Household Income group with RMB8,000+
17.0
7.46.8
4.0
2.31.9
1.3 1.0 1.0 0.8 0.7 0.54 0.43 0.41 0.40 0.36 0.31 0.28 0.27 0.22 0.17
Phoenix
Chinese
CETV
Xing Kong
Phoenix
InfoNews
Phoenix
MoviesMASTV MTV
Cartoon N
etworkNGC
TVB8
Discove
ryESP
N
TVB Xing
he
STAR M
ovies In
t'l
Sun Satellite
STAR W
orldDisn
ey
STAR S
ports
Channe
l [V]
CNNCNBC
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ with monthly household income HHI RMB8,000+ in 36 China cities(36,500,093/ 13,617); Channels watched in Past 4 weeks
% watched Past 4 weeks
Phoenix Chinese is the most popular oversea regional channel
amongst High Household Income group with RMB10,000+
22.2
10.0
8.8
4.2
3.1 2.71.9
1.2 1.2 1.0 0.9 0.71 0.65 0.53 0.46 0.42 0.41 0.40 0.34 0.32 0.16
Phoenix
Chinese
CETV
Xing Kong
Phoenix
InfoNews
Phoenix
MoviesMASTV MTV
NGC
Cartoon N
etworkTVB8
Discove
ryESP
N
TVB Xing
he
STAR M
ovies In
t'l
Sun Satellite
STAR W
orldDisn
ey
STAR S
portsCNN
Channe
l [V]CNBC
% watched Past 4 weeks
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ with monthly household income HHI RMB10,000+ in 36 China cities(20,857,552/ 7,521); Channels watched in Past 4 weeks
Phoenix Chinese viewer profile - Gender
All 15+ in 36 cities Phoenix Chinese viewers
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities(102,952,741/ 40,525)Past 4 weeks Phoenix Chinese viewers (10,731,380/4,047)
Male52%
Female48%
Female43%
Male57%
11.8
24.7 24.6
20.9
14.3
3.8
6.9
31.230.1
18.6
10.7
2.6
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 Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities(102,952,741/ 40,525)Past 4 weeks Phoenix Chinese viewers (10,731,380/4,047)
Phoenix Chinese viewers are well-educated60% Phoenix Chinese viewers receive professional or above education
Profile %
2.2% 1.4%
48.4%38.9%
32.3%
35.9%
17.1%23.8%
All 15+ in 36 cities Phoenix Chinese viewers
University+
Occupational/Technical School/College
High school
Primary or below
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities(102,952,741/ 40,525)Past 4 weeks Phoenix Chinese viewers (10,731,380/4,047)
Phoenix Chinese viewers are more affluentover 40% Phoenix Chinese viewers with monthly household income RMB10,000 or
above
6.4%
10.8%6.2%
12.8%
6.8%
33.6%
26.3%
15.2%
14.6%
8.9%
13.1%
11.4%
30.0%
2.8%
All 15+ in 36 cities Phoenix Chinese viewers
RMB 12,000+
RMB 10,000-11,999
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
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities(102,952,741/ 40,525)Past 4 weeks Phoenix Chinese viewers (10,731,380/4,047)
Phoenix Chinese viewers hold higher positions37% Phoenix Chinese viewers with managerial grade or above occupation
15.7%9.5%
9.6%
5.2%
11.4%
12.9%
38.9%
35.3%
19.1%
30.0%
3.6% 3.9%1.7% 3.1%
All 15+ in 36 cities Phoenix Chinese viewers
Civil Servant
Professionals
Company managers
Company staff
Business owners
Worker
Others
Profile %
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities(102,952,741/ 40,525)Past 4 weeks Phoenix Chinese viewers (10,731,380/4,047)Remarks - “Refuse to answer” respondents are excluded.
Phoenix Chinese viewers hold higher positions than local satellite channel viewers
Viewer profile – PMG*
18.4
34.5
32.7
30.5
27.7
27.6
26.2
24.9
24.9
24.5
24.5
Total 36 cities
Phoenix Chinese Channel
CCTV-2
CCTV-9
CCTV-4
CETV-1
CCTV-10
Guangdong Satellite
Beijing Satellite
CCTV-English News
CCTV MUSIC
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities(102,952,741/ 40,525); *PMG – Professionals/ Managers/ Government officials
Profile %
20.3
48.5
35.4
30.1
29.9
28.1
27.9
26.7
23.6
23.3
23.0
Total 36 cities
Phoenix Chinese Channel
Shenzhen Satellite
Guangdong Satellite
Travel Satellite
Beijing Satellite
CCTV-2
CCTV-9
CCTV MUSIC
CCTV-English News
Dragon TV
Phoenix Chinese viewers are more affluent than local satellite channel viewers
Viewer profile – Average monthly household income more than RMB10K
Profile %
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities(102,952,741/ 40,525);
10.1
4.8
1.7
18.0
8.3
6.0
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 %
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities (102,952,741/ 40,525); Past 4 weeks Phoenix Chinese viewers (10,731,380/4,047)
Purposes of Air Travel
11.6
15.7
5.8
5.7
7.0
24.7
22.8
8.2
7.1
13.4
Tour group with travel agency
Package travel
Self-driving tour
Tour group with work unit
Others
Phoenix Chinese viewersAll 15+ in 36 cities
Phoenix Chinese viewers are likely to travel with tour groups and self-driving tours
Profile %Most Often Travel Methods
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities (102,952,741/ 40,525); Past 4 weeks Phoenix Chinese viewers (10,731,380/4,047)
12.5
10.2
4.8
1.9
15.2
15.3
8.3
4.5
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
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities (102,952,741/ 40,525); Past 4 weeks Phoenix Chinese viewers (10,731,380/4,047)
Profile %
11.1
7.8
21.3
15.9
Leisure Air Trips 1+
Leisure Air Trips 2+
Phoenix Chinese viewers
All 15+ in 36 cities
Phoenix Chinese viewers are more likely to have Leisure Travels
Leisure Air Trips in past 12 months Profile %
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities (102,952,741/ 40,525); Past 4 weeks Phoenix Chinese viewers (10,731,380/4,047)
65.7
63.1
54.6
52.8
48.5
46.5
60.5
56.4
49.4
47.5
45.8
42.9
I am interested in nature
I tried to go somewheredifferent on every holiday
I am interested in othercultures
I love the idea of travellingabroad
I am interested in the arts
I spend a lot of time onrecreation and leisure
Phoenix Chinese viewers
All 15+ in 36 cities
Phoenix Chinese viewers enjoy their leisure time
Agree / Strongly agree %
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities (102,952,741/ 40,525); Past 4 weeks Phoenix Chinese viewers (10,731,380/4,047)
94.7
7.0
8.5
37.6
55.0
54.8
71.1
9.8
11.8
51.0
66.9
69.6
78.7
97.7
Tablet computer
Video camera
Laptop computer
PDP TV/ LCD TV
Digital camera
Desktop computer
Mobile phone
Phoenix Chinese viewers
All 15+ in 36 cities
Phoenix Chinese viewers more likely to have hi-tech consumer durables
Profile %
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities (102,952,741/ 40,525); Past 4 weeks Phoenix Chinese viewers (10,731,380/4,047)
21.3
13.2
31.6
21.6
Have investments*
Intended to invest in next 12months**
Phoenix Chinese viewers
All 15+ in 36 cities
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.
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities (102,952,741/ 40,525); Past 4 weeks Phoenix Chinese viewers (10,731,380/4,047)
Profile %
72.7
19.4
7.8
7.4
21.7
Stocks
Funds
Bonds
Real Estate
OthersPhoenix Chinese viewers + intend toinvest in next year
Phoenix Chinese viewers are more financially aware
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities + Past 4 weeks Phoenix Chinese viewers with intend to make an investment in next year ** (23,205,755/ 772)
Profile %
**including: Stocks purchase, Bonds, Buy Funds, Real Estate investment, Others.
Intend to make investment within 1 year
28.7
11.1
5.6
15.9
41.6
18.3
10.1
26.2
Owned credit card
Owned 2+ credit cards
Use credit card at leastonce a week
Use credit card at least 2-3a month
Phoenix Chinese viewersAll 15+ in 36 cities
Phoenix Chinese viewers love using credit cardProfile %
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities (102,952,741/ 40,525); Past 4 weeks Phoenix Chinese viewers (10,731,380/4,047)
54.1
55.9
59.0
59.5
67.6
47.4
51.3
53.4
55.5
57.0
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
It worth to pay extramoney for products save
my time
Phoenix Chinese viewers
All 15+ in 36 cities
Phoenix Chinese viewers lead a quality lifestylethey are more likely to buy high quality products
Agree / Strongly agree %
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities (102,952,741/ 40,525); Past 4 weeks Phoenix Chinese viewers (10,731,380/4,047)