phoenix infonews in china source: ctr - cnrs 2012 (nov 2011 – apr 2012) 36 cities in china
TRANSCRIPT
Phoenix InfoNews in China
Source: CTR - CNRS 2012 (Nov 2011 – Apr 2012)36 cities in China
CNRS
• CTR-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
Daily reach rate%
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities(102,952,741/ 40,525)
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 InfoNews Vs other oversea regional channels
10.4
4.1 4.13.7
1.5
0.8 0.7 0.7 0.7 0.5 0.40.120.130.170.190.190.210.250.280.300.34
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 InfoNews is the no. 4 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 InfoNews viewer profile - Gender
All 15+ in 36 cities Phoenix InfoNews viewers
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities (102,952,741/ 40,525)Past 4 weeks Phoenix InfoNews viewers (3,789,348/1,797)
Male52%
Female48%
Female43%
Male57%
3.8
14.3
20.9
24.624.7
11.8
3.8
11.6
21.1
24.7
30.2
8.6
15-24 25-34 35-44 45-54 55-64 65+
All 15+ in 36 citiesPhoenix InfoNews viewers
Profile %
Phoenix InfoNews 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 InfoNews viewers (3,789,348/1,797)
Phoenix InfoNews viewers are well-educated59% Phoenix InfoNews viewers receive professional or above
education
Profile %
2.2% 1.1%
48.4%39.9%
32.3%
32.5%
17.1%26.4%
All 15+ in 36 cities Phoenix InfoNews 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 InfoNews viewers (3,789,348/1,797)
Phoenix InfoNews viewers are more affluent72% Phoenix InfoNews viewers with monthly household income RMB5,000 or
above
6.4%
10.8%
12.8% 11.4%
33.6% 34.1%
14.9%
8.9% 9.0%
11.4% 14.3%
5.2%
11.1%
15.2%
All 15+ in 36 cities Phoenix InfoNews 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 InfoNews viewers (3,789,348/1,797)
Phoenix InfoNews viewers hold higher positions38% Phoenix InfoNews viewers with managerial grade or above occupation
15.7% 11.6%
9.6%8.4%
11.4%10.9%
38.9%
31.6%
29.1%
3.6%4.6%
19.1%
3.7%1.7%
All 15+ in 36 cities Phoenix InfoNews 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 InfoNews viewers (3,789,348/1,797)Remarks - “Refuse to answer” respondents are excluded.
Phoenix InfoNews viewers hold higher positions than local channel viewers
Viewer profile – PMG*
18.4
33.7
32.7
30.5
27.7
27.6
26.2
24.9
24.9
24.5
24.5
Total 36 cities
Phoenix InfoNews 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 %
10.1
4.8
1.7
3.7
11.3
18.6
Leisure
Business
Family Reunion
Phoenix InfoNews viewers
All 15+ in 36 cities
Phoenix InfoNews 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 InfoNews viewers (3,789,348/1,797)
Purposes of Air Travel
11.6
15.7
5.8
5.7
16.9
17.0
8.8
8.6
Tour group with travelagency
Package travel
Self-driving tour
Tour group with work unitPhoenix InfoNews viewersAll 15+ in 36 cities
Phoenix InfoNews viewers are more likely to travel with tour groups and self-driving tour
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 InfoNews viewers (3,789,348/1,797)
11.1
7.8
14.3
21.3
Leisure Air Trips 1+
Leisure Air Trips 2+
Phoenix InfoNews viewers
All 15+ in 36 cities
Phoenix InfoNews viewers are more likely
to have Leisure TravelsLeisure 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 InfoNews viewers (3,789,348/1,797)
42.9
45.8
47.5
49.4
56.4
60.5
69.5
61.9
56.1
51.8
48.1
44.2I spend a lot of time onrecreation and leisure
I am interested in the arts
I love the idea of travellingabroad
I am interested in othercultures
I tried to go somewheredifferent on every holiday
I am interested in nature
Phoenix InfoNews viewersAll 15+ in 36 cities
Phoenix InfoNews 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 InfoNews viewers (3,789,348/1,797)
94.7
71.1
54.8
55.0
37.6
8.5
7.0
95.7
75.3
66.3
63.6
50.5
16.9
13.5Tablet computer
Video camera
Laptop computer
PDP TV/ LCD TV
Digital camera
Desktop computer
Mobile phone
Phoenix InfoNews viewers
All 15+ in 36 cities
Phoenix InfoNews viewers owned more 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 InfoNews viewers (3,789,348/1,797)
21.3
13.2
27.3
19.2
Have investments*
Intended to invest in next 12months**
Phoenix InfoNews viewers
All 15+ in 36 cities
Phoenix InfoNews 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 InfoNews viewers (3,789,348/1,797)
Profile %
69.0
28.2
13.8
12.0
16.5
Stocks
Funds
Real Estate
Bonds
OthersPhoenix InfoNews viewers +intend to invest in next year
Phoenix InfoNews viewers are more financially aware
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities + Past 4 weeks Phoenix InfoNews viewers with intend to make an investment in next year ** (726,060/ 311)
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
40.7
20.8
9.9
24.8
Owned credit card
Owned 2+ credit cards
Use credit card at leastonce a week
Use credit card at least 2-3times a month
Phoenix InfoNews viewersAll 15+ in 36 cities
Phoenix InfoNews viewers love using credit card
Profile %
Source: CNRS Nov 2011 - Apr 2012Universe/ Sample: Individuals 15+ in 36 China cities (102,952,741/ 40,525)Past 4 weeks Phoenix InfoNews viewers (3,789,348/1,797)
47.4
51.3
55.5
53.4
57.0
50.7
57.2
60.8
61.7
66.1
I like spend more money fororiginal and unique brands
I try to keep up withdevelopments in technology
I think that well- knownbrands are better
It is worth paying extra forquality goods
It worth to pay extra moneyfor products save my time
Phoenix InfoNews viewersAll 15+ in 36 cities
Phoenix InfoNews 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 InfoNews viewers (3,789,348/1,797)