the pan asia-pacific cross media survey pax 2008/09 survey results pax 2008 q3 - 2009 q2 (excl japan...
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The Pan Asia-Pacific Cross Media Survey
PAX 2008/09 Survey Results
PAX 2008 Q3 - 2009 Q2 (excl Japan - Print)
Global Research Department
Background
• The Pan Asia-Pacific Cross Media Survey (PAX) is an upscale media tracking survey in this region. It is mainly a consumption survey consisted of the data of 11 markets: Bangkok, Hong Kong, India, Jakarta, Kuala Lumpur, Manila, Melbourne, Seoul, Singapore, Sydney and Taipei. Respondents are aged 25-64
• PAX has continual six-monthly updates. Fieldwork is carried out continuously throughout the year to pinpoint shits in media habits and consumption behaviour.
• PAX measures 102 titles (25 of these are international titles), 33 TV/Print website and 78 Internet websites
• Main sections covered by PAX:PrintTelevisionInternetTravel behaviourFinancial products ownershipAlcohol consumption in past 4 weeksPersonal ownership of and purchase intention ofWireless applicationHousehold ownership of and purchase intent ofSports activitiesPlaces visited in the past 6 monthsClub membershipTypes of business activities engaged in the past 12 monthsPsychographicsInvolvement in different purchase decision making
FT Readership Growth
0
50,000
100,000
150,000
200,000
250,000
Q4 20
03
Q1 20
04
Q2 20
04
Q3 20
04
Q4 20
04
Q1 20
05
Q2 20
05
Q3 20
05
Q4 20
05
Q1 20
06
Q2 20
06
Q3 20
06
Q4 20
06
Q1 20
07
Q2 20
07
Q3 20
07
Q4 20
07
Q2 20
08
Q3 20
08
Q4 20
08
Q2 20
09
FT WSJ Asia IHT Economist Forbes Fortune
Co
vera
ge
Change in readership from Q2 2004 TO Q2 2009:
The FT doubled its readership (up 97%) over the past 5 years.
5.5%
3.7%
2.9%
2.2%
1.7%1.6%
0.7%
5.4%
3.4%
2.6%
2.4%
1.9%
1.6%
0.7%
Time (Print/Online) Newsweek(Print/Online)
The Economist(Print/Online)
Financial Times(Print/Online)
The Wall StreetJournal Asia
(Print/Online)
Forbes(Print/Online)
Int'l Herald Tribune(Print/Online)
2007 Q3 - 2008 Q2 2008 Q3 - 2009 Q2
International press/online titles combined – YOY reach
Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)
-2%
-8%
-10%
+9%
+12%No
change
No change
Print titles: AIR
Websites: Visited In Past 30 days
1.8%
1.3% 1.3%
0.8% 0.8%
0.3%
The Economist Financial Times Fortune Forbes WSJ Asia Int'l Herald Tribune
International press titles – Average Issue Readership
Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)
The FT is the largest international daily tracked on the survey
The FT is the leading daily Int’l business title to reach Key audiences in Asia/Pacific
124,995
53,539
21,140
77,969
35,845
14,105
29,554
13,409
5,717
All Affluent All BDM All Top Management
FT WSJ Asia IHT
The FT reaches more PAX respondents than the WSJ Asia and IHT combined.
The FT also reaches more BDMs or Top Managers that the WSJ Asia and IHT combined.
Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)
Business Decision Makers
63,395
55,331
38,388
28,300
42,808
36,800
33,176
18,64117,203
15,89714,223
5,702
IT + Telecom DMs Financial DMs Logistic DMs Raw materials DMs
FT WSJ Asia IHT
The Financial Times is read by more IT+Telecom decision makers, Financial decision makers, Logistic decision makers and Raw materials decision makers than the WSJ Asia and the IHT.
Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)
The FT is the leading daily Int’l business title to reach frequent air travellers
31,958
18,261
23,808
13,263
28,719
12,672
17,376
9,5788,658
11056
6,8965,935
3+ - Business Int'l air trips inpast 12 months
3+ - Leisure Int'l air trips inpast 12 months
Business/First Class - mostoften travel on Business
Business/First Class - mostoften travel on Int'l Leisure
Trips
FT WSJ Asia IHT
The FT reaches more frequent air travellers than the WSJA and the IHT.
The FT not only reaches more frequent travellers but it also reaches more individuals who travel Business/First class when travelling on business and/or for leisure
Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)
Readership of The FT (As read by FT readers)
Almost 1 in 5 Asian FT readers read the FT in almost its entirety and almost two thirds read at least half of the paper. On average, FT readers read 48% of the Asian FTN.Interesting to note that more than 1 in 10 WSJA readers (11.4%) and IHT readers (10.7%), who read the FT, read the FT in almost its entirety, on average, WSJA readers, who read the FT, read 54% of the Asian FTN and IHT readers read 49% of the Asian FTN)
Almost All18%
About Three Quarters
14%
About Half27%
About A Quarter19%
Less Than One Quarter
22%
Source: PAX 2008 Q3 - 2009 Q2 (ex Japan – Print)
Top-line results – FT.com
1.7%
1.3% 1.3% 1.3%
1.1% 1.1%
0.9%
0.8%
0.6%
0.4%
0.3%
Time website National GeoMag website
WSJ website FinancialTimes
website
TheEconomist
website
ReadersDigest
website
Forbeswebsite
Newsweekwebsite
BusinessWeek
website
IHT website YazhouZhoukanwebsite
As with the printed product, FT.com is the No One, alongside WSJ.com, Int’l daily publication .com site on PAX.*Based on 4 weekly reach
FT.com is the leading International daily bus news Website
Visited In Past 30 days
Purchases/Reservations Made On Internet
31,216
22,599
3,803
26,142
16,214
1,911
13,795
9,080
445
Airline Tickets Hotel Reservations Business Info services
FT website WSJ website IHT website
Reach
More FT.com users make purchases / reservations on the internet than WSJ or IHT users.
Visited In Past 30 days
Conclusions
Although the FT has a lower coverage than some of the business weekly magazines, it is the largest international daily tracked on the survey.
The FT is not only read (both on and offline) by more people than any other international daily print title or website equivalent, but it also shows an increase in readership of 9% year on year
The FT reaches more PAX respondents than the WSJ Asia and IHT combined.
The FT also reaches more BDMs or Top Managers than the WSJ Asia and IHT combined
1 in 5 Asian FT readers read the FT in almost its entirety and almost two thirds read at least half of the paper. On average, readers read 48% of the Asian FTN.
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