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

Phoenix InfoNews in China

Source: CTR - CNRS 2011 (May - Oct 2011)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 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

Daily reach rate%

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

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 InfoNews Vs other oversea regional channels

11.0

5.2

4.23.7

1.31.0 0.9

0.3 0.2 0.2 0.2 0.040.070.080.090.100.110.120.140.140.19

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 InfoNews viewer profile - Gender

All 15+ in 36 cities Phoenix InfoNews viewers

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities (103,045,758/ 40,556)Past month Phoenix InfoNews viewers (3,769,456/1,836)

Male52%

Female48%

Female47%

Male53%

3.8

14.2

20.9

24.624.7

11.8

3.4

13.6

20.5

24.2

29.2

9.1

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 May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities (103,045,758/ 40,556)Past month Phoenix InfoNews viewers (3,769,456/1,836)

Phoenix InfoNews viewers are well-educated58% Phoenix InfoNews viewers receive professional or above

education

Profile %

2.3% 1.2%

50.3%40.8%

30.4%

32.9%

17.0%25.1%

All 15+ in 36 cities Phoenix InfoNews viewers

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 InfoNews viewers (3,769,456/1,836)Remarks - “Refuse to answer” respondents are excluded.

Phoenix InfoNews viewers are more affluent68% Phoenix InfoNews viewers with monthly household income RMB5,000 or

above

7.4%

12.9%

15.9% 13.1%

29.0%29.8%

15.5%

19.8% 22.5%

6.3%

12.8%

15.0%

All 15+ in 36 cities Phoenix InfoNews viewers

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

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities (103,045,758/ 40,556)Past month Phoenix InfoNews viewers (3,769,456/1,836)Remarks - “Refuse to answer” respondents are excluded.

Phoenix InfoNews viewers hold higher positions39% Phoenix InfoNews viewers with managerial grade or above occupation

15.0% 13.5%

9.6%5.7%

12.4%12.7%

37.6%

29.6%

29.2%

3.7%6.6%

20.1%

2.7%1.6%

All 15+ in 36 cities Phoenix InfoNews viewers

Civil Servant

Professionals

Company managers

Company staff

Business owners

Worker

Others

Profile %

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities (103,045,758/ 40,556)Past month Phoenix InfoNews viewers (3,769,456/1,836)Remarks - “Refuse to answer” respondents are excluded.

Phoenix InfoNews viewers hold higher positions than local channel viewers

Viewer profile – PMG*

25.4

37.3

35.4

35.2

33.0

32.0

31.7

30.9

30.8

30.1

29.9

28.5

27.0

26.7

26.2

25.9

25.9

25.9

25.6

Total 36 cities

Phoenix Infonews

XKWS

CCTV-2

CCTV-9

CCTV-English News

Beijing Satellite

CCTV-4

CCTV-10

CCTV-5

CCTV NEWS

China Education TV-1

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 officials

Profile %

11.3

10.2

16.0

19.3

28.6

35.0Recommended byrelatives or friends

TV Ads/News

Advertising innewspaper/News

Advertising/News oninternet

Outdoor AD

Others Phoenix InfoNews 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 + Past month Phoenix InfoNews viewers (3,769,456/1,836)

Main channels to obtain travel information (leisure travels)

10.3

4.7

10.0

17.1

Leisure

Business

Phoenix InfoNews viewersAll 15+ in 36 cities

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

Profile %

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities (103,045,758/ 40,556); Past month Phoenix InfoNews viewers (3,769,456/1,836)

Purposes of Air Travel

11.0

13.7

6.1

6.1

16.0

13.6

10.0

9.8

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 May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities (103,045,758/ 40,556); Past month Phoenix InfoNews viewers (3,769,456/1,836)

11.3

8.1

12.9

18.7

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 May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities (103,045,758/ 40,556); Past month Phoenix InfoNews viewers (3,769,456/1,836)

36.9

41.6

48.2

48.5

56.8

68.8

I spend a lot of time onrecreation and leisure

I am interested in the arts

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 InfoNews viewers

Phoenix InfoNews viewers enjoy their leisure time

Agree / Strongly agree %

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities + Past month Phoenix InfoNews viewers (3,769,456/1,836)

94.2

69.8

53.3

47.5

35.3

7.9

95.6

74.9

63.3

57.1

46.8

15.5Video 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 May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities (103,045,758/ 40,556)Past month Phoenix InfoNews viewers (3,769,456/1,836)

22.6

13.7

30.1

16.7

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 May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities (103,045,758/ 40,556); Past month Phoenix InfoNews viewers (3,769,456/1,836)

Profile %

62.8

29.2

14.2

12.4

15.9

Stocks

Funds

Real Estate

Bonds

OthersPhoenix InfoNews viewers +intend to invest in next year

Phoenix InfoNews viewers are more financially aware

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities + Past month Phoenix InfoNews viewers with intend to make an investment in next year ** (630,106/279)

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

35.4

16.4

6.2

20.2

Owned credit card

Owned 2+ credit cards

Use credit card at leastonce a week

Use credit card at least 2-3 times a month

Phoenix InfoNews viewersAll 15+ in 36 cities

Phoenix InfoNews viewers love using credit card

Profile %

Source: CNRS May - Oct 2011Universe/ Sample: Individuals 15+ in 36 China cities (103,045,758/ 40,556)Past month Phoenix InfoNews viewers (3,769,456/1,836)

35.6

42.2

51.7

55.2

66.1

I prefer to buy importscompared with domestic

products

I like spend more money fororiginal and unique brands

I try to keep up withdevelopments in technology

It is worth paying extra forquality goods

I think that well- knownbrands are better

Phoenix InfoNews viewers

Phoenix InfoNews 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+ in 36 China cities + Past month Phoenix InfoNews viewers (3,769,456/1,836)