Phoenix Chinese in China

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


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



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


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


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%


University+

Occupational/Technical School/College

High school

Primary or below


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%


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


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%


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

Profile %Most Often Travel Methods


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


Profile %

11.1

7.8

21.3

15.9

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 %


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 enjoy their leisure time

Agree / Strongly agree %


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 more likely to have hi-tech consumer durables

Profile %


21.3

13.2

31.6

21.6

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 %

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 viewers love using credit cardProfile %


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 lead a quality lifestylethey are more likely to buy high quality products

Agree / Strongly agree %


Documents

Phoenix Chinese in China