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Learn more about who Chinese engineers are and what's important to them.
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September 25, 2007
>> Agenda
Purpose of Study
Methodology
Results > Respondent Characteristics > Work Attitudes > Risk Management > Personal Values > Leisure Activities
Overall Findings/Implications
>> Purpose of Study
To better understand the engineers who are fueling the growth of one of the most rapidly evolving technology
epicenters in the world: China
>> Methodology
> “Insight 2007: A Study of Chinese Technology Innovators” > Online survey of Chinese electronic engineers > Fieldwork dates: June 28th through July 28th, 2007 > Email addresses provided by 21ic.com > A total of 2,071 useable responses received (margin of error +/- 2.2%)
from China > Objectives
> Social preferences > Work attitudes > Psychographic and lifestyle profile
> China results analyzed by gender, age, job function and end market; statistically significant differences noted throughout
> Data compared to “Insight 2005: A Study of US Technology Innovators” as appropriate and applicable (4,083 responses)
>> End market
Which of the following best describes your company’s end products?
Other5%
Controls, Test, Medical
Equipment 28%
Auto/Consumer
21%
Computers17%
Communications10%
Components8%
Military/Aero5%
Sub-assemblies/Power supplies
6%
NOTE: End market sub-categories available in appendix
>> Company size
81%
15%
4%
41%
25%
34%
Fewer than 1000employees
1000 to fewerthan 10000
10000 or moreemployees
China (n=2009)US 2005 (n=4080)
Mean = 1757 employees Mean = 2950 employees
How many people are employed by your company at all its sites and locations?
>> Job function
88%
8%
4%
71%
25%
4%
Engineering staff
Engineeringmgmt
Corporate mgmt
China (n=2036)US 2005 (n=4082)
Which of the following best describes your job function?
>> Higher education
2%
13%
1%
1%
1%
37%
4%
22%
6%
7%
8%
25%
7%
5%
6%
12%
45%
6%
7%
5%
1%
PhD
MSEE
MA/MS
MSCS
MBA
Engineering Post Grad (no degree)
BSEE
BSCS
Associates
College (no degree)
No college
China (n=2036)US 2005 (n=3986)
Which of the following describes your higher-education background? (Multiple response)
>> Locale of higher education
China99%
*Other1%
*Includes US, Canada, Australia, UK, Other Europe, Hong Kong
Where did you obtain higher education?
>> Gender
94%
6%
94%
6%
Male
Female
China (n=2034)US 2005 (n=4072)
>> Age
68%
25%
6%
1%
0%
10%
24%
37%
23%
6%
Younger than 30years
30 to 39 years
40 to 49 years
50 to 59 years
60 years or older
China (n=2065)US 2005 (n=4078)
Mean = 29.1 years Mean = 43.7 years
What is your age?
>> Tenure with present employer
4.8 years
8.9 years
0123456789
10
China (n=2032) US 2005 (n=4078)
How long have you worked in your present job with your current employer?
>> Chinese EEs less apt to work in teams
57%
43%
76%
24%
0102030405060708090
100
China (n=1942) US 2005 (n=4077)
I work mostly on my ownI work as part of a team
In your job, do you normally work as part of a team or do you mostly work on your own?
>> Much is required of EEs – keeping up, juggling tasks, learning new skills and assuming new responsibilities…
% Agree Strongly
Please indicate how strongly you agree or disagree that each statement applies to the company for which you currently work, or applies to your career.
>> …but they suffer from myriad hurdles, resource constraints and insufficient regard for challenges
41%
36%
29%
27%
22%
21%
19%
18%
17%
17%
16%
26%
16%
41%
39%
7%
23%
19%
5%
29%
8%
31%
Within my job, I know exactly what isexpected of me
Job security is good
At the place where I work, I am treatedwith respect
I have a lot of freedom to decide how todo my work
My main satisfaction in life comes fromwork
I have adequate information to get thejob done
I trust the management at the placewhere I work
I am free from the conflicting demandsthat other people might make for me
I have a lot to say about what happens onmy job
I have enough time to get the job done
I am proud to be working for my employer
ChinaUS 2005
% Agree Strongly
Please indicate how strongly you agree or disagree that each statement applies to the company for which you currently work, or applies to your career.
>> How engineers perceive their responsibility to take on risk
28%
36%
36%
38%
41%
21%
Risk taker
On the fence
Risk averse
China (n=1914)US 2005 (n=4072)
Much of engineering work these days is about managing risk in its many forms. How much of a risk taker do you consider yourself – from a professional standpoint? Use the following 10-point scale, where “10” means you think of yourself as a risk taker, and “1” means you think of yourself as highly risk averse.
>> What is highly risky to an engineer? 42%
36%
32%
26%
26%
23%
22%
22%
21%
21%
20%
20%
15%
15%
12%
11%
41%
79%
34%
14%
8%
37%
37%
23%
25%
24%
49%
17%
25%
16%
11%
10%
Choosing "single source" component
Starting your own companyChoosing component which offers little/no
tech supportChoosing vendors not in immediate region
Relying on colleague
Selecting MPU no one in company has used
Outsourcing ASIC design to 3rd party
Choosing component not on AVL
Using 3rd party IP
Changing MPU
Taking job at start up
Arguing with boss
Project team located other parts of world
Relying on vendor's reference design
Choosing Linux
Changing standard analog component
ChinaUS 2005
1
% High Risk (Top-3 box - 10-point risk scale)
For each of the following statements, please tell us how risky you would find each situation. Assume that the statements give you all you currently know about the situation. Use a 10-point scale, where “1” would be a situation that you think is “not at all risky”, “5” for a situation which is “moderately risky” and “10” a situation which you feel is “very risky.
>> How willing are engineers to change?
54%
43%
39%
32%
31%
31%
30%
29%
28%
27%
44%
42%
43%
44%
44%
43%
17%
21%
22%
25%
25%
27%
27%
27%
28%
30%
43%
39%
36%
29%Choosing "single sourced" component
Choosing component which offers little/notech support
Choosing vendors not based in immediateregion
Select MPU that no one in company hasused
Choosing component not on AVL
Using 3rd party IP
Outsourcing ASIC to 3rd party
Changing standard analog component
Changing MPU
Choosing Linux for RTOS
Change
MaybeDon't change
Based on your assessment of the level of risk in each of these situations, what would probably be your response?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Above averageintelligence
Introverted Modern Wide range ofinterests
Plain Socially active
>> Personality continuum
US engineers’ perceptions of OTHER ENGINEERS
China engineers’ perceptions of OTHER ENGINEERS
US engineers’ perceptions of NON-ENGINEERS
China engineers’ perceptions of NON-ENGINEERS
Which best describes the engineering colleagues you work with? (For each pair of terms, choose the term or phrase which best represents your views.)
Which best describes the non-engineering colleagues you work with? (For each pair of terms, choose the term or phrase which best represents your views.)
>> Percent of friends who are engineers
100%1%76% to 99%
14%
51% to 75%26%
26% to 50%32%
Zero (0%)1%
1% to 25%26%
Mean = 45%
What percentage of your friends are engineers?
>> Personal values
How important are the following things to you personally?
% One of the most important/Very important
*Not asked in US
83%
82%
77%
74%
58%
55%
50%
49%
48%
41%
32%
28%
24%
12%
79%
74%
69%
31%
59%
58%
13%
Being self-sufficient and not having todepend on others
Being financially secure
Having a fulfilling job
Being cultured
Being married
*Having an apartment
Having a child
*Having more sleep
*Having vacations
*Having beliefs
Having nice things
*Having my own business
*Having a car
*Traveling abroad
ChinaUS 2005
>> Social outlook
Liberal, 56%Moderate, 31%
Conservative, 13%
How would you classify your social outlook?
>> Prefer to have conversation with 48%
38%
36%
21%
14%
14%
12%
10%
8%
8%
7%
6%
6%
3%
2%
Bill Gates
Richard Lee
Hu Jintao
Stephen Hawking
Chen-Ning Yang
Jackie Chan
Tsung-Dao Lee
George W. Bush
Vladimir Putin
Yao Ming
Henry Fok
Zhang Ziyi
Liu Xiang
Jay Chou
Ding Junhui
China (n=1702)
Who would you prefer to have a conversation with? (Select up to three.)
>> Leisure time activities
How do you like to spend your leisure time? (Select up to three.)
40%
37%
29%
22%
22%22%
16%
14%
14%
13%
12%
12%
9%
8%
5%
4%
3%
1%
Gathering with friends
Family activities
Reading
Surfing the web
Watching TV
Do-it-yourself projects
Dining out
Recreational sports
Exercising
Playing computer games
Watching movies
Educating yourself
Listening to music
Karaoke barsSocial networking websites
Computer programming
Cooking
Volunteer activities
China (n=1743)
Other = 2%
>> Preferred types of books
51%
35%
34%
34%
29%
27%
12%
12%
7%
6%
6%
3%
History
Classics
Science Fiction
Humor
Biography
Current Events
Action / Adventure
Mystery
Romance
Drama
Self-Help
Horror
China (n=1714)
What is your preferred type of book to read? (Select up to three.)
>> E-books
81%Yes, I read e-
books
China (n=1604)
Do you read e-books?
>> Regularly participate in physical activities 41%
31%
28%
28%
25%
22%
13%
12%
5%
3%
3%
2%
2%
1%
1%
0%
Running
Badminton
Bicycling
Table Tennis
Basketball
Swimming
Billiards
Soccer
Yoga / Tai Chi
Martial Arts
Tennis
Extreme Sports
Volleyball
Boxing
Weightlifting
Baseball
China (n=1614)
What type of physical activity do you regularly participate in? (Select up to three.)
>> Sports watched on TV 46%
45%
29%
20%17%
13%
13%
13%
11%
8%
8%
7%
6%
4%
2%
1%1%
1%
Soccer
Basketball
Table Tennis
Auto Racing
Badminton
Martial Arts
Extreme Sports
Billiards
GymnasticsVolleyball
Boxing
Skating
Tennis
Skiing
Professional Wrestling
Golf
American Football
Baseball
China (n=1646)
What sports do you like to watch on television? (Select up to three.)
>> Favorite TV show category
68%
45%
39%
31%
30%
23%
14%
9%
5%
Nature / Discovery
Education /Documentary
News
Comedy
Science Fiction
Sports
Movies
Mystery
Drama
China (n=1673)
What is your favorite TV show category? (Select up to three.)
>> Top-10 TV shows
42%
30%
26%
25%
25%
20%
16%
14%
10%
8%
Seminars by a hundred pundits. Often abouthistory
Animal world
CCTV news
Spotlight interviews. A China CentralTelevision (CCTV) program in prime time
The same old song. CCTV's live shows
Military watchroom. By Phoenix TV, a HongKong-based pro-China news station
Worldwide soccer
Win in China. Young entrepreneurs'competition for investment
Meeting Lu Yu. A Phoenix TV interviewprogram similar to Larry King live
Celebrities' life stories. A CCTV program
China (n=1678)
What TV show are you most likely to watch on a free evening? (Select up to three.)
>> Favorite movie categories
57%
55%
47%
24%
15%
14%
14%
8%
Comedy
Action
Science Fiction
Documentary
Drama
Mystery
Romance / LoveStory
Thriller
China (n=1705)
What is your favorite movie category? (Select up to three.)
>> Favorite electronic game platform
57%
55%
47%
24%
15%
Personal computer
PlayStation/PS2
Nintendo
XBox
Other
China (n=1523)
Do you play electronic games? What is your favorite electronic game platform? (Select up to three.)
64% play electronic games
>> Preferred music genre
65%
41%
31%
26%
18%
16%
16%
8%
6%
4%
Pop
Classical
Chinese music
Country / Folk
Movie music
Rock
Internet songs
Concert
DJ
Jazz
China (n=1689)
What is your preferred type of music? (Select up to three.)
77%
54%
22%
18%
13%
3%
2%
1%
Computer
MP3 player
CD player
Radio
DVD player
Audio cassette
Mini CD player
Turntable
China (n=1690)
>> Devices used to play music
When you are listening to music, what do you use to play your music on? (Select up to three.)
>> Respondent Characteristic Findings
> Chinese engineers are significantly younger, therefore less experienced, than U.S. counterparts
> In addition, education levels are lower even when comparing only under 30 age cohorts
> As in the U.S., engineers in China are predominantly male > Nearly all engineers in China are educated in China
>> Work Attitudes Findings
> Chinese engineers are much less likely to work on teams than U.S. counterparts
> Chinese engineers are under significantly greater pressure than U.S. counterparts to learn new things, while working very quickly
> Nearly half of Chinese engineers (compared to nearly one-fifth of U.S. counterparts) are concerned that volume of work means they cannot be effective
> Chinese engineers feel a lack of respect in the workplace, and have limited freedom to determine how to do their job
>> Risk Profile Findings
> Chinese engineers see themselves as quite a bit more risk averse than U.S. counterparts see themselves…
> …Except when it comes to starting a company or working at a start-up > Chinese engineers are less comfortable using vendors outside their
region than U.S. engineers > Chinese engineers are less comfortable relying on the advice of a
colleague, an activity with which U.S. engineers associate almost no risk
>> Personal Values Findings
> Chinese engineers’ and U.S. engineers’ perceptions of engineers versus non-engineers are strikingly similar: > Both see engineers as more intelligent than non-engineers (though U.S. engineers hold
a more extreme view of the intelligence gap than their Chinese counterparts) > Both see engineers as more introverted and plain than non-engineers > Both see non-engineers as more modern and socially active than engineers
> Chinese engineers value self-sufficiency, financial security and job fulfillment more highly than U.S. engineers
> Being cultured is dramatically more important to Chinese engineers than their U.S. counterparts, as is having nice things
> Chinese engineers see themselves as socially liberal > Chinese engineers hold entrepreneurs and successful businesspeople in
very high regard
>> Leisure Activity Findings
> Chinese engineers enjoy spending leisure time with friends, participating in family activities, reading, watching TV and surfing the Web
> History is the favorite book genre of Chinese engineers > The classics, science fiction, humor, biography and current events also popular
> Chinese engineers are avid e-book readers, with 8 in 10 reading them > Chinese engineers are physically active, enjoying a wide variety of
activities > Chinese engineers enjoy watching sports on TV, and prefer basketball,
soccer and table tennis above all
>> Leisure Activity Findings
> Chinese engineers’ favorite things to watch on TV are nature/discovery, followed by education/documentary and news
> When it comes to movies, Chinese engineers cite comedy, action and science fiction as favorite types (in that order)
> Chinese engineers enjoy playing electronic games and use a variety of platforms
> Chinese engineers listen to a wide variety of music, with pop and classical topping the list, and are most likely to use their computer or MP3 player
>> Conclusion/Questions > Chinese engineers are young, active and independent, with a very strong
entrepreneurial drive
> In contrast, U.S. engineers are older, more collegial, and less optimistic about their profession and their professional prospects
> Will China take over as leaders of technology innovation?
> What will the role of the U.S. be as China continues to drive for growth and success?
> How will China’s strong sense of cultural identity impact the evolution of technology innovation?
>> Contacts
> For further information or to discuss the findings, please contact:
Kerry McClenahan McClenahan Bruer Communications 503-546-1002 [email protected]
Bill Barron Hearst Business Media 516-227-1322 [email protected]
>> End-market sub-categories Controls, Test, Medical Equipment: Industrial controls, systems, equipment and robotics; Electronic instruments, ATE systems, test equipment; Medical electronic equipment
Auto/Consumer: Consumer electronic devices; Automotive & other ground vehicles; Home automation/security; Appliances
Computers: Embedded computer systems; PCs, Workstations, Servers; Displays/Copiers/ Printers/Office Machines; Mobile computers/Notebooks/Tablets; Software Development; Mainframes, Minis, Supercomputers; Computer system integrator; Disk/Tape drives & Other mass storage devices
Communications: TV/Satellite/Radio/Broadcasting equipment; Wireless & Microwave systems; Internetworking equipment/Routers/Packet switches; Cellular/Consumer phones, PCs; Fiber optic/Broadband; Voice/Data (VOIP) systems/Software
Components: ICs & Semiconductors; Other components, boards, materials, hardware & supplies; Semiconductor equipment/systems; IP/Cores
Sub-Assemblies/Power Supplies: Power supplies; Sub-Assemblies (boards, modules, hybrids)
Military/Aero: Avionics, Marine, Space electronics; Gov’t owned/Contracted labs; Gov’t offices/Agencies