phoenix infonews in china source: ctr - cnrs 2012 (nov 2011 – apr 2012) 36 cities in china

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)