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Synovate

Media Atlas China


Snapshot Report

2010

© 2010. Synovate Ltd. 1


Executive Summary

Media Atlas China is the first step to understanding China’s complex media ecosystem
and consumer behavior. A cost-effective syndicated study, its primary objective is
efficient, future-proof research that accurately measures consumer and media habits in
China like never before.

Media Atlas China contains:


• Media consumption (exposure and engagement)
• Product ownership and usage
• Brand Relationship (awareness, usage, consideration, preference)
• Lifestyle and leisure activity
• Demographic information

Research for Media Atlas China is conducted across 66 cities (tiers 1/2/3/4/5) and rural
areas, with respondents aged 15-64. The annual sample size is 68,000. Unlike typical
media surveys that rely solely on face-to-face interviews, Synovate utilises a combination
of computer-assisted telephone interviews (CATI) and face-to-face interviews to better
represent the market.

Media Atlas China: Snapshot Report © 2010. Synovate Ltd. 2


Chinese Markets:
Tier Definition
Number Total population Total
% %
of cities (‘mil) GDP (‘tri)
Tier 1 cities
4 33.0 2.5 34.6 19.5
Megacities
Tier 2 cities
Developed provincial 17 77.7 5.8 34.0 19.1
capitals
Tier 3 cities
Developed mid-size & 40 77.7 5.8 45.1 25.4
provincial capitals
Tier 4 cities
90 82.5 6.2 18.3 10.3
Developing small
Tier 5 cities
494 340.5 25.4 26.1 14.7
Less developed small
Rural N/A 727.5 54.3 19.5 11.0
TOTAL 645 1,338.9 100 177.6 100
Source: 2008 CHINA CITY STATISTICAL YEARBOOK
Media Atlas China: Snapshot Report © 2010. Synovate Ltd. 3
Demographics:
Education and Income Differences

Primary or below 1,000 RMB or below 1,000-2,000 RMB


Junior high school 2,000-3,000 RMB 3,000 -5000 RMB
Senior High school, vocational school 5000 RMB or above
College or above

Monthly household income


Tier Tier
4% 21% 49% 27% 1%
3%9% 33% 54%
1 1

Tier Tier
5% 26% 39% 30% 1%11% 25% 36% 27%
2 2
Education

Tier Tier
5% 26% 38% 30% 1%8% 16% 37% 38%
3 3

Tier Tier
6% 33% 37% 24% 4% 25% 29% 27% 16%
4 4

Tier Tier
11% 35% 37% 17% 4% 30% 28% 24% 15%
5 5

Rura Rur
20% 55% 20% 6% 11% 34% 23% 19% 12%
l al

Source: Synovate Media Atlas China Dec 2009-Feb 2010


Target: People aged 15-64
Media Atlas China: Snapshot Report © 2010. Synovate Ltd. 4
Key Decision Drivers
Price Brands
Rural Tier 2
Tier 5
Famous brands help to improve
my dignity.
I like staying with my family.
For me, family is more important I prefer to buy well known brands.
than career.
Money is the most important measure of
I usually compare prices before deciding
success.
where to shop.

Tier 4 Tier 1 Sometimes I treat myself to something


special, even if it's expensive.
Tier 3
I follow the latest fashion and trends.

Advertisements are a good way to learn


I care about safety and reliability very much
about new products and services.
when choosing products/services.

I always carefully plan out everything. Sometimes I purchase a product


because its advertisement is good.
Product Ads
Source: Synovate Media Atlas China Dec 2009-Feb 2010
Target: People aged 15-64 Correspondence analysis: Factor 1: 0.66 factor 2: 0.13
Media Atlas China: Snapshot Report © 2010. Synovate Ltd. 5
Overall Consumption Patterns

Number of products consumed

Household
Household Non-alcoholic Beauty products
Snack food electronics/ electric
toiletries beverages (female)
(6 items) appliances
(8 items) (9 items) (10 items)
(13 items)
Tier 1 6.2 3.6 5.2 4.2 7.4
Tier 2 6 3.1 4.6 3.5 6.7
Tier 3 6 2.7 4.1 3.8 6.5
Tier 4 5.9 2.9 4.1 3.5 5.9
Tier 5 6 3 4.1 3.2 5.8
Rural 5.7 2.6 3 2.2 3.9

Past year: non-alcoholic beverages, snack foods, household toiletries


products, beauty products (eaten, drank or used).
Source: Synovate Media Atlas China Dec 2009-Feb 2010
Ownership: household electronics/electric appliances
Target: People aged 15-64
Media Atlas China: Snapshot Report © 2010. Synovate Ltd. 6
Financial Trends:
Banking: State-owned banks show strong leadership

State-owned banks
Currently use % Joint-stock banks
China Post
100
90
80
70
60
50
40
30
20
10
0
Tier1 Tier2 Tier3 Tier4 Tier5 Rural

Source: Synovate Media Atlas China Dec 2009-Feb 2010


Target: People aged 15-64
Media Atlas China: Snapshot Report © 2010. Synovate Ltd. 7
Product Ownership:
Automotive

Tier1
Tier2
Tier3
26
Tier4
23
Tier5
21
Rural

14 14

10 10
7 6
4 5 5

Sedan Motorcycle

Source: Synovate Media Atlas China Dec 2009-Feb 2010


Target: People aged 15-64
Media Atlas China: Snapshot Report © 2010. Synovate Ltd. 8
Product Volume:
Sheer size of rural areas creates high market share

Market share by Tier


%

Rural
Tier 5
35 Tier 4
53 Tier 3
60
Tier 2
Tier 1
28

9 26
22
11
7
6
10 6
5
5 6
2 7 3
Sports shoes Digital cameras Mobile phones

Source: Synovate Media Atlas China Dec 2009-Feb 2010


Target: People aged 15-64
Media Atlas China: Snapshot Report © 2010. Synovate Ltd. 9
Overall Media Usage:
TV everywhere, major differences across tiers for other media

Media usage
Tier1 Tier2 Tier3 Tier4 Tier5 Rural
%

96
9392 91 95 92
8787 89 86
78

59 60
56 56
48 50
46
42 43
40
37
33
2929
24 26 28
17 1618 15
12 10 12
5

TV Newspaper Internet Radio Magazine Outdoor

Yesterday: TV, newspaper, internet and radio


Source: Synovate Media Atlas China Dec 2009-Feb 2010 Past 7 days: outdoor
Target: People aged 15-64 Past month: magazine
Media Atlas China: Snapshot Report © 2010. Synovate Ltd. 10
Media Usage:
Young people aged 15-24 are digital

Hours per day per user

Tier1 Tier2 Tier3 Tier4 Tier5 Rural

3.1
2.9

2.6
2.4 2.4
2.3
2.2
2.1 2.1
2.0 2.0 2.0
1.9
1.8
1.7
1.6 1.6
1.5

0.3 0.3 0.3


0.2 0.2 0.20.2 0.2 0.2 0.20.2 0.20.2
0.1 0.1 0.1 0.1
0.0

TV Internet Mobile Newspaper Magazines Radio

Source: Synovate Media Atlas China Dec 2009-Feb 2010


Target: People aged 15-24 and participated in respective activities
Media Atlas China: Snapshot Report © 2010. Synovate Ltd. 11
Media Engagement
People multi-task when consuming media…

Activities usually do while... %

Watching TV Surfing the net Reading magazines


Eat/drink 59 Eat/drink 28 Eat/drink 19

On the phone 34 On the phone 18 On the phone 11


Send messenger 18 Send messenger 11 Send messenger 7
Read newspaper 8 Homework/office work 5 Watch TV 6
Homework/office work 6 Watch TV Surf internet
3 3
Other activities 5 read newspaper 2 Homework/office work 3
Read magazine 4 Listen to Radio 2 2
read newspaper
Surf Internet Other activities
4 2 2
Listen to Radio
Listen to Radio Read magazine
2 1 Other activities 2

Source: Synovate Media Atlas China Dec 2009-Feb 2010


Target: People aged 15-64
Media Atlas China: Snapshot Report © 2010. Synovate Ltd. 12
Media Atlas China

© 2010. Synovate Ltd.


Media Atlas China:
Overview

This is only a small sample of what’s available in the full Media Atlas China report.

Media Atlas China is perfect for Advertising and Media Agencies, Media Owners and
Advertisers who want to understand brand relationships, targeted product usage and
media exposure across China. It is the largest, most comprehensive syndicated media
study of its kind.

• Agencies will receive comprehensive information on all their major accounts and on
markets that are new to them.
• Advertisers will obtain facts about their current range of products and brands and will
learn about other markets that provide opportunities for expansion.
• Media owners will receive data to help demonstrate the advantages of advertising in a
particular newspaper, magazine or website based on coverage and audience
engagement.

To receive a sample standard table contact your Synovate account representative or


Doris Wong (Doris.Wong@Synovate.com).

Media Atlas China: Snapshot Report © 2010. Synovate Ltd. 14


Media Atlas China:
Contents of Standard Tables

• Headers:
 Tier, sex, age, marital status, highest education, occupation, monthly household income,
personal monthly income, product user
• Questions
 Have you used this product in the past year?
 Penetration – number of users
 If yes, how often?
 Types of users - heavy, medium, light
 Which brands did you see or hear of, use currently, consider to use, most prefer?
 Brand awareness, brand share, intent to buy and loyalty
• Media
- Reach: Print, TV, Internet, Mobile, Radio, OOH (out of home), Cinema
- Engagement:
- Multi tasking activities
- Actions taken after seeing or hearing interesting articles in the media
- Life involvement of each type of Media
- Advertising attitude of each type of Media
- Sources of product and services information

To receive a sample standard table contact your Synovate account representative or


Doris Wong (Doris.Wong@Synovate.com).
Media Atlas China: Snapshot Report © 2010. Synovate Ltd. 15
Ordering Information:

The full version of Media Atlas China contains even more in-depth data on product usage,
media consumption and demographics. Annual subscriptions updated quarterly start at
only $3000 USD. Benefits include:
• Unprecedented geographic coverage
• Current and reliable information, updated quarterly
• Real cross-media exposure
• Untapped market and media opportunities

Media Atlas China offers several subscription options across 8 categories, including:
• Food and Beverage
• Household and Personal Care Products
• Healthcare Products
• Electronic Appliances and Personal Products
• Shopping Retailers
• Sports Apparels
• Automotive
• Financial Services

Contact your Synovate account representative or Doris Wong


(Doris.Wong@Synovate.com) to begin your subscription to Media Atlas China today!
Media Atlas China: Snapshot Report © 2010. Synovate Ltd. 16
Media Atlas China
Contact Information

Doris Wong
Executive Director

+86 10 5963 2377

Doris.Wong@Synovate.com

Media Atlas China: Snapshot Report © 2010. Synovate Ltd. 17