Familiarity and Interest levels in theWorld Expo 2010 Shanghai

Keeping a pulse on the Chinese market

– a research project by

Data period: February - March 2009

2

Project Details

Methodology:

� Self completed questionnaire administered online to new members of our Internet Panel, from all over China.

Panel and Data provider:

� MB-ACSR Lightspeed Research (LSR China) http://www.lightspeedresearch.com

� Participants are from across China, mainly aged 19-35 (89%), with 62% of them being males.

Sample definition:

� Any person who is registering to join LSR China’s on-line panel are invited to join this survey

� There is no restriction on any demographic quotas or regions.

Question Areas:

� How familiar are they with the World Expo 2010 Shanghai? How likely are they to visit?

� What do they expect to see and do there?

� Which countries/regions’ pavilions are the Chinese public most interested in? What do they think of these pavilions?

3

1.Familiarity with the World Expo Shanghai 2010

4

62 63 59 64 60 66 60 61

14 1712

1312

1013 12

2727242823292025

Majority of the Chinese public have certain level of knowledge about World Expo 2010 Shanghai, with the East region displaying the highest level of understanding.Q. How would you rate your level of knowledge about the World Expo Shanghai 2010? (SA)

Only know the name of event.

Heard some things about it

but do not really know what to

expect.

Heard a lot about the event and have a good

idea what to expect.

NortheastSouthwestNorthwestNorthCentralSouthEastTotal

%%%%%%%%

东北地区西南地区西北地区华北地区华中地区华南地区华东地区中国地区

(976)(899)(480)(2475)(1767)(2331)(5049)(13991)Base:

Northeast 东北地区: Liaoning, Jilin, Heilongjiang

Southwest 西南地区: Sichuan, Yunnan, Guizhou, Chongqing

Northwest 西北地区: Xinjiang, Shannxi, Gansu

North 华北地区: Beijing, Tianjin, Hebei, Shanxi, Inner Mongolia

Central 华中地区: Hubei, Hunan, Henan, Jiangxi

South 华南地区: Guangdong, Guangxi, Hainan

East 华东地区: Shangdong, Jiangsu, Anhui, Zhejiang, Fujian, Shanghai

5

51

51

21

16

7

6

Base: (13991)

Perceptions of the World Expo 2010 Shanghai are divided between a “international exhibition” and a “global trade show.” Up to a fifth of the Chinese public still perceive it as a “gathering of world leaders,” meaning certain confusion still remains.

Q. What is a World Expo to you? (MA)

Total%

A shopping mall

A new property development

A theme park

A gathering of world leaders

The largest trade show in the world

Mega exhibition involving participants from the world

一个新建的购物中心

一项新兴的房地产开发项目

主题公园

世界各国领导人聚集在一起（讨论国家大事）

世界上最大的贸易交流会

由世界各地派代表参加的展览会

6

63

63

56

51

49

41

34

Sustainability

Technology

Innovation

Urban living

Urban design

Arts

Transportation

Base: (13991)

More Chinese associate the World Expo 2010 Shanghai with themes relating to Sustainability, Technology and Innovation.

Q. What themes do you associate with World Expo 2010 Shanghai? (MA)

Total%

交通

艺术

城市设计

城市生活

创新

科技

可持续性发展

7

4

35

12

46

3

Within 3 days

Several weeks

2-3 months

About 6 months

1 year

Around half of the respondents knew the Expo 2010 would last 6 months.

Q. How long do you think World Expo 2010 Shanghai would last? (SA)

Base: (13991)

Total%

8

80

72

65

36

32

24

18

14

13

12

10

Various countries' exhibitions

Science/Technology showcase

To see and learn new things

Watch live shows/events

Eating and drinking

Shopping

Free games

Amusement park rides

Children’s playground

Dancing and nightlife

Watching movies

Base: (13991)

The current main draws of the Expo are information driven – about countries’showcase and broadening knowledge about the world. Awareness of the more specific activities may still be limited e.g. availability of countries cuisine.

Q. What activities would you expect to do if you were to visit the Expo 2010? (MA)Total%

观看电影

跳舞，晚间娱乐活动

儿童乐园

乘坐摩天轮

免费游戏

购物

餐饮

观看现场表演

接触新鲜事物，了解新的信息

科学技术演示

参观各国/地区的主题展览馆/艺术馆

9

30 35 24 30 30 29 27 27

816

45 4 3 3 3

55585450525636

47

161519171618

1516

Driven by proximity, East China expresses stronger intention to visit Expo 2010, much more than elsewhere.

Q. How likely are you to visit World Expo Shanghai 2010 in person? (MA)

NortheastSouthwestNorthwestNorthCentralSouthEastTotal

%%%%%%%%

东北地区西南地区西北地区华北地区华中地区华南地区华东地区中国地区

(843)(800)(411)(2169)(1553)(2073)(4487)(12345)Base:

Will probably visit

Will not visit

Not sure

Will definitely visit

Northeast 东北地区: Liaoning, Jilin, Heilongjiang

Southwest 西南地区: Sichuan, Yunnan, Guizhou, Chongqing

Northwest 西北地区: Xinjiang, Shannxi, Gansu

North 华北地区: Beijing, Tianjin, Hebei, Shanxi, Inner Mongolia

Central 华中地区: Hubei, Hunan, Henan, Jiangxi

South 华南地区: Guangdong, Guangxi, Hainan

East 华东地区: Shandong, Jiangsu, Anhui, Zhejiang, Fujian, Shanghai

Results of Official Expo Visitor Intention Survey across 46 cities in China in 2006 by the State Statistics Bureau: 44% of domestic respondents showed interest to visit Expo2010.

10

4 3 4 3 5 3 4 4

16

3227 27

34 34 32

25

1817182019191618 192121

141820

1216

Distance No time Cost No interest

The major barrier cited for not visiting the Expo 2010 in person is distance, more than cost, outside of East China.

Q. Reasons why not likely to visit World Expo Shanghai 2010 in person… (MA)

NortheastSouthwestNorthwestNorthCentralSouthEastTotal

%%%%%%%%

东北地区西南地区西北地区华北地区华中地区华南地区华东地区中国地区

(843)(800)(411)(2169)(1553)(2073)(4487)(12345)Base:

Not likely to visit because of…

11

14 13 8 5

165 18 28

13

12

1516

26

26

29

30

3145

3021

Total Once 2-3 times More than 4times

24

42

8

3

Once

2-3 times

4-10 times

Over 10

times

Most visitors plan to visit the Expo 2-3 times. One-off and family tickets are more popular; Season passes are more popular amongst those who plan to visit more than 4 times.

Q. If you plan to visit World Expo 2010 Shanghai, how many times do you plan to go? (SA)

Base: (4710)

Total%

Base: (4710) （1145） （1982） （521）

Q. How would you buy your Expo tickets? (SA)

Season pass购买可使用多次的票

Not sure不确定

Group tickets购买团体票

Family tickets购买家庭套票

One-off tickets 每次按人数分别买票

Base: Respondents who claimed will visit the World Expo 2010

12

32

28

19

15

3

100 and below

101-200

201-500

501-2000

more than 2000

Most Chinese would spend less than RMB200 on Expo 2010 tickets but will spend substantially more on other expenses during their visits.

Q. How much would you expect to spend on tickets for World Expo 2010 Shanghai? (RMB)Q. Excluding tickets, how much do you think you would spend at the World Expo 2010 Shanghai? Think about the activities, foods, shopping, all the items you would pay at the Expo. (RMB)

13

21

21

16

18

2

200 and below

201-500

501-1000

1001-2000

2001-5000

more than

5001

Expo 2010 Ticket (RMB)

%

Base: (4710)

Base: Respondents who claimed will visit the World Expo 2010 Shanghai

Other Expenses beside Ticket (RMB)

%

Average Ticket Price: RMB 287

Average Other Expenses: RMB 1522

13

79

55

45

31

20

20

19

18

12

Base: (13960)

Main source of knowledge about Expo 2010 comes mainly through the news, followed by the Internet and newspapers/magazines.

Q. From where did you receive information about World Expo Shanghai 2010? (MA)Total%

World Expo Shanghai 2010 Official Website

Radio

Friends/relatives talking about it

World Expo SH 2010 exhibitions or relevant

activities

Outdoor advertisement (train/bus stations, taxis,

LCD screens)

TV commercials

Newspaper/magazines

Websites/emails except Official Website

News programs

中国2010年上海世博会官方网站

广播节目

听到亲戚朋友谈论

介绍世博会的展览，以及与世博会相关的活动

公共场所广告（地铁站/出租车/LCD屏）

电视广告

报刊/杂志

电视新闻节目

互联网、电子邮件，非官方网站

14

5 4 2 6

3725

36 39

4863

5742

There is strong interest in the virtual Expo, with half of the respondents indicating they would definitely visit the website. Particularly high amongst those who would visit Expo 2010 in person, implying unlikely cannibalization.Q. If there is a way to present an online version of the Expo 2010, enabling people to experience the event through the internet, how interested would you be to visit the website? (SA)

Probably will visit the virtual Expo

Will not visit the virtual Expo

Definitely will visit the virtual Expo

(6180)(3743)(1008)(13991)Base:

Not likely to visit Expo in person%

Will probably visit Expo in person

%

Will definitely visit Expo in person

%Total%

15

14 13 12 16

7282 81 69

3 2 3 3

Most people claim that the virtual Expo will increase their desire to visit the real Expo.

Not likely to visit Expo in person

%

Will probably visit Expo in person

%

Will definitely visit Expo in person

%

Total%

Q. How will the virtual Expo affect your visiting the real Expo, if you have visited the website? (SA)

Will increase

Will not be affected

Will Decrease

My desire to visit the real Expo…

(6180)(3743)(1008)(13293)Base:

16

2.Level of Interest in Pavilions of Various Countries/Regions

17

2735 32

3534

34 26 28

23

22 16 43 19 31

1618

111368

487

11

56

2333

5

2

Among the pavilions, Europe pavilion draws the highest level of interest from Chinese, followed by Asia (excluding Southeast Asia). Lowest interest in the Middle East.Q. How interested are you to find out more about the following region’s pavilions from the Expo 2010? (SA)

OceaniaMiddle EastOther AsiaSoutheast AsiaEurope

South America

North AmericaAfrica

%%%%%%%%

(13991)(13991)(13991)(13991)(13991)(13991)(13991)(13991)Base:

Top 2 boxes (Very/Quite interested)

4642645378485750

Not interested at all

Not quite interested

Quite Interested

Very Interested

18

Individually, Chinese people are most interested in USA pavilion, followed by France, UK and Japan.Q. Which countries are you most interested to find out more about from their Expo 2010 pavilion? Please choose up to 10 countries.

51

41

38

36

34

34

29

29

28

27

USA

France

UK

Japan

Egypt

South Korea

Singapore

Germany

Italy

Canada

Base: (Total 13991)

Top 20 Pavilions with highest interest %

27

23

21

19

18

17

16

15

14

12

Switzerland

Australia

Greece

Sweden

Russia

Netherlands

Brazil

Iceland

South Africa

Thailand

Ranking

1

2

3

4

5

5

7

7

9

10

Ranking

11

12

13

14

15

16

17

18

19

20

19

Interests in various countries’ pavilions differ among genders:

USA, UK pavilions are more attractive to maleswhereas France, South Korea pavilions are relatively more popular amongst females.

Q. Which countries are you most interested to find out more about from their Expo 2010 pavilions? Please choose up to 10 countries.

Top 20 Pavilions with Highest Interest - by Gender

USA 55 France 46

UK 39 USA 44

France 38 South Korea 40

Japan 37 Egypt 38

Germany 34 UK 35

Egypt 31 Japan 33

South Korea 31 Singapore 33

Singapore 27 Canada 32

Italy 26 Switzerland 31

Switzerland 25 Italy 30

Canada 24 Greece 28

Russia 22 Australia 28

Australia 21 Sweden 22

Brazil 19 Germany 21

Sweden 17 Iceland 18

South Africa 16 the Netherlands 18

Greece 16 Denmark 16

the Netherlands 16 Thailand 14

Iceland 13 Indian 13

Spain 12 Spain 13

Male Female

Base: 8727 (%) Base: 5264 (%)

20

Q. For each of following countries, what kind of information are you looking for from the Expo 2010? (MA)

Interest in USA is driven mainly by education and trade interest. On the other hand, tasting the cuisine of France, Japan and South Korea are appealing to the Chinese.

Note: Yellow = at least 50% endorsement

49605551607555596548General feel about the culture of the country

37324435361841423557Trade information

4925304224820333042Immigration rules and

policies

32213333281431312346Investment opportunities

5428464430835553659Education / study abroad

47484158476947495843Travel tourism information

38644248643360446034To have a taste of the local

food

%%%%%%%%%%

1414139714231545186417991951192421422725Base : Those who have answers for each country

CanadaCanadaCanadaCanadaItalItalItalItalyyyy

GermanyGermanyGermanyGermanySingaporeSingaporeSingaporeSingaporeSouth South South South KoreaKoreaKoreaKorea

EgyptEgyptEgyptEgyptJapanJapanJapanJapanUKUKUKUKFranceFranceFranceFranceUSAUSAUSAUSA

21

Summary of the countries’ image in minds of the Chinese

Singapore, Germany, Switzerland“Efficient social systems”

Egypt, Greece, Russia“Rich history/culture”

Egypt, Australia, Brazil, Iceland, South Africa“Nature offers”

France, South Korea, Italy, Brazil“Good Food”

USA, France, Japan, South Korea, Singapore“Great Shopping”

Countries Differentiating Traits

Egypt, Greece, South Africa“Something different”

USA, UK, Germany, Canada“Have famous schools”

USA, UK, Japan, Germany, Canada, Switzerland

“Medically advanced”

USA, UK, Japan, Germany, Russia“Technologically advanced”

22

Full list of Country Image Statements

作为旅游胜地，受欢迎程度越来越高Getting more popular as tourist destinationsGetting more popularGetting more popularGetting more popularGetting more popular

交通便利，容易到达Easy accessible. Good connectivity.AccessibilityAccessibilityAccessibilityAccessibility

安全Good reputation on safetySafeSafeSafeSafe

有与别的国家不一样的特色Offers something different from other countriesSomething differentSomething differentSomething differentSomething different

是我乐意告诉别人我去过的地方A place you would want people to know you had been to

Badge valueBadge valueBadge valueBadge value

当地人热情而友善Warm and friendly peopleFriendly peopleFriendly peopleFriendly peopleFriendly people

美食天堂Good food/eating experienceGood FoodGood FoodGood FoodGood Food

购物天堂Great shoppingGreat shoppingGreat shoppingGreat shoppingGreat shopping

拥有丰富的夜生活和娱乐资源Night life and entertainmentNight lifeNight lifeNight lifeNight life

风景独特Unique sceneryUnique sceneryUnique sceneryUnique sceneryUnique scenery

拥有自然/原生态资源Nature / ecological offerNature offersNature offersNature offersNature offers

有丰富的旅游资源Has a variety of tourist attractions and activities

Tourist Tourist Tourist Tourist attractions/activitiesattractions/activitiesattractions/activitiesattractions/activities

有丰富的文化Rich cultureRich cultureRich cultureRich cultureRich culture

有悠久的历史Rich historyRich historyRich historyRich historyRich history

有繁荣的商业环境Thriving business environmentThriving businessesThriving businessesThriving businessesThriving businesses

社会体系有序而高效Efficient & well organized systemsEfficient systemsEfficient systemsEfficient systemsEfficient systems

有著名的学校Have famous schoolsFamous schoolsFamous schoolsFamous schoolsFamous schools

是国际化大都市Cosmopolitan environmentCosmopolitanCosmopolitanCosmopolitanCosmopolitan

医疗技术水平领先Leading in medical facilities/expertise.Medically advancedMedically advancedMedically advancedMedically advanced

科技领先Leading in technologyTechnologically advancedTechnologically advancedTechnologically advancedTechnologically advanced

ChineseOriginal wording

23

0

1

10

0

-2

5

4

3

-3

-16

-5

4

10

14

-3

-1

-6

-3

-1

-3

39

33

31

38

6

28

-27

-16

-19

-23

-31

22

19

-15

-24

-11

-26

-21

11

-27

ItalyItalyItalyItalyGermany Germany Germany Germany SingaporeSingaporeSingaporeSingaporeSouth South South South KoreaKoreaKoreaKorea

EgyptEgyptEgyptEgyptJapanJapanJapanJapanUKUKUKUKFranceFranceFranceFranceUSAUSAUSAUSA

Country Image (Differentiation Profiles) – Countries seen as ‘advanced’ are USA, UK, Japan, Germany. More exotic offerings from Egypt, Brazil, Iceland and South Africa.

5

5

20

9

-2

10

-1

1

-7

-23

-12

13

22

12

-11

-2

-14

-7

2

-7

30

18

16

4

10

20

-13

-10

-9

-15

-9

15

20

10

-22

-9

-7

-6

17

-10

18

19

23

36

9

15

7

0

-15

-20

-19

6

9

-8

-17

-7

-20

0

4

-15

-11

-12

-10

-10

-11

-12

51

32

26

18

30

-11

-11

-8

10

15

31

-7

-10

23

7

5

-1

-5

1

8

-12

-6

-8

-15

-13

8

17

16

-3

-2

-9

4

16

-1

31

25

16

18

17

13

-1

-3

-17

-15

-18

-2

-3

-10

-10

-6

-12

6

9

-16

0

6

8

0

15

12

-27

-16

-9

-15

-16

5

18

4

-2

-2

-18

16

18

1Getting more popularGetting more popularGetting more popularGetting more popular

Easy to get toEasy to get toEasy to get toEasy to get to

SafeSafeSafeSafe

Something differentSomething differentSomething differentSomething different

Badge valueBadge valueBadge valueBadge value

Friendly peopleFriendly peopleFriendly peopleFriendly people

Good FoodGood FoodGood FoodGood Food

Great shoppingGreat shoppingGreat shoppingGreat shopping

Night life entertainmentNight life entertainmentNight life entertainmentNight life entertainment

Unique sceneryUnique sceneryUnique sceneryUnique scenery

Nature offersNature offersNature offersNature offers

Tourist attractions/activitiesTourist attractions/activitiesTourist attractions/activitiesTourist attractions/activities

Rich cultureRich cultureRich cultureRich culture

Rich historyRich historyRich historyRich history

Thriving businessesThriving businessesThriving businessesThriving businesses

Efficient systemsEfficient systemsEfficient systemsEfficient systems

Famous schoolsFamous schoolsFamous schoolsFamous schools

CosmopolitanCosmopolitanCosmopolitanCosmopolitan

Medically advancedMedically advancedMedically advancedMedically advanced

Technologically advancedTechnologically advancedTechnologically advancedTechnologically advanced

Q. Which of the countries do you think give you the following impressions? (MA)

5

14

7

18

10

3

-16

-12

-6

4

-7

-3

-1

-9

-4

-4

-13

11

3

-6

Canada

24

8

12

5

3

14

5

-9

-9

-4

-2

-4

-6

5

-8

-7

3

-7

15

2

1

-4

1

3

5

4

-4

-19

-13

6

16

5

-3

-4

-6

1

1

-8

8

0

5

-14

-11

-10

-9

-7

-10

36

24

12

6

16

-9

-10

-5

9

8

14

0

-7

17

IcelandIcelandIcelandIcelandSouth South South South AfricAfricAfricAfricaaaa

BrazilBrazilBrazilBrazilNetherNetherNetherNetherlandslandslandslands

RussiaRussiaRussiaRussiaSwedenSwedenSwedenSwedenGreeceGreeceGreeceGreeceAustraliAustraliAustraliAustraliaaaa

SwitzerlanSwitzerlanSwitzerlanSwitzerlandddd

Getting more popularGetting more popularGetting more popularGetting more popular

Easy to get toEasy to get toEasy to get toEasy to get to

SafeSafeSafeSafe

Something differentSomething differentSomething differentSomething different

Badge valueBadge valueBadge valueBadge value

Friendly peopleFriendly peopleFriendly peopleFriendly people

Good FoodGood FoodGood FoodGood Food

Great shoppingGreat shoppingGreat shoppingGreat shopping

Night life entertainmentNight life entertainmentNight life entertainmentNight life entertainment

Unique sceneryUnique sceneryUnique sceneryUnique scenery

Nature offersNature offersNature offersNature offers

Tourist attractions/activitiesTourist attractions/activitiesTourist attractions/activitiesTourist attractions/activities

Rich cultureRich cultureRich cultureRich culture

Rich historyRich historyRich historyRich history

Thriving businessesThriving businessesThriving businessesThriving businesses

Efficient systemsEfficient systemsEfficient systemsEfficient systems

Famous schoolsFamous schoolsFamous schoolsFamous schools

CosmopolitanCosmopolitanCosmopolitanCosmopolitan

Medically advancedMedically advancedMedically advancedMedically advanced

Technologically advancedTechnologically advancedTechnologically advancedTechnologically advanced 6

8

2

0

12

1

-6

-5

-7

-2

-3

-4

-1

-5

1

-1

-8

13

-1

-2

15

2

8

7

-5

-3

14

5

-4

10

-2

0

-7

-6

2

-7

4

-7

4

-12

-2

1

-1

-2

4

-2

-4

-4

0

1

8

0

-2

-2

-1

-2

0

5

-1

3

-7

-8

-5

-7

-10

-6

-4

-3

3

13

5

6

-2

12

17

-2

9

-7

-8

1

-7

-8

-8

-7

-8

-5

1

3

10

28

16

-5

-4

-3

12

2

16

-10

-9

3

-4

-3

-12

-9

2

-6

-10

-9

6

21

19

-3

-5

-4

7

7

10

8

-10

8

Country Image (Differentiation Profiles) – Some European countries have less distinctive impressions in Chinese minds such as Italy, Sweden, Netherlands which do not have many outstanding traits compared to other countries.Q. Which of the countries do you think give you the following impressions? (MA)

-14

-14

-15

-13

-13

-7

2

0

14

8

10

22

-2

17

9

3

15

-14

7

7

Thailand

25

ItalyItalyItalyItaly CanadaCanadaCanadaCanadaGermanyGermanyGermanyGermanySingaporeSingaporeSingaporeSingaporeSouth South South South KoreaKoreaKoreaKorea

EgyptEgyptEgyptEgyptJapanJapanJapanJapanUKUKUKUKFranceFranceFranceFranceUSAUSAUSAUSA

Likeability Rating – Aside from China, there is strong positivism towards France, Singapore, Switzerland, Australia and Greece. On the other hand, significant apprehension exists for USA, France, Japan, South Korea, Russia and South Africa amongst the Chinese.

36 41 39

15 34

26

9

25

18

3322

29 24

18 177

45

7

24

49

4 7

3332

38

22

3832

41

(1164) (1147)(1206)(1132)(1180)(1164)(1179)(1168)(1186)(1235)Base:

Dislike itDislike itDislike itDislike it

Like it a little Like it a little Like it a little Like it a little

Like it a lotLike it a lotLike it a lotLike it a lot

Q. How would you rate the following countries in terms of how you feel towards them?

26

41 42 37 41 28 41 3624 28

39 33 3429

9

2513

811

2093

16

2

3427

(1205) (1234)(1223)(1203)(1193)(1206)(1239)(1144)Base:

Dislike itDislike itDislike itDislike it

Like it a little Like it a little Like it a little Like it a little

Like it a lotLike it a lotLike it a lotLike it a lot

Likeability Rating – Aside from China, there is strong positivism towards France, Singapore, Switzerland, Australia and Greece. On the other hand, significant apprehension exists for USA, France, Japan, South Korea, Russia and South Africa amongst the Chinese.Q. How would you rate the following countries in terms of how you feel towards them?

BrazilBrazilBrazilBrazil South AfricaSouth AfricaSouth AfricaSouth Africa ThailandThailandThailandThailandNetherNetherNetherNetherlandslandslandslands

RussiaRussiaRussiaRussiaSwedenSwedenSwedenSwedenGreeceGreeceGreeceGreeceAustraliaAustraliaAustraliaAustraliaSwitzerlandSwitzerlandSwitzerlandSwitzerland

(1211)

27

3.Overall Summary and Learnings

28

Overall Summary

� Chinese people express strong intention to attend World Expo Shanghai 2010. The actual number of Expo 2010 attendees will be greater than the previously expected number of 70 million.

� The theme of ‘Better City, Better Life’ has been widely understood and accepted by Chinese people.

� The expectations of the Expo mainly focus on learning more knowledge and information about various countries’ cultures, art, new technology and other “fresh” things from around the world. Chinese people are demonstrating their willing attitude to learnmore about other countries.

� Chinese people also showing high interest to all pavilions of participating countries. World Expo 2010 Shanghai is a good opportunity for these respective countries to elevate their image in China.

� Virtual Expo is unlikely to decrease interest for the the real Expo. Instead, people claim that the virtual Expo will increase their desire to visit the real Expo.