Media Atlas China Snapshot

© 2010. Synovate Ltd. 1

Synovate

Snapshot Report

2010

Media Atlas China

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

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.


Number

of cities

Total population

(‘mil)%

Total

GDP (‘tri)%

Tier 1 cities4 33.0 2.5 34.6 19.5

Megacities

Tier 2 cities

17 77.7 5.8 34.0 19.1Developed provincial capitals

Tier 3 cities

40 77.7 5.8 45.1 25.4Developed mid-size & provincial capitals

Tier 4 cities90 82.5 6.2 18.3 10.3

Developing small

Tier 5 cities494 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

Chinese Markets:Tier Definition


4%

5%

5%

6%

11%

20%

21%

26%

26%

33%

35%

55%

49%

39%

38%

37%

37%

20%

27%

30%

30%

24%

17%

6%

Tier 1

Tier 2

Tier 3

Tier 4

Tier 5

Rural

Primary or below

Junior high school

Senior High school, vocational school

College or above

Demographics:Education and Income Differences

Ed

uc

atio

n

Mo

nth

ly h

ou

se

ho

ld in

co

me

1%

1%

1%

4%

4%

11%

3%

11%

8%

25%

30%

34%

9%

25%

16%

29%

28%

23%

33%

36%

37%

27%

24%

19%

54%

27%

38%

16%

15%

12%

Tier1

Tier2

Tier3

Tier4

Tier5

Rural

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

2,000-3,000 RMB 3,000 -5000 RMB

5000 RMB or above

Source: Synovate Media Atlas China Dec 2009-Feb 2010

Target: People aged 15-64


Key Decision Drivers

Famous brands help to improve

my dignity.

Tier 2

I prefer to buy well known brands.

Tier 1

Rural

Tier 5

Tier 4

Tier 3

I like staying with my family.

For me, family is more important

than career.

I usually compare prices before deciding

where to shop.

I care about safety and reliability very much

when choosing products/services.

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

because its advertisement is good.

Advertisements are a good way to learn

about new products and services.

Sometimes I treat myself to something

special, even if it's expensive.

I follow the latest fashion and trends.

Money is the most important measure of

success.

Correspondence analysis: Factor 1: 0.66 factor 2: 0.13



Ads

BrandsPrice

Product

http://image.baidu.com/i?ct=503316480&z=0&tn=baiduimagedetail&word=%B0%B2%C8%AB%D0%D4&in=9698&cl=2&cm=1&sc=0&lm=-1&pn=64&rn=1&di=4890240300&ln=2000&fr=&ic=0&s=0&se=1

http://image.baidu.com/i?ct=503316480&z=0&tn=baiduimagedetail&word=%CF%D8%B3%C7%B3%AC%CA%D0&in=379&cl=2&cm=1&sc=0&lm=-1&pn=4&rn=1&di=5374700625&ln=2000&fr=&ic=0&s=0&se=1


Overall Consumption Patterns



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

products, beauty products (eaten, drank or used).

Ownership: household electronics/electric appliances

Number of products consumed

Household

toiletries

(8 items)

Snack food

(6 items)

Non-alcoholic

beverages

(9 items)

Beauty products

(female)

(10 items)

Household

electronics/ electric

appliances

(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


0

10

20

30

40

50

60

70

80

90

100

Tier1 Tier2 Tier3 Tier4 Tier5 Rural

State-owned banks

Joint-stock banks

China Post

%



Currently use

Financial Trends:Banking: State-owned banks show strong leadership


14

5

10

5

10

14

7

21

6

23

4

26

Sedan Motorcycle

Tier1

Tier2

Tier3

Tier4

Tier5

Rural

%



Product Ownership:Automotive

http://image.baidu.com/i?ct=503316480&z=0&tn=baiduimagedetail&word=%C4%A6%CD%D0%B3%B5&in=28644&cl=2&cm=1&sc=0&lm=-1&pn=20&rn=1&di=8048198835&ln=2000&fr=&ic=0&s=0&se=1

http://image.baidu.com/i?ct=503316480&z=0&tn=baiduimagedetail&word=%C6%FB%B3%B5&in=26110&cl=2&cm=1&sc=0&lm=-1&pn=37&rn=1&di=118068306&ln=2000&fr=&ic=0&s=0&se=1


%



27 3

5

106

5

11

66

9

7

22

28

26

35

5360

Sports shoes Digital cameras Mobile phones

Rural

Tier 5

Tier 4

Tier 3

Tier 2

Tier 1

Market share by Tier

Product Volume:Sheer size of rural areas creates high market share


93

56

48

16

33

8792

59

43

18

26

8791

56

50

15

28

8995

4246

12

29

86

96

3740

5

29

78

92

24

17

10 12

60

TV Newspaper Internet Radio Magazine Outdoor

Tier1 Tier2 Tier3 Tier4 Tier5 RuralMedia usage

%

Overall Media Usage:TV everywhere, major differences across tiers for other media

Yesterday: TV, newspaper, internet and radio

Past 7 days: outdoor

Past month: magazine




Hours per day per user

2.0

3.1

1.6

0.30.2 0.2

1.9

2.4

1.7

0.2 0.2 0.2

1.8

2.9

2.0

0.30.2 0.2

2.0

2.4

2.1

0.2 0.2 0.2

2.12.2

1.6

0.1

0.3

0.0

2.3

1.5

2.6

0.1 0.1 0.1

TV Internet Mobile Newspaper Magazines Radio

Tier1 Tier2 Tier3 Tier4 Tier5 Rural


Target: People aged 15-24 and participated in respective activities

Media Usage:Young people aged 15-24 are digital


59

34

18

8

6

5

4

4

2

Watching TV

%

Reading magazines

Eat/drink

On the phone

Send messenger

Read newspaper

Homework/office work

Other activities

Read magazine

Surf Internet

Listen to Radio

28

18

11

5

3

2

2

2

1

Surfing the net

Eat/drink

On the phone

Send messenger


Watch TV

read newspaper

Listen to Radio

Other activities

Read magazine

19

11

7

6

3

3

2

2

2

Eat/drink

On the phone

Send messenger

Watch TV

Surf internet


read newspaper

Listen to Radio

Other activities

Media EngagementPeople multi-task when consuming media…

Activities usually do while...




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 ([email protected]).

mailto:[email protected]


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 ([email protected]).



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

([email protected]) to begin your subscription to Media Atlas China today!



Doris Wong

Executive Director

+86 10 5963 2377

[email protected]

Contact Information

Media Atlas China


Media Atlas China Snapshot

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