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Phoenix InfoNews: Insights into Viewership Trends in China

This report presents detailed data on Phoenix InfoNews viewers in 36 Chinese cities, including demographics, income levels, educational background, and lifestyle preferences. Understand TV and online usage patterns for targeted advertising strategies.

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Phoenix InfoNews: Insights into Viewership Trends in China

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  1. Phoenix InfoNews in China Source: CTR - CNRS 2013 (May to Oct 2013) 36 cities in China

  2. 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 May to Oct 2013

  3. Beijing Changchun Changsha Chengdu Chongqing Dalian Foshan Fuzhou Guangzhou Guiyang Hangzhou Haikou Harbin Hefei Jinan Kunming Lanzhou Nanchang CNRS - 36 cities in China • Nanjing • Nanning • Ningbo • Qingdao • Shanghai • Shenzhen • Shenyang • Shijiazhuang • Suzhou • Taiyuan • Tianjin • Wenzhou • Urumqi • Wuxi • Wuhan • Xian • Xiamen • Zhengzhou

  4. TV is the highest reach media in China Daily reach rate% Source: CNRS May to Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440)

  5. Time Spent across the day on TV vs. Online Yesterday Usage % Source: CNRS May - Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440)

  6. Phoenix InfoNews is the no. 2 overseas regional channel % watched Past 4 weeks Source: CNRS May - Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440); Channels watched in Past 4 weeks

  7. Phoenix InfoNews is the no.2 oversea regional channelamongst High Household Income group with RMB20,000+ % watched Past 4 weeks Source: CNRS May - Oct 2013 Universe/ Sample: Individuals 15+ with monthly household income RMB20,000+ in 36 China cities(8,753,246/ 2,104); Channels watched in Past 4 weeks

  8. Phoenix InfoNews is the no. 2 overseas regional channelamongst High Personal Income group with RMB12,000+ % watched Past 4 weeks Source: CNRS May - Oct 2013 Universe/ Sample: Individuals 15+ with monthly personal income RMB12,000+ in 36 China cities (4,482,332/ 1,168); Channels watched in Past 4 weeks

  9. Phoenix InfoNews viewer profile - Gender Phoenix InfoNews viewers All 15+ in 36 cities Male 59% Female 48% Female 41% Male 52% Source: CNRS May to Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440) Past 4 weeks Phoenix InfoNews viewers (6,828,505/2,218)

  10. Phoenix InfoNews viewer profile - Age Profile % Source: CNRS May to Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440) Past 4 weeks Phoenix InfoNews viewers (6,828,505/2,218)

  11. Phoenix InfoNews viewers are well-educated75% Phoenix InfoNews viewers receive professional or above education Profile % Source: CNRS May to Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440) Past 4 weeks Phoenix InfoNews viewers (6,828,505/2,218)

  12. Phoenix InfoNews viewers are more affluent47% Phoenix InfoNews viewers with monthly household income RMB10,000 or above Monthly household income Profile % Source: CNRS May to Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440) Past 4 weeks Phoenix InfoNews viewers (6,828,505/2,218) Remarks - “Refuse to answer” respondents are excluded.

  13. Phoenix InfoNews viewers hold higher positions52% Phoenix InfoNews viewers with managerial grade or above occupation Profile % Source: CNRS May to Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440) Past 4 weeks Phoenix InfoNews viewers (6,828,505/2,218) Remarks - “Refuse to answer” respondents are excluded.

  14. Phoenix InfoNews viewers hold higher positions than local channel viewersViewer profile – PMG* Profile % Source: CNRS May to Oct 2013; Watched in past 7 days Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440); *PMG – Professionals/ Managers/ Government officials Remarks - “Refuse to answer” respondents are excluded.

  15. Phoenix InfoNews viewers are more likely to have both business and leisure air travels Purposes of Air Travel Profile % Source: CNRS May to Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440); Past 4 weeks Phoenix InfoNews viewers (6,828,505/2,218)

  16. Phoenix InfoNews viewers are more likely to travel with tour groups and packages Most Often Travel methods Profile % Source: CNRS May to Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440); Past 4 weeks Phoenix InfoNews viewers (6,828,505/2,218)

  17. Phoenix InfoNews viewers are more likely to have Leisure Travels Leisure Air Trips in past 12 months Profile % Source: CNRS May to Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440); Past 4 weeks Phoenix InfoNews viewers (6,828,505/2,218)

  18. Phoenix InfoNews viewers enjoy their leisure time Agree / Strongly agree % Source: CNRS May to Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440); Past 4 weeks Phoenix InfoNews viewers (6,828,505/2,218)

  19. Phoenix InfoNews viewers owned more hi-tech consumer durables Profile % Source: CNRS May to Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440) Past 4 weeks Phoenix InfoNews viewers (6,828,505/2,218)

  20. Phoenix InfoNews viewers are more financially aware Profile % Source: CNRS May to Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440); Past 4 weeks Phoenix InfoNews viewers (6,828,505/2,218) *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.

  21. Phoenix InfoNews viewers are more financially aware Intend to make investment within 1 year Profile % Source: CNRS May to Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities + Past 4 weeks Phoenix InfoNews viewers with intend to make an investment in next year ** (3,108,671/ 856) **including: Stocks purchase, Bonds, Buy Funds, Real Estate investment, Others.

  22. Phoenix InfoNews viewers love using credit card Profile % Source: CNRS May to Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440) Past 4 weeks Phoenix InfoNews viewers (6,828,505/2,218)

  23. Phoenix InfoNews viewers lead a quality lifestylethey are more likely to buy high quality products Agree / Strongly agree % Source: CNRS May to Oct 2013 Universe/ Sample: Individuals 15+ in 36 China cities (148,732,788/40,440); Past 4 weeks Phoenix InfoNews viewers (6,828,505/2,218)

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