12 074832-01 china daily asia weekly-report
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China Daily Asia Weekly Readers Study20 February 2013
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Research Objectives
• Demonstrate the quality of China Daily Asia Weekly and its readers in terms of:− Demographic and psychographic
profiles− Lifestyle and consumption power
• Understand readers’ reading behaviours and attitudes towards China Daily Asia Weekly
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Research Design
• Data collection method: Questionnaire insertion on 4 issues of China Daily Asia Weekly. Readers fill in the questionnaire and return to Ipsos by post
• Fieldwork period: 30 November 2012 – 23 January 2013
• Valid sample size: 384• Incentives: US$5 donation to ORBIS, UNICEF - The United Nations Children's Fund or
MSF - Medecins Sans Frontieres
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China Daily Asia Weekly has strong bonding with readers
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16%
79%
4%
*
Very satisfied
Satisfied
Dissatisfied
Very dissatisfied
Virtually all readers are satisfied
96%are satisfied
Overall satisfaction level
Base: All readers (exclude NA) – Sample size = 379Q10. Overall, how satisfied are you with China Daily Asia Weekly?
* <0.5%
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Every week74%
2 -3 times a month10%
Once a month
5%Less often10%
Readers are committed ...
Length of reading Number of days reading
Base: All readers (exclude NA) – Sample size = 382Q1. How long have you been reading China Daily Asia Weekly?Q2. How often do you read China Daily Asia Weekly?
Less than 6 months
72%
6 months - 1 year
18%
More than 1
year 10%
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... and love to use China Daily Asia Weekly articles
15%
16%
39%
16%
15% 9%
15%
36%
19%
21%
For Work For Personal Reasons
Clip, save, make copies or use China Daily Asia Weekly articles or features
Base: All readers (exclude NA) – Sample size = 366 / 306Q8. How often do you clip, save, make copies or use China Daily Asia Weekly articles or features in your work and/or for personal reasons?
Regularly Often Sometimes Rarely Never
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News Briefs is their favourite content
93%
92%
92%
91%
90%
88%
87%
87%
85%
83%
80%
News briefs
Cover Story
China Business
China News
China Travel
China Life
Regional News
Regional Life
Regional Comment
China Comment
Back Page Profile
Liking of content (Like it very much/Like it)
Base: All readers (exclude NA) – Sample size = 285-337Q3. How do you like the following pages or columns of China Daily Asia Weekly?
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39%
32%
24%
47%
52%
56%
13%
14%
18%
1%
2%
1%
Business
Lifestyle
Social
Very interested Somewhat interested Not very interested Not interested at all
They are also interested in reading business content
Interest in reading ...
Base: All readers (exclude NA) – Sample size = 317 / 295 / 340Q9. To what extent are you interested in reading the following contents in China Daily Asia Weekly?
86%
81%
Top 2
84%
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Right ratio of China and regional information
Base: All readers (exclude NA) – Sample size = 380 Q4. Do you think the ratio of China information and regional information in China Daily Asia Weekly is...
Ratio of China and regional information
64%Just Right
26%China
information is too much
10%Regional
information is too much
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26%
27%
62%
62%
9%
9%
2%
2%
From MainlandChina
From Hong Kong
Like to include it very much Like to includeNot like to include Not like to include at all
Like to articles about Chinese in the Back Page
Feature Chinese in the Back Page
Base: All readers (exclude NA) – Sample size = 330 / 328Q5. To what extent would you like to include articles about Chinese leaders, entrepreneurs, scholars, celebrities etc. from Mainland China or Hong Kong on the Back Page?
88%
89%
Top 2
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Appreciate the layout design
Layout design of China Daily Asia Weekly
Base: All readers (exclude NA) – Sample size = 378Q6. How do you like the layout design of China Daily Asia Weekly?
Like it very much, 13%
Like it 82%
Dislike it5%
Dislike it very much
1%
95%Like it very much/like it
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China Daily Asia Weekly in the eyes of readers
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China Daily Asia Weekly provides an objective presentation of both Chinese and international issues
Base: All readers (exclude NA) – Sample size = 373Q11. Do you agree China Daily Asia Weekly can provide an objective presentation of both Chinese and international issues?
94%Agree strongly/agree
Agree strongly,
13%
Agree 81%
Disagree6%
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Base: All readers (exclude NA) – Sample size = 303-307Q7. Please indicate the degree to which you agree or disagree with the following statements about China Daily Asia Weekly.
90%Provides insights about
Chinese business
89%It is an important source of
information about China
88%Lets you understand the market trends of China
Top 2 out of 4 boxes
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82%Has sufficient information about Asia
Top 2 out of 4 boxesBase: All readers (exclude NA) – Sample size = 328Q7. Please indicate the degree to which you agree or disagree with the following statements about China Daily Asia Weekly.
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92%It makes important business reading
Top 2 out of 4 boxesBase: All readers (exclude NA) – Sample size = 318Q7. Please indicate the degree to which you agree or disagree with the following statements about China Daily Asia Weekly.
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94%News reports are objective
Top 2 out of 4 boxesBase: All readers (exclude NA) – Sample size = 339Q7. Please indicate the degree to which you agree or disagree with the following statements about China Daily Asia Weekly.
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High quality China Daily Asia Weekly readers that brands seek to align with
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Smart device is essential
Base: All readers (exclude NA) – Sample size = 304 / 237Q12. Do you possess the following products? In the next 12 months, do you plan to purchase the following products?
68%
50%
Currently own Intend to purchase
Personal ownership
31%
42%
Smartphone
Tablet
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46%
41%
Love to spend on luxury or designer items
Jewellery(worth US$2,000
or above per item)
Luxury watch(worth US$2,000
or above per item)
38%
25%
Currently own Intend to purchase
Purchased 74%Spending per annum (USD) $3,368
Jewellery
Personal ownership
Base: All readers (exclude NA) – Sample size = 304 / 237Q12. Do you possess the following products? In the next 12 months, do you plan to purchase the following products?Base: All readers (exclude NA) – Sample size = 326/ 299Spending - Base: Those spent on respective items – Sample size = 240 / 212Q15. On average, how much do you spend annually on the following items?
Purchased 71%Spending per annum (USD) $2,762
Watch
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Passionate about travel
75% have leisure trips by air in the past 12 months
Spending per annum (USD)
$4,087
Average 3.3 leisure trips
Average 6.5 hotel nights
Base: All readers (exclude NA) – Sample size = 274Average number of leisure flight – Base: Those had leisure trips by air – Sample size = 206Q13. How many flights did you take in the last 12 months...for leisure?Average number of hotel night – Base: Those who spent any night in hotel for leisure – Sample size = 199Q14 How many nights have you spent in hotels in the last 12 months... for leisure?Average spending – Base: Those who spent on leisure travel – Sample size = 236Q15. On average, how much do you spend annually on the following items? Leisure travel
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Any Real Estate
Residential
Commercial
Any Investment
Stock/shares
Gold, silver, other precious metals
Bonds
Unit trusts/ mutual funds
Options
Futures
75%
75%
14%
75%
46%
37%
27%
22%
9%
10%
Currently ownPlan to invest or
continue to own in the next 2 years
78%
69%
45%
66%
32%
32%
39%
36%
32%
29%
Base: All readers (exclude NA) – Sample size = 318 / 301Q16. Do you own the following types of investment or assets? In the next 2 years, do you plan to invest or continue to own the following types of investment or assets?
Readers manage their wealth in diverse channels
Investment or assets
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Significant amount of liquid assets
Base: All readers (exclude NA) – Sample size = 368Q30. What is the total current value of your liquid assets in all banks/ financial institutions?
Average value of liquid assets (USD)
$152,445
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Affluent business decision makers
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Readers are well-educated
81%With college or above education
Base: All readers (exclude NA) – Sample size = 373Q25. What is your highest attained education level?
College/university
56%
Secondary/high school graduated
14%
Postgraduate study 25%
Below secondary/ high school 5%
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Majority are in senior management position or professionals ...
10%6%6%
5%10%
18%2%
18%3%
16%5%
Owner/ Partner/ Sole ProprietorManaging Director/ General Manager
Chairman/ President/ C-suiteVice President/ Director
Other Senior ManagementProfessional
Senior Government OfficialMiddle Management
Mid-level Government OfficialOther workingNon-workiing
Base: All readers (exclude NA) – Sample size = 370Q26. Which of the following best describes your job title/position?Base: All readers (exclude NA) – Sample size = 361Q27. Please estimate the total value of the annual budgets (in US dollars) for which you are responsible at work.
58%PMEO
Annual budget they are responsible at work (USD)
47 Million
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... with high income
Base: Readers primarily living in Australia, Hong Kong, Japan, Republic of Korea, Singapore – Sample size = 114 / 109Base: Readers primarily living in India, Indonesia, Malaysia, Philippines, Thailand – Sample size = 95 / 90Base: Readers primarily living in United Arab Emirates – Sample size = 123 / 116Q28. What is your total annual personal income (in US dollars) before taxes?Q29. What is your total annual household income (in US dollars) before taxes?
Annual personal income US$75,131
Annual household income US$137,591
Annual personal income US$44,817
Annual household income US$77,801
Annual personal income US$32,842
Annual household income US$54,083
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Their scope of responsibilities covers different regions
Base: All readers (exclude NA) – Sample size = 274Average number of business flight – Base: Those had any trips by air for business – Sample size = 132Q13. How many flights did you take in the last 12 months...for business?Average number of hotel night – Base: Those who spent any night in hotel for business – Sample size = 115Q14 How many nights have you spent in hotels in the last 12 months... for business?
48% have business trips by air in the past 12 months
Average 4.6 business trips
Average 10.2 hotel nights
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They are striving for success and eager to upgrade themselves
44%
20%
14%
13%
9%
23%
37%
13%
19%
16%
Business course
Language course
Master of Business Administration (MBA)
Professional qualification programme
Leadership training course
Courses currently taking# Courses intend to take#
Base: All readers (exclude NA) – Sample size = 372Q20. Are you taking any continuing education programme now?Base: All readers (exclude NA) – Sample size = 373Q21.. Do you plan to take any continuing education programme in the next 2 years? Only show >5%
31% are taking continuing education programme
40% are planning to have continuing education
# Those with or plan to have continuing education – Sample size = 98 /126
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Appendix
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More than half of readers are property owners
Base: All readers (exclude NA) – Sample size = 354 Q17. Do you own or rent your main residence?Base: All readers (exclude NA) – Sample size = 366Q18. Do you own a seasonal/weekend home?Base: All readers (exclude NA) – Sample size = 349 / 285Q19. In the next 2 years, do you plan to purchase...
44%
44%
20%
57%
45%
26%
Currently own Intend to purchase
Main residence
Seasonal/ weekend home
Any#
Personal ownership
# Base those who have answered Q17&Q18/ Q19a&Q19b– Sample size = 343 / 270
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Readers tend to be male 25-44 years old
62% 38%
Gender
Base: All readers (exclude NA) – Sample size = 339 / 373Q23. Are you male or female?Q24. What is your age?
Age
3%
16%
26%
18%
16%
6%
6%
8%
Under 25
25-29
30-34
35-39
40-44
45-49
50-54
55 or above
77%25-44 years old
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Thank youEnquiries
Patrick Chan, Advertising DirectorChina Daily Asia Pacific Ltd.Office: +852 2518 5128E-mail: [email protected]