More Related Content Similar to 12 074832-01 china daily asia weekly-report
Similar to 12 074832-01 china daily asia weekly-report (10) 2. Research Objectives
2
• 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
© Ipsos Hong Kong
3. Research Design
3
• 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
© Ipsos Hong Kong
5. Virtually all readers are satisfied
5
Overall satisfaction level
Very satisfied 16%
96%
are satisfied
Satisfied 79%
Dissatisfied 4%
Very dissatisfied *
Base: All readers (exclude NA) – Sample size = 379 * <0.5%
Q10. Overall, how satisfied are you with China Daily Asia Weekly?
© Ipsos Hong Kong
6. Readers are committed ...
6
Length of reading Number of days reading
More Once a
than 1 month Less
year 10% 5% often
2 -3 10%
6 months
- 1 year times a
18% month
Less 10% Every
than 6 week
months 74%
72%
Base: All readers (exclude NA) – Sample size = 382
Q1. How long have you been reading China Daily Asia Weekly?
© Ipsos Hong Kong Q2. How often do you read China Daily Asia Weekly?
7. ... and love to use China Daily Asia Weekly articles
7
Clip, save, make copies or use China Daily Asia Weekly articles or features
For Work For Personal Reasons
Regularly Often Sometimes Rarely Never
15% 15% 9%
21%
15%
16% 16%
19%
36%
39%
Base: All readers (exclude NA) – Sample size = 366 / 306
Q8. 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?
© Ipsos Hong Kong
8. News Briefs is their favourite content
8
Liking of content (Like it very much/Like it)
News briefs 93%
Cover Story 92%
China Business 92%
China News 91%
China Travel 90%
China Life 88%
Regional News 87%
Regional Life 87%
Regional Comment 85%
China Comment 83%
Back Page Profile 80%
Base: All readers (exclude NA) – Sample size = 285-337
Q3. How do you like the following pages or columns of China Daily Asia Weekly?
© Ipsos Hong Kong
9. They are also interested in reading business content
9
Interest in reading ...
Very interested Somewhat interested Not very interested Not interested at all
Top 2
Business 39% 47% 13% 1% 86%
Lifestyle 32% 52% 14% 2% 84%
Social 24% 56% 18% 1% 81%
Base: All readers (exclude NA) – Sample size = 317 / 295 / 340
Q9. To what extent are you interested in reading the following contents in China Daily Asia Weekly?
© Ipsos Hong Kong
10. Right ratio of China and regional information
10
Ratio of China and regional information
26% 64% 10%
China Just Right Regional
information information
is too much is too much
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...
© Ipsos Hong Kong
11. Like to articles about Chinese in the Back Page
11
Feature Chinese in the Back Page
Like to include it very much Like to include
Not like to include Not like to include at all Top 2
From Mainland
26% 62% 9% 2% 88%
China
From Hong Kong 27% 62% 9% 2% 89%
Base: All readers (exclude NA) – Sample size = 330 / 328
Q5. To what extent would you like to include articles about Chinese leaders, entrepreneurs, scholars, celebrities etc. from Mainland
© Ipsos Hong Kong
China or Hong Kong on the Back Page?
12. Appreciate the layout design
12
Layout design of China Daily Asia Weekly
Dislike it
very much
1%
Dislike it
5% Like it very
much, 13% 95%
Like it very much/like it
Like it 82%
Base: All readers (exclude NA) – Sample size = 378
Q6. How do you like the layout design of China Daily Asia Weekly?
© Ipsos Hong Kong
14. China Daily Asia Weekly provides an objective presentation of
both Chinese and international issues 14
Disagree Agree
6% strongly,
13% 94%
Agree strongly/agree
Agree 81%
Base: All readers (exclude NA) – Sample size = 373
Q11. Do you agree China Daily Asia Weekly can provide an objective presentation of both Chinese and international issues?
© Ipsos Hong Kong
15. 15
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
Base: All readers (exclude NA) – Sample size = 303-307
Q7. Please indicate the degree to which you agree or disagree with the following statements about China Daily Asia Weekly. Top 2 out of 4 boxes
© Ipsos Hong Kong
16. 82%
Has sufficient
information about Asia
Base: All readers (exclude NA) – Sample size = 328
Q7. Please indicate the degree to which you agree or disagree with the following statements about China Daily Asia Weekly. Top 2 out of 4 boxes
© Ipsos Hong Kong
17. 17
92%
It makes important
business reading
Base: All readers (exclude NA) – Sample size = 318
Q7. Please indicate the degree to which you agree or disagree with the following statements about China Daily Asia Weekly. Top 2 out of 4 boxes
© Ipsos Hong Kong
18. 18
94%
News reports
are objective
Base: All readers (exclude NA) – Sample size = 339
Q7. Please indicate the degree to which you agree or disagree with the following statements about China Daily Asia Weekly. Top 2 out of 4 boxes
© Ipsos Hong Kong
20. Smart device is essential
20
Personal ownership
Currently own Intend to purchase
68% 31%
Smartphone
50% 42%
Tablet
Base: All readers (exclude NA) – Sample size = 304 / 237
Q12. Do you possess the following products? In the next 12 months, do you plan to purchase the following products?
© Ipsos Hong Kong
21. Love to spend on luxury or designer items
21
Personal ownership
Currently own Intend to purchase
Jewellery
38% (worth US$2,000 46%
or above per item)
Luxury watch
25% (worth US$2,000 41%
or above per item)
Jewellery Watch
Purchased 74% Purchased 71%
Spending per annum (USD) $3,368 Spending per annum (USD) $2,762
Base: All readers (exclude NA) – Sample size = 304 / 237
Q12. 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/ 299
Spending - Base: Those spent on respective items – Sample size = 240 / 212
© Ipsos Hong Kong Q15. On average, how much do you spend annually on the following items?
22. Passionate about travel
22
75% have leisure trips by
air in the past 12 months
Average 3.3 leisure trips
Average 6.5 hotel nights
Spending per annum (USD)
$4,087
Base: All readers (exclude NA) – Sample size = 274
Average number of leisure flight – Base: Those had leisure trips by air – Sample size = 206
Q13. 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 = 199
Q14 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 = 236
© Ipsos Hong Kong Q15. On average, how much do you spend annually on the following items? Leisure travel
23. Readers manage their wealth in diverse channels
23
Investment or assets
Plan to invest or
Currently own continue to own in the
next 2 years
75% Any Real Estate 78%
75% Residential 69%
14% Commercial 45%
75% Any Investment 66%
46% Stock/shares 32%
Gold, silver, other
37% precious metals 32%
27% Bonds 39%
Unit trusts/ mutual
22% funds 36%
9% Options 32%
10% Futures 29%
Base: All readers (exclude NA) – Sample size = 318 / 301
Q16. 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?
© Ipsos Hong Kong
24. Significant amount of liquid assets
24
Average value of liquid
assets (USD)
$152,445
Base: All readers (exclude NA) – Sample size = 368
Q30. What is the total current value of your liquid assets in all banks/ financial institutions?
© Ipsos Hong Kong
26. Readers are well-educated
26
Below secondary/
high school 5%
Secondary/
high school
graduated
14%
Postgraduate
study 25% 81%
With college or above education
College/
university
56%
Base: All readers (exclude NA) – Sample size = 373
Q25. What is your highest attained education level?
© Ipsos Hong Kong
27. Majority are in senior management position or
professionals ... 27
Owner/ Partner/ Sole Proprietor 10%
Managing Director/ General Manager 6%
Chairman/ President/ C-suite
Vice President/ Director
Other Senior Management
5%
6%
10%
58%
Professional 18%
PMEO
Senior Government Official 2%
Middle Management 18%
Mid-level Government Official 3%
Other working 16%
Non-workiing 5%
Annual budget they are
responsible at work (USD)
47 Million
Base: All readers (exclude NA) – Sample size = 370
Q26. Which of the following best describes your job title/position?
Base: All readers (exclude NA) – Sample size = 361
© Ipsos Hong Kong Q27. Please estimate the total value of the annual budgets (in US dollars) for which you are responsible at work.
28. ... with high income
28
Annual personal income Annual personal income Annual personal income
US$75,131 US$32,842 US$44,817
Annual household income Annual household income Annual household income
US$137,591 US$54,083 US$77,801
Base: Readers primarily living in Australia, Hong Kong, Japan, Republic of Korea, Singapore – Sample size = 114 / 109
Base: Readers primarily living in India, Indonesia, Malaysia, Philippines, Thailand – Sample size = 95 / 90
Base: Readers primarily living in United Arab Emirates – Sample size = 123 / 116
Q28. What is your total annual personal income (in US dollars) before taxes?
© Ipsos Hong Kong
Q29. What is your total annual household income (in US dollars) before taxes?
29. Their scope of responsibilities covers different regions
29
48% have business trips by
air in the past 12 months
Average 4.6 business trips
Average 10.2 hotel nights
Base: All readers (exclude NA) – Sample size = 274
Average number of business flight – Base: Those had any trips by air for business – Sample size = 132
Q13. 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 = 115
© Ipsos Hong Kong Q14 How many nights have you spent in hotels in the last 12 months... for business?
30. They are striving for success and eager to upgrade
themselves 30
31% are taking continuing 40% are planning to have
education programme continuing education
Courses currently taking# Courses intend to take#
44% Business course 23%
20% Language course 37%
Master of Business
14% Administration (MBA)
13%
13% Professional qualification 19%
programme
9% Leadership training course 16%
Base: All readers (exclude NA) – Sample size = 372 # Those with or plan to have continuing education – Sample size = 98 /126
Q20. Are you taking any continuing education programme now?
Base: All readers (exclude NA) – Sample size = 373
Only show >5%
© Ipsos Hong Kong Q21.. Do you plan to take any continuing education programme in the next 2 years?
32. More than half of readers are property owners
32
Personal ownership
Currently own Intend to purchase
57% Any# 44%
Main
45% 44%
residence
Seasonal/
26% 20%
weekend home
Base: All readers (exclude NA) – Sample size = 354
Q17. Do you own or rent your main residence?
Base: All readers (exclude NA) – Sample size = 366 # Base those who have answered Q17&Q18/ Q19a&Q19b– Sample size = 343 / 270
Q18. Do you own a seasonal/weekend home?
Base: All readers (exclude NA) – Sample size = 349 / 285
© Ipsos Hong Kong Q19. In the next 2 years, do you plan to purchase...
33. Readers tend to be male 25-44 years old
33
Gender Age
77%
Under 25 3% 25-44 years old
25-29 16%
30-34 26%
35-39 18%
40-44 16%
45-49 6%
62% 38%
50-54 6%
55 or above 8%
Base: All readers (exclude NA) – Sample size = 339 / 373
Q23. Are you male or female?
© Ipsos Hong Kong
Q24. What is your age?
