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PAX Q2'2011-Q1'2012 PCC

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					       PAX 2012

Phoenix Chinese Channel
 in 4 key markets in Asia
                           PAX
• Pan Asia-Pacific Cross Media Survey (PAX)
• Conducted by Ipsos MediaCT
• CATI – Computer Aided Telephone Interviewing
• Aged 25-64 and affluent/ business decision maker/ top
  management
• 11 markets* - Hong Kong, India (Mumbai, New Delhi,
  Bangalore), Jakarta, Seoul, Kuala Lumpur, Manila, Singapore,
  Taipei, Bangkok, Tokyo, Australia (Sydney & Melbourne)
• Results based on the respondents who use Chinese language

   *Phoenix subscribed 4 markets only - Hong Kong,
   Singapore, Kuala Lumpur and Taipei
          Phoenix Chinese Vs other channels
                                            4 Markets HK/Sin/KL/TP


 29.6%




                                                                                                              watched in past 30 days
                               20.0%

                                                              17.5%
                                                                                            15.5%




                                                                                                                        7.8%




   CNN                  Phoenix Chinese or              Phoenix Chinese                  BBC World                      CNBC
                         Phoenix InfoNews




Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881)
Phoenix Chinese viewers are high flying consumers
                                                      4 Markets HK/Sin/KL/TP
                                                           No. of Int’l Flights in past 12 months

                                                                                                                                  67.5%
                           1+
                                                                                                                          61.6%
 # International Flights




                                                                                   37.2%
    (past 12 months)




                           3+
                                                              24.2%



                                              14.5%
                           6+
                                       8.7%

                                                                                                         Phoenix Chinese viewers
                                3.8%
                      12+                                                                                PAX
                                2.9%




          Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
          PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
Phoenix Chinese viewers are more likely to travel on
             business class or above
                                                                      4 Markets HK/Sin/KL/TP

                                                              Flying on Business Class or above (class - most often travel)
 Flying on Business Class or above




                                                                                                                                       4.2%
     (class - most often travel)




                                     Business Trip

                                                                                                           2.7%




                                                                                                       2.5%


                                      Leisure Trip

                                                                                                 2.2%                         Phoenix Chinese viewers

                                                                                                                              PAX

                          Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
                          PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
Phoenix Chinese viewers are high flying consumers
                                                   4 Markets HK/Sin/KL/TP

                           Number of Hotel nights spent on Int'l Air Trips in past 12 months

                                                                                                                               63.9%
                    1+
                                                                                                                     56.9%
 (past 12 months)




                                                                                                                            60.7%
  # Hotel Nights




                    3+
                                                                                                               53.3%



                                                                                                  45.6%
                    6+
                                                                                35.0%



                                                                   27.4%                                  Phoenix Chinese viewers
                    12+                                                                                   PAX
                                                        20.4%


       Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
       PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
    Phoenix Chinese viewers are high flying consumers
                                                           4 Markets HK/Sin/KL/TP
                    Cathay Pacific Airways
                            China Airlines
                                 Dragonair
                        Singapore Airlines
                              EVA Airways
                         Malaysia Airlines
                                                                                                     Airlines flown in past 12 months
                              Thai Airways
                   China Southern Airlines
                                    Air Asia
(past 12 months)




                    China Eastern Airlines
  Airlines flown




                            Japan Airlines
                                  Air China
                           Qantas Airways
                            United Airlines
                               Jet Airways
                                Korean Air
                           British Airways
                                Air Canada
                                 Air France
                                  Emirates                                                            Phoenix Chinese viewers
                                    Air India
                                 Lufthansa                                                            PAX
                                         ANA
                           Asiana Airlines
                                            0%   2%   4%     6%      8%      10%     12%     14%     16%     18%     20%   22%   24%   26%   28%
      Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
      PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
Phoenix Chinese viewers are high flying businessmen
                                                         4 Markets HK/Sin/KL/TP
                                                       No. of Int’l Flights for business in past 12 months



                                                                                                                       35.4%
                                   1+
                                                                                                23.6%
    # Int’l Flights for business
        (past 12 months)




                                                                           16.7%
                                   3+
                                                              11.3%



                                                  5.9%
                                   6+
                                                4.5%



                                          2.6%                                               Phoenix Chinese viewers
                                   12+
                                                                                             PAX
                                         2.0%



Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
                               Phoenix Chinese viewers travel for business
                                                             4 Markets HK/Sin/KL/TP
                                                             Destination of Business Trip in past 12 months

                                                                                                                             32.6%

                                       Asia
                                                                                                          20.9%
Destination of Business Trip




                                                      2.7%
     (past 12 months)




                               North America
                               (USA/Canada)
                                                  2.3%




                                                      2.9%

                                    Europe
                                                      2.9%




                                               0.9%
                                                                                                   Phoenix Chinese viewers
                                   Australia
                                                                                                   PAX
                                               1.2%


Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
                                 Phoenix Chinese viewers visit Asian countries
                                                for business
                                                                   4 Markets HK/Sin/KL/TP
                                                                    Countries in Asia visited for Business Trip
                                                     China
 Countries in Asia visited for Business Trip




                                                Singapore

                                                   Taiwan

                                                Hong Kong
             (past 12 months)




                                                    Japan

                                                  Malaysia

                                                  Thailand

                                                 Indonesia

                                                   Vietnam

                                                Philippines                                         Phoenix Chinese viewers
                                                    Macau                                           PAX
                                               South Korea

                                                              0%     5%             10%             15%              20%      25%
Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
Phoenix Chinese viewers are high flying consumers
                                                    4 Markets HK/Sin/KL/TP
                                             No. of Int’l Flights for leisure in past 12 months

                                                                                                                             61.2%

                              1+
                                                                                                                     55.6%
# Int’l Flights for leisure
   (past 12 months)




                                                     18.9%

                              3+
                                           11.9%




                                    3.3%                                                           Phoenix Chinese viewers
                              6+
                                                                                                   PAX
                                   1.6%




Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
                                          Phoenix Chinese viewers have
                                              oversea leisure trips
                                                              4 Markets HK/Sin/KL/TP
                                                            Destination of Leisure Trip in past 12 months
                                                                                                                             54.5%
                                       Asia
                                                                                                                     48.9%

                                                        7.2%
Destination of Leisure Trip




                                    Europe
                                                      5.7%
    (past 12 months)




                              North America           5.3%
                              (USA/Canada)           4.2%

                                                 3.0%
                                  Australia
                                                3.0%

                                               1.3%
                                    Russia
                                              0.2%

                                              0.9%
                                Middle East                                                     Phoenix Chinese viewers
                                              0.4%
                                                                                                PAX
                                              0.7%
                                     Africa
                                              0.2%
Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
                                             Phoenix Chinese viewers visit Asian countries
                                                             for leisure
                                                                      4 Markets HK/Sin/KL/TP
                                                                        Countries in Asia visited for Leisure Trip
Countries in Asia visited for Leisure Trip




                                                   China

                                                   Japan

                                                 Thailand
           (past 12 months)




                                                  Taiwan

                                               Singapore

                                              South Korea

                                                 Malaysia

                                               Hong Kong

                                                   Macau                                              Phoenix Chinese viewers
                                                                                                      PAX
                                                Indonesia

                                                            0%   2%   4%     6%       8%      10%     12%       14%      16%   18%   20%
    Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
    PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
Phoenix Chinese viewers are high tech consumers
                                                    4 Markets HK/Sin/KL/TP

      Own LCD/ LED/                                                                                                                 71.3%
       Plasma TV                                                                                                                  69.8%


   Own digital video                                                                                           53.5%
       camera                                                                                          47.6%


                                                                                                                     56.5%
             Own HDTV
                                                                                                         49.0%


                                                                                                   44.9%
 Own DVD recorder
                                                                                              41.8%


Own SLR digital still                                                                                 47.1%
     camera                                                                                     43.2%


                                       4.4%
            Own 3D TV                                                                                                 Phoenix Chinese viewers
                                      3.3%
                                                                                                                      PAX

Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
   Phoenix Chinese viewers are mobile gadget consumers
                                                    4 Markets HK/Sin/KL/TP


                                                                                                                                     72.7%
       Own Laptop
        Computer
                                                                                                                             66.4%




                                                                                                                             66.3%

Own Smartphone
                                                                                                                     59.7%




                                                                          31.2%

  Own E-Readers
                                                                 24.7%

                                                                                                                Phoenix Chinese viewers
                                                                                                                PAX

Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
Phoenix Chinese viewers are more financially aware
                                                                   4 Markets HK/Sin/KL/TP
                                                                                     Ownership of Financial Products
                                                                                                                                            74.0%
                                              Life insurance
                                                                                                                                            73.5%

                                                                                                                                    62.0%
                                  Stocks/Securities/ Bonds
                                                                                                                        51.8%
Ownership of Financial Products




                                    Private property you are                                                               54.4%
                                            living in                                                           45.7%


                                  Privilege / priority Banking                                    35.2%
                                           Account                                    25.5%


                                   Foreign currencies as an                                      33.3%
                                         investment                                     26.6%

                                  Other properties you own                               26.9%
                                         or invest in                            21.6%

                                     Unit Trust Fund/ Mutual                          25.8%
                                              fund                                   24.5%
                                                                                                                    Phoenix Chinese viewers
                                      Offshore accounts for                 17.8%                                   PAX
                                      investment purposes               14.7%

               Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
               PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
                                  Phoenix Chinese viewers love drinking
                                                    4 Markets HK/Sin/KL/TP
                                                                     Consume in past 4 weeks

                                                                                                                               33.6%
                                    Wine
                                                                                                                     27.5%


                                                                                                 21.0%
  Consume in past 4 weeks




                            Imported Beer
                                                                                         18.3%


                                                                                           19.1%
                               Local Beer
                                                                                            19.3%


                                                                         13.3%
                                  Whisky
                                                                       12.9%


                                                            9.1%
                              Champagne
                                                         8.4%
                                                                                                     Phoenix Chinese viewers
                                                       7.7%                                          PAX
                            Brandy/Cognac
                                                  6.3%

Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
      Phoenix Chinese viewers love luxury products
                                                    4 Markets HK/Sin/KL/TP


                                                                                                                        26.9%
                Own Luxury watch
                  (US$1,000+)
                                                                                                              22.9%




                                                                                                                                      31.2%
       Own Jewellery (US$500+)
                                                                                                                             28.2%




                                                                                                                                     30.7%
          Own Quality/ Designer
          clothes/ Leather goods
                (US$500+)                                                                                            25.1%




                                                                                           16.3%
           Own Quality/ Designer
           accessories/ Footwear
                (US$500+)                                                                                   Phoenix Chinese viewers
                                                                                      14.6%
                                                                                                            PAX

Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
     Phoenix Chinese viewers are top management
                                                      4 Markets HK/Sin/KL/TP
                                          % profile
                                                                                                               Index vs PAX




                                                                                                                              152
  CEO/ Chairman/                          8.1%
 Managing Director/
 President/ Owner/
      Partner                             5.3%                                           100




                                          8.2%                                                                                      161
    Director/ General
     Manager/ Vice
        President
                                          5.1%                                           100
                                                                                                          Phoenix Chinese viewers
                                                                                                          PAX


Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
   Phoenix Chinese has a higher proportion of
Business Decision Makers and Affluent consumers
                                                    4 Markets HK/Sin/KL/TP

                                              % profile –
                                            BDM & Affluent                                                           Index vs PAX



       Phoenix Chinese
                                                22.5%                                                                   135
           viewers




                         PAX                    16.7%                                      100




Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881);
PAX respondents who use Chinese language and watched Phoenix Chinese in past 30 days (528,287/973)
           Phoenix Chinese reaches unique viewers
                                                      4 Markets HK/Sin/KL/TP
                                                                                                                    watched in past 30 days

                                                                                                                               41.1%
                                                                                                       39.8%
                                                                         38.4%

                                           34.8%


             29.6%




                                                                     Additional reach of            Additional reach       Additional reach
                                                                     Phoenix Chinese                of CNBC /              of BBC World /
                                      Additional                                                    Phoenix Chinese        Phoenix Chinese
                                      reach of CNBC
                                      / BBC World




             CNN                    CNN + CNBC +                 CNN + Phoenix                 CNN + CNBC +    CNN + BBC World
                                     BBC World                     Chinese                    Phoenix Chinese + Phoenix Chinese
Source: PAX (Q2 2011 - Q1 2012); HK/Sin/KL/TP Markets; PAX respondents who use Chinese language (3,022,639/4,881)

				
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