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Document Sample
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)
