Ipsos Affluent Survey Asia Pacific 2014
Phoenix Chinese Channel in 4 key markets in Asia
Ipsos Affluent Survey Asia Pacific• Ipsos Affluent Survey Asia Pacific IASAP • (Previously known as PAX)• Conducted by Ipsos MediaCT• CATI – Computer Aided Telephone Interviewing (recruited and
screened via CATI), continue main survey via CATI or complete the remaining survey through online
• Aged 25-64 and affluent/ business decision maker/ top management
• 10 markets* - Hong Kong, India (Mumbai, New Delhi, Bangalore), Jakarta, Seoul, Kuala Lumpur, Manila, Singapore, Taipei, Bangkok, Australia (Sydney & Melbourne)
*Phoenix subscribes to 4 markets – Hong Kong, Singapore, Kuala Lumpur and Taipei
There are 756,426 Ipsos Affluent Survey Asia Pacific affluent,
business decision maker or top management audience
watched Phoenix Chinese in past 30 days.(4 cities - Hong Kong, Singapore, Kuala Lumpur and Taipei)
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000)
There are 941,076 Ipsos Affluent Survey Asia Pacific
affluent, business decision maker or top management audience
watched Phoenix Chinese or Phoenix InfoNews
in past 30 days.(4 cities - Hong Kong, Singapore, Kuala Lumpur and Taipei)
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000)
Phoenix TV vs. other channels4 Markets HK/Singapore/Kuala Lumpur/Taipei
31.5%
25.3%
20.4% 19.7%
10.6%
CNN Phoenix Chinese orPhoenix InfoNews
Phoenix Chinese BBC World CNBC
watched in past 30 days
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3' 2013 - Q2' 2014) ; HK/Sin/KL/TP Markets; All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000)
63.1%
34.7%
70.2%
66.4%
44.1%
75.6%
1+ Air Travel (Leisure)
1+ Air Travel (Business)
1+ Air Travel
Phoenix Chinese viewersIpsos Affluent Survey respondents
Phoenix Chinese viewers are high flying consumers
4 Markets HK/Sin/KL/TP
# In
tern
atio
nal F
light
s(p
ast
12 m
onth
s)
No. of Int’l Flights in past 12 months
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
2.5%
10.8%
33.1%
70.2%
2.7%
13.4%
40.7%
75.6%
12+
6+
3+
1+
Phoenix Chinese viewers
Ipsos Affluent Survey respondents
Phoenix Chinese viewers are high flying consumers
4 Markets HK/Sin/KL/TP #
Inte
rnat
iona
l Flig
hts
(pas
t 12
mon
ths)
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
No. of Int’l Flights in past 12 months
26.4%
46.0%
62.6%
65.4%
31.2%
54.1%
68.3%
70.5%
12+
6+
3+
1+
Phoenix Chinese viewersIpsos Affluent Survey respondents
Phoenix Chinese viewers are high flying consumers
4 Markets HK/Sin/KL/TP
# H
otel
Nig
hts
(pas
t 12
mon
ths)
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
Number of Hotel nights spent on Int'l Air Trips in past 12 months
6.1%
28.0%
5.1%
39.4%
7.6%
32.4%
5.3%
45.9%
5-star+ resorts
5-star+ hotels
4-star resorts
4-star hotels
Phoenix Chinese viewersIpsos Affluent Survey respondents
Phoenix Chinese viewers are more likely staying in
4-star or 5-star+ hotels & resorts4 Markets HK/Sin/KL/TP
Type
s of
hot
els
stay
ed d
urin
g in
t'l t
rips
(pas
t 12
mon
ths)
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
1.3%
4.3%
13.2%
34.7%
1.5%
5.0%
18.6%
44.1%
12+
6+
3+
1+
Phoenix Chinese viewersIpsos Affluent Survey respondents
Phoenix Chinese viewers are high flying businessmen
4 Markets HK/Sin/KL/TP
# In
t’l F
light
s fo
r bu
sine
ss(p
ast
12 m
onth
s)
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
No. of Int’l Flights for business in past 12 months
8.8%
18.4%
10.5%
22.9%
1.3%
4.2%
4.1%
3.0%
4.4%
5.7%
Australasia
North America(USA/Canada)
Europe
North Asia
South Asia
Phoenix Chinese viewers
Ipsos Affluent Survey Respondents
Phoenix Chinese viewers travel for business 4 Markets HK/Sin/KL/TP
Des
tina
tion
of B
usin
ess
Trip
(pas
t 12
mon
ths)
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
Destination of Business Trip in past 12 months
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
India
PhilippinesCambodia
Australia
MacauVietnam
Indonesia
South KoreaSingapore
Malaysia
TaiwanJapan
Hong Kong
ThailandChina
Phoenix Chinese viewers
Ipsos Affluent Survey respondents
Phoenix Chinese viewers visit Asian countries for business
4 Markets HK/Sin/KL/TP
Coun
trie
s in
Asi
a vi
site
d fo
r Bu
sine
ss T
rip
(pas
t 12
mon
ths)
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
Countries in Asia visited for Business Trip
2.2%
17.3%
63.1%
2.6%
19.4%
66.4%
6+
3+
1+
Phoenix Chinese viewersIpsos Affluent Survey respondents
Phoenix Chinese viewers are high flying consumers
4 Markets HK/Sin/KL/TP
# In
t’l F
light
s fo
r le
isur
e(p
ast
12 m
onth
s)
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
No. of Int’l Flights for leisure in past 12 months
Phoenix Chinese viewers have oversea leisure trips
4 Markets HK/Sin/KL/TP
Des
tina
tion
of L
eisu
re T
rip
(pas
t 12
mon
ths)
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
Destination of Leisure Trip in past 12 months
19.7%
37.3%
19.9%
38.5%
4.9%
3.9%
7.7%
4.0%
4.8%
9.1%
North America(US/Canada)
Australasia
Europe
North Asia
South Asia
Phoenix Chinese viewers
Ipsos Affluent Survey respondents
Phoenix Chinese viewers visit Asian countriesfor leisure
4 Markets HK/Sin/KL/TP
Coun
trie
s in
Asi
a vi
site
d fo
r Le
isur
e Tr
ip(p
ast
12 m
onth
s)
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
Countries in Asia visited for Leisure Trip
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
Philippines
Vietnam
Indonesia
Australia
Macau
Singapore
South Korea
Hong Kong
Malaysia
Taiwan
Thailand
Japan
China
Phoenix Chinese viewers
Ipsos Affluent Surveyrespondents
Phoenix Chinese viewers love leisure travelling4 Markets HK/Sin/KL/TP
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
1.5%
2.1%
2.8%
2.5%
4.1%
3.9%
5.2%
7.2%
11.7%
10.5%
14.0%
15.9%
22.2%
27.2%
1.5%
1.9%
3.1%
3.3%
4.2%
4.5%
5.1%
11.9%
12.5%
15.4%
16.7%
25.0%
29.5%
9.6%
Active sports
Safari/Trekking/Adventure
Winter sports
Religious/haj/pilgrimage
Long stay/backpacking
Cruise
Ecotourism
Spa holidays
Self-drive touring
Theme parks
Sun/beach
Weekend getaway
Cultural/Educational/Escorted Tour
Shopping
Phoenix Chinese viewersIpsos Affluent Survey respondents
Kind
s of
hol
iday
of i
nt'l
leis
ure
trip
s(p
ast
12 m
onth
s)
Phoenix Chinese viewers are high tech consumers4 Markets HK/Sin/KL/TP
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
27.2%
45.7%
42.8%
70.5%
29.6%
46.8%
47.0%
73.9%
Own Smart TV
Own SLR digital stillcamera
Own digital videocamera
Own HDTV
Phoenix Chinese viewersIpsos Affluent Survey respondents
69.2%
50.3%
71.2%
73.9%
54.5%
73.6%
Own Smartphone (USD500+)
Own Tablet
Own Laptop / NotebookComputer
Phoenix Chinese viewersIpsos Affluent Survey respondents
Phoenix Chinese viewers are mobile gadget consumers
4 Markets HK/Sin/KL/TP
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
Phoenix Chinese viewers are more financially aware
4 Markets HK/Sin/KL/TP
Ow
ners
hip
of F
inan
cial
Pro
duct
s
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
11.7%
21.7%
25.6%
29.0%
26.9%
50.0%
50.5%
74.6%
13.3%
22.3%
27.2%
30.6%
32.2%
52.6%
54.8%
75.7%
Offshore accounts forinvestment purposes
Other properties you own orinvest in
Unit trust fund/mutual fund
Foreign currencies as aninvestment
Privilege/priority bankingaccount
Stocks/securities/bonds
Property you are living in
Life insurance
Phoenix Chinese viewers
Ipsos Affluent Survey respondents
Ownership of Financial Products
5.1%
7.8%
12.7%
20.3%
21.8%
29.6%
7.8%
10.1%
14.7%
19.9%
20.8%
31.2%
Brandy/Cognac
Champagne
Whisky
Local Beer
Imported Beer
Wine
Phoenix Chinese viewersIpsos Affluent Survey respondents
Phoenix Chinese viewers love drinking4 Markets HK/Sin/KL/TP
Cons
ume
in p
ast
4 w
eeks
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
Consume in past 4 weeks
Phoenix Chinese viewers love luxury products 4 Markets HK/Sin/KL/TP
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
23.0%
29.9%
19.6%
30.6%
25.7%
20.1%
32.5%
32.9%
Own Quality/ Designerclothes/ Leather goods
(US$1,000+per item)
Own Jewellery (US$1,000+ peritem)
Own Luxury watch (US$2,000+per item)
Own Luxury watch (US$1,000+per item)
Phoenix Chinese viewersIpsos Affluent Survey respondents
100
100
135
130
Director/ GeneralManager/ Vice President
CEO/ Chairman/Managing Director/President/ Owner/
Partner
Phoenix Chinese viewersIpsos Affluent Survey respondents
Phoenix Chinese viewers are top management4 Markets HK/Sin/KL/TP
% profile Index vs. Ipsos Affluent Survey
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
8.3%
6.4%
8.7%
11.7%
100
124
Ipsos AffluentSurvey Respondents
Phoenix Chineseviewers
Phoenix Chinese has a higher proportion of Business Decision Makers and Affluent consumers
4 Markets HK/Sin/KL/TP
% profile – BDM & Affluent Index vs. Ipsos Affluent Survey
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
21.9%
17.6%
Phoenix TV reaches unique viewers4 Markets HK/Singapore/Kuala Lumpur/Taipei
31.5%
36.6%
42.0% 43.1%44.7% 45.6%
CNN CNN + CNBC +BBC World
CNN + PhoenixChinese
CNN + CNBC +Phoenix Chinese
CNN + BBC World +Phoenix Chinese
CNN + PhoenixChinese + Phoenix
InfoNews
Additional reach of CNBC / BBC World
Additional reach of Phoenix Chinese
Additional reach of CNBC /Phoenix Chinese
Additional reach of BBC World /Phoenix Chinese
watched in past 30 days
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000)
Additional reach of Phoenix Chinese / Phoenix InfoNews
0.71
0.85
1.49
1.66
2.02
0.79
0.97
1.67
1.80
2.20
Reading Magazines
Reading Newspapers
Using Apps
Visiting Websites
Watch TV including livestream viewing
Phoenix Chinese viewersIpsos Affluent Survey respondents
Source: Ipsos Affluent Survey Asia Pacific 2014 (Q3 2013 - Q2 2014); All Ipsos Affluent Survey Asia Pacific respondents in HK/Sin/KL/TP Markets (3,713,000);Ipsos Affluent Survey Asia Pacific respondents who watched Phoenix Chinese in past 30 days (756,426)
Average hours spending per day
Watching TV is still a major media activityamongst the Affluent and Phoenix Chinese
viewers4 Markets HK/Sin/KL/TP