Professional Documents
Culture Documents
2010
Media Atlas China is the first step to understanding China’s complex media ecosystem
and consumer behavior. A cost-effective syndicated study, its primary objective is
efficient, future-proof research that accurately measures consumer and media habits in
China like never before.
Research for Media Atlas China is conducted across 66 cities (tiers 1/2/3/4/5) and rural
areas, with respondents aged 15-64. The annual sample size is 68,000. Unlike typical
media surveys that rely solely on face-to-face interviews, Synovate utilises a combination
of computer-assisted telephone interviews (CATI) and face-to-face interviews to better
represent the market.
Tier Tier
5% 26% 39% 30% 1%11% 25% 36% 27%
2 2
Education
Tier Tier
5% 26% 38% 30% 1%8% 16% 37% 38%
3 3
Tier Tier
6% 33% 37% 24% 4% 25% 29% 27% 16%
4 4
Tier Tier
11% 35% 37% 17% 4% 30% 28% 24% 15%
5 5
Rura Rur
20% 55% 20% 6% 11% 34% 23% 19% 12%
l al
Household
Household Non-alcoholic Beauty products
Snack food electronics/ electric
toiletries beverages (female)
(6 items) appliances
(8 items) (9 items) (10 items)
(13 items)
Tier 1 6.2 3.6 5.2 4.2 7.4
Tier 2 6 3.1 4.6 3.5 6.7
Tier 3 6 2.7 4.1 3.8 6.5
Tier 4 5.9 2.9 4.1 3.5 5.9
Tier 5 6 3 4.1 3.2 5.8
Rural 5.7 2.6 3 2.2 3.9
State-owned banks
Currently use % Joint-stock banks
China Post
100
90
80
70
60
50
40
30
20
10
0
Tier1 Tier2 Tier3 Tier4 Tier5 Rural
Tier1
Tier2
Tier3
26
Tier4
23
Tier5
21
Rural
14 14
10 10
7 6
4 5 5
Sedan Motorcycle
Rural
Tier 5
35 Tier 4
53 Tier 3
60
Tier 2
Tier 1
28
9 26
22
11
7
6
10 6
5
5 6
2 7 3
Sports shoes Digital cameras Mobile phones
Media usage
Tier1 Tier2 Tier3 Tier4 Tier5 Rural
%
96
9392 91 95 92
8787 89 86
78
59 60
56 56
48 50
46
42 43
40
37
33
2929
24 26 28
17 1618 15
12 10 12
5
3.1
2.9
2.6
2.4 2.4
2.3
2.2
2.1 2.1
2.0 2.0 2.0
1.9
1.8
1.7
1.6 1.6
1.5
This is only a small sample of what’s available in the full Media Atlas China report.
Media Atlas China is perfect for Advertising and Media Agencies, Media Owners and
Advertisers who want to understand brand relationships, targeted product usage and
media exposure across China. It is the largest, most comprehensive syndicated media
study of its kind.
• Agencies will receive comprehensive information on all their major accounts and on
markets that are new to them.
• Advertisers will obtain facts about their current range of products and brands and will
learn about other markets that provide opportunities for expansion.
• Media owners will receive data to help demonstrate the advantages of advertising in a
particular newspaper, magazine or website based on coverage and audience
engagement.
• Headers:
Tier, sex, age, marital status, highest education, occupation, monthly household income,
personal monthly income, product user
• Questions
Have you used this product in the past year?
Penetration – number of users
If yes, how often?
Types of users - heavy, medium, light
Which brands did you see or hear of, use currently, consider to use, most prefer?
Brand awareness, brand share, intent to buy and loyalty
• Media
- Reach: Print, TV, Internet, Mobile, Radio, OOH (out of home), Cinema
- Engagement:
- Multi tasking activities
- Actions taken after seeing or hearing interesting articles in the media
- Life involvement of each type of Media
- Advertising attitude of each type of Media
- Sources of product and services information
The full version of Media Atlas China contains even more in-depth data on product usage,
media consumption and demographics. Annual subscriptions updated quarterly start at
only $3000 USD. Benefits include:
• Unprecedented geographic coverage
• Current and reliable information, updated quarterly
• Real cross-media exposure
• Untapped market and media opportunities
Media Atlas China offers several subscription options across 8 categories, including:
• Food and Beverage
• Household and Personal Care Products
• Healthcare Products
• Electronic Appliances and Personal Products
• Shopping Retailers
• Sports Apparels
• Automotive
• Financial Services
Doris Wong
Executive Director
Doris.Wong@Synovate.com