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Familiarity and Interest levels in the World Expo 2010 Shanghai
Keeping a pulse on the Chinese market– a research project by
Data period: February - March 2009
2
Project Details
Methodology: Self completed questionnaire administered online to new members of our Internet Panel, from all over China.
Panel and Data provider: MB-ACSR Lightspeed Research (LSR China) http://www.lightspeedresearch.comParticipants are from across China, mainly aged 19-35 (89%), with 62% of them being males.
Sample definition: Any person who is registering to join LSR China’s on-line panel are invited to join this surveyThere is no restriction on any demographic quotas or regions.
Question Areas:
How familiar are they with the World Expo 2010 Shanghai? How likely are they to visit?
What do they expect to see and do there?
Which countries/regions’ pavilions are the Chinese public most interested in? What do they think of these pavilions?
3
1. Familiarity with the World Expo Shanghai 2010
4
62 63 59 64 60 66 60 61
14 1712
13 12 10 13 12
2727242823292025
Majority of the Chinese public have certain level of knowledge about World Expo 2010 Shanghai, with the East region displaying the highest level of understanding.Q. How would you rate your level of knowledge about the World Expo Shanghai 2010? (SA)
Heard a lot about the event
and have a good idea what to
expect.
Heard some things about it
but do not really know what to
expect.
Only know the name of event.
Total East South Central North Northwest Southwest Northeast中国地区 华东地区 华南地区 华中地区 华北地区 西北地区 西南地区 东北地区
% % % % % % % %
Base: (13991) (5049) (2331) (1767) (2475) (480) (899) (976)
East 华东地区: Shangdong, Jiangsu, Anhui, Zhejiang, Fujian, Shanghai
South 华南地区: Guangdong, Guangxi, Hainan
Central 华中地区: Hubei, Hunan, Henan, Jiangxi
North 华北地区: Beijing, Tianjin, Hebei, Shanxi, Inner Mongolia
Northwest 西北地区: Xinjiang, Shannxi, Gansu
Southwest 西南地区: Sichuan, Yunnan, Guizhou, Chongqing
Northeast 东北地区: Liaoning, Jilin, Heilongjiang
5
51
51
21
16
7
6
Base: (13991)
Perceptions of the World Expo 2010 Shanghai are divided between a “international exhibition” and a “global trade show.” Up to a fifth of the Chinese public still perceive it as a “gathering of world leaders,” meaning certain confusion still remains.
Q. What is a World Expo to you? (MA)
Total %
Mega exhibition involving participants from the world
The largest trade show in the world
A gathering of world leaders
A theme park
A new property development
A shopping mall
由世界各地派代表参加的展览会
世界上最大的贸易交流会
世界各国领导人聚集在一起(讨论国家大事)
主题公园
一项新兴的房地产开发项目
一个新建的购物中心
6
63
63
56
51
49
41
34
Sustainability
Technology
Innovation
Urban living
Urban design
Arts
Transportation
Base: (13991)
More Chinese associate the World Expo 2010 Shanghai with themes relating to Sustainability, Technology and Innovation.
Q. What themes do you associate with World Expo 2010 Shanghai? (MA)
Total %
可持续性发展
科技
创新
城市生活
城市设计
艺术
交通
7
4
35
12
46
3
Within 3 days
Several weeks
2-3 months
About 6 months
1 year
Around half of the respondents knew the Expo 2010 would last 6 months.
Q. How long do you think World Expo 2010 Shanghai would last? (SA)
Base: (13991)
Total %
8
80
72
65
36
32
24
18
14
13
12
10
Various countries' exhibitions
Science/Technology showcase
To see and learn new things
Watch live shows/events
Eating and drinking
Shopping
Free games
Amusement park rides
Children’s playground
Dancing and nightlife
Watching movies
Base: (13991)
The current main draws of the Expo are information driven – about countries’ showcase and broadening knowledge about the world. Awareness of the more specific activities may still be limited e.g. availability of countries cuisine.
Q. What activities would you expect to do if you were to visit the Expo 2010? (MA)Total
%
参观各国/地区的主题展览馆/艺术馆
科学技术演示
接触新鲜事物,了解新的信息
观看现场表演
餐饮
购物
免费游戏
乘坐摩天轮
儿童乐园
跳舞,晚间娱乐活动
观看电影
9
30 35 24 30 30 29 27 27
816
4 5 4 3 3 3
5558545052563647
161519171618
1516
Driven by proximity, East China expresses stronger intention to visit Expo 2010, much more than elsewhere.
Q. How likely are you to visit World Expo Shanghai 2010 in person? (MA)
Total East South Central North Northwest Southwest Northeast中国地区 华东地区 华南地区 华中地区 华北地区 西北地区 西南地区 东北地区
% % % % % % % %
Base: (12345) (4487) (2073) (1553) (2169) (411) (800) (843)
Will definitely visit
Will probably visit
Will not visit
Not sure
East 华东地区: Shandong, Jiangsu, Anhui, Zhejiang, Fujian, Shanghai
South 华南地区: Guangdong, Guangxi, Hainan
Central 华中地区: Hubei, Hunan, Henan, Jiangxi
North 华北地区: Beijing, Tianjin, Hebei, Shanxi, Inner Mongolia
Northwest 西北地区: Xinjiang, Shannxi, Gansu
Southwest 西南地区: Sichuan, Yunnan, Guizhou, Chongqing
Northeast 东北地区: Liaoning, Jilin, Heilongjiang
Results of Official Expo Visitor Intention Survey across 46 cities in China in 2006 by the State Statistics Bureau: 44% of domestic respondents showed interest to visit Expo2010.
10
4 3 4 3 5 3 4 4
16
3227 27
34 34 32
25
1817182019191618 192121
141820
1216
Distance No time Cost No interest
The major barrier cited for not visiting the Expo 2010 in person is distance, more than cost, outside of East China.
Q. Reasons why not likely to visit World Expo Shanghai 2010 in person… (MA)
Total East South Central North Northwest Southwest Northeast中国地区 华东地区 华南地区 华中地区 华北地区 西北地区 西南地区 东北地区
% % % % % % % %
Base: (12345) (4487) (2073) (1553) (2169) (411) (800) (843)
Not likely to visit because of…
11
14 13 8 5
165 18 28
13
1215
16
26
26
2930
3145
3021
Total Once 2-3 times More than 4times
24
42
8
3
Once
2-3 times
4-10 times
Over 10times
Most visitors plan to visit the Expo 2-3 times. One-off and family tickets are more popular; Season passes are more popular amongst those who plan to visit more than 4 times.Q. If you plan to visit World Expo 2010 Shanghai, how many times do you plan to go? (SA)
Base: (4710)
Total %
Base: (4710) (1145) (1982) (521)
Q. How would you buy your Expo tickets? (SA)
One-off tickets 每次按人数分别买票
Family tickets购买家庭套票
Group tickets购买团体票
Season pass购买可使用多次的票
Not sure不确定
Base: Respondents who claimed will visit the World Expo 2010
12
32
28
19
15
3
100 and below
101-200
201-500
501-2000
more than 2000
Most Chinese would spend less than RMB200 on Expo 2010 tickets but will spend substantially more on other expenses during their visits. Q. How much would you expect to spend on tickets for World Expo 2010 Shanghai? (RMB)Q. Excluding tickets, how much do you think you would spend at the World Expo 2010 Shanghai? Think about the activities, foods, shopping, all the items you would pay at the Expo. (RMB)
13
21
21
16
18
2
200 and below
201-500
501-1000
1001-2000
2001-5000
more than5001
Expo 2010 Ticket (RMB)
%
Base: (4710)
Base: Respondents who claimed will visit the World Expo 2010 Shanghai
Other Expenses beside Ticket (RMB)
%
Average Ticket Price: RMB 287
Average Other Expenses: RMB 1522
13
79
55
45
31
20
20
19
18
12
Base: (13960)
Main source of knowledge about Expo 2010 comes mainly through the news, followed by the Internet and newspapers/magazines.
Q. From where did you receive information about World Expo Shanghai 2010? (MA)Total
%News programs
Websites/emails except Official Website
Newspaper/magazines
TV commercials
Outdoor advertisement (train/bus stations, taxis, LCD screens)
World Expo SH 2010 exhibitions or relevant activities
Friends/relatives talking about it
Radio
World Expo Shanghai 2010 Official Website
电视新闻节目
报刊/杂志
电视广告
公共场所广告(地铁站/出租车/LCD屏)
介绍世博会的展览,以及与世博会相关的活动
听到亲戚朋友谈论
广播节目
中国2010年上海世博会官方网站
互联网、电子邮件,非官方网站
14
5 4 2 6
3725
36 39
4863
5742
There is strong interest in the virtual Expo, with half of the respondents indicating they would definitely visit the website. Particularly high amongst those who would visit Expo 2010 in person, implying unlikely cannibalization.Q. If there is a way to present an online version of the Expo 2010, enabling people to experience the event through the internet, how interested would you be to visit the website? (SA)
Definitely will visit the virtual Expo
Probably will visit the virtual Expo
Will not visit the virtual Expo
Base: (13991) (1008) (3743) (6180)
Total%
Will definitely visit Expo in person
%
Will probably visit Expo in person
%
Not likely to visit Expo in
person%
15
14 13 12 16
72 82 81 69
3 2 3 3
Most people claim that the virtual Expo will increase their desire to visit the real Expo.
Total%
Will definitely visit Expo in person
%
Will probably visit Expo in person
%
Not likely to visit Expo in person
%
Q. How will the virtual Expo affect your visiting the real Expo, if you have visited the website? (SA)
Will increase
Will not be affected
Will Decrease
My desire to visit the real Expo…
Base: (13293) (1008) (3743) (6180)
16
2. Level of Interest in Pavilions of Various Countries/Regions
17
2735 32
3534 34 26 28
23
22 16 43 19 31
1618
111368
48711
56
2333
5
2
Among the pavilions, Europe pavilion draws the highest level of interest from Chinese, followed by Asia (excluding Southeast Asia). Lowest interest in the Middle East.Q. How interested are you to find out more about the following region’s pavilions from the Expo 2010? (SA)
AfricaNorth
AmericaSouth
America EuropeSoutheast
Asia Other Asia Middle East Oceania% % % % % % % %
Base: (13991) (13991) (13991) (13991) (13991) (13991) (13991) (13991)
Top 2 boxes (Very/Quite interested)
50 57 48 78 53 64 42 46
Very Interested
Quite Interested
Not quite interested
Not interested at all
18
Individually, Chinese people are most interested in USA pavilion, followed by France, UK and Japan.
Q. Which countries are you most interested to find out more about from their Expo 2010 pavilion? Please choose up to 10 countries.
51
41
38
36
34
34
29
29
28
27
USA
France
UK
Japan
Egypt
South Korea
Singapore
Germany
Italy
Canada
Base: (Total 13991)
Top 20 Pavilions with highest interest %
27
23
21
19
18
17
16
15
14
12
Switzerland
Australia
Greece
Sweden
Russia
Netherlands
Brazil
Iceland
South Africa
Thailand
Ranking1
2
3
4
5
5
7
7
9
10
Ranking11
12
13
14
15
16
17
18
19
20
19
Interests in various countries’ pavilions differ among genders:
USA, UK pavilions are more attractive to males whereas France, South Korea pavilions are relatively more popular amongst females.
Q. Which countries are you most interested to find out more about from their Expo 2010 pavilions? Please choose up to 10 countries.
Top 20 Pavilions with Highest Interest - by Gender
USA 55 France 46UK 39 USA 44France 38 South Korea 40Japan 37 Egypt 38Germany 34 UK 35Egypt 31 Japan 33South Korea 31 Singapore 33Singapore 27 Canada 32Italy 26 Switzerland 31Switzerland 25 Italy 30Canada 24 Greece 28Russia 22 Australia 28Australia 21 Sweden 22Brazil 19 Germany 21Sweden 17 Iceland 18South Africa 16 the Netherlands 18Greece 16 Denmark 16the Netherlands 16 Thailand 14Iceland 13 Indian 13Spain 12 Spain 13
Male FemaleBase: 8727 (%) Base: 5264 (%)
20
Q. For each of following countries, what kind of information are you looking for from the Expo 2010? (MA)
Interest in USA is driven mainly by education and trade interest. On the other hand, tasting the cuisine of France, Japan and South Korea are appealing to the Chinese.
Base : Those who have answers for each country 2725 2142 1924 1951 1799 1864 1545 1423 1397 1414
% % % % % % % % % %
To have a taste of the local food 34 60 44 60 33 64 48 42 64 38
Travel tourism information 43 58 49 47 69 47 58 41 48 47
Education / study abroad 59 36 55 35 8 30 44 46 28 54
Investment opportunities 46 23 31 31 14 28 33 33 21 32
Immigration rules and policies 42 30 33 20 8 24 42 30 25 49
Trade information 57 35 42 41 18 36 35 44 32 37
General feel about the culture of the country 48 65 59 55 75 60 51 55 60 49
Note: Yellow = at least 50% endorsement
USA France UK Japan Egypt South Korea Singapore Germany Italy Canada
21
Summary of the countries’ image in minds of the Chinese
Differentiating Traits
Countries
“Technologically advanced”
USA, UK, Japan, Germany, Russia
“Medically advanced” USA, UK, Japan, Germany, Canada, Switzerland
“Have famous schools” USA, UK, Germany, Canada
“Efficient social systems” Singapore, Germany, Switzerland
“Rich history/culture” Egypt, Greece, Russia
“Nature offers” Egypt, Australia, Brazil, Iceland, South Africa
“Good Food” France, South Korea, Italy, Brazil
“Great Shopping” USA, France, Japan, South Korea, Singapore
“Something different” Egypt, Greece, South Africa
22
Full list of Country Image StatementsOriginal wording Chinese
Technologically advanced Leading in technology 科技领先
Medically advanced Leading in medical facilities/expertise. 医疗技术水平领先
Cosmopolitan Cosmopolitan environment 是国际化大都市
Famous schools Have famous schools 有著名的学校
Efficient systems Efficient & well organized systems 社会体系有序而高效
Thriving businesses Thriving business environment 有繁荣的商业环境
Rich history Rich history 有悠久的历史
Rich culture Rich culture 有丰富的文化
Tourist attractions/activities Has a variety of tourist attractions and activities 有丰富的旅游资源
Nature offers Nature / ecological offer 拥有自然/原生态资源
Unique scenery Unique scenery 风景独特
Night life Night life and entertainment 拥有丰富的夜生活和娱乐资源
Great shopping Great shopping 购物天堂
Good Food Good food/eating experience 美食天堂
Friendly people Warm and friendly people 当地人热情而友善
Badge value A place you would want people to know you had been to 是我乐意告诉别人我去过的地方
Something different Offers something different from other countries 有与别的国家不一样的特色
Safe Good reputation on safety 安全
Accessibility Easy accessible. Good connectivity. 交通便利,容易到达
Getting more popular Getting more popular as tourist destinations 作为旅游胜地,受欢迎程度越来越高
23
0
1
10
0
-2
5
4
3
-3
-16
-5
4
10
14
-3
-1
-6
-3
-1
-3
39
33
31
38
6
28
-27
-16
-19
-23
-31
22
19
-15
-24
-11
-26
-21
11
-27
USA France UK Japan Egypt South Korea Singapore Germany Italy
Country Image (Differentiation Profiles) – Countries seen as ‘advanced’ are USA, UK, Japan, Germany. More exotic offerings from Egypt, Brazil, Iceland and South Africa.
5
5
20
9
-2
10
-1
1
-7
-23
-12
13
22
12
-11
-2
-14
-7
2
-7
30
18
16
4
10
20
-13
-10
-9
-15
-9
15
20
10
-22
-9
-7
-6
17
-10
18
19
23
36
9
15
7
0
-15
-20
-19
6
9
-8
-17
-7
-20
0
4
-15
-11
-12
-10
-10
-11
-12
51
32
26
18
30
-11
-11
-8
10
15
31
-7
-10
23
7
5
-1
-5
1
8
-12
-6
-8
-15
-13
8
17
16
-3
-2
-9
4
16
-1
31
25
16
18
17
13
-1
-3
-17
-15
-18
-2
-3
-10
-10
-6
-12
6
9
-16
0
6
8
0
15
12
-27
-16
-9
-15
-16
5
18
4
-2
-2
-18
16
18
1
Technologically advancedMedically advanced
CosmopolitanFamous schoolsEfficient systems
Thriving businessesRich historyRich culture
Tourist attractions/activitiesNature offers
Unique sceneryNight life entertainment
Great shoppingGood Food
Friendly peopleBadge value
Something differentSafe
Easy to get toGetting more popular
Q. Which of the countries do you think give you the following impressions? (MA)
5
14
7
18
10
3
-16
-12
-6
4
-7
-3
-1
-9
-4
-4
-13
11
3
-6
Canada
24
8
12
5
3
14
5
-9
-9
-4
-2
-4
-6
5
-8
-7
3
-7
15
2
1
-4
1
3
5
4
-4
-19
-13
6
16
5
-3
-4
-6
1
1
-8
8
0
5
-14
-11
-10
-9
-7
-10
36
24
12
6
16
-9
-10
-5
9
8
14
0
-7
17
Switzerland Australia Greece Sweden Russia Netherlands Brazil Iceland South
Africa
Technologically advancedMedically advanced
CosmopolitanFamous schoolsEfficient systems
Thriving businessesRich historyRich culture
Tourist attractions/activitiesNature offers
Unique sceneryNight life entertainment
Great shoppingGood Food
Friendly peopleBadge value
Something differentSafe
Easy to get toGetting more popular
6
8
2
0
12
1
-6
-5
-7
-2
-3
-4
-1
-5
1
-1
-8
13
-1
-2
15
2
8
7
-5
-3
14
5
-4
10
-2
0
-7
-6
2
-7
4
-7
4
-12
-2
1
-1
-2
4
-2
-4
-4
0
1
8
0
-2
-2
-1
-2
0
5
-1
3
-7
-8
-5
-7
-10
-6
-4
-3
3
13
5
6
-2
12
17
-2
9
-7
-8
1
-7
-8
-8
-7
-8
-5
1
3
10
28
16
-5
-4
-3
12
2
16
-10
-9
3
-4
-3
-12
-9
2
-6
-10
-9
6
21
19
-3
-5
-4
7
7
10
8
-10
8
Country Image (Differentiation Profiles) – Some European countries have less distinctive impressions in Chinese minds such as Italy, Sweden, Netherlands which do not have many outstanding traits compared to other countries.Q. Which of the countries do you think give you the following impressions? (MA)
-14
-14
-15
-13
-13
-7
2
0
14
8
10
22
-2
17
9
3
15
-14
7
7
Thailand
25
USA France UK Japan Egypt South Korea Singapore Germany Italy Canada
Likeability Rating – Aside from China, there is strong positivism towards France, Singapore, Switzerland, Australia and Greece. On the other hand, significant apprehension exists for USA, France, Japan, South Korea, Russia and South Africa amongst the Chinese.
36 41 39
15 34
26
9
25
18
33 2229 24
18 177
45
7
24
4 9 4 7
3332
38
22
3832
41
Base: (1235) (1186) (1168) (1179) (1164) (1180) (1132) (1206) (1164) (1147)
Like it a lot
Like it a little
Dislike it
Q. How would you rate the following countries in terms of how you feel towards them?
26
41 42 37 41 28 41 3624 28
39 33 34 29
9
25 13
811
2093
16
2
3427
Base: (1144) (1239) (1206) (1193) (1203) (1223) (1205) (1234)
Like it a lot
Like it a little
Dislike it
Likeability Rating – Aside from China, there is strong positivism towards France, Singapore, Switzerland, Australia and Greece. On the other hand, significant apprehension exists for USA, France, Japan, South Korea, Russia and South Africa amongst the Chinese.Q. How would you rate the following countries in terms of how you feel towards them?
Switzerland Australia Greece Sweden Russia Netherlands Brazil South Africa Thailand
(1211)
27
3. Overall Summary and Learnings
28
Overall Summary
Chinese people express strong intention to attend World Expo Shanghai 2010. The actual number of Expo 2010 attendees will be greater than the previously expected number of 70 million.
The theme of ‘Better City, Better Life’ has been widely understood and accepted by Chinese people.
The expectations of the Expo mainly focus on learning more knowledge and information about various countries’ cultures, art, new technology and other “fresh” things from around the world. Chinese people are demonstrating their willing attitude to learnmore about other countries.
Chinese people also showing high interest to all pavilions of participating countries. World Expo 2010 Shanghai is a good opportunity for these respective countries to elevate their image in China.
Virtual Expo is unlikely to decrease interest for the the real Expo. Instead, people claim that the virtual Expo will increase their desire to visit the real Expo.
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