world expo 2010 survey

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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

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Millward Brown-ACSR and Ogilvy PR/Shanghai surveyed 13,900 people across China about their expectations of World Expo 2010 Shanghai, China.

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Page 1: World Expo 2010 survey

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

Page 2: World Expo 2010 survey

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?

Page 3: World Expo 2010 survey

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1. Familiarity with the World Expo Shanghai 2010

Page 4: World Expo 2010 survey

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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

Page 5: World Expo 2010 survey

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

Page 6: World Expo 2010 survey

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

Page 7: World Expo 2010 survey

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 %

Page 8: World Expo 2010 survey

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

Page 9: World Expo 2010 survey

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.

Page 10: World Expo 2010 survey

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…

Page 11: World Expo 2010 survey

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

Page 12: World Expo 2010 survey

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

Page 13: World Expo 2010 survey

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

Page 14: World Expo 2010 survey

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%

Page 15: World Expo 2010 survey

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)

Page 16: World Expo 2010 survey

16

2. Level of Interest in Pavilions of Various Countries/Regions

Page 17: World Expo 2010 survey

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

Page 18: World Expo 2010 survey

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

Page 19: World Expo 2010 survey

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 (%)

Page 20: World Expo 2010 survey

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

Page 21: World Expo 2010 survey

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

Page 22: World Expo 2010 survey

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

Page 23: World Expo 2010 survey

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

Page 24: World Expo 2010 survey

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

Page 25: World Expo 2010 survey

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?

Page 26: World Expo 2010 survey

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)

Page 27: World Expo 2010 survey

27

3. Overall Summary and Learnings

Page 28: World Expo 2010 survey

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.