BIGresearch China Quarterly: 94% of Chinese 18-34 Years Old Watched Opening Ceremony

Closing Ceremony and Gymnastics Round Out Top Three for Most Viewed Olympic Events

COLUMBUS, OH – (MARKET WIRE) – 9/9/08 – 93.9% of Chinese consumers 18 to 34 years old contributed to the more than 2 billion people who watched the 2008 Summer Olympics’ Opening Ceremony, according to an analysis of BIGresearch’s (http://www.bigresearch.com) most recent China Quarterly Survey (3,874 participants). The Closing Ceremony (78.4%) was the second most watched event among young Chinese, followed by Gymnastics (71.9%).

Both men and women aged 18 to 34 watched the opening event most, with women at a slightly higher rate at 95.6% (v. 92.2% of their male counterparts). 75.4% of young men watched the closing ceremony making it the second most watched among this segment, while women preferred gymnastics (83.5%).   

Which of the following Beijing Olympic events did you watch on TV or in person? (TOP 5)
                 
                  Chinese     Chinese     Chinese                                              
                  18-34       Men 18-34   Women 18-34
Opening Ceremony  93.9%       92.2%       95.6%
Closing Ceremony  78.4%       75.4%       81.3%
Gymnastics        71.9%       60.0%       83.5%
Basketball        65.2%       70.8%       59.7%
Table Tennis      59.1%       59.0%       59.2% 

Source: BIGresearch, China Quarterly (Q3 2008)

For complimentary data and charts: http://info.bigresearch.com/

Among young Chinese consumers, 84.4% turned to the TV for Olympic coverage, three-fourths logged on to the Internet for competition news and 58% got their information from newspapers.

Which of the following media did you use to collect information about the Olympic Games? (TOP 5)

                  Chinese 18-34
TV/Cable          84.4%
Internet          75.0%
Newspaper         58.0%
Picture Phone     39.8%
Email Newsletter  39.2%

Source: BIGresearch, China Quarterly (Q3 2008)

About BIGresearch
BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive, and media. The China Quarterly monitors the purchasing behavior and media consumption of more than 4,000 young adult Chinese consumers between 18-34 years old. The China Quarterly includes greater insights on shopping habits and media consumption and is available through BIGresearch in report or database format.

BIGresearch conducts the biggest surveys with sample sizes from 4,000 to 15,000 and employs unique computer intensive statistical methods to give the most accurate insights available with an average margin of error of +/- 1 percent. http://www.bigresearch.com

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