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 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.com Participants 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 survey There 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? 2 1. Familiarity with the World Expo Shanghai 2010 3 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) Total East South Central North Northwest Southwest Northeast Heard a lot 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 about the event % % % % % % % % and have a good idea what to 17 13 10 14 12 13 12 expect. 12 Heard some things about it 66 but do not really 62 63 59 64 60 60 61 know what to expect. Only know the 20 name of event. 25 29 23 28 24 27 27 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 4 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 51 由世界各地派代表参加的展览会 The largest trade show in the world 51 世界上最大的贸易交流会 A gathering of world leaders 世界各国领导人聚集在一起（讨论国家大事） 21 A theme park 主题公园 16 A new property development 一项新兴的房地产开发项目 7 A shopping mall 一个新建的购物中心 6 Base: (13991) 5 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 % Sustainability 63 可持续性发展 Technology 63 科技 Innovation 56 创新 Urban living 51 城市生活 Urban design 49 城市设计 Arts 41 艺术 Transportation 34 交通 Base: (13991) 6 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) Total % Within 3 days 4 Several weeks 35 2-3 months 12 About 6 months 46 1 year 3 Base: (13991) 7 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. Total Q. What activities would you expect to do if you were to visit the Expo 2010? (MA) % Various countries' exhibitions 80 参观各国/地区的主题展览馆/艺术馆 Science/Technology showcase 72 科学技术演示 To see and learn new things 65 接触新鲜事物，了解新的信息 Watch live shows/events 36 观看现场表演 Eating and drinking 32 餐饮 Shopping 24 购物 Free games 18 免费游戏 Amusement park rides 14 乘坐摩天轮 Children’s playground 13 儿童乐园 Dancing and nightlife 12 跳舞，晚间娱乐活动 Watching movies 10 观看电影 Base: (13991) 8 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 % % % % % % % % 16 Will definitely visit 8 5 4 4 3 3 3 30 35 30 30 Will probably visit 24 29 27 27 36 Will not visit 47 56 52 50 54 58 55 15 Not sure 16 16 17 18 19 15 16 Base: (12345) (4487) (2073) (1553) (2169) (411) (800) (843) East 华东地区: Shandong, Jiangsu, Anhui, Zhejiang, Fujian, Shanghai South 华南地区: Guangdong, Guangxi, Hainan 华中地区 Central : Hubei, Hunan, Henan, Jiangxi Results of Official Expo Visitor Intention Survey North 华北地区: Beijing, Tianjin, Hebei, Shanxi, Inner Mongolia across 46 cities in China in 2006 by the State Northwest 西北地区: Xinjiang, Shannxi, Gansu Statistics Bureau: 44% of domestic respondents showed interest to visit Expo2010. Southwest 西南地区: Sichuan, Yunnan, Guizhou, Chongqing Northeast 东北地区: Liaoning, Jilin, Heilongjiang 9 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 % % % % % % % % Not likely to visit because of… Distance No time Cost No interest 34 34 32 32 27 27 25 20 20 21 21 18 19 19 18 18 18 19 16 16 16 17 12 14 5 4 3 4 3 3 4 4 Base: (12345) (4487) (2073) (1553) (2169) (411) (800) (843) 10 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) Q. How would you buy your Expo tickets? (SA) Total % 21 Once 24 One-off tickets 31 30 每次按人数分别买票 45 Family tickets 30 2-3 times 42 购买家庭套票 26 29 Group tickets 26 16 购买团体票 13 15 8 4-10 times Season pass 16 12 28 购买可使用多次的票 5 18 Not sure 14 13 不确定 8 5 Over 10 3 times Total Once 2-3 times More than 4 times Base: (4710) Base: (4710) （1145 ）（1982 ）（521 ） Base: Respondents who claimed will visit the World Expo 2010 11 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) Expo 2010 Other Expenses Ticket (RMB) beside Ticket (RMB) % % 100 and below 32 200 and below 13 201-500 21 101-200 28 501-1000 21 201-500 19 1001-2000 16 501-2000 15 2001-5000 18 Average Average Other Ticket Price: more than Expenses: more than 2000 3 2 RMB 287 5001 RMB 1522 Base: (4710) Base: Respondents who claimed will visit the World Expo 2010 Shanghai 12 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 电视新闻节目 79 Websites/emails except Official Website 互联网、电子邮件，非官方网站 55 Newspaper/magazines 45 报刊/杂志 TV commercials 电视广告 31 Outdoor advertisement (train/bus stations, taxis, 20 公共场所广告（地铁站/出租车/LCD 屏） LCD screens) World Expo SH 2010 exhibitions or relevant 20 介绍世博会的展览，以及与世博会相关的活动 activities Friends/relatives talking about it 19 听到亲戚朋友谈论 Radio 18 广播节目 World Expo Shanghai 2010 Official Website 12 中国2010 年上海世博会官方网站 Base: (13960) 13 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) Not likely to Will definitely visit Will probably visit visit Expo in Total Expo in person Expo in person person % % % % 57 48 42 Definitely will visit 63 the virtual Expo Probably will visit the 37 36 39 virtual Expo 25 Will not visit the 5 4 2 6 virtual Expo Base: (13991) (1008) (3743) (6180) 14 Most people claim that the virtual Expo will increase their desire to visit the real Expo. Q. How will the virtual Expo affect your visiting the real Expo, if you have visited the website? (SA) Will definitely visit Will probably visit Not likely to visit Total My desire Expo in person Expo in person Expo in person % to visit the % % % real Expo… Will increase 82 72 81 69 Will not be affected 14 13 12 16 3 2 3 3 Will Decrease Base: (13293) (1008) (3743) (6180) 15 2. Level of Interest in Pavilions of Various Countries/Regions 16 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) North South Southeast Africa America America Europe Asia Other Asia Middle East Oceania % % % % % % % % Top 2 boxes (Very/Quite 50 57 48 78 53 64 42 46 interested) 22 16 43 19 31 Very Interested 23 18 16 35 32 34 Quite Interested 34 27 35 26 28 4 Not quite interested 7 6 11 8 2 8 2 13 11 3 3 3 Not interested at all 5 5 6 Base: (13991) (13991) (13991) (13991) (13991) (13991) (13991) (13991) 17 Individually, Chinese people are most interested in USA pavilion, followed by France, UK and Japan.