SOURCE: BIGresearch

September 09, 2008 10:49 ET

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--(Marketwire - September 9, 2008) - 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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