29th April 2010
However, corporate sponsors struggle with share of media voice in the crowded space
[SHANGHAI: APRIL 29, 2010] On the eve of the official opening of World Expo 2010 Shanghai, China Polling Beijing and Ogilvy Public Relations Worldwide / Shanghai have released a new consumer survey of Chinese social media users’ feelings and intentions towards the event. The survey uncovered that a third of social media users knew a lot about Expo 2010 and 60% of those polled are planning to attend.
“Social media is clearly driving online excitement surrounding the Expo,” said Michael Darragh, Digital Strategic Planner at Ogilvy Public Relations Worldwide / Shanghai. “This trend reflects the importance of word of mouth when it comes to this event. Expo visitors are paying close attention to recommendations both online and off when planning their Expo adventures.”
Poll respondents were overwhelmingly getting their Expo news from TV programs over any other form of media, including online. However, over 50% of respondents are relying on online resources for visit planning, and 27% of respondents are relying heavily on online conversation for their trip planning.