Countdown to the Beijing Olympics, Rising Expectations?
20th May 2008
With less than 80 days to the opening of the Beijing Olympic Games, the fast-approaching event is arouses the enthusiasm of local Chinese consumers.They are eager to participate and get involved with all aspects of the upcoming Olympic Games, whether it’s showing their support for the torch relay, waiting in long queues for tickets or buying the menagerie of memorabilia.
What do Chinese consumers really think about the Olympics? China Polling has partnered up with CCTV.com, the official Internet and mobile platform exhibition provider within China to conduct an on-going national survey to study the consumer behavior before, during and after the games. In recent findings, stats shows that the top 3 concerns people have are crowded buses/subways, higher prices during the Games and environmental quality that may distract from the overall experience.
| What are your concerns about the Olympics which may detract from the overall experience? | |
| Crowded buses and subways | 36.17% |
| Higher prices during Games Time | 16.52% |
| Environmental quality | 15.84% |
| Language barrier with the international community | 14.27% |
| Increased traffic levels | 9.58% |
| Increased security restrictions | 4.59% |
| Other | 1.86% |
| No concerns | 1.17% |
| Grand Total | 100.00% |
Powered by China Polling Real Time Stats, May 2008
However, when we breakdown the results into different age groups, environmental quality is the biggest concern for the two extreme age groups, teens age below 18 and seniors with age over 60.Whereas the rest of the age groups chose crowded buses and subways.
When asked what medium will they use primarily to watch the Olympic Games, majority of people still pick television as their first choice. Interestingly, almost 4% of participants chose mobile phone to watch the games.
| Which of the following medium will you use primarily to watch the Olympic Games? | |
| Television | 64.81% |
| Internet | 31.38% |
| Mobile Phone | 3.62% |
| Bus TV | 0.20% |
| Grand Total | 100.00% |
Powered by China Polling Real Time Stats, May 2008
Further attentions were brought to those mobile phone watchers, what are they expecting from their service providers? Results show that:
| What’s the preferred method of getting Olympics information via your mobile phone? | |
| Live Mobile Programming of the Olympic Games | 46.43% |
| Customized SMS information about the Games | 28.57% |
| Customized Mobile Newspaper (eMagazine) | 17.86% |
| Push Short video highlights | 7.14% |
| Grand Total | 100.00% |
Powered by China Polling Real Time Stats, May 2008
| During the Olympic Games, what sort of information would you like to learn more about through your mobile phone? | |
| Medal Ranking (Gold, Silver & Bronze) | 51.16% |
| Game highlights | 37.21% |
| Special Feature Programs | 6.98% |
| Interviews with athletes | 2.33% |
| Olympic Songs | 2.33% |
| Grand Total | 100.00% |
Powered by China Polling Real Time Stats, May 2008
We can say that live programming of daily medal ranking is the most desirable content for mobile phone users when watching the Olympics on their hand held devices. For those people who chose mobile phone as their first choice to watch the Olympics.
Number of Samples: 1,098
Data Capture Period: 2008.2.1 – 2008.5.20
Margin of error +/- 2.96%