The report shows: third-tier cities may become the main front for changing the competition pattern of the Olympic media
On August 6, 2008, the China Internet Network Information Center (CNNIC) released the Research Report on the Consumption Actions of Chinese Netizens on the Olympic Media in 2008 (hereinafter referred to as the Report) in Beijing in collaboration with Wanrui Data. The Report shows that the Internet has become one of the most important channels for netizens to acquire Olympic information, and netizens choosing to get Olympic information via the Internet account for 79.8% of the total number of netizens. With the popularization of the Internet, the public has come to rely more and more on the Internet and the advertising value of the network has also been rising. As a result, Olympic marketing targeting at netizens has a bright prospect. This is the second Olympic-related research report after the China Internet Network Information Center (CNNIC) released the Survey Report on the Subscriptions to Olympic Tickets by Chinese Netizens.
The Report shows that habitual factors play the most important role in netizens’ selection of Olympic information channels. Meanwhile, factors such as timely report are also important ones influencing netizens’ selection of Olympic information channels. The higher the tier on which a city is on, the stronger the habitual factors are. Besides, research discovers that netizens in third-tier cities highlight more the Olympic audience value. From this perspective, third-tier cities may become the main front for changing the competition pattern of the Olympic media, where challengers may have more opportunities. Besides, the Report shows that videos and pictures of the Olympic events are the two kinds of contents to which netizens pay the most attention, and websites having acquired the right for video rebroadcasting may be more likely to win netizens’ favor in the Olympic marketing battle.
After the completion of the Olympics, CNNIC will also unite Wanrui Data to release the related research report on the broadcasting effect of the 2008 Olympic network media. CNNIC notes that it will integrate CNNIC’s rich data in terms of Internet development research with the related online monitoring supplementary data provided by Wanrui Data, playing the research advantages of CNNIC, to provide various circles with a high-quality research report on the transmission effect of Olympic network media.
82% of the netizens are concerned with the Beijing Olympics
The Report shows that 82% of the netizens are concerned with the Beijing Olympics. Among the contents with which netizens are concerned, the Olympic torch relay, particularly exciting, attracted the most attention. The torch relay in the hometowns of the respondents received the most attention from netizens, followed by the ascent of the torch on the Mount Everest and overseas torch relay. The Report also discovers that among the 28 big events of the Beijing Olympics, water event, table tennis and field & track were the three events that have received the most attention, closely followed by basketball, gymnastics, football, badminton and volleyball etc. Important factors affecting the ranking of an event are mainly the number of people who like the event, whether it is an advantageous event of China, and the specularity of the event etc.
The Internet is the No. 1 channel for netizens to acquire Olympic information, accounting for nearly 80%
The Report shows that the Internet has become the No. 1 channel for netizens to acquire Olympic information, and the proportion has reached as high as 79.8%. Mobile phones have also become the fourth media for netizens to acquire Olympic information. College students, the mainstay and mainstream consumer group in the future society, show obvious more reliance on the Internet and mobile phones than other groups, and their reliance on traditional media is far lower than that of other groups, which can, to some extent, reflect the trend and pattern of future media competition.
Though most netizens learn Olympic-related information from various channels such as broadcasting, TV and the Internet, 23% of the netizens concerned with the Olympics acquire Olympic information only via one approach, and 56% of them even take the Internet as their only Olympic information channel. The multiplication of the two shows that about 13% of the netizens concerned with the Olympics completely rely on the Internet for the acquisition of Olympic information. In other words, a group of nearly 27 million take the Internet as their only media for Olympic information, and the other media can hardly touch them in terms of Olympic transmission.
The Report shows that among cities of different tiers, the higher the tier is, the more deeply the netizens are influenced by habits, while the lower the tier is, the higher attention they pay to the timeliness of reports and richness of contents. From this perspective, the third-tier cities may become an important front for changing the competition pattern of the Internet media market. Netizens in Southwest China, South China, Central China and Northwest China pay more attention to the timeliness of reports, and websites with media advantages in this aspect will acquire better effect in brand advertising in these regions than in other regions.
Over 60% of the netizens accept sponsors’ identity, and there is a knack for Olympic marketing
The Olympics is not only a grand sports meeting but also a marketing pageant of international brands. Do sports marketing and Olympic marketing exert effect on netizens? The Report shows that over 60% of the netizens believe that brand recognition can be improved through the identity as Olympic sponsors, nearly half of the netizens believe that products of Olympic sponsors are reliable, and over 45% of the netizens are more willing to choose commodities and services provided by Olympic sponsors. This means that Olympic marketing can play a more important role.
Meanwhile, the survey shows that the lower the tier of a city is, the higher the netizens’ acceptance of Olympic sponsorship is. Therefore, in cities with lower tier, Olympic sponsors can achieve better transmission effect via their identity as sponsors. Besides, the Report also analyzes the effects of various events and various transmission forms from perspectives such as recognition, reputation and sales performance, and then acquires survey results with market reference value.
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