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BIGresearch China Quarterly

Posted on: Tuesday, 9 September 2008, 12:00 CDT

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

Contact: Chrissy Wissinger BIGresearch 450 West Wilson Bridge Road Suite 370 Worthington, Ohio 43085 (614) 846-0146 Email Contact

SOURCE: BIGresearch

Source: MARKET WIRE

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