读者资料 READERSHIP PROFIL
| 平均每期阅读率 Reading Rate, per issue averagely |
|
|
| 上海、北京、广州 Shanghai, Beijing and Guangzhou |
6.0% |
 |
| 阅读频率 Reading Frequency |
|
|
| 每期都看/经常 Read Every Issue/Often |
19.5% |
|
| 比较经常 Quite Often |
50.1% |
|
| 偶尔 Occasionally |
30.3% |
|
| 男女比例 Gender |
|
|
| 男 Male |
45% |
|
| 女 Female |
55% |
|
| 年龄Age |
|
|
| 18 ~ 24 |
9.9% |
|
| 25 ~ 29 |
40.0% |
|
| 30 ~ 34 |
32.0% |
|
| 35 ~ 39 |
11.8% |
|
| 40 ~ 45 |
5.1% |
|
| 46 ~ 50 |
1.3% |
|
| 教育程度Education Level |
|
|
| 大专 College Graduate |
25.6% |
|
| 本科 University Graduate |
56.9% |
|
| 硕士及以上 Master Degree Or Above |
14.6% |
|
| 其它 Others |
2.9% |
|
| 职位状况Occupation |
|
|
| 国家干部、公务员 Government Organization Cadres |
7.7% |
|
| 企业 / 公司中高层管理人员 Top Level Management |
35.1% |
|
| 企业 / 公司一般管理人员 Supervisors |
13.9% |
|
| 高级 / 中级专业技术人员 Senior / Secondary Professionals |
18.9% |
|
| 个体 / 私营业主 / 自由工作者 |
12.8% |
|
| 其他 Others |
11.7% |
|
| 单位规模 Enterprise Size |
|
|
| 50人以下 50 Or Less |
37.4% |
|
| 51 ~ 100人 51 ~ 100 |
22.4% |
|
| 101 ~ 500人 101 ~ 500 |
18.7% |
|
| 501人以上 501 Or More |
21.5% |
|
| 个人税前年收入 Yearly Personal Income (RMB, Before Tax) |
|
|
| 6万元以下 Less Than 60,000 |
25.7% |
|
| 6万元(含) ~ 10万元 60,000 (inc.) ~ 100,000 |
35.1% |
|
| 10万元(含) ~ 14万元 100,000 (inc.) ~ 140,000 |
19.5% |
|
| 14万元(含) ~ 20万元 140,000 (inc.) ~ 200,000 |
9.6% |
|
| 20万元(含) ~ 30万元 200,000 (inc.) ~ 300,000 |
4.5% |
|
| 30万元(含) ~ 50万元 300,000 (inc.) ~ 500,000 |
2.5% |
|
| 50万元或以上 500,000 (inc.) Or More |
3.1% |
|
| 家庭税前年总收入 Yearly Household Income (RMB, Before Tax) |
|
|
| 8万元以下 Less Than 80,000 |
4.0% |
|
| 8万元(含) ~ 15万元 80,000 (inc.) ~ 150,000 |
41.6% |
|
| 15万元(含) ~ 30万元 150,000 (inc.) ~ 300,000 |
36.1% |
|
| 30万元(含) ~ 50万元 300,000 (inc.) ~ 500,000 |
10.8% |
|
| 50万元以上 |
7.3% |
|
消费情况与生活态度
CONSUMING BEHAVIOR & LIFE ATTITUDE
| 金融房产消费 Finance And House Property |
|
|
| 拥有个人信用卡(可透支) Own Individual Credit Card
(Permitted Overdraft) |
70.8% |
|
| 过去一年曾做过个人投资 Invested Last Year |
57.8% |
|
| 过去一年曾在商业保险上有支出
Bought Business Insurance Last Year |
80.2% |
|
| 未来一年计划购买商业保险 Plan To Buy Business Insurance Next Year |
44.7% |
|
| 汽车拥有及购买计划Car Ownership And Buying Plan |
|
|
| 拥有 Own Cars |
63.8% |
|
| 计划购车(不包括二手车) Plan To Buy Cars (Exclude Secondhand) |
40.4% |
|
数码产品拥有情况
Digital Product Ownership |
|
|
| 拥有数码相机 Own Digital Cameras |
82.6% |
|
| 拥有数码摄像机 Own Digital Video Cameras |
48.8% |
|
| 拥有笔记本电脑 Own Laptop Computers |
64.7% |
|
| 拥有MP3 Own Mp3 |
62.8% |
|
| 拥有MP4 Own Mp4 |
31.7% |
|
| 未来一年打算购买数码相机 Plan To Buy Digital Cameras Next Year |
30.5% |
|
| 未来一年打算购买数码摄像机 Plan To Buy Video Cameras Next Year |
20.3% |
|
| 未来一年打算购买笔记本电脑 Plan To Buy Laptop Computers Next Year |
27.7% |
|
| 未来一年打算购买MP3 Plan To Buy MP3 Next Year |
18.8% |
|
| 未来一年打算购买MP4 Plan To Buy MP4 Next Year |
16.8% |
|
| 家电产品拥有情况 Household Electric Appliances Ownership |
|
|
| 拥有家庭影院 Own Home Theater |
44.8% |
|
| 拥有高端电视 Own High-End TV |
48.4% |
|
| 拥有音响 Own Hi-Fi System |
75.5% |
|
| 未来一年打算购买家庭影院 Plan To Buy Home Theater Next Year |
13.3% |
|
| 未来一年打算购买高端电视 Plan To Buy High-End TV Next Year |
17.0% |
|
| 未来一年打算购买音响 Plan To Buy Hi-Fi System Next Year |
13.3% |
|
| 手机购买计划Mobile Phone Buying Plan |
|
|
| 未来一年打算购买手机
Plan To Buy Mobile Phone Next Year |
36.9% |
|
| 酒类消费情况 Alcohol Consumption |
|
|
平均每月饮用威士/白兰地的脱数 Average Pint Drank Brandy / Whisky Per Month
|
9.1% |
|
| 平均每月饮用葡萄酒的次数
Average Times Drank Wine Per Month |
7.2% |
|
| 个人消费品消费情况 Personal Consumer Goods |
|
|
| 过去一年购买过中高档时尚服饰
Bought Fashion Apparel Last Year |
91.5% |
|
| 过去一年购买过手表 Bought Watches Last Year |
39.8% |
|
| 过去一年购买过珠宝首饰 Bought Jewelry Last Year |
75.8% |
|
| 平均每月使用香水的次数 Perfume Used Per Month |
20.8% |
|
| 旅游消费情况 Travel |
|
|
| 过去一年曾外出旅游过 Travelled Away Last Year |
78.7% |
|
| 过去一年曾进行境外游 Travelled Abroad Last Year |
29.2% |
|
| 未来一年计划外出旅游 Plan To Travel Next Year |
42.5% |
|
| 培训 Training |
|
|
| 过去一年参加过教育培训 Took Courses Of Education / Training Last Year |
52.6% |
|
| 过去一年参加过EMBA / MBA教育
Took Courses Of EMBA / MBA Last Year |
11.7% |
|
| 态度 Attitude |
|
|
| 我对国际时事非常感兴趣
I consider I am interested in international current affairs |
63.4% |
|
| 我很关注国家的经济走势
I consider I am interested in the national economy trend |
65.7% |
|
| 为了成功，我愿意承担风险
I will take a risk to succeed |
68.6% |
|
| 我喜欢追求富有挑战、新奇和变化的生活
I like to pursue a life of challenge, novelty and change |
73.4% |
|
| 有一些奢侈品是我必不可缺的
Some luxuries are my necessities |
50.5% |
|
| 我希望能达到所从事职业的顶峰
I want to get to the very top in my career |
79.9% |
|
| 我对我的成就寄予很大的期望
I hope a lot to my personal achievements |
78.7% |
|
| 我希望被视为一个领导者
I'd like to be regarded as a leader |
68.0% |
|
| 我把我的工作视为事业
I look on my work as a career rather than just a job |
72.7% |
|
| 我愿意无偿参与公益活动
I’d like to be a volunteer some time |
72.9% |
|
| 我常常以实际行动支持环保
I often do something to protect
environment |
75.2% |
|
| 承担责任比自我享受更重要
Taking on responsibility is more important
than enjoying life |
77.8% |
|
资料来源：新生代市场监测机构的中国新富市场与媒体研究－H3 2007年资料
Information Source: China New Rich Market and Media Study – H3 2007
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