Nearly 94% 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 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%).


Questions and responses included:


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%


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%