CMP Media Habit Survey Findings (18 Jul 2007)
Consumer Search Medical Panel (CMP) conducted a media habit survey on panelists in April 2007. The findings are able to deliver some interesting features of their media habits.
The survey was conducted in three cities in China, respectively Beijing, Shanghai and Guangzhou. Out of the basket of 262 medical practitioners 154 (59%) are female and 108 (41%) are male.
Regarding channels of understanding latest medical development, younger medical practitioners have much greater interest in using the Internet to obtain medical information. Medical magazine is the main channel for more than half of our medical practitioners (55%), followed by seminars / conferences (22%) and the Internet (16%).
There are so many points to highlight on their media habits too:
-
Higher percentage of medical practitioners (77%) aged 30 or above has the daily habit of reading newspaper than those aged 29 or below (55%).
-
Guangzhou medical practitioners spend longer time on reading non-medical magazines each time (mean time: 1.1 hrs) than those of Beijing and Shanghai medical practitioners (both mean time: 0.8 hr).
-
74% of medical practitioners aged 30-49 and 87% of those aged 50 or above have the daily habit of watching TV, while only 58% of those aged 29 or below do so.
-
Many more young medical practitioners use the Internet every day than old ones.
-
Medical practitioners in lower ages (29 or below) spend longer time on the Internet each time (mean time: 2 hrs), comparing with those of other age groups (30-49: 1.7 hrs, 50 or above: 1.1 hrs).
-
Male medical practitioners averagely spend 2 hrs on Internet each time, while female medical practitioners spend only 1.3 hrs.
|
Back
