Synovate Rolls Out Media Atlas China

Synovate has launched a new syndicated media study of 68,000 consumers across 66 cities and rural areas in mainland China. The study has been designed to gain a deeper understanding of the lifestyle, spending and media habits of today's Chinese citizens.

China is commonly divided into five tiers, equating to levels of economic development, and with political considerations also a factor. Tier 1 represents the most developed areas while Tier 5 cities are small and less developed.

For marketers and advertisers, the new 'Media Atlas China' survey provides detailed information on consumption behaviours, lifestyles and attitudes, while for media planners it promises to capture the 'real media' exposure of consumers across all tiers including rural communities.

For instance, the survey found that consumers living in Tier 1 cities indicated that ads are a good way to learn about new products and services. This is strongly contrasted with those who live in Tier 5 cities and rural areas, who usually compared prices before deciding on a purchase.

'Synovate Media Atlas China provides a cost efficient, future-proof and accurate media currency to the industry, helping to design and trade media ideas that can connect with consumers efficiently and effectively,' stated Jessica Liu, Media Research Director at Synovate China.

Web site: www.synovate.com .