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iSuite Insights Spotlight – Issue #7 Understand The Latest Online Behaviour of Chinese Audiences

iSuite Insights Spotlight - Issue #7 Understand The Latest Online Behaviour of Chinese Audiences

China has eased its zero-COVID policy and reopened its borders to tourists after three years of COVID-19 closure. The border reopening is a significant step towards economic recovery and the resumption of cross-border activities. According to travel platform Trip.com, outbound travel orders surged 640 percent YoY over the Chinese New Year holiday, while Chinese mainland tourists' bookings for overseas hotels and international flight tickets both soared more than four times over the same period of last year.

Based on iAudience and iFans data, we have traced and profiled Chinese netizens who followed “COVID-19” related topics, analyzing their audience profiles, preferences and online behaviors to uncover audience insights from audience understanding and public opinion analysis.

AUDIENCE DEMOGRAPHICS

AUDIENCE INTERESTED CATEGORIES

Source: iAudience Data as of Jan 2023

AUDIENCE GEOGRAPHIC LOCATIONS

Source: iAudience Data as of Jan 2023

PUBLIC OPINION KEYWORDS

Government Guidance: Joint Defense and Joint Control1, Border Reopening2, Measures3

Border Reopening: Nucleic Acid Test1, Endorsement2, Booking3

Travel Destinations: Hong Kong1, Macau2, Shenzhen3

Source: iFans Public Opinion Analytics Data as of Jan 2023

• Audiences are interested in topics related to the updates of Government Guidance and Announcements
• Rise in interest in Transportation & Tickets during the Chunyun period e.g. Travel, Ticketing and
  High-Speed Railway

PUBLIC OPINION SOURCES

Source: iFans Public Opinion Analytics Data as of Jan 2023

• Major Sources of Public Opinion related to COVID-19
  are News, WeChat and APPS

 PUBLIC OPINION SENTIMENT TENDENCY

Source: iFans Public Opinion Analytics Data as of Jan 2023

• Audience tends to have a neutral attitude towards
  topics related to Covid-19

PUBLIC OPINION SNAPSHOTS

Source: iFans Public Opinion Analytics Data as of Jan 2023

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