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
AUDIENCE GEOGRAPHIC LOCATIONS
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
• 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
• Major Sources of Public Opinion related to COVID-19
are News, WeChat and APPS
PUBLIC OPINION SENTIMENT TENDENCY
• Audience tends to have a neutral attitude towards
topics related to Covid-19
PUBLIC OPINION SNAPSHOTS
