Touchmedia presents: A closer look at Shanghai Expo 2010
Shanghai, China. The biggest buzz in modern Shanghai in May is without a doubt the 2010 World Expo. A few months ago a little over half of surveyed Shanghai residents intended to go, but in recent weeks this has risen dramatically to more than 83 %!!
Touchmedia, the largest in-taxi interactive media in China, today unveiled the results of the interactive Expo survey just completed on 9000 taxi screens in Shanghai. A staggering 1,673,101 e-questionnaires were collected in 4 weeks, as audited by CTR. 83.02% of the passengers stated that they were definitely or likely to visit the Expo. The areas of most interest to them were the Asian and European pavilions. There was also a lot of interest in unique new features such as the “On-line Expo” and “Mobile Tickets.”
New Technology Catches People’s Eyes
As part of its goal to “Make the Expo wonderful, interactive and innovative,” for the first time in history the 2010 Expo will create an On-line Expo. Even before the official starts, this looks like it will be a huge success: 80% of the passengers intend to try it. Another innovation, Mobile Tickets (customers mobile phones will act as an E-wallet), was also well received: 72 % intend to try.
For tickets, 78% of passengers have already either got their ticket or are about to buy and 43% intend to do so by the increasingly popular Online mode. Single Day tickets, Designated Day tickets and Three Day passes were the 3 most popular types.
In-Taxi Interactive Media One of the “4 Main Sources” of Expo Information
TV, the internet, and Touchmedia’s in-taxi interactive screens and newspapers have been the 4 main sources of Expo information, according to the votes.
“In the beginning I knew little about the Expo. After I watched the TV commercials and looked at the interactive flash program in the taxis I had a much better idea about the Green concept and the Expo. I can even be a guide for my friends coming from outside Shanghai.” This comment from one passenger is apparently widely shared. Over 70 % of passengers feel they have learnt about the Expo through Touchmedia and a similar number say that media publicity in general has been important.
Changing Public Behavior: Smile Politely and No Jumping Red Lights
People recognize that their behavior will contribute to the success of the event, a tribute to the government education program. When asked how they will contribute, “To be well dressed and smile politely” was the most common offer. “To obey traffic rules and not jump red lights” was chosen by half the passengers and “To walk left and stand right on busy escalators” also received a lot of votes.
Even the level of participation of passengers in the Touchmedia survey, over 1.6 million in just a few weeks, reflects the public enthusiasm. Micky Fung, the Founder and Chairman of Touchmedia commented, “We were delighted that a record-breaking number of passengers were interested in our Expo survey and are proud of all those who promised their contribution to the Expo’s success. We are committed to playing our part with them.”
About Touchmedia
Touchmedia was founded in 2003, by its Chairman, Micky Fung, with Asian business leaders such as Katherine Yip Geicke as investors and board members. It is the largest in-taxi interactive media company, delivering innovative digital media solutions for clients and the out-of-home advertising industry in China, at a time when reaching affluent consumers on traditional media is increasingly challenging.
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