Demographics and Ratio of Panel Composition

When looking at the ratio of panel composition by age, the 20s-30s accounts for 75.1% as the majority. Among this group, those in the 20s account for 57.9% or more, which is more than half of the population. As a result, the census population composition is vastly different from the online research panel distribution. The large 20s-30s generation populates the China research panel online.

Depending on the allocation, collecting data from the older generation might be difficult. This is especially true for age 50s and above on Tier 1, or age 40s and above on Tier 2. There is a possibility that a sufficient number of data cannot be collected.

Ethnic composition

The China population is made up of ethnic Han people (about 92% of the total population) and 55 ethnic minorities. However, it is very rare to specify target conditions and allocations based on ethnic composition.

Precautions in Conducting Online Research

• We cannot ask about politics or religion.
• For questions asking about the recognition of products, advertisements, campaigns, etc., we recommend that you divide your choices as much as possible. Due to the characteristics of the Chinese, there is a high possibility that the recognition rate will be higher than the actual situation.

Good example

Q. How well do you know about this event?

"I know well what kind of event it is and I have participated in it"

"I know well what kind of event it is, but I have never participated in it"

"I have heard the name only"

"I don't know at all"

Bad example

Q. How well do you know about this event?

"I know about this event"

"I don't know about this event"

• The speed of the internet may be slow depending on the area. For this reason, keep these things in mind when preparing a questionnaire:

  • Make sure the number of questions is as few as possible
  • Avoid long videos (over one minute) if possible
  • Avoid questions that can burden the respondents, such as matrix with many items and choices, etc.
  • A good rule of thumb is: the simpler the survey, the better it will be for respondents.

• During China's National People's Congress, there’s a high chance that the speed of the internet will be even slower. It may take longer than usual to collect the data.