"2008IMI urban consumer behavior and advertising research report exposure to" take into account the consumer, media, advertisement in three areas, in urban renewal study of consumer behavior at the same time, focusing on the situation of the residents contacted ads. Outlined in the report relating to the daily life of urban residents in 73 kinds of goods and services consumption compared television, radio, newspapers, magazines, Internet media, five different crowd frequency of consumption of a variety of different products and services. The important outcome of the study - "engagement ads index" is the degree of exposure to ads integrated measurement indicators, set up different types of ads horizontal comparison platform. Report on the rate of urban population exposure to ads and advertising contact time determination of the advertisement to fill the gaps in research areas measured.
"2008IMI urban consumer behavior and advertising research report contacts" showing both the consumer behavior and media exposure of the panorama, but also the first time outlines the various types of ads contacted the residents of the profile, are urban consumers interpret the information guide. Outlined in the report about the various indicators of exposure to advertisement companies and advertising companies on the integrated use of multi-media advertising is an important reference value.
This study in Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Hangzhou, six cities, and the integrated use of the CATI telephone surveys, Internet surveys, mail surveys and other survey methods, scientific and objective methods of investigation to ensure that the findings of the true and reliable .
The report by the China Radio and Television Publishing House, School of Communication University of China Advertisement IMI (Institute creators) market information research institute issued Editor, Editor-in-Chief: Huang Sheng-Min, Ding Junjie, Huang Jinghua.

Introduction 1
1 Background 1
(1) consumer behavior research continuity and deepening of one
(B) the audience the significance of research contacts ads 2
Research Methods II 2
(1) investigate the implementation of an overview of 2
(B) the structure of the consumer market sample 5
(C) exposure to ads investigate the structure of 8 samples
Reading with the three main conclusions 9
(1) Reading 9
(B) the main conclusions of research contacts ads 10
Fourth, information on the 13
(1) about the consumer market survey samples and contacts sample of 13 ads
(B) about products and services consumption in the form of Note 13
(C) regarding the frequency of contact with residents of different media types of product or service consumption table in note 15
(D) contact analysis on the ads note form 16
Chapter urban consumption of diet products of 17
Section I, the food consumption of 17
One development of the market overview of food consumption 17
Second, the last three months the proportion of urban residents buy food 19
Three different demographic characteristics of the proportion of urban residents buy food 20
(1) residents of different gender ratio of 20 food purchase
(B) residents of different age groups the proportion of 21 food purchase
(C) different degree of food purchase the proportion of residents 22
(D) different personal monthly income residents buy food ratio of 23
Section II of beverage consumption, 25
First drink consumer market development 25
Second, the last three months the proportion of urban residents buy 27 drinks
Three different demographic characteristics of the proportion of urban residents buy 28 drinks
(A) different gender ratio of residents buy 28 drinks
(B) of different age groups the proportion of residents buy 29 drinks
(C) with different qualifications beverage purchase the proportion of residents 30
(D) a monthly income of different individuals purchase the proportion of residents drink 31
Section III of alcohol consumption 34
One wine products the consumer market development 34
Second, the last three months the proportion of urban residents buy alcohol 35
Three different demographic characteristics of urban residents buy liquor ratio of 35 Products
(1) residents of different gender the proportion of alcohol products purchase 36
(B) residents of different age alcohol purchase the proportion of 36 Products
(C) with different qualifications residents buy liquor ratio of 37 Products
(D) different personal monthly income residents buy liquor ratio of 38 Products
Chapter II Consumer Product of urban residents to wash the status quo 41
Section I wash daily consumption of 41
One washing daily consumer market development 41
Second, the last three months the proportion of urban residents buy daily necessities, wash 43
Three different demographic characteristics of urban residents buy daily necessities, the ratio of washing 44
(1) residents of different gender ratio of 44 washing buy daily necessities
(B) washing the residents of different age groups the proportion of daily necessities buy 45
(C) washing with different qualifications residents buy daily necessities, the proportion of 45
(D) different personal monthly income residents buy daily necessities, the proportion of 47 washing
Section II cosmetics consumption 49
One cosmetics consumer market development 49
Second, the last three months the proportion of urban residents buy cosmetics 50
Three different demographic characteristics of urban residents in the proportion of 50 cosmetics purchase
(1) residents of different gender ratio of 51 cosmetics purchase
(B) of different age groups the proportion of residents 51 cosmetics purchase
(C) with different qualifications the proportion of residents 52 cosmetics purchase
(D) different personal income of residents on the proportion of 53 cosmetics purchase
Four the last three months of urban residents to spend 55 cosmetics purchase
Five different age groups of urban residents to spend 55 cosmetics purchase
Section III of household consumption of 57 Products
Product 1 home consumer market development 57
Second, the last three months the proportion of urban residents buy domestic products of 58
Three different demographic characteristics of urban residents buy domestic goods that the proportion of 58
(1) residents of different gender the proportion of household goods 59 Purchase
(B) residents of different age groups the proportion of household goods 59 Purchase
(C) with different qualifications residents purchase the proportion of household goods 60
(D) different personal monthly income residents purchase the proportion of household goods 61
Chapter III of urban residents consumption of drugs and health products the status quo 65
Drug consumption in section I of 65
One drug consumer market development 65
Second, the last three months the proportion of urban residents buy drugs 67
Three different demographic characteristics of the proportion of urban residents buy drugs 67
(A) different gender ratio of residents buy drugs 68
(B) of different age groups the proportion of residents buy drugs 68
(C) different academic medicine purchase the proportion of residents 69
(D) different personal monthly income residents buy drugs the proportion of 70
Section II of the Consumer Health Care Products 73
One consumer health care products market development Overview 73
Second, the last three months the proportion of urban residents buy health care products 74
Three different demographic characteristics of urban residents buy health care products the proportion of 75
(1) residents of different gender the proportion of health care products purchase 75
(B) residents of different age groups the proportion of health care products purchase 76
(C) with different qualifications residents purchase health care products the proportion of 77
(D) different personal monthly income residents purchase health care products the proportion of 78
Chapter IV of urban household appliances, mobile, digital consumer Product Status 81
Section I, the consumer appliances 81
One appliance consumer market development 81
Second, the past year the proportion of urban residents buy household electrical appliances 83
Three different demographic characteristics of urban residents purchase the proportion of household electrical appliances 83
(1) residents of different gender the proportion of household electrical appliances buy 84
(B) residents of different age groups the proportion of household electrical appliances buy 85
(C) with different qualifications residents purchase the proportion of household electrical appliances 85
(D) different personal monthly income residents purchase the proportion of household electrical appliances 87
Four urban residents next year intend to buy household electrical appliances 88
Five different demographic characteristics of urban dwellers within the next year intend to buy household electrical appliances 89
(1) residents of different sex within the next year intend to buy household electrical appliances 89
(B) residents of different age within the next year intend to buy household electrical appliances 90
(C) residents of the different qualifications within the next year intend to buy household electrical appliances 90
(D) a monthly income of residents of different individuals within the next year intend to buy household electrical appliances 92
Section II 94 Mobile Consumer
One mobile phone consumer market development 94
Second, the past year the proportion of urban residents buy 95 cell phone
Three different demographic characteristics of the situation of urban residents buy 96 cell phone
(A) different gender residents buy cell phone case 96
(B) of different age residents buy cell phone case 97
(C) with different qualifications residents buy cell phone case 98
(D) different personal monthly income residents buy cell phone case 99
Four urban residents next year intend to buy 101 mobile phone
The coming year, five different demographic characteristics of urban residents intend to buy 101 mobile phone
(1) residents of different sex within the next year intend to buy 101 mobile phone
(B) residents of different age within the next year intend to buy 102 mobile phone
(C) residents of the different qualifications within the next year intend to buy 103 mobile phone
(D) a monthly income of residents of different individuals within the next year intend to buy 104 mobile phone
106 Section III Digital Consumer Products
One development of the digital consumer market Product Overview 106
Second, the past year the proportion of urban residents buy 107 Digital Products
Three different demographic characteristics of urban residents in the purchase of digital products the proportion of 107
(1) residents of different sex ratio of 108 digital products purchase
(B) residents of different age groups the proportion of buy digital products 108
(C) residents of different qualifications digital purchase the proportion of 109 Products
(D) a monthly income of residents of different personal digital purchase the proportion of 110 Products
Chapter V of urban high-end consumer goods consumption status quo 113
Section I of the Consumer Real Estate 113
One real estate developments in the consumer market of 113
Second, the past year over whether to buy real estate urban 115
Three different demographic characteristics of the situation of urban residents buy real estate 115