Groundbreaking Survey Reveals Chinese Electronic Engineers as Different From Their Older and Less Optimistic U.S. Counterparts

McClenahan Bruer Communications and Hearst Electronics Group offer a one-of-a-kind look at Chinese electronic engineers’ demographics, leisure habits, political leanings, social attitudes and more

Portland, Ore. — Sept. 25, 2007 — China’s electronics industry, an increasingly important sector in the world’s high-technology market, appears to be led by electronic engineers who are young, culturally active and entrepreneurial, according to Chinese electronic engineers surveyed for "Insight 2007: A Study of Chinese Technology Innovators." The study, derived from a survey of 2,071 Chinese electronic engineers, was sponsored and designed by leading deep technology advertising and PR agency McClenahan Bruer Communications (McBru) and Hearst Business Media’s Electronics Group, publisher of the immensely popular Chinese electronics Web site 21ic.com. A summary of the survey results are available online at www.mcbru.com/china_study.html.

Two years ago, "Insight 2005: A Study of U.S. Technology Innovators" received national attention for its spotlight on U.S. electronic engineers as an aging, discouraged, and worried group that are not being replaced by a new crop of young engineers. "Insight 2007" finds Chinese electronic engineers quite different from U.S. engineers despite their similar professions. According to the survey, Chinese engineers are:

• Relatively younger—Chinese respondents were on average 29 years old versus 44 in the U.S.* Further, 66 percent of U.S. engineers are more than 40 years old; only 7 percent of Chinese engineers are more than 40.

• Ambitious and entrepreneurial—Only 36 percent of Chinese respondents viewed starting their own company risky versus 79 percent of U.S. respondents.

• More concerned with being culturally active—74 percent of Chinese respondents considered "being cultured" very important versus 31 percent of U.S. respondents.

* All U.S. comparisons derived from “Insight 2005.”

"‘Insight 2007" reinforces the observations I've made working in China's burgeoning electronics industry: Chinese electronic engineers are young, busy and ambitious," said Bill Barron, Hearst Business Media’s Electronics Group vice president publishing director. "And Chinese electronic engineers are more motivated by business and financial success than their U.S. counterparts, who hold technical achievement in the highest regard."

In 1998, McBru kicked off a one-of-a-kind research project aimed at better understanding U.S. electronic engineers as complex personalities. McBru looked at leisure habits, political leanings, social attitudes and more. For "Insight 2005," the fourth study, McBru added a significant element: a series of questions aimed at understanding how engineers view their profession, their role in society and the position of the U.S. in technology innovation. This year, McBru joined forces with Hearst to go international and survey electronic engineers working in the world's fastest growing market: China. Not only does "Insight 2007" shed light on Chinese engineers in a way never seen before, it offers a fascinating look at how these Asian innovators compare to their North American peers.

"McClenahan Bruer Communications created the 'Insight' series of studies in 1998 because electronics industry companies lacked first-hand information about U.S. electronic engineers as human beings—not just job functions," said Kerry McClenahan, CEO and president of McBru. "What started out as a tool for marketers has evolved into a resource for anyone interested in the changing states of the U.S. and Chinese electronics industries."

For "Insight 2007: A Study of Chinese Technology Innovators," McBru and Hearst designed an online survey conducted between June 28, 2007 and July 28, 2007. A total of 2,071 useable responses were received. Data from the 2007 study was compared to data from the 2005 study of 4,083 U.S. electronic engineers, where applicable.

About McClenahan Bruer Communications
Founded in 1993, McClenahan Bruer Communications (McBru) is North America's leading full-service, deep technology agency. McBru's experts help clients translate complex technology innovation into revenue via brand awareness, lead generation and customer leverage programs. McBru supports its North America-based clients, whose technologies range from semiconductors and capital equipment to servers and storage, in their marketing efforts around the world. For additional information, visit http://www.mcbru.com or call 503-546-1000.

About Hearst Electronics Group and Hearst Business Media
Hearst Electronics Group is the largest publisher of product information to the electronics industry. Its directories, e-newsletters, Web sites, magazines, webcasts, inventory access tools and databases are invaluable resources for engineers involved in product design. For additional information about Hearst Electronics Group, please visit www.hearstadvantage.com.

Hearst Electronics Group is part of Hearst Business Media (HBM). HBM operates more than 20 business-to-business information services, electronic databases, and publications. Among its core competencies is the aggregation of time-sensitive price, product and technical information that is integrated into business and professional processes. Hearst Business Media is a unit of The Hearst Corporation (www.hearst.com), one of the nation's largest diversified communications companies. Its major interests include magazine, newspaper and business publishing, cable networks, television and radio broadcasting, Internet businesses, television production, newspaper features distribution, and real estate.