Give advice to others about products/services purchased
*Chinese 18-34 **Americans 18-34
Regularly Regularly
Search Online Search Online
Regularly 56.1% 53.8%
Occasionally 42.5% 43.9%
Never 1.4% 2.3%
Source: BIGresearch, *China Quarterly (Q2 2008), **SIMM 12 (Jun 08)
For complimentary data and charts: http://info.bigresearch.com/
"Young Chinese and American consumers who research products online seem to
be similar in the fact that they are a great source of information and
share what they find with others," said Gary Drenik, President of
BIGresearch. "Global marketers ramping up viral marketing/word of mouth
efforts would be smart to consider such similarities in these consumer
groups to increase ROI."
Among young Chinese consumers, Word of Mouth is also one of the top three
influences for making purchases of wireless, medicine, home improvement and
eating out.
However, marketers should recognize differences as well between the young
Chinese and their American counterparts. Although both sets are similar in
their desire to give advice, how they communicate to others is a different
story. According to the analysis, Chinese ages 18 to 34 seem to be much
more prone to the use of digital technologies, as instant messaging (75.4%)
is the most popular form of communication after an online search. Americans
the same age prefer face-to face (73.8%), which doesn't make an appearance
on the list of top three for young Chinese.
Communicate with others about a product/service after searching (Top 3) *Chinese 18-34 **Americans 18-34 Regularly Search Online Regularly Search Online Instant Messaging Face-to-Face Telephone Email Cell Phone Telephone Source: BIGresearch, *China Quarterly (Q2 2008), **SIMM 12 (Jun 08)About BIGresearch BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive, and media. The China Quarterly monitors the purchasing behavior and media consumption of more than 4,000 young adult Chinese consumers between 18-34 years old. The China Quarterly includes greater insights on shopping habits and media consumption and is available through BIGresearch in report or database format. BIGresearch conducts the biggest surveys with sample sizes from 4,000 to 15,000 and employs unique computer intensive statistical methods to give the most accurate insights available with an average margin of error of +/- 1 percent. http://www.bigresearch.com
Contact Information: Contact: Chrissy Wissinger BIGresearch 450 West Wilson Bridge Road Suite 370 Worthington, Ohio 43085 (614) 846-0146