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Netpop Takes The Veil Off The Chinese Market

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November 14th 2007
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chinaflag1.jpgNetpop.com, a consumer market-data web site, recently came out with a report that is one in a series to come of studies on various international consumer behavior markets entitled “Netpop|Nations: China and the U.S. Web 2.0 Behavior.” This report outlines insights on Chinese consumer behavior that may assist American companies looking to expand into this somewhat untapped, burgeoning marketplace.

One of the major findings was that user-generated content influences about 58% of all purchases in China compared to only 19% in the United States. This means that social media companies stand to benefit from their current business practices. These consumers are highly engaged online with a 47% total of broadband users posting comments on blogs, chat rooms and forums compared to only 28% of broadband users in the U.S. Managing director of Media-Screen LLC and creator of Netpop Josh Crandall said “The pull market trend is only accelerating. There is a wide gap found between consumer behavior and the allocation of marketing assets. We’re really attempting to provide CMOs the evidence to back up their case for increases online ad expenditures.”

Search engines also proved to be the most influential source for making purchase decisions in both countries with 46% of Chinese broadband consumers using search and 25% of U.S. broadband users using search for purchase decisions. Crandall continued “As companies increasingly target a worldwide audience through Internet technologies, it is critical for marketers and product developers to understand the unique perspectives that countries exhibit in the adoption and use of these technologies. Today’s data suggests that Chinese consumers frequently turn to one another, in addition to corporate media sources, when making purchase decisions.”

Other insights include that the average broadband user in China is 32 years old which is 10 years younger than in the U.S.; and 75% of Chinese online consumers access the Internet from work, compared to only 41% of Americans. Netpop makes this information easily accessible and affordable all people looking to utilize study information.

There are options to pick specific graph information on the site as well, allowing a cost-effective way to find data that is relevant to each individual searching rather than the sometimes wasted time and money buying the entire report. The entire report is also available on the site. It is important to understand the mindset of the Chinese consumer as it is the second largest online community and the next frontier for online advertisers and marketers.



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