Home  › Stats › Audience/Traffic

China's Online Population Adapts Internet with Speed

  |  November 13, 2007   |  Comments

Chinese consumers have adopted Web 2.0 behavior at a faster rate than the American online population.

While China's general population has been online for less time than the U.S., online social media and research are quickly becoming a purchase decision tools in the world's most populus country. A report, "Netpop China," released this month by Netpop, look at Internet usage in China, and key differences with the U.S. Internet population.

User-generated content plays a role in purchase decisions in China, as 58 percent of purchases are influenced by consumer reviews and ratings sites, forums and discussion boards, blogs, and other social media sites. In contrast, about 19 percent of purchase decisions in the U.S. are influenced by user-generated content.

"We see China surpasses the U.S. in looking to content that's been uploaded by individuals, and also with regards to shopping, the number of hours spent researching shopping in the U.S. on average is 2.9 hours. In China it is 3.4 hours spent online for a particular purchase," said Josh Crandall, managing director of Media Screen, the research organization that released the Netpop report.

A higher percent of Internet users in China use search engines to make purchase decisions. Forty-six percent of Chinese broadband users look to search engines, versus 25 percent of American broadband users, when making purchase decisions. "Search is used more in China than in the U.S. but we're also seeing a much larger impact of user generated content having an impact on product purchases," said Crandall.

The average age of a broadband Internet user in China is 32 years old, 10 years younger than his U.S. counterpart. Seventy-five percent of the online population accesses the Internet from work, compared to only 41 percent in America. "It is an expense that people in China are more willing to distribute to their work or by publicly-accessible computers in a café," Crandall said.

The average tenure of an Internet broadband user in China is about 6.5 years, versus nine years in the U.S. "It's less mature than the U.S.," Crandall said. Still, Netpop found that the Chinese broadband population has been quicker to adopt a diverse number of Web 2.0 technologies for daily use than the U.S. population.

The Netpop China study is the first of an ongoing study to compare online consumer behavior in the U.S. and other countries. Data were derived from surveys.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...
    • Internet Marketing Specialist
      Internet Marketing Specialist (InteractRV) - DallasInternet Marketing Specialist InteractRV - Anywhere Telecommute, USA SEM | SEO | Content Creator...
    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...