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A.T. Kearney’s Connected Consumer Study surveyed 10,000 digitally fluent consumers across the U.S., Brazil, U.K., Germany, Japan Russia, China, India, South Africa, and Nigeria. The results revealed the importance of the internet for connected consumers in the modern age, and the chart above highlights the power of social media for generating brand interest and purchase intent among Chinese shoppers in particular. On average, ten times more China consumers based their purchasing decisions on what was happening in their social networks when compared American consumers across all age groups. This aligns with recent research that shows the degree to which social media drives online shopping in China and how mobile connectivity has changed in-store consumer behavior – reinforcing the increased emphasis that marketers must place on social media for a successful brand strategy in China. [A.T. Kearney]
科尔尼研究报告“《线上消费者的不同在线活动：全球视野》(Connected Consumers Are Not Created Equal: A Global Perspective)”调研了平均分布在10个国家(美国、英国、尼日利亚、日本及德国等)的一万名消费者，显示61%的中国受访者普遍根据社交平台的互动情况做出购物决定，这一数字接近全球平均水平(32%)的两倍，并为美国受访者的十倍之多。 此结果也与普华永道(86%的中国受访者更倾向于线上购物，而全球平均仅为54%)和Geometry Global 2014 Connect Shopper白皮书显示的结果一致。科尔尼研究报告更指出有近95%的中国受访者会参考社交圈对产品、服务及品牌的评价而做出购买决定，且有44%的中国高年龄层消费者(65岁及以上)会依据社交网络信息而进行购买(全球平均仅5%)，这也显现出中国消费者对社交网路的高度依赖性及网络普及率。[A.T. Kearney]
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Chinese consumers 10X more reliant on social media for purchasing decisions than Americans.
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