China Internet and Social Media Report: How Chinese Consumers Use the Digital World to Learn About Wine
Chinese consumers of imported wine rely more on information and recommendations they glean from the internet and social media than they do on traditional word of mouth from friends or family, according to new research out today from Wine Intelligence. Three quarters of these consumers state that they often go online to look for wine information, while 62% frequently use social media as a source. Only around half as many consumers rely on recommendations from shop staff (32%) or word of mouth sources of information (39%) such as direct communication with friends and family about wine. The company interviewed 1,000 upper middle class imported wine drinkers in China as part of its research behind the report “How Chinese consumers use the digital world to learn about wine”. The findings contrast dramatically with consumer behaviour in Western markets, where word of mouth recommendations carry a lot more weight, and indicate the extent to which the emerging wine drinking population in China relies on the digital world to learn more about the subject.
Table of contents
- Research question and executive summary
- Introduction to the Chinese internet landscape
- Top sources of wine information for Chinese consumers
- How online sources are used
- Profile of online opinion leaders
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