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A new report featured on Netpop.com, a consumer market-data Web site, reveals insights about Chinese consumer behavior that have broad implications for American companies intent on selling consumer goods in China. Among the key findings in the report, titled “Netpop | Nations: China and the U.S. in a Web 2.0 World”:

- User-generated content (includes consumer reviews/rating sites, forum/discussion boards, Blogs, etc.) influences 58 percent of all purchase decisions in China, compared to 19 percent in the U.S.

- 47 percent of Chinese broadband users post comments to a blog, chat room, listserv or forum, compared to just 28 percent of American broadband users

- Search engines are the most influential source for making purchase decisions in both countries: 46 percent of Chinese broadband users use a search engine to make purchase decisions vs. 25 percent of American Broadband users

“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,” said Josh Crandall, managing director of Media-Screen LLC, the creator of Netpop. “Today’s data suggests that Chinese consumers frequently turn to one another, in addition to corporate media sources, when making purchase decisions.”

The Netpop China study also reveals insights into the adoption and use of Internet technologies. These include:
- The average broadband user in China is 32 years of age, 10 years younger than in the U.S., where users are over twice as likely to be age 45 and older
- 75 percent of Chinese online consumers access the Internet from work, compared to only 41 percent of Americans

The Netpop China study is the first of several studies, to be conducted over the next five years, comparing online consumer behavior in the U.S. and other countries.

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