China 2015: INSIGHTS | SOCIAL SHOPPING
APAC Campaign Planner
A 2014 Blue Hive / YouGov survey found that in China 82 percent of passenger vehicle owners belong to an auto community (either offline or online); this is compared to 53 percent in India and a mere 24 percent in Australia.
An independent study found that 82 percent of Chinese car shoppers believed that positive comments on social media would make them more likely to buy a specific brand. An astounding 97 percent intended to post their new vehicle experience on social media.
The data shows that the emerging middle class consumers of the post ‘80s and ‘90s generations regard auto purchasing and ownership as a fundamentally social activity. Brands may find tremendous value through cultivating and influencing these conversations. The challenge is moving beyond giveaways and basic tactics toward developing a deep understanding of what triggers consumers to share their experiences and how/when consumers will welcome brand engagement.