has 380m consumers between ages of 18 and 34 — more than the entire
population of the US. Not surprisingly, many western companies are
desperate to know just what makes this key demographic tick.

BIGresearch has come to the rescue with some research on the spending habits
of these young consumers. Among the findings: Wal-Mart is challenging
Carrefour's position as market leader with these shoppers, European
brands continue to rise in popularity with young spenders, and Chinese
women favour European brands over other imports.

Perhaps the strangest finding, at least for economists, is that
Chinese consumers save more than their US counterparts and yet have a
positive economic outlook.

BIGresearch then focussed in on how the media influence the purchasing decisions of China's young men — all 191m of them.

Their biggest influences are, in order, reading an article about a
product, internet advertising, TV, magazines and cable. In the US, by
contrast, word-of-mouth is the biggest influence on what young men buy,
followed by magazine advertising, articles mentioning the product,
internet advertising and in last place, TV.

Only 22% of Chinese men say that word-of-mouth was important to them compared to 54% in the US.

Joe Pilotta, VP of Research for BIGresearch, says:

Understanding how media influences consumers in different countries
is critical for marketers when developing their international marketing
strategy. As marketers attempt to grow market share in China they need
to be mindful of the uniqueness of the market, especially how Chinese
consumers interact with the media.”

The findings are from BIGresearch's China Quarterly, which monitors
the purchasing behaviour and media consumption of more than 1,000 young
adult Chinese consumers. The China Quarterly is available through
BIGresearch in report or database format.

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