Chinese adopt Web 2.0 faster than Americans

Blogs to Podcasts, online users in China are adopting Web 2.0 interfaces faster than their American counterparts. According to a recent NetPop report user-generated content impacts 58% of Chinese purchases but only about 19% of American purchases.

by Kristina Knight

The report found that search engines are the biggest influencer for Chinese users. More than 45% of Chinese users utilize search engines when making buying decisions; only 25% of American broadband users do the same.

As for social networking about 47% of broadband users in China post comments to blogs, use a forum or listserv or visit chat rooms compared to 28% of broadband users in America.

What does this mean for marketers? It means that users in China are as likely to respond to friends, family or unknown user reviews rather than a simple commercial for a product. Including Web 2.0 features in a product website is a good first step in converting browsers to buyers.

“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.”