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BizReport : Social Marketing : December 19, 2008

NetPop profiles Chinese social networkers

Not all social networkers are created equally, especially when social marketers are in different countries than the social networkers in question. New research from Netpop profiles Chinese social networkers; these social dwellers are one of the fastest growing demographics in the world.

by Kristina Knight

Currently about one quarter of the online population in China are social networkers, an increase of 9% year over year. These social networkers are also social shoppers with about 20% reporting that social networks influence their purchasing decisions. This, especially, makes social networkers in China a must-have for marketers.

Chinese social networkers are young and like to shop with most spending Y509 online each month, that is nearly 70% more than non-social networkers. On average these social consumers connect with more than 70 other consumers each week, giving them a huge amount of influence.

"China is a crowded market with many competing brands," said Cate Riegner, VP of Research at Netpop. "Fortunately, Chinese social networkers are enthusiastic participants in social media who use many of these sites regularly - 6 sites on average. Yet we are also seeing particular types of Chinese Social Networkers gravitate to certain sites."

Most important, however, is the enthusiasm of social networkers. Chinese social networkers are visiting multiple social networks each week and trying to make new connections. The trend is sweeping the nation and as their economy continues to grow more of these networkers will also become shoppers.

Tags: Chinese, Netpop, social behavior, social marketing, social networks

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