Chinese consumers # 39; Changing tastes
Understanding Chinese car consumer behavior online.
SHANGHAI October 26, 2011 PRNewswire - AdChina, MEC and INS today announced a new research report that aims to understand the consumption of cars in China and the behavior of navigation full line of Chinese consumers, by five target segments.
With the economic boom of the last 20 plus years, the desire to buy a car is deeply engraved in the hearts of Chinese moving the income scale Since 2001, with the encouragement of government policies, individual consumption is underway the automotive market has been a continuous rise of China is the only market in the world that has maintained an increase of 20 percent over the past 5 years it has surpassed the US to become the automotive market in 2009 in April this year, China recorded negative sales growth for the first time in 27 months, indicating a slowdown this market is due to a combination of the end of preferential policies for public sales increase oil prices and the fact that some cities are taking measures to fight against traffic jams Despite this decline in revenue, the rate p rofit for 2011 is expected to be higher than in 2010.
Cain Wang Vice President said AdChina Since the Internet has become a powerful way for consumers to decide which they like or like brands, it has become an integral part of the car buying decision process The role of to car marketer and dealer as the initial point of reference for information is the most often down these days, consumers decide which car to buy before reaching the dealer showroom.
Traditionally, buying a car is a complex process involving numerous visits to dealer showrooms, comparison of features through brochures, request the opinion of experts, word-of-mouth WOM friends and family, and finally experience the car through test campaigns nowadays, consumers can make the most of these steps online.
With the vast amount of information available on different platforms online - which makes the comparison of prices, products and features for all the fast and efficient brands and models - consumers can reject the makes and models of vehicles before they walk into a car dealership in the future, it can be reduced to a test drive center, fulcrum of purchase and maintenance.
Jeffrey Sun Director of INS, said that given the important role of the Internet in car buying, it is essential to understand the behavior of real online consumers This research is a breakthrough in that it combines actual online browsing behavior with survey data We invited users who browsed the car in websites -related last 3 months to complete a questionnaire online with their response we linked their actual online browsing behavior with their demographic and psychographic data.
The research results show 5 segments of consumers, with a different attitude, lifestyle, preference of the car and online browsing behavior five segments.
I want to be fashionable mobile phone s Take for example, I am a real fan of the iPhone iP iPhone4, iTouch I have them all, and the iPhone 4S has just recently come out and I kept my eyes on she.
My car reflects my personality It should be catchy when it is on the road, I want people to look at my car.
Fashion Chasers love to try new things and have a keen interest in fashion trends and technology, they are the primary users and they live in the forefront of our time more or less, they are narcissistic They want to be the center of attention therefore, they like personalization in the products and services they want to change the color, interior decoration and even the logo of their cars according to their own needs and preferences when they buy a car, they pay particular attention to external design and technological innovation they pay less attention to fuel consumption and maneuverability the main channels they obtain information are TV, OOH and mobile phones.
According to our research, 80 Fashion Chasers will be first time buyers and 52 on the plan to do in the next two years Honda, Toyota and Ford are the brands they are most likely to consider.
Enjoy Relax life because if you do not relax, it's not called enjoying life is more like paying penance A person must live in the moment and should not worry a lot of little importance.
I care more comfortable driving experience Nothing can be more important than the interior comfort of a car.
Hedonistic Life Lovers have modern values they care about fun and be happy for them, life should be full of fun and happiness and a person has to make the most of his best moments and enjoy life They like Western things when they buy cars, they are willing to borrow money from banks when they choose cars, they have high demands on the power, functions, handling, interior space and decoration at the Conversely, they do not care much about the brand when they are seeking information to guide them in their purchase, they go to car shows, test drive and listen to the radio more than other sectors compared to other consumer segments , hedonistic life Lovers are more likely to consider buying Buick, Ford, Mazda and Great Wall Motors.
The man doesn t just live for himself looks at me the teacher of my son by special report when I drive a Mercedes Benz.
For me, a car is not only a means of transport is an expression of my social status.
Status Seekers care a lot about how other people look at them and want to earn the respect of others by their rich life and a successful career for them in pursuit of a higher social status is a means of success when they buy cars, they like to buy new models, so they can show in front of others on five consumer segments, Seekers status as the most brand SUV, crafts and interior design are important considerations for them, they are less concerned about gas mileage and power in terms of points of contact, they are accessible via magazines, OOH and WOM.
Our survey also found that the plaintiffs status have income levels highest among the five current owners segments are more likely to own Mercedes-Benz and Audi 49 state plaintiffs intend to buy a car in next 12 months Audi and BMW are brands they consider their next purchase.
The work makes me stronger, I do not want to relax, I want to keep myself i n a constant state of pressure.
I believe that when a person reaches a certain stage, he has to buy a car This is a sign of career success.
Progressive Achievers believe that a person's values are better off because of the work they are positive and forward-looking, they put their mind to move their careers For them, life is a constant progress to bigger achievements Therefore, they are ready to work overtime to earn more money they are willing to work hard to improve the quality of their lives in this segment, 81 are men when they buy cars, they pay more attention to the comfort and the brand exterior design requirements are relatively less Internet and WOM from relatives and friends are channels where they get most of their information about cars.
According to our survey, 27 of the current car owners have a Volkswagen For those who intend to purchase in the near future, Volkswagen and Chevrolet are brands that Progressive Achievers favor.
I think everyone should play their role within the family responsible This could mean sacrificing personal space and time, but this sacrifice is both necessary and useful.
I care a lot about car safety, such as the number of airbags and the integrated GPS in safety is important to me and my family.
Family-Oriented traditionalists are run by traditional Chinese values What they care about most is the family harmony in terms of car purchase, they have focused on the consumer fuel and low-carbon Furthermore, safety, price-value ratio and second hand resale value are all important considerations design and external technology, on the other hand, are relatively less important compared to other segments suitable for families traditionalists tend to turn to newspapers for car purchase information more.
Our investigation revealed that traditionalists family oriented are older and more biased in favor of women 19 this segment wants to buy a new car in the next 6 months and many of them prefer Volkswagen Currents owners tend to drive Toyota Buick and Chevrolet more than other segments.
These 5 segments of consumers also display different media usage in terms of where they get information about the car since it's an online survey of people who browsed information on cars in the last 3 months, it is inevitable that their use of the Internet for information on cars amounted to an average of 69 TV 42 and test 35 automatic exposure are distant runner-ups as sources of information on auto mode Chasers are more likely to use Mobile Internet to browse hedonistic car information are much less likely to go directly to the media for information on state cars are significantly seekers above average in their use of WOM and magazine Conversely, both Achievers progressive and traditionalist family oriented are less likely to seek my car information gazines.
Fashion Chasers are much more likely to browse content on social sites and less likely to browse the contents of finance hedonistic life Lovers are generally below average in terms of content they travel Progressive Achievers are more preferential to online video sites oriented traditionalist family, on the other hand, browse more content finance than other segments.
The key moments of these consumer segments browse information on cars are also different from each other State applicants generally have more browsing activities on content related to the automotive and other segments their peak usage 10 00 10 16 00 16 59am 59pm and 59pm 21 00 21 another segment that tends to browse content related to the latest car in the night is the Progressive Achievers, peaking at 20 00 20 22 00 22 59pm and 59pm.
The automotive market in China is highly competitive with the field line to move online, it is vital that marketers understand their online media behavior of consumers in order to better communicate with them in cyberspace This research provides essential data on actual browsing behavior to inform that on marketers to connect and collaborate with marketers China car consumers can then better analyze their current online initiatives and rethink how they can reach consumers where they surf and browse the Internet.
There is an opportunity for marketers to exploit the potential of these 5 segments of consumers by making their research process of the car easier to provide information to consumers at their convenience and engage with quality, brand experience memorable online can help to generate interest and preference to move a mark.
Theresa Loo National Director of Strategic Planning, Analysis and Insight, MEC China said the digital revolution will continue to revolutionize the way consumers interact with media and brands Understanding the actual browsing behavior gives marketing advantage in terms of how they can better plan their communications specialists of tomorrow's car marketing success will be those that help consumers decide which car to buy way before consumers enter the dealer showroom.
The main objective of our study was to understand and analyze the online browsing behavior of automotive consumers in terms of recruitment, the demographics of the respondents had quotas, which have been designed to match the car buyers a real world additional technical requirement was that potential respondents were those with 3 months of data in their cookies and served a AdChina invitation to participate in an online survey We ended 1500 recruit respondents.
AdChina is the leading integrated Internet advertising platform focused public in China with many partnerships with leading portal, vertical, video, social networking and e-commerce sites, the advertising network AdChina reached more than 432 million UV unique visitors per month It provides integrated brand building, marketing and sales iWOM activation solutions via display advertising network, mobile advertising network, video advertising network, social media more network AdChina helps brands build their own bases of audience data and accumulate customer knowledge, enabling a more targeted and more effective communication with their clients.
AdChina was founded in April 2007 in Silicon Valley, USA with headquarters in Shanghai and Beijing and offices in Guangzhou and Xiamen.
INS is a marketing research company specializing in the automotive industry in China more approach 100,000 car owners each year over the past 3 years, the coverage of the INS research network expanded to 150 cities in China.
INS provides comprehensive services in five entrance commercial practice areas in the market, innovation, branding and communication, the INS dealer client relationship management is the core research supplier for many brands and automakers, including VW, GM, Ford, Audi, BMW, Renault and PSA, etc.
MEC delivers value by creating, implementing and measuring communication solutions that actively engage people with brands.
Integrated planning Our 4,000 highly talented and motivated people work with domestic and international clients in 84 countries We are a founding partner of GroupM To learn more, visit.
Understanding Chinese car consumer behavior online, understanding Chinese consumer.