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Social networks influence Asian shoppers

Anuradha Shukla | Dec. 1, 2014
Findings from A.T. Kearney research on connected consumers.

Social networks influence the online shopping choices of Asian shoppers especially in China and India.

A newly released report from A.T. Kearney shows that more than 95 percent of Chinese respondents between the age of 16 and 45 said the chatter on their social networks has influenced their online shopping decision.

61 percent of the respondents in China "frequently" base their decision on what what's happening in their social network.

44 percent of older population in the nation, aged 65 and over, frequently base their shopping decisions on happenings in their social networks.

"The need for connection, self-expression, exploration, and convenience has changed the roles that brands and retailers play," said Hana Ben-Shabat, A.T. Kearney partner and co-author of the study. "To be successful, brands and retailers must address these needs by building communities, entertaining, and educating consumers and maintaining an ongoing dialogue."

Indian and Japan

More than 82 percent of the respondents in India between the age of 16 and 35 said happenings on their social networks influence their purchasing decision.

26 percent of older respondents - aged 65 and over -said they frequently base their shopping decisions on happenings in their social networks.

In Japan, only 7 percent respondents in the age group of 16 to 25 said they "frequently" base their shopping decisions on happenings in their social networks.

Only 34 percent of respondents from Japan cited connecting with people on social networks as motivation for going online.

53 percent of respondents from India connected to the Internet every hour or more than 10 times a day. Just 36 percent of respondents in China were online every hour and this number for Japan was 39 percent.

93 percent of the respondents in China prefer to do online shopping with pure play online retailers while only 8 percent of respondents said they do shopping with purely online retailers in India.

 

 

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