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A.T. Kearney’s Connected Consumer Study surveyed 10,000 digitally fluent consumers across the U.S., Brazil, U.K., Germany, Japan Russia, China, India, South Africa, and Nigeria. The results revealed the importance of the internet for connected consumers in the modern age, and the chart above highlights the power of social media for generating brand interest and purchase intent among Chinese shoppers in particular.

On average, ten times more China consumers based their purchasing decisions on what was happening in their social networks when compared American consumers across all age groups. This aligns with recent research that shows the degree to which social media drives online shopping in China and how mobile connectivity has changed in-store consumer behavior – reinforcing the increased emphasis that marketers must place on social media for a successful brand strategy in China.

See more about the study from AT Kearney here.

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