{"id":105,"date":"2014-04-16T14:51:08","date_gmt":"2014-04-16T14:51:08","guid":{"rendered":"http:\/\/work.wendyqi.com\/?p=105"},"modified":"2014-04-16T23:17:13","modified_gmt":"2014-04-16T23:17:13","slug":"studyblog-learning-from-chinas-emerging-curious","status":"publish","type":"post","link":"http:\/\/work.wendyqi.com\/?p=105","title":{"rendered":"Product\/Study: Learning from China’s Emerging Curious"},"content":{"rendered":"

A recent study I helped manage focused on the definition of ‘curiosity’<\/strong> and what it meant to brands, answering questions like: how is curiosity different across markets and groups of people? how do people’s curiosities manifest differently? what are characteristics of a curious brand? how would you pique someone’s curiosity in your own brand?<\/p>\n

The study was fielded in 15 of the major markets around the world — including the US, UK, China, Brazil, India, Germany, and Japan — and \u00a0involved working with another team member to analyze the results of the survey and crafting a narrative. \u00a0In addition to developing a presentation, work also involves workshop development and internal and external socialization. \u00a0Part of the output also included a series of country-specific snapshots on what curiosity meant in different markets. The below is one focused on ‘China’s emerging curious’.<\/p>\n

———<\/p>\n

Learning from China’s Emerging Curious<\/strong><\/p>\n

If you were to ask any major global brand what their top priority markets would be for the next few years, you\u2019d be hard pressed to find a short list that didn\u2019t include China.\u00a0 Home to over a billion people, and steadily on track to emerge as the largest consumer market by 2018 according to global ratings agency S&P, <\/b>it\u2019s no surprise to see the intense curiosity and interest that Chinese consumers have in exploring brands today.<\/p>\n

UM\u2019s recent Power of Curiosity <\/i>study revealed that 98% of Chinese consumers have searched for a brand or business online \u2013 more so than any other market in the 15 market survey \u2013 with more than half having conducted a search in the last day.\u00a0 \u00a0Chinese consumers aren\u2019t just searching either; nearly 90% have actually bought something based on a recommendation from a website or advertisement with over a third having done so in the last day.<\/p>\n

And when a Chinese consumer comes across a brand they feel is genuinely curious, that connection translates into a 56% increase in likelihood to buy that brand and a 42% increase in likelihood to talk about or engage with that brand.\u00a0\u00a0 \u00a0For a Chinese consumer in particular, being a curious brand is as much about talking about what a brand does as it is about taking on initiatives like research and development and innovation.\u00a0 If given the opportunity to play brand manager, a Chinese consumer would allocate nearly 47% of a brand\u2019s budget on media to prove a brand\u2019s curiosity.<\/p>\n

Individually, curiosity is a value that is also held in high regard, and 95% of Chinese said they saw curiosity as an advantage in daily life \u2013 the highest of any group.\u00a0 When asked, 79% self-identified themselves as curious*, and while they weren\u2019t the most out rightly curious country in the study (that honor goes to Mexico at 90%), they consistently demonstrated some of the most curious behaviors, particularly with media.<\/p>\n

In part because of China\u2019s tight media regulations (popular sites like Facebook, Twitter, and YouTube are banned and TV programming is heavily monitored), China has one of the lowest media consumption rates globally (even still, the average Chinese consumes upwards of nine hours of media a day).\u00a0 However, these confines have also shaped the Chinese into some the most experimental consumers of media, who are more likely to watch a new style of a TV show, watch a foreign movie or TV show, or listen to a new musical artist when compared with any other group.\u00a0\u00a0 With smartphone ownership hovering at 91%, they are particularly curious with mobile and regularly download new applications and use these apps to help them discover new things to do in the area.<\/p>\n

Social connections also continue to play a key role in a country that deeply values guanxi <\/i>(relationship), and you see this same type of social behavior surface in online conversations, where nearly 83% have either asked a question or left a comment online in the past day. \u00a0\u00a0Curious interactions are truly two way conversations, and while the Chinese are slightly more likely to say that curiosity is about asking new questions, keeping conversations going is also an important part of the equation.<\/p>\n

<\/b>What this means for brands<\/b><\/p>\n

For brands, these behaviors and beliefs provide a wealth of opportunity to tap into the modern Chinese consumer\u2019s emerging curiosity.\u00a0\u00a0 In knowing that a Chinese consumer, particularly a curious one, is someone who is deeply interested in exploring different products and experiences, offer consumers a variety of choices that they can pick from and explore.\u00a0 No matter what medium you choose to showcase this in (e.g., print, digital, OOH), reference a destination (and preferably one that\u2019s mobile friendly) that allows them to dig deeper in their own time.<\/p>\n

Be part of the conversation, particularly on forums, mobile messaging, and microblogging platforms like Weibo, and be prepared to play the role of both asking questions and answering them \u2013 especially in helping individuals explore uncharted territories (e.g., a new category, a new line of services, a new area).<\/p>\n

Where possible, make the effort to ask additional questions to personalize experiences with online video or online TV \u2013 platforms where Chinese consumers spend 2.5 hours more on a week with than average.\u00a0\u00a0 \u00a0This is something that they will appreciate and 73% of Chinese agreed that they enjoy Internet services that have built in recommendation engines based on their preferences.<\/p>\n

And for the truly curious brand, connecting with China\u2019s emerging curious will not only translate into increased sales and brand engagement, but also provide an opportunity to learn how to effectively engage with some of the most forward-looking media users today.<\/p>\n","protected":false},"excerpt":{"rendered":"

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