Samsung, Apple, and Xiaomi kicked off the New Year with a strong lead in online engagement. Using tools such as digital video, Weibo, and WeChat, these top brands were able to amplify their message and boost awareness among users.
To conduct the study, we asked 43,000 respondents a host of questions to gain greater insight into the link between Digital Recall and purchase intent among Chinese consumers. Here are some of the key digital engagement trends to look out for in 2014:
- Foreign brands dominate in online engagement - Foreign brands occupied eight spots of the top ten online brands, with the exception of Xiaomi and Master Kong.
- Different channels, varied recall - Major differences were found in levels of recall among respondents according to each brand. While Apple, Nike’s approach to Weixin was well-received, Apple performed best on Apps.
- Twenty-somethings choose digital media - While TV was the channel of choice for the older generation, respondents under 30 indicated digital platforms to be their media of preference.
For the complete study on Digital Engagement in China, please contact firstname.lastname@example.org