Published: December 22, 2005

BIGresearch Releases 2nd China Survey on Young Adults 18-34

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They Multitask Their Media, Have a Cell Phone and Are Influenced to Buy By Various Media

Young adult Chinese are just as difficult to target with advertising as their western counterparts according to the latest BIGresearch China survey of young adults between the ages of 18-34. The simultaneous media use of this age group varies by the primary media being used. For example; when reading magazines, 37.2% of the 18-34 year old men and 46.5% of the women watch TV. When watching TV 54.4% of the men 18-34 years old say they go online and 60% of the women say they talk on their cell phones.

Cell phone usage is very high with 92.4% of the 18-34 year old women having one and 88.4% of the men. The top three features most desired on cell phones are caller ID, text messaging and a calendar.

The media that have the most influence on making a purchase differ by the category of product being advertised. Here's a glimpse of the top 5 media that influence a purchase for some key products:

       Electronics                                   Apparel
       -----------                                  ---------
18-34 Men      18-34 Women                18-34 Men            18-34 Women
---------      -----------                ---------            -----------
Read Article   Read Article               In-Store Promotion   In-Store
                                                                Promotion
Magazines      Magazines                  Magazines            Magazines
Online         TV (Tie)                   Outdoor Billboards   Coupons
Newspaper      In-Store Promotion (Tie)   Coupons              Outdoor
                                                                Billboards
TV             Outdoor Billboards         TV                   TV

To comment on this release visit the BIGresearch blog: http://whencustomerstalk.blogspot.com

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, politics, and media. The syndicated Consumer Intentions and Actions Survey (CIA) monitors the pulse of more than 7,000 consumers in the USA each month to identify opportunities in a fragmented and changing marketplace. The China market surveys on young adults 18-34 years old are conducted on a quarterly basis. The survey monitors brand preference, shopping behaviors, product purchasing, health related issues, media usage, and multitasking, plus media influence. For more information: http://www.bigresearch.com/bigchinasurvey.pdf.