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HOME > PAST ISSUE > PERSPECTIVE [Premium content]March 2008
For China’s youth, going online means slipping the bonds of social constraint. Marketers must learn how to tap these needs
Even the savviest marketers are amazed at how deeply China’s new generation is engaged with the internet. Americans tend to have a relatively “functional” relationship with the web – finding cheap flights, researching medical conditions, day trading and so on. On the other hand, Chinese internet users, particularly the youth demographic, are emotionally dependent on virtual buzz.
Consider the following findings uncovered in a recent survey of American and Chinese ...
Consider the following findings uncovered in a recent survey of American and Chinese ...
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