Chinese consumers react differently to ads

Shamni Pande

This article explores key differences between Chinese consumers and Western markets, including high ad positivity, more interest in personalisation and frustration with poor programmatic targeting.

In China, the world's largest consumer market, there's good news for marketers: 87% of connected Chinese adults think advertisers are doing a better job of communicating to them now than in the past, compared to the global standard of 73%.

In a study by Kantar Media CIC - "China – Communication in a Disrupted World”- the research agency sought to investigate consumer's thoughts about increasingly sophisticated methods adopted by brands to reach and influence them.

The study combines the view of 5,213 connected adults (aged 18+) across the UK, US, France, Brazil and China, where 55% live in an urban...

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