“The new era of internet offers both ‘listeners’ and ‘speakers’ more methods of communication. By the accessibility and instance of social media, the number of KOLs, especially internet celebrities, has shown a geometric growth. It is a brand new touchpoint to reach consumers with humanized features and understanding consumers’ attitudes towards them are crucial for commercial world to play along.”
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Overview
Executive Summary
Issues and Insights
Market
Market
Mintel provides a range of market information across categories including: forecasting and share information
The Landscape
Consumer
Consumer
Mintel runs online consumer research in ten cities, completing 300 interviews per city with a total sample size of 3,000. Our consumer research is based on a random sample of internet respondents from a panel recruited by KuRunData China online research.
The Consumer –What You Need to Know
Consumer Awareness Regarding KOLs
Opinions on Different Information Sources
Why Consumer Follows Internet Celebrities
Who’s Favoured by Consumers?
Consumer’s Attitudes towards Internet Celebrities
Purchasing and KOLs
Attractive Content Sought from KOLs
Meet the Mintropolitans
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
Appendix – Methodology and Abbreviations
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Nicheness is an important key for online success
