Auto Influencers - China - February 2020
Auto Influencers - China - February 2020

“Communications between automotive influencers and consumers are more active than we had expected in both means of contact points and interactive engagements. Automotive influencers have significant impact on consumers’ car purchasing consideration, especially on car grades of interior specification. On the other hand, consumers have a clear understanding and preference when they read content posted by different types of influencers. The1990s and later generation are more interested in car performance ...

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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.

Executive Summary
Issues and Insights

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
Favourite Type of Auto KOL
Auto KOL Content Viewing Platforms and Frequencies
Interest in Content
Interactive Engagement
KOLs’ Influence on Car Purchasing Consideration
Likes and Dislikes regarding KOL Style

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