Poll finds Chinese are looking to spend more

Hong Kong - A global survey conducted by advertising agency Leo Burnett on low to middle-income earning workers from 10 countries revealed that over two-thirds of the 2,000 respondents were comfortable with their financial status, and 40% of Chinese are planning to spend more in the next 12 months.

To examine the relationship between consumer behavior and brand value, the survey looked at four emerging markets - Brazil, China, Russia and the UAE, and six Western countries - France, Germany, Italy, Spain, the UK and the US. In finding out what matters most to individuals at any given time, the poll found a distinct difference in attitude and perception of towards money among the Chinese and those living in emerging markets compared to their western counterparts.  

Half of the Westerners said they were comfortable with their financial circumstances for the next 12 months. Contrary to the Chinese, only 16% French respondents will spend more; 50% said they will save more, and are pessimistic about the future economy.

"We are now in the people era. For any brand to be successful, it must put people at the centre of its mindset," Bai-Ping Shen, national China planning director for Leo Burnett, said.

He added the Chinese people's confidence in their financial future and their willingness to spend highlights the potential of the consumer and advertising markets in China.