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Social media “somewhat” important

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Of the 500 respondents in China, only 23% would agree that social networking keeps them in the know about brands and products, according to the latest Ipsos findings. The majority of the 23% were young females with a high income level.57% also agree that the digital is only "somewhat important" to the brand.An interesting difference is whether the respondent is a business owner or not: while 71% of business owners agree that social networking is significant, less than a quarter of the latter would agree.Darlene Lee, managing director of Ipsos Hong Kong, attributes the Chinese’s favour for the digital to homegrown and tailored media outlets like Weibo and Renren, which “don’t exist anywhere else in the world”.“China consumers either as a result or because of their scale are also among the heaviest social media users in the world, far surpassing what online penetration numbers would suggest,” she said.“This means clients intending to make a positive impact must realise they are dealing with a highly sophisticated social media user, savvy about marketing and in a highly competitive market environment.”The survey took place between 6 to 20 November, 2012 across 24 countries via an online panel. The total global sample size included 18,003 adults aged between 18 and 64.

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