Blogs and forums are becoming increasingly popular methods of Internet marketing in China, particularly with the younger consumers. Buyers between the ages of 18 and 34 are more likely to consult these online sources before making a purchasing decision. They are also more likely to consult forums and blogs when they are purchase electronics, such as laptops or headphones than personal care or food products.

The limitation to these new media methods of marketing is that most Chinese consumers are not connected to the Internet yet. Less than 20% of the population is online as of 2008. On the bright side, the number is increasing by more than 50% each year so it will not take long for these alternative methods of advertising to begin making a dent in the reach of television commercials and their influence over Chinese consumer behavior.

One reason they are more likely to be successful is because they are forms of word of mouth marketing which is very important to Chinese consumers. More than 66% of consumers in China would want to know their friend’s opinion of a moisturizer before purchasing the brand. In the United States and the UK, the percentage is only 38% which is a significant difference.

Because blogs and forums are where people go to share their opinions of products and brands, it makes sense that as more Chinese consumers go online these methods of gathering product information will continue to grow in importance. For this reason, marketers may want to begin using them as part of their China marketing plan.