Chinese social media users want to be brands' friends, says OgilvyOne research

The report found that one in every four social media users is what they call 'initiators' - influential users that regularly start conversation, create content and publish their views online and are the fertile starting point for new ideas, services and products.

A further 29 per cent of Chinese social media users are ‘commenters' who react and comment on other people's views. They are also the ‘accelerators' of new ideas.

The largest group, comprising 45 per cent of social media users, are ‘gawkers' who quietly browse, observe and look for entertaining ideas and brands that are already popular.

Chris Reitermann, president of OgilvyOne China and Ogilvy & Mather Group Shanghai, said: "In China, social media users are generally highly engaged with brands. They see brands and the discussion of them as an integral part of their ‘social network'. With one in every four users 'creating' influence and waiting to be inspired, the economics of prioritizing and investing in the Initiators is more attractive than ever."

A further highlight of the report is that social media users are no longer discriminating between 'brands' and ‘friends'. They are simply identifying a third group that they can engage with - what OgilvyOne calls ‘frands'.

It found that 43 per cent of social media users are befriending brands, while 21 per cent are even marketing and sharing videos about brands or products.

Reitermann added that what matters in social media is "the power with which each engagement draws users in and inspires them to share with others."

The survey was carried out over 71 social media sites across different categories. More than 5,000 social media users completed the survey. The full report can be downloaded from this dedicated site.