New study by Volkswagen and MediaCom underscores changes among Chinese car buyers

The study shows that rapid social development has led to new expectations and a more diverse group of potential car buyers. It also underscores the increasing role of online media, particularly among younger consumers, as a source of social interaction and recommendation.

This was found to be particularly true for those born after 1980 and for female drivers. Both groups accounted for more than a quarter of car purchases each last year. The report suggests all car brand communications targeting young consumers should be digitised, while blogs, social platforms and after sales service-oriented messaging are important in reaching female buyers.

It was found that official brand websites and vertical auto websites rank as highly as CCTV in terms of credibility. However, more traditional media still has an important role to play, particularly when used in conjunction with more interactive channels, the report said. TV remains the most powerful channel for car brands in second tier cities, and radio is also important in cities with a high level of traffic congenstion.

Wealthy consumers, meanwhile, were also found to respond well to radio, as well as mobile internet. A major change in consumption habits was found to be that the group is now less inclined towards ostentatious displays of wealth.

“Consumers are now in control of the media they use and car brands have to earn attention rather than rely on interruption,” said Michael Zhang, president of MediaCom China, in a statement.

The study is the result of interviews with nearly 6,700 consumers across 17 urban centres in China.