SOURCE: BIGresearch

May 03, 2005 08:00 ET

18-34 Year Old Chinese Men Prefer American Brands Over Japanese According to New BIGresearch Survey

Chinese Brands Are First Choice in Almost All Categories

COLUMBUS, OH -- (MARKET WIRE) -- May 3, 2005 -- When it comes to which brands do 18-34 year old Chinese men prefer, there's no doubt who's number 1, Chinese brands are the top choice, with American brands second, and European third, followed by Japanese, according to a just released survey of 1,620 18-34 year old Chinese men by BIGresearch.

The survey was the first survey of Chinese consumer groups by BIGresearch and some of the key findings show a strong sense of China first when it comes to choosing products. However, American made products hold a definite edge over Japanese for this group of consumers

For example, when shopping for consumer electronics such as TV's, computers, PDA's, digital cameras, brand name was the #1 influence on purchase decision and 18.5% said they preferred American brands while 9.2% said Japanese brands. Other areas of brand preferences by country of origin are:

Clothing Brands - Men 18-34
Chinese        77.5%
U.S.           24.0%
European       20.2%

Music - Men 18-34
Chinese        75.0%
U.S.           33.7%
European       24.5%
Japanese       12.1%

Beverages - Men 18-34
Chinese        56.0%
U.S.           54.9%
European       12.3%
Japanese        5.7%
Other interesting finds from the survey indicate that the 18-34 year old Chinese male is just as difficult to market products to as their American counterpart due to the high amount of media multi-tasking they engage in. Percentage who reported simultaneous media usage when using the following media:
--  85.2% - when watching TV;
--  80.1% - when reading the newspaper;
--  78.3% - when reading magazines;
--  82.4% - when listening to the radio;
--  68.9% - when using the internet;
--  69.9% - when using a cell phone.
This is the first in the series of Consumer Intentions and Actions surveys for China by BIGresearch. Soon to be released are findings on Chinese women consumers.

To comment on this release visit the BIGresearch blog:

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in the areas of retail, politics and media. The syndicated Consumer Intentions and Actions Survey (CIA) monitors the pulse of more than 7,000 consumers each month to identify opportunities in a fragmented and changing marketplace.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent. Complimentary findings are available at

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