According to a McKinsey study released Thursday, some 95 percent of Chinese Internet users are registered on a social media site. They are also the world’s most active social media population, with 91 percent of respondents saying they visited a social media site in the previous six months, compared with 67 percent in the U.S. and 70 percent in South Korea.
Of more importance to businesses, the study revealed that social media had a greater influence on purchasing decisions for consumers in China than for anywhere else in the world. People were more likely to purchase products or services if these were mentioned on social media sites, or recommended by friends and acquaintances on these online platforms, the study stated.
