Potential for MR in China

The Chinese market research industry should grow at 20% annually compared with a global rate of less than 10%, according to ESOMAR President Jose Ignacio Wert, speaking at the worldwide organisation's conference in Shanghai yesterday.

Wert told delegates at the Worldwide Multimedia Measurement 2006 forum that China was the fastest growing country in the MR sector globally: 'Even a small segment of the Chinese MR market covers many people, equal to the population of a European country.'

The Chinese MR market generated 3.9 billion yuan (US$487 million) last year, 22% up on 2004, according to figures from the China Marketing Research Association.

Among the key facts discussed at the Conference:

• most Chinese families remain poor by Western standards, but the middle class now numbers about 100 million
• China's top spenders on market research are mostly multinational companies involved in manufacturing, wholesaling, retailing, financial services and information technology, according to Victor Yuan, Chairman of Beijing-based agency Horizon and the Chinese Association's Vice Director.
• Internet-based research targeting blogs and e-mail will revolutionize the market, but it still faces many problems in China. 'In China, it (online research) accounts for only 2 percent, and it won't grow rapidly in a short period,' according to Yuan.
• public perceptions of MR in the country are being tarnished and online participation rates affected by firms who illegally obtain identity information and then disturb consumers with junk mail and unwelcome phone calls.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.