Last month Starcom MediaVest Group of Greater China released its Yangtze Study, a research effort focused on human insights for Chinese consumers in lower-tier cities across the country. The study used both qualitative and quantitative elements to examine consumers’ habits, motivations and values as well as the role and media usage in their lives. The team interviewed and observed 13,507 mass consumers aged 13-45 across 510 locations in 27 provinces from tier-1 megacities to tier-5 towns and villages.

Some highlights from the results include:

• - Younger generations are gravitating more toward online media and communications options, though TV and out-of-home ads still deliver the most reach;
• - Celebrity endorsements have the power to break through media clutter, as respondents said they pay more attention when a celebrity is involved;
• - The importance of money and wealth diminishes the more rural the consumer is;
• - Though lower-tier city consumers are less brand-savvy and brand-aware as their big-city counterparts, they share the same desire and concern for safety and trust of products in China;
• - Mobile devices are growing in importance among lower-tier city consumers, especially for their computing power and access to social-networking tools.

For more information on the results, download the executive summary or the press release.

Starcom China has examined additional macro truths uncovered in the research on their agency blog:
Part 1 – It’s a matter of perspective
Part 2 – The secrets of the heart
Part 3 – Celebrating the power of family
Part 4 – Unveiling community dynamics

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