More than 1000 Chinese middle-class wine consumers took part in the survey. The result: a dramatic gap between the habits of Europeans and Americans, for which recommendations play a much bigger role in making decisions about wine purchases. Furthermore, online portals were very influential as well. The latter showed that it is mainly young adults -besides 13 million people- that use the net as a source.
The most famous websites are "baidu.com", the largest and most visited search engine in China and thus market leader and wine information portal "winechina.cn". The most frequently visited wine topics were new vintages, wine scores and meal recommendations.
"Chinese wine consumers are very active on the net and very familiar with the features and options in the digital world", says Maria Troein, head author of the survey at Wine Intelligence. "When it comes to wine, the internet is the number one for Chinese consumers to find out information. This online dominance brings together wine consumers like nothing else. Thus, there is a great network among the Chinese and news and tips all around wine don't take long to spread. This is the same in other countries all around the world, where the wine scene is pretty well embedded in the network". (red.yoopress)