Abstract:

Decoding China's Digital Natives: an exploration of the links between digital behavior and psychological drivers. Given the amounts of money being channeled into e-commerce and digital marketing each year in China, one would assume that brands had solid models to profile and segment their digital audiences but the reality is quite different. Time and again we hear from clients of a widespread absence of useful consumer profiling planning tools and models made-in-China, for China, which provide the necessary detail of actionable intelligence to drive digital strategy.