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China BuysA CrowdSurvey Production
Carbonated Drink PurchasesFindings of a survey conducted June 3, 2014
China Buys
Past series of reports:1. Domestic Milk Report2. Imported Milk Report3. Yoghurt Report4. 100% Juice Report5. Mixed Juice Report6. Milk Powder Report7. Bottled Water Report
Current:8. Carbonated Drink Report
Future series of reports:9. Energy Drink Report10. Yoghurt Drink Report
11. Tea Report12. Coffee Report13. Beer Report14. Yellow Rice Wine Report15. White Wine Report16. Red Wine Report17. Shampoo Report18. Hair Conditioner Report19. Body Wash Report20. Sunscreen Report21. Facial Wash ReportAnd More is going on……
China Buys• China Buys is a new series of reports on the
purchasing behavior of those who will be the heart of China—that part of the population under age 40 that is enabled in more than one sense of the word.
• China Buys will ask large number of consumers every week where they buy different products, what brands they have bought recently and what brands they will buy in the near future.
• We will then look at the differences between consumers—do women buy differently from men? Do consumers in one province buy differently than another? How does age impact purchase location and preference? And we will bring these answers to you within a week.
• This is the first of a series of reports on surveys conducted by CrowdSurvey, China’s largest mobile research panel.
• Copyright CrowdSurvey, a joint venture of Weichaishi and nQuire China.
China Buys Carbonated Drinks• This survey is about Chinese purchases of
carbonated drinks.
• We asked 6,087 consumers to tell us about their past purchases of carbonated drinks, the locations where they bought it and how frequently they purchase carbonated drinks.
• This is a companion report to previous surveys on bottled water and energy drinks published earlier this month.
Key Findings• One key finding of this survey is that males (12%) were twice as likely
as females (5.5%) to purchase carbonated drinks almost every day.
• Coca Cola stands head and shoulders above other brands with 48% of all mentions. Mentions of Coca Cola climbed steadily with age, from 46% for 18-24 year olds to 60% for those over 40.
• Almost half (45%) of respondents purchase at least a few times a week. Males (12%) were twice as likely as females (5.5%) to purchase carbonated drinks almost every day.
Who We Talked To—And Who We Didn’t
• Readers are strongly advised to look carefully at the demographics section at the end of this report. There are only a handful of respondents over the age of 60, for example.
• On the other hand, we achieved very good geographic representation, with respondents coming from almost 200 cities in every province in China. Their incomes look fairly representative, as do their educational achievements. Only a third of our respondents are married—that’s far lower than for China’s under 40s as a whole, but understandable when we see that 45% of our respondents are under age 25.
• This report is not intended to represent the opinions or behavior of all of China. It captures meaningful data about the consumers whose decisions and attitudes will be important to businesses all over the world. Our survey was conducted using a questionnaire delivered by mobile applications on smart phones. That alone means that we had no access to those without smartphones, nor to those who shy away from downloading mobile apps.
Q1: Where do you most frequently buy Carbonated Drinks?
• Although almost half (46%) of carbonated drink mentions were of purchases at supermarkets, convenience stores did far better than they did in other drink categories at 35%.
• Propensity for purchasing carbonated drinks at convenience stores declined steadily with age. Respondents earning less than 15,000 RMB per month were also more likely to use convenience stores. But the biggest predictor of convenience store purchase is marital status—unmarried respondents were much more likely to use convenience stores for carbonated drink purchases.
1.3%
34.9%
14.8%
2.7% 0.2%
46.0%
Base=6,087
Percent
Q2. What was the brand of New Carbonated Drinks you purchased most
frequently last month?• Coca Cola stands head and
shoulders above other brands with 48% of all mentions. Pepsi and another Coca Cola brand, Sprite, are close competitors for second and third place. No other brand got more than 3% of mentions.
• Mentions of Coca Cola climbed steadily with age, from 46% for 18-24 year olds to 60% for 40-49 year olds.
7-Up
Coca-Cola
Mirinda
Pepsi
Sprit
e
Wahaha
Watso
ns
1.20%
47.60%
2.60%
25.20%22.60%
0.90% 0.00%
Base=6,087
Percent
Q3. How frequently do you purchase ?
• Carbonated drinks are not purchased daily by most respondents, but almost half (45%) purchase at least a few times a week.
• Males (12%) were twice as likely as females (5.5%) to purchase carbonated drinks almost every day.
almost ev-eryday
few times monthly
few times weekly
seldom
8.6%
38.9%37.0%
15.4%
Base=6,087
Percent
If You Need More Information
• One key finding of this survey is that males (12%) were twice as likely as females (5.5%) to purchase carbonated drinks almost every day.
• We hope this information is valuable. We offer it to you for free. (Of course, we hope that you will want more information that we can charge you for. Not too much—just 3,000 RMB.)
• If you do want more information please send an email to [email protected].
Methodology• CrowdSurvey is powered by China’s largest
crowdsourcing company Weichaishi and nQuire China, a full service market research company headquartered in Shanghai.
• Respondents are recruited by an invite placed on their Weichaishi mobile application.
• Those who complete the survey are rewarded with 0.2 yuan.
• The survey consists of three questions and is part of their welcome dashboard when they start the mobile app.
• All of Weichaishi’s users are eligible to participate.
Demographics 1• Age-As we have mentioned in the report, our respondents are younger than China as a whole. Only 5% of respondents are over age 40.
18-24 25-29 30-39 40-49 50-60 Above 60 Under 18
44.3%
34.8%
16.1%
1.9% 0.2% 0.0%2.8%
Percent
base=6,087
Demographics 2• Gender-As is often the case with surveys conducted electronically, slightly more women than men participated in the study
51.9%
48.1%
FemaleMale
base=6,087
Demographics 3
• Education
29.3%
0.5%3.8% 4.1%
11.0%8.3%
43.0%
Percent
base=6,087
Demographics 4• Marital Status
0.6%
36.0%60.6%
2.6% 0.1%
Percent
DivorcedMarriedNot MarriedRefuse to answerWidowed
base=6,087
Demographics 5• Employment by sector
Constructi
on
Education
Emerging M
anufactory
Farm
ing/Breeding
Govern
ment Orga
nization
High Tech
and Servi
ces/F
inancial
Hospita
lity/C
atering
Individual B
usiness
Media/Sports
/Enterta
inment
Medical a
nd Health Care
Miltary/
Public Se
curit
y
Students
Professi
onal Servi
ces
Public/T
ransporta
tion
Servi
ces
Trading
Traditional Manufacto
ry
5.2%9.6%
2.8% 0.9%6.1% 6.8% 3.4%
3.8% 2.1%4.4%
0.7%
29.2%
0.5%1.9%
8.2% 7.7%6.7%
Percent
base=6,087
Demographics 6
• Income
15,000 and below
15,001-25,000
25,001-40,000
40,001-60,000
60,001-85,000
85,001-120,000
120,001-150,000
150,001-200,000
200,001-300,000
300,001-500,000
500,001-650,000
650,001-1,000,000
1,000,001 and above
44.1%
13.6%16.1%
11.8%
6.6%4.5% 1.3% 1.0% 0.5% 0.2% 0.0% 0.1% 0.2%
Percent
base=6,087
