Research and Markets: The Influence Online Information has on Chinese Consumer Buying Behavior 2011 of Leisure Books - Leisure, Hobby & Children's

DUBLIN--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/research/f52a59/the_influence_onli) has announced the addition of the "The Influence Online Information has on Chinese Consumer Buying Behavior 2011: Leisure Books Category Report - Leisure, Hobby & Children's" report to their offering.

“The Influence Online Information has on Chinese Consumer Buying Behavior 2011: Leisure Books Category Report - Leisure, Hobby & Children's”

The Influence Online Information has on Chinese Consumer Buying Behavior 2011 of Leisure Books - Leisure, Hobby & Children's

This insightful report finds that 36% of Shanghai book owners state that information gathered online had most impact on whether they paid to read a book. This indicates that US$ 47 million of printed books (leisure, hobbies and children's) retail sales in Shanghai in 2010 was driven mostly by information collected online.

This report introduces to you the key online channels that consumers rely on when deciding if it is worth buying a legal copy of a book. Highlighted for you are distinct differences between males and females as to what online information is seen as authoritative.

Results of our large sample quantitative research provide you exact knowledge of where consumers go online when making printed book consumption decisions. We list the names and importance of these websites in detail to help you better target your business activities in China.

Our Focus Group China qualitative research held through 2010 will help you understand exactly how Shanghai consumers go through their printed books purchase decisions - which is mostly done with online information.

Key findings

• 36% of all Shanghai Consumers who bought a book in the past 12 months state that information collected online had the greatest influence on their final decision in terms of genre and author.
• US$ 130 million was spent on books for leisure purposes in Shanghai in 2010.
• US$ 47 million - Share of retail spent on books for leisure purposes in Shanghai in 2010 that was influenced mostly by online information.

Key Topics Covered:

Introduction and Report Objectives

Chapter 1: Methodology, Design and Key Findings

Chapter 2: Does Traditional Media Offer Value for Money Anymore in China or is Word of Mouth Now the Most Influential Source of Product and Brand Information?

Chapter 3: Difference in Importance of Online Information Sources across Product Categories

Chapter 4: Leisure Books

• Overview
• Introduction
• Key Online Information Channels for Purchases in this Product Category
• Table: Importance of Online Information in this Product Category versus Average Importance
• The Most Influential Online Channels in this Product Category
• Table: The Most Influential Online Channels in this Product Category
• Qualitative insight: How Consumers Gather Information Online in this Product Category
• Purchase Decision Making Process in this Category
• Summary

For more information visit http://www.researchandmarkets.com/research/f52a59/the_influence_onli