Presentation on theme: "China Buys A CrowdSurvey Production Energy Drink Purchases Findings of a survey conducted June 10, 2014."— Presentation transcript:
China Buys A CrowdSurvey Production Energy Drink Purchases Findings of a survey conducted June 10, 2014
China Buys Past series of reports: 1.Domestic Milk Report 2.Imported Milk Report 3.Yoghurt Report 4.100% Juice Report 5.Mixed Juice Report 6.Milk Powder Report 7.Bottled Water Report 8.Carbonated Drink Report Current: 9.Energy Drink Report Future series of reports: 10.Yoghurt Drink Report 11. Tea Report 12. Coffee Report 13. Beer Report 14.Yellow Rice Wine Report 15. White Wine Report 16. Red Wine Report 17. Shampoo Report 18. Hair Conditioner Report 19. Body Wash Report 20. Sunscreen Report 21. Facial Wash Report And 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 latest in 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 Energy Drinks This survey is about Chinese purchases of energy drinks. We asked 8,792 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 carbonated drinks published earlier this month.
Key Findings Although almost half (48%) of energy drink mentions were of purchases at supermarkets, convenience stores did far better than they did in other drink categories at 36%. Mentions of Red Bull climbed steadily with age, from 31% for 18-24 year olds to 40% for 40-49 year olds Purchase frequency declines with age, from 7% everyday purchase for 18-24 year olds to only 3% for those over 30.
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 Energy Drinks? Although almost half (48%) of energy drink mentions were of purchases at supermarkets, convenience stores did far better than they did in other drink categories at 36%. Propensity for purchasing energy drinks at convenience stores declined steadily with age. Males were also more likely to use convenience stores. But as with carbonated drinks, the biggest predictor of convenience store purchase is marital status—unmarried respondents were much more likely to use convenience stores for energy drink purchases.
Q2. What was the brand of Energy Drinks you purchased most frequently last month? Lei Baishi (34%) and Red Bull (33%) stand head and shoulders above other brands with 67% of all mentions. No other brand got more than 5% of mentions. Mentions of Red Bull climbed steadily with age, from 31% for 18- 24 year olds to 40% for 40-49 year olds.
Q3. How frequently do you purchase ? Energy drinks are not purchased daily by most respondents, but 40% purchase at least a few times a week. A high 23% rarely purchase energy drinks Purchase frequency declines with age, from 7% every day purchase for 18-24 year olds to only 3% for those over 30.
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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.
Demographics 2 Gender - As is often the case with surveys conducted electronically, slightly more women than men participated in the study