An influential social group defined as ‘prosumers’, a blend of producers and consumers, is playing an instrumental role in driving the success of brands in China, a new study by Discovery, Ogilvy & Mather’s consumer insight and trends function, suggests.
Described as “smart, active and tech-savvy”, prosumers differ from regular consumers in that they are often the first to form and broadcast an opinion on a product, principally online, backing up their decision to accept or reject it with considered reasoning and factual information.
Kunal Sinha, executive director of Discovery at Ogilvy & Mather Greater China, calls prosumers “accidental celebrities” who, while often an unknown entity offline, are able to achieve expert status online and form the core of a consumer group as a result of their enthusiasm for and knowledge of a particular product.
Gaining their favour, the study says, will be a “critical battle” for enterprises in China.
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