17.10.2011 - Vinexpo news selection
Three quarters of wine consumers surveyed by research company Wine Intelligence said they often go online to look for wine information, with 62% frequently using social media as a source.
These ‘highly wired’ consumers are far less likely to rely on the recommendations of shop staff (32%) or word of mouth from friends and family (39%).
The company added that new wine consumers in China were increasingly reliant on the digital world to learn more about wine, with an estimated 13m Chinese adults frequently accessing information online.
Popular sites included Baidu, the country’s largest internet search engine, and wine information website Winechina.cn.
‘This online dominance also reflects the degree to which imported wine drinkers are still a relatively small and exclusive group in China, similar to “lead users” in other countries who use the internet to find and connect with others who are interested in wine.’ (Decanter- 5 October 2011)