Automakers in China must segment their target audience in different ways online and offline, a new study has suggested.
Based on analysis of social media buzz in internet forums and on Sina Weibo, the microblog, Nielsen, the research firm, reported 39 percent of posts discussed price, while 36 percent made reference to efficiency.
More broadly, it identified four types of web user which can be engaged by car makers, firstly in the form of "potential buyers" without a model in mind, and therefore seeking information and opinions about what to choose.
(Source: Warc.com)