User-generated content is having an even stronger impact on Chinese purchasing behavior than it has on US buyers, according to a November 2007 Netpop report.

Nearly one-half of all Chinese broadband users have posted a comment to a blog, forum or chatroom, compared with only 28% of US broadband users.

Example of how social shopping works on Facebook

In China, 58% of all purchase decisions were influenced by user-generated content such as consumer reviews and rating sites, forums and discussion boards, blogs and other UGC.

In the US, only 19% of purchase decisions were influenced by user-generated content.

Search engines were still more influential, according to the study. Among Chinese broadband users, 46% used a search engine to make purchase decisions, compared with 25% of US broadband users.

Via Netpop