Word-of-mouth is most popular way to discover brands in China

An overview of brand discovery in China.

Word-of-mouth recommendations are the most popular way to discover new brands and products in China, according to survey data from GWI analysed in WARC's latest Spotlight China report on DTC disruptors.

A quarter (24.4%) of Chinese internet users say they discover new brands and products through word-of-mouth recommendations from friends or family members. Search engines are the best channel for paid media, at 23.2%, while brand and product websites