COLUMBUS, OH--(Marketwire - February 3, 2010) - Although confidence in the China economy among Chinese consumers (18-34) is flat quarter-over-quarter (64.7% are confident/very confident; Q3-09 and Q4-09), confidence in their personal finances continues to improve, according to BIGresearch's 18th China Quarterly (13,975 18-34 year olds; 16,582 total respondents 18-54). 37.3% say they are better off than they were a year ago, compared to 28% who said the same in Q4 2008. This reading is a 12.4% increase over last quarter (33.2%) and the highest since Q3 2008, prior to the financial crisis.

Even though confidence in their personal financial situation is on the rise, young Chinese consumers are less likely than their American counterparts to believe they are saving enough to meet future needs. 18.3% believe they are saving enough compared to 30% of Americans the same age. Young Chinese adults say that they save 15.1% of their annual income. Further, 61.9% of Chinese (18-34) say that over the last six months they've become more practical in their purchases (compared to 47.6% of Americans 18-34).

Other key changes over the last six months:
                                           Chinese 18-34   Americans 18-34
Focus more on needs over wants                  44.7%           55.1%
Have become more conscious about food safety    46.2%           14.9%
Have become more environmentally responsible    37.9%           15.1%

Source: BIGresearch® China Quarterly, Q4-09; BIGresearch® CIA™,

"Given socioeconomic variables between China and the U.S., key differences exist between young Chinese and American consumers," said Vicky (Yue) Pan, Prosper China Analyst. "The Chinese are taking a more pragmatic approach to personal finances by increasing their savings and being more practical in their purchases. Plus they are more aware of food safety and environmental issues."

For more information and to download complimentary past China Quarterly reports on Chinese consumers (18-34) in both English and Chinese,

The reports provide a detailed overview of economic attitudes, spending habits and media consumption of over 31 different types of media including new media. Also included are key insights on which media influences purchase decisions.

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About BIGresearch®

BIGresearch® is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive, and media. The China Quarterly monitors the purchasing behavior and media consumption of more than 15,000 Chinese consumers, focusing on consumers between the ages of 18-54 years old. The China Quarterly is available through BIGresearch in report or database format. BIGresearch also conducts the monthly Consumer Intentions and Actions® Survey (CIA™) of 8,000+ respondents and the semi-annual Simultaneous Media® Survey (SIMM®) of 20,000+ respondents. More information is available at

Contact Information: Contact: Chrissy Wissinger BIGresearch (614) 846-0146