Chinese logging onto Social Networks

The restrictive Chinese political climate that for so long has maintained a rigid stance on free speech, may struggle to contain the online chatter of over 162 million Chinese internet users.

For a nation that is often subjected to sudden and extreme political decisions by its leaders - the ‘one child policy’ for instance - personal expression online could be the much needed release valve.

Comparisons are being drawn between the savvy American internet using public, and the relatively immature Chinese market. This is not because their level of internet penetration is in anyway similar (Chinese penetration stands at a paltry 14% while the US boasts 70%), but because of the way in which their users – particularly the youth market – have integrated socialising online into their lifestyles.

This outlet of expression for youth will drive China to the forefront of the internet world, with huge benefits for the travel industry. By its very nature, travel is one of the most heavily influenced industries by peer reviews, so expect the estimated 20 million Chinese bloggers to be increasingly influential in the coming years.

80% of Chinese agree that digital technology is an essential part of their life (Investor’s Business Daily, 14.01.08), contributing to massive penetration growth and the possibility of more Chinese than US users before the end of 2008.

Forecasts estimate that 80 billion could be spent online by Chinese this year (Forbes.com, 9.1.08), a figure that has already attracted big web-based western players to the region – Expedia, Google and Myspace being prime examples. Chinese travellers to the US spend approximately US$6000 per trip, so with increasing confidence and relaxed restrictions, Chinese online travel will flourish.

Hear Expedia, and other discussion about Social Media and Peer reviews at the Travel Distribution Summit Asia 2008 www.eyefortravel.com/tdsasia - Singapore March 18-19th