China has the largest and most active population of social media users, and that has created unique opportunities for companies hoping to engage with a vast and increasingly affluent market, according to a new study from McKinsey & Co. Inc., a global management consulting firm.

Of the 5,700 Internet users surveyed, 95 percent are registered on a social networking site (SNS), the highest proportion worldwide.

It also has the world's most active social media population, with 91 percent of respondents saying they visited an SNS in the previous six months, compared with 30 percent in Japan and 67 percent in the United States.

Two thirds of those surveyed said they rely on online recommendations from friends before shopping. Therefore, the McKinsey study suggests companies should note the unique function of SNS in influencing consumers' purchasing decisions in China.