Chinese wine enthusiasts rely heavily on the internet to learn more about Bordeaux and Burgundy, a new report shows.

Research from Wine Intelligence shows that while knowledge of Bordeaux and Burgundy wines is growing in China, consumers place more stock in recommendations from the internet and through social media sites than they do on word-of-mouth reports.

Three-quarters of Chinese consumers polled said they frequently go on the internet to gather wine information, while 62 per cent use social media sites such as Renren.

Only 39 per cent of those surveyed take advice from family and friends, while less than a third (32 per cent) buy wine on the say-so of shop staff.

"Today's imported wine drinker in China is highly wired and comfortable in using the digital world to learn more about wine," comments Maria Troein, senior project executive at Wine Intelligence.

Recent data from trade association the Conseil Interprofessionnel du Vin de Bordeaux has revealed that China is now the world's biggest importer of wine from the region.