More Than Half of Chinese Consumers Shop by Cell Phones Every Week, Compared With Only 14% Globally

Luo Qi, Huang Chengjing / Yicai


(Yicai Global) May 19 -- As smart phones become more popular and find wide-spread use in daily life, some 52 percent of China’s consumers shop via their mobile handsets on daily and weekly basis, compared with only 14 percent worldwide, found a survey by international accounting firm PricewaterhouseCoopers LLP. The survey results show 67 percent of Chinese consumers expect mobile phones to become their main shopping tool in the future.

China’s retail sector is undergoing new changes and has become increasingly proficient in analyzing data and adopting omni-channel technologies, PWC report said. Chinese consumers are leading the world in many areas.

Data show that Chinese consumers can be easily influenced by internet celebrities during their shopping process. Some 70 percent of consumers first research purchases made on social networks, and 29 percent search for brands or products recommended by key opinion leaders or cyber-stars on social media, compared with only 13 percent globally.

Figures show that 31 percent of Chinese consumers are willing to read relevant personalized advertisements, which is nearly twice the global average - 16 percent. The PWC survey tracked 24,471 online shoppers from 29 territories on six continents.

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