China’s sustained economic expansion over the past three decades has created an entire generation of new consumers. February 2013 issue of PwC’s r&c worlds Express update sheds light on Chinese consumers’ online shopping habits, based on the responses of 900 Chinese shoppers to a recent PwC survey. The Chinese consumers in our survey exhibit unique shopping patterns; for example, shopping far more often and using more on-the-go technology than survey respondents in the West.
The Chinese shoppers are adopting the Internet as a retail channel much faster than their global peers and running ahead of the pack in terms of using new devices and social media. Find out more
This is the sixth consecutive year that PwC has published a study of online shoppers, and our second truly global survey.
Below are some highlights from this year’s report.
- 59% of respondents follow brands or retailers on social media, compared to 49% last year
- When it comes to their favorite brands and retailers, 38% of our respondents are following them on social media; up from 33% last year
- 27% of respondents discovered brands through social media, compared to 17% last year
- Fully 49% of our survey sample said they use social media every day, an increase of 14% over last year
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PwC surveyed 7,005 consumers worldwide, including 1,000 respondents from Switzerland. The single biggest conclusion that we drew from our study is that consumers are outpacing traditional retailers and online pure-players are closing the gap. Consumers choose the channel that best suits their needs, doing their research predominantly online for products before buying the product in a store. Besides company websites, more and more consumers are researching and following brands via social media.
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