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September 28, 2016

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Online preference for apparel, footwear

By Ding Yining | September 28, 2016, Wednesday | Print Edition

CHINESE consumers are more inclined to purchase apparel and footwear online, a Euromonitor International study showed yesterday.

The 2016 Global Consumer Trends Survey by Euromonitor found that 95.8 percent of Chinese respondents had bought apparel online at some point at least once, the highest among the 20 markets surveyed.

In 2015, 12.1 percent of apparel and footwear purchases globally were done through a digital channel. In China, it was 20 percent, the study found.

Chinese consumers also preferred computer or other digital means over in-person experience to research and purchase the apparel and footwear products.

Digital savvy consumers have been seeking more efficient, convenient and cheaper ways for making purchases, resulting in a boom of digital purchases across all categories.

Michelle Evans, digital consumer manager at Euromonitor International, said: “Online shopping is expected to further accelerate its development in China supported by the growing level of Internet usage and increasing penetration of smartphones.”

Nearly 40 percent of Chinese reported using the mobile device for making purchases for apparel and footwear products, up from 33 percent two years ago.

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