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Mobile shopping gains popularity, report says
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MOBILE shopping is gaining popularity among Chinese online shoppers while the difference between online and offline shopping for retailers is gradually blurring.
According to Nielsen's annual Online Shopping Behavior Research Report, most people who shop online use a combination of devices.
A total of 77 percent of respondents said they usually shop online using a laptop computer while 70 percent have used a desktop computer. Meanwhile, 53 percent of respondents have used a mobile phone and 36 percent a tablet computer to complete online purchases, the report side.
"Mobile commerce will see further growth and will be an important channel to boost e-commerce growth in the next few years," said Tao Libao, vice president of E-commerce Solution at Nielsen China.
The survey covered 4,500 respondents from 14 cities in China.
China had 618 million Internet users as of the end of last year and 500 million log on via mobile phones, according to state-backed China Internet Network Information Center.
Consumers chose to shop online mainly because there are no time and location restrictions and it’s easy to connect with social networks and share their shopping experience with friends, the report said.
"Better user interface designs and shopping experiences on mobile devices and higher mobile data traffic speeds are expected to be important drivers for mobile commerce’s future development," Tao added.
Nine out of 10 respondents surveyed by Nielsen said they would be willing to try self-pickup service for orders placed on e-commerce sites.
"The online to offline model helps manufacturers and retailers quickly expand their business scope and both channels are expected to complement each other to drive sales," Tao said.
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