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New study: Mobile devices driving online luxury shopping in China
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Mobile devices are playing a significant role in China’s online luxury shopping, driven by consumers’ desire for speed and the convenience of any-time shopping, a new study has found.
China’s Connected Consumers, a joint study published yesterday by audit, tax and advisory firm KPMG, online flash luxury retailer Glamour Sales and e-commerce platform Mogujie, is a result of a survey conducted in October.
According to the survey, which covered more than 10,000 consumers who had purchased premium or luxury items in the past 12 months, up to 60 percent said they use smartphones everyday to buy items or search for information on luxury products and about 30 percent do so on tablets. That compared with the desktop or laptop usage rate of 70 percent.
“China is steaming ahead because consumers have three to four devices more than the average global consumer,” Egidio Zarrella, clients & innovation partner of KPMG China said. “As China’s economy has rapidly expanded over the past few years, consumers have migrated straight to mobile platforms. They don’t have the legacy of traditional media channels and have leapfrogged straight to mobile.”
Glamour Sales, for example, does half of its business on non-PC platforms, with 22 percent of its sales driven by mobile shopping excluding those made on tablets. Thibault Villet, CEO and co-founder of Glamour Sales, said the company expects 50 percent of its sales to be driven by smartphones this year, and therefore has decided to first produce content and design user experience for the mobile and then share them on the PC platform.
Female consumers are bigger fans of mobile shopping than males, which reflects their reliance on user reviews and social media to make informed decisions, the study said.
As for smartphone operating system, the take-up of Android is significantly higher than that of Apple in lower-tier cities.
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