Apparel Takes Top Spot for Digital Buying in China - eMarketer

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Apparel Takes Top Spot for Digital Buying in China

Travel category leads in average annual spending

March 17, 2015

Digital buyers in China have their eyes on apparel, according to October 2014 research from McKinsey & Company. Based on polling for the report, “China’s iConsumer 2015,” two-thirds of digital buyers ages 13 and older in China had purchased apparel online in the past three months. That compared with 40% buying in the No. 2 category of packaged food.

Average Annual Number of and Amount Spent on Digital Purchases Among Digital Buyers in China, by Product Category, Oct 2014

McKinsey found that 37% of digital buyers in the country had bought skincare or cosmetics products online in the past three months, while 29% had purchased each of consumer electronics and small appliances.

Though only 21% of respondents purchased travel products online during the quarter previous to polling, those purchases were the biggest of all categories studied, with buyers spending an average of RMB3,750 ($610.18) on travel each year. Apparel came in second by this metric, at RMB2,700 ($439.33), while digital buyers in China spent the third-largest annual amount on products for mothers and babies, at RMB2,250 ($366.11).

eMarketer estimates that 312.9 million people in China ages 14 and older made a purchase via a digital channel last year—a figure that is expected to rise 16.3% to 364.1 million in 2015. Sales of retail and travel products via digital channels reached $264.8 billion in China last year and will grow 40.7% to reach $372.5 billion this year, eMarketer projects.

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