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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.
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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