Most Internet Users in China Say They're Early Tech Adopters - eMarketer

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Most Internet Users in China Say They're Early Tech Adopters

Most internet users in China say their next gadget will be purchased online

July 12, 2016 | Media

Nearly 60% of internet users in China consider themselves early technology adopters, according to research from Consumer Technology Association (CTA). That figure is higher than users surveyed from any other country in Asia-Pacific.

Internet Users in Select Countries in Asia-Pacific Who Consider Themselves Early Technology Adopters, April 2016 (% of respondents)

About half of those surveyed in Indonesia and Malaysia in April 2016 also believed themselves to be early technology adopters.

But CTA’s survey makes clear that, if there's only a 10-point difference between China and the next two countries when it comes to respondents who consider themselves early technology adopters, the question of how internet users across the region will make their next technology purchase creates a significant gap in digital buying.

Internet Users in Select Countries in Asia-Pacific Who Plan to Purchase Their Next Technology Product Digitally vs. In-Store, April 2016 (% of respondents)

Over 60% of internet users in China said they plan to make their next tech purchase digitally, making it the only country studied where a majority of respondents did not anticipate buying their next gadget in a brick-and-mortar store. In Indonesia, meanwhile, just 38% of internet users saw themselves as prospective digital buyers for their next technology purchase—far lower than the 49% who claimed to be early adopters in that country.

Being an early adopter is not, of course, defined by making tech purchases online, but it does suggest early adopters in China may be even more digitally enabled than their counterparts elsewhere in the region.

A February 2016 survey by PricewaterhouseCoopers (PwC) found that 62% of digital buyers in China said they purchased digitally because of the convenience; another 36% cited cheaper prices.

In other countries, as the pull of convenience dropped, cheaper prices became more significant, like in Singapore, where 55% of those who buy online said they do so because of better pricing.

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