Nighttime Heats Up for Mobile Shopping in China - eMarketer

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Nighttime Heats Up for Mobile Shopping in China

Mobile buyers prefer to shop after 9pm

June 10, 2015

Mobile buyers in China are night owls, according to polling by Analysys International Enfodesk. When asked in March 2015 about their preferred time to shop on their mobile devices, nearly half of teen and adult mobile buyers in the country said it was after 9pm.

Preferred Time of Day for Shopping via Mobile Devices According to Teen/Adult Mobile Buyers in China, March 2015 (% of respondents)

No other daypart cracked 20% in terms of respondent preference. The No. 2 time slot for mobile shopping was 3pm to 6pm, garnering 17.7% of respondents.

Most mobile buying in China isn’t taking place on the go, according to the survey. The same respondents who preferred shopping at night said they mostly shopped from home or a dormitory—85.2% of teen and adult mobile buyers in China said that was their primary mobile shopping location. Another 9.1% shopped most often while at work or school. Just 1.8% said their primary mobile shopping location was in public places like restaurants and malls.

In Q4 2014, Interactive Advertising Bureau Singapore and We Are Social found that 27% of the population in China had made a purchase via mobile phone in the past month. According to iResearch Consulting Group, mobile is rapidly moving to account for a larger share of overall retail and consumer-to-consumer ecommerce sales in China. The firm had estimated that in Q1 2015, 47.8% of sales would be mobile.

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