Smartphones Lead the Way for Digital Buying in China - eMarketer

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Smartphones Lead the Way for Digital Buying in China

But some mobile shoppers still have security concerns

October 4, 2016

Over 90% of digital buyers in China in May 2016 used a smartphone to make a digital purchase according to May 2016 polling from DigitasLBi. But digital buyers in China aren’t picky: Nearly as many used a desktop computer, about 85% used a laptop and 73% used a tablet. Many of these figures are in line with other countries in the region.

Devices Used for Digital Purchases by Digital Buyers in Select Countries in Asia-Pacific, May 2016 (% of respondents)

Among the devices asked about, only connected TVs had fewer than 50% of digital buyers in the country using them to make digital purchases.

Still, digital buyers in China aren’t exclusively positive about using smartphones for mcommerce.

PricewaterhouseCoopers (PwC) found that three in four digital buyers in China surveyed in September 2015 looked forward to the offers and coupons they received on their phones. But second to that excitement is concern: Nearly 70% were afraid that their account details would be hacked on their smartphones.

More than one-third of respondents also said they felt safer with traditional payment methods than when they pay via smartphone.

While this may not stop digital buyers, concerns about mcommerce may limit how comfortable they are and how much they spend on mobile.

In August 2016, eMarketer estimated that there will be a total of 453 million digital buyers in China in 2016, or 65.5% of internet users in the country. More than eight in 10 digital buyers will also make purchases on smartphones this year.

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